This section is still under development - the information here has not yet been finalised or checked for accuracy.
A subscription service is a messaging service in which mobile users receive content that is pre-defined in terms of nature & frequency and can control his/her participation using nothing more than a subscription command sent through his/her mobile handset
Subscription services are considered to be the best approach to communicating with mobile users, due to the personal nature of mobile phones, and the only practical solution to mobile spam. They ensure that mobile users only receive messages of a nature & frequency that they've explicitly asked to receive and this, in turn, results in better response rates and increased brand/trust affinity.
Whilst the explicit opt-in procedures that subscription services demand may take more time and money, and have fewer participants, mobile messaging programs based on subscription services achieve much higher results.
Furthermore, if a mobile user was to ever accuse a content provider of spamming them, the subscription process would clearly identify that the mobile user had requested the content which was delivered.