MobileMarketer posted a great article today: What your service provider is not telling you about the new TCPA rules for SMS/MMS marketing
If you currently have a SMS/ text / MMS marketing program in place with another provider you will definitely want to read it. Definitely.
Here’s the most critical issue, summarized…
“If your existing SMS/MMS database members did not provide prior express written consent to new TCPA consent requirements before Oct. 16, then any SMS/MMS marketing messages sent to them after Oct. 16 may make you an unwitting illegal telemarketer, liable to fines and exposed to class action lawsuits.”
The ramifications of such actions?
“When you do the math for fines of $500 to $1,500 for every non-compliant message sent after Oct. 16, and multiply that by the mobile opt-in membership of big brand databases, we are talking substantial exposure potentially in the tens to hundreds of millions of dollars.”
Serious stuff. I hope your current provider has shared this information with you.