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• About USA Direct

Frequently Asked Questions

• Why have US network operators made standard rate messaging so restrictive?
• Why does USA Direct use a double opt-in procedure when the MMA recommends a single opt-in procedure for standard-rated services?

About USA Direct

Overview

USA Direct is established through direct connections with US network operators on the basis of individual short code programs which must be provisioned, tested and certified by them. Furthermore, programs are subject to the adherence of strict network regulations and breaches may easily result in the discontinuation of the infringing program by the network operator(s).

At a minimum, all network operators have adopted the MMA Consumer Best Practices Guidelines for Cross-Carrier Mobile Content Services, but some have additional regulations which are outlined here.

Content Related Issues

• Binary & WAP content is only supported by Dobson, Cellular One, T-Mobile and Cingular. Programs delivering such content are reviewed on a case-by-case basis and adequate processes to ensure handset-content compatibility and virus protection must be demonstrated.
• Adult content, which also extends to any affiliation with adult websites / brands, is not permitted.
• Any encouragement or promotion of alcoholic beverages, cigarettes, gambling or associated companies is not permitted.
• Sweepstakes & Chat can be supported, but have a separate set of guidelines which can be given upon request.

Recurring Message Delivery

Every message must have the explicit permission of its recipient and this takes the form of subscription services which involve specific opt-in and opt-out procedures. Content providers do not need to be concerned with the mechanics of this as it is supported by our SMP.

The nature and frequency of every message sent through a subscription service must be clearly defined and this information must be provided to the mobile user as part of the opt-in process. If a mobile user complains of mobile spam, the network operator will check the message according to this information.

As our SMP provides full support for all the regulations relating to subscription services, they are not repeated here. However, there are a few points which need to be clarified:

1. The opt-in procedure is the double-confirmation method.
2. EOM Reminders must be sent.
3. Subscriptions are on a monthly basis and renewed automatically - although a service may (in practice) be ongoing, it must still be labelled as a monthly subscription which is renewed automatically.
4. Mobile users cannot be charged for standard-rated content - content with a premium value must be provided as a supplement to a separate, paid-for, product/service (e.g. membership).
5. Cross-over marketing is not allowed - an existing subscription service cannot be used to invite participation in another.

Furthermore, in accordance to T-Mobile regulations...

• Our response to HELP commands issued by T-Mobile users includes the renewal date of their subscriptions.
• Our initial message in the opt-in process includes the phrase "other charges may apply".

Customer Support

At a minimum, every program must provide an email address and web address through which customer support can be reached.