Messaging Principles And Best Practices

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Messaging Principles and BestPracticesJanuary 19, 2017

Messaging Principles and Best PracticesJanuary 19, 2017Table of Contents1 EXECUTIVE SUMMARY12 SCOPE22.1 Purpose2.2 Wireless Messaging Services2.3 Scope Limitations & Disclaimer of Legal Guidance or Advice2233 WIRELESS MESSAGING ECOSYSTEM43.13.23.33.44567BackgroundThe Current Wireless Messaging EcosystemMessaging Ecosystem RolesWireless Messaging Ecosystem Schematic4 TRAFFIC CLASSIFICATION84.1 Person-to-Person (P2P)4.2 Application-to-Person (A2P)4.3 Message Classification Framework89105 ADDITIONAL BEST PRACTICES115.15.25.35.45.51111121213Common Short CodesGroup MessagingProxy NumbersToll-FreeRegistries6 UNWANTED MESSAGING TRAFFIC THREAT CONTAINMENT146.1 Core Principles6.2 Unwanted Traffic Containment Best Practices6.3 CTIA Unwanted Messaging Traffic Threat Forum1415162

Messaging Principles and Best Practices1January 19, 2017Executive SummaryThe Messaging Principles and Best Practices (Principles and Best Practices) is a set ofvoluntary best practices developed by wireless messaging ecosystem stakeholders. Itidentifies parameters for facilitating the exchange via transmission, storage and retrieval(exchange), of person-to-person (P2P) and application-to-person (A2P) messages viawireless provider messaging networks while protecting consumers from unwantedmessages. 1Messaging’s popularity is largely attributable to its status as a trusted and convenientcommunications environment. Thus, the objectives of this document are to support arobust and dynamic wireless messaging community where: Wireless consumers can exchange wanted messages with other wirelessconsumers;Enterprises and consumers can exchange wanted messages; andConsumers are protected from unwanted messages, including in conformitywith applicable laws and regulations, such as the United States’ TelephoneConsumer Protection Act (TCPA).For simplicity, the Principles and Best Practices uses the term “unwanted messages” to describeunsolicited bulk commercial messages (i.e. spam); “phishing” messages intended to accessprivate or confidential information through deception; other forms of abusive, harmful, ormalicious, unlawful, or otherwise inappropriate messages; and messages which required an optin that was not obtained or revoked.1Page 1 of 17

Messaging Principles and Best Practices2Scope2.1PurposeJanuary 19, 2017The Principles and Best Practices are intended for entities primarily operating in thewireless messaging ecosystem to facilitate innovation and the use of wireless messagingwhile protecting consumers from unwanted messages. The Principles and Best Practicesmay also be helpful to inform consumers of wireless messaging services, and anyonewith an interest in the wireless messaging ecosystem.The Principles and Best Practices replace CTIA’s SMS and MMS InteroperabilityGuidelines that were developed in consultation with stakeholders for an earlier period inthe messaging ecosystem. These Principles and Best Practices offer a broader, simplerand less technical set of recommendations that reflect an evolving wireless messagingecosystem.These Principles and Best Practices represent an important further step in the wirelessindustry’s effort to support new uses and business opportunities in wireless messagingservices while still maintaining protections for consumers. The recommendationsdescribed in this document, however, will require ongoing operational and technicalefforts by stakeholders in the messaging ecosystem to align individual companyprocesses and systems that are necessary for implementation.Although the specific technical and operational details required for service providerimplementation are beyond the scope of this document, the Principles and BestPractices acknowledge that service provider implementation will be an ongoingprocess that continues to evolve as new use cases arise throughout the wirelessmessaging ecosystem.2.2Wireless Messaging ServicesThe Principles and Best Practices primarily address wireless messaging services that use10-digit telephone numbers assigned from the North American Numbering Plan (NANP)as the unique identifier for the sender and/or recipient(s) of individual or groupmessages. Generally, wireless messages between subscribers are exchanged between10-digit NANP telephone numbers via wireless providers’ messaging networks. Thesemessaging services include: Short Message Service (SMS)Multimedia Messaging Service (MMS); andRich Communications Suite (RCS).As described in Section 5.1 below, a five or six-digit number known as a short code canalso be used to exchange wireless messages via wireless providers’ messaging networks.Page 2 of 17

Messaging Principles and Best PracticesJanuary 19, 2017The messaging ecosystem also includes cloud-based services that require the use of aseparate messaging client (e.g. an app) that is distinct from and does not interoperatewith wireless providers’ messaging networks. These Principles and Best Practices areintended to apply to messaging services that interoperate between cloud-basedplatforms and wireless providers’ messaging networks using the applicable services,such as SMS, MMS or RCS.While these Principles and Best Practices are applicable to emerging messagingservices, such as RCS, the CTIA Unwanted Messaging Traffic Threat Forum will continueto monitor the messaging ecosystem and consider revisions to these Principles and BestPractices, as necessary.2.3Scope Limitations & Disclaimer of Legal Guidance or AdviceCTIA’s Principles and Best Practices do not constitute or convey legal advice andshould not be used as a substitute for obtaining legal advice from qualified counsel. Useof and access to the Principles and Best Practices or any of the links contained hereindo not create an attorney-client relationship with CTIA and the user.Messaging services may be subject to a number of legal requirements, including thoseestablished by the Telephone Consumer Protection Act (TCPA) and the Controlling theAssault of Non-Solicited Pornography and Marketing Act of 2003 (CAN-SPAM Act), aswell as implementing regulations adopted by the Communications Act of 1934, asamended. Messaging ecosystem stakeholders or readers of this document shouldconsider obtaining legal and/or regulatory advice prior to taking any action related tothe provision of messaging services.As a set of voluntary best practices, CTIA’s Principles and Best Practices do not impose,prescribe or require contractual or technical implementation on messaging ecosystemstakeholders, including service providers. Due to contractual, technical, or otherpractical factors, methods of implementing the Principles and Best Practices may varyamong stakeholders.Page 3 of 17

Messaging Principles and Best Practices3Wireless Messaging Ecosystem3.1BackgroundJanuary 19, 2017When wireless messaging first arose in the late 1990s, all traffic was delivered on a P2Pbasis using 10-digit NANP telephone numbers. These early messaging systems did notoffer carrier interoperability – a subscriber could only communicate by messaging withother subscribers of the same wireless provider. To address this problem, in the early2000s, CTIA convened the wireless industry to help solve the consumer challenge ofusing SMS messaging services across other mobile networks. CTIA established the SMSInteroperability Guidelines to unlock inter-carrier messaging and industry standards forSMS interoperation among mobile networks. Today, SMS and MMS messaging serviceshave become a convenient and trusted communication tool for consumers and,increasingly, enterprise users.In the early 2000s, CTIA and other messaging ecosystem stakeholders developed theshort code platform (i.e. five or six digit codes) to facilitate the appropriate use of bulkwireless messages. Short code messages enable wireless messaging campaigns thatare vetted by wireless providers. The combination of upfront vetting with ongoingauditing means that short codes can enable high-volume messaging campaigns whileminimizing the risk that short codes will be used to distribute unwanted messages.In 2009, building on the successful SMS and MMS inter-carrier interoperability initiative,CTIA and messaging stakeholders expanded the SMS Interoperability Guidelines toguide how non-mobile networks could exchange SMS message traffic with mobilewireless networks. In 2011, CTIA and the messaging stakeholders further expanded theSMS Interoperability Guidelines to include cloud-based services that use 10-digit NANPtelephone numbers, and addressed unwanted message risks associated with thisexpanded ecosystem. In 2014, as the messaging ecosystem evolved, CTIA andmessaging stakeholders also revised the SMS Interoperability Guidelines to account forgroup messaging and text-enabled toll-free telephone numbers.All of these efforts have been premised on the common goal of maintaining andenhancing a dynamic and competitive wireless messaging ecosystem, while limitingconsumers’ exposure to unwanted messages. In pursuit of this goal and consistent withthese Principles and Best Practices, messaging ecosystem stakeholders should promotethe exchange of wanted messages among wireless consumers and enterprises,minimize risks to wireless consumers of receiving unwanted messages, and conduct fairdealing with each other, as well as comply with applicable laws and obligations.Page 4 of 17

Messaging Principles and Best Practices3.2January 19, 2017The Current Wireless Messaging EcosystemMessaging to 10-digit NANP telephone numbers has enabled wireless consumers tocommunicate with each other, enterprises and other organizations, generally, in alow-volume conversational manner. The wireless messaging ecosystem has strived toenable such low-volume, consumer-oriented communications, while simultaneouslyseeking to inhibit unwanted messages from reaching consumers.Messaging’s popularity among consumers is largely attributable to its status as a trustedand convenient wireless communications environment. For enterprises, messaging is anincreasingly attractive platform to reach consumers because of broad adoption bywireless consumers and consumers’ abilities to retrieve messages when convenient andto store them as desired.As the role of wireless messaging services evolves among consumer communicationstools, new business models are emerging around exchanging high-volume messagingtraffic using 10-digit NANP telephone numbers. To protect consumers from unwantedmessages, service providers deploy filters that limit messaging traffic bearing thecharacteristics of unwanted messages. Messaging using short codes also offersopportunities to exchange high-volume traffic in ways that inhibit unwanted messagesfrom reaching consumers. As these new models develop, these Principles and BestPractices are focused on maintaining a wireless messaging environment largely free ofunwanted messages.3.2.1 Ongoing Efforts to Combat Unwanted MessagesTechnological advances in wireless messaging hold tremendous promise for consumersto engage in social and commercial communications, but these advances also posethreats if unwanted messages negatively impact the role of messaging as a trusted andconvenient wireless communications environment. Section 6 of these Principles andBest Practices describe efforts to inhibit unwanted messages.3.2.2Introduction of Application-to-Person (A2P) Messaging using 10-Digit NANPTelephone NumbersCTIA’s SMS Messaging Interoperability Guidelines focused on Peer-to-Peer (P2P)communication (see description of P2P in Section 4.1). Enterprise users seeking toachieve higher messaging traffic volumes have used the short code platform to deliverA2P messages (see description of A2P in Section 4.2). Among other things, thesePrinciples and Best Practices account for new business models and messagingtechnologies involving the distribution of higher volumes of messages using 10-digitNANP telephone numbers through A2P and short code messaging.Page 5 of 17

Messaging Principles and Best Practices3.3January 19, 2017Messaging Ecosystem RolesThe messaging ecosystem comprises many stakeholders working together to create,route, deliver, store, retrieve, and consume messaging services.3.3.1 ConsumersConsumers are individual persons who subscribe to specific wireless messaging servicesor messaging applications.3.3.2 EnterprisesAn enterprise is a business or entity that uses messaging to communicate withconsumers. Examples include social networks, large and small businesses, financialinstitutions, schools, medical practices, and non-profits.3.3.3 Wireless Facilities-Based Service Providers (Wireless Providers)Wireless providers own and operate radio telephone and data networks, and makeavailable to consumers a wide variety of wireless communications products andservices, including wireless messaging services, such as SMS, MMS and RCS.3.3.4 Mobile Virtual Network Operators (MVNOs)MVNOs are wireless service providers that do not own the network infrastructure overwhich they provide services. Instead they resell network services maintained by one ormore wireless providers.3.3.5 Cloud-Based ProvidersCloud-based providers enable services like voice and messaging to end users usingover-the-top IP connectivity or through interoperability with wireless carrier-networkedservices, including wireless messaging. Some cloud-based providers offer an API toaccess wireless services while others offer standalone applications.3.3.6 Inter-Carrier Vendors (ICVs)Also called hub providers, ICVs act as hubs to facilitate interoperability by transportingmessaging traffic between multiple wireless providers and cloud-based providers.3.3.7 Connection AggregatorsConnection aggregators offer a variety of value-added services to enterprisecustomers – not the least is messaging connectivity into multiple wireless providers.Unlike ICVs, connection aggregators do not typically support inter-carrier peering traffic.3.3.8 Competitive Local Exchange Carriers (CLECs)In the messaging ecosystem, CLECs provide 10-digit NANP telephone numbers andtraffic routing services to cloud-based providers.3.3.9 RegistriesIn order to establish a record of 10-digit NANP telephone number resources used tosupport the effective exchange of wireless messages, registries operate databases oftelephone numbers and the associated communications provider or providers (CLEC,wireless provider, cloud-based provider) enabling wireless messaging service to thosePage 6 of 17

Messaging Principles and Best PracticesJanuary 19, 201710-digit NANP telephone numbers. Customers of the registries include CLECs, wirelessproviders, ICVs, cloud-based providers, and enterprises.3.3.10 Network Security VendorsNetwork security vendors provide solutions that enable wireless providers, cloud-basedproviders, and ICVs to identify unwanted message traffic. These solutions deliver avariety of network security features, including spam containment and management.3.3.11 Service ProvidersThese Principles and Best Practices use the term service provider to refer to any of theparties identified above that offer messaging services or messaging-related services toconsumers or enterprises using 10-digit NANP telephone number or short codes,including wireless providers, MVNOs, cloud-based providers and CLECs.3.4Wireless Messaging Ecosystem SchematicExhibit IPage 7 of 17Wireless Messaging Ecosystem Schematic

Messaging Principles and Best Practices4Traffic Classification4.1Person-to-Person (P2P)January 19, 2017Person-to-Person (P2P) generally describes the low-volume exchange of wirelessmessages between end users. To date, most end users exchanging this type oflow-volume messaging traffic are individual wireless consumers, but, more recently,exchanges between wireless consumers and other endpoints, such as consumers ofcloud-based messaging services or enterprises, are becoming more common.To provide greater certainty and consistency of classification across the messagingcommunity, these Principles and Best Practices establish consensus-based definitions ofP2P wireless messaging traffic around the concept of typical human operation.4.1.1 Typical Human OperationFor purposes of these Principles and Best Practices, the concept of consistent withtypical human operation defines P2P traffic to distinguish P2P from A2P traffic (seeSection 4.2).Exhibit II outlines the characteristics and attributes of typical human operation for thepurpose of classifying P2P messaging traffic.Exhibit IIAttributes of Typical Human Operation for Classifying P2P Wireless /telephonenumber (TN)/minute15 to 60 messages perminuteA human is typicallynot able to originatemore than about onemessage per second.VolumeMessages/TN overtime1,000 per dayOnly in unusual casesdo humans sendmore than a fewhundred messages ina day, nor can ahuman sendmessagescontinuously over along period of time.Unique RecipientsNumber of distinctrecipients/TN200A human has arelatively smallnumber of contacts.BalanceRatio of outgoing toincoming messagesper TN1:1 with some latitudein either directionHumancommunications areconversational. AnPage 8 of 17

Messaging Principles and Best PracticesJanuary 19, 2017incoming messagetypically generates aresponse from therecipient.4.1.2 Treatment of P2P TrafficSubject to the Classification Framework of A2P described in Section 4.3, in general,wireless messaging traffic from a 10-digit NANP telephone number that is consistent withall of the attributes of typical human operation described in Section 4.1 above anddoes not exhibit characteristics of unwanted messaging traffic, as identified consistentwith Section 6 below, should be expected to be deliverable across the messagingecosystem.4.2Application-to-Person (A2P)A2P traffic is all messaging that falls outside the definition of P2P (i.e., traffic that is notconsistent with typical human operation).These Principles and Best Practices identify the protection of consumers from unwantedmessages, particularly from high-volume messaging traffic, as a key consensus-basedgoal among messaging ecosystem stakeholders. The establishment of clear parametersaround P2P traffic will help facilitate the continued deployment of A2P services andoptions consistent with protecting networks and consumers. Individualizedarrangements and close collaboration among messaging ecosystem stakeholdersafford an appropriate environment for the deployment of emerging A2P businessmodels.4.2.1 A2P Traffic and Commercial ArrangementsThe wide range of use cases that continue to emerge in the marketplace precludesany simple, rigid categorization of A2P traffic at this time. In the evolving marketplace,the messaging ecosystem stakeholders will continue to work to enable effectiveinteroperability. Without A2P commercial arrangements, messaging traffic that is beingrepresented as P2P, but is inconsistent with typical human operation, may be inhibitedas unwanted. If facilitating the exchange of this traffic as A2P messages is appropriate,technical and contractual arrangements should be negotiated independently amongthe messaging ecosystem stakeholders and on an individualized basis.4.2.2 A2P Traffic and Consumer ChoiceAlthough these Principles and Best Practices do not provide legal advice or guidance,the messaging ecosystem should operate consistent with relevant laws and regulations,such as the Telephone Consumer Protection Act (TCPA) and associated FCCregulations regarding the provision and revocation of consumer consent forcommunications. For this reason, A2P messages should consider: The consumer’s express consent to receive informational messages;The consumer’s express written consent to receive marketing messages; andPage 9 of 17

Messaging Principles and Best Practices January 19, 2017The ability for the consumer to revoke consent.Individual service providers may adopt additional consumer protection measures forvendors for A2P messaging, as described below in Section 6. Such measures mayinclude campaign pre-approval, service provider vetting, in-market audits, orunwanted message filtering practices that are tailored to facilitate the exchange ofwanted messaging traffic among consumers and enterprises.4.3Message Classification FrameworkExhibit III combines the definitions of P2P and A2P into a framework for message classification.Exhibit IIIMessaging Classification FrameworkP2PA2PTypically not required as consumerto-consumerExpress consentTraffic VolumeConsistent with typical humanoperationAs contractually agreedProgram Review ProcessNot requiredMay be requiredRecommended UsageConsumers texting one or moreconsumersEnterprises texting multipleconsumers simultaneouslyOpt-In and Opt-OutOpt-out (e.g., STOP keyword)Call center scenariosAlerts and notificationsMachine to MachineTypical ScenariosTraditional individual conversationaltexting.Group messaging with appropriateopt-out capabilities.One-time or very rare exceptions forspikes (e.g., when user notifieshis/her contacts of new number).Call center scenarios; sessiontypically initiated byconsumer but not required.Permission for session isassumed.Typical bulk messaging,campaigns, marketing,business outreach, 2-waycampaigns, notification, Twofactor authenticationRecipients should be notifiedperiodically how to opt out.Service providers enforce theSTOP layer.Page 10 of 17

Messaging Principles and Best Practices5Additional Best Practices5.1Common Short CodesJanuary 19, 2017Common short codes are non-NANP addresses of 5 or 6 digits typically used byenterprises for communicating with consumers at high-volume (e.g., airline flight delays,banking account alerts, shipping company delivery notifications, school delays etc.).The short code platform was developed to accommodate higher volume SMS trafficwith upfront consumer protections from unwanted messaging traffic and reviewprocedures to ensure appropriate use of the platform.In the United States, the Common Short Code Administration (CSCA) operates thecross-carrier short code registry. The CTIA Short Code Monitoring Handbook offers bestpractices and other guidelines for conducting A2P messaging campaigns using shortcodes.In Canada, the Canadian Wireless Telecommunications Association (CWTA) administersshort code assignments through its txt.ca website. The Canadian Common Short CodeApplication Guidelines publication offers best practices and other guidelines for shortcode campaigns in the Canadian marketplace.5.2Group MessagingGroup messaging is typically facilitated through cloud-based services (e.g. a mobileapp) that enables the creation of consumer messaging groups.Due to its one-to-many nature, group messaging requires special accommodation inthe definition of P2P traffic. Thus, it is recommended that group messaging traffic: Be classified as consistent with human operation and classified as P2P providedthat messaging traffic to/from the group number is itself consistent with theAttributes of Typical Human Operation (see Exhibit II above); Have strong anti-abuse controls that are appropriate for systems with potentiallylarge message distribution, consistent with Section 6 below; Support the ability of any member to opt out of the group at any time; andEmploy mechanisms to prevent recursive group messaging and cyclicalmessaging involving more than one group (e.g., in which one group is a memberof another group).Although group messaging services are classified as P2P, special arrangements may berequired between the messaging service provider(s) hosting a group messaging serviceand other service providers whose customers use the group service to ensure wantedmessages are deliverable. Page 11 of 17

Messaging Principles and Best Practices5.3January 19, 2017Proxy NumbersMessaging providers may also utilize a 10-digit NANP telephone number as a proxynumber that functions as a relay point between possibly large sets of and/or frequentlychanging phone numbers in certain wireless messaging use cases.For example, a driver for a ride-sharing service may need to communicate with aprospective passenger to confirm a pick-up location. The proxy telephone numberfunctions as a conference call bridge telephone number, allowing the driver andpassenger to communicate without either party having to reveal his or her personaltelephone number. Another example is a service that allows a user to establish a singletelephone number with the ability to relay calls and messages to any of several othertelephone numbers held by the user.A 10-digit NANP telephone number used as a proxy is typically only a means to achievethe end of connecting two individuals, but proxy numbers are commonly re-used in away that may create volumes of messaging traffic that exceed Typical HumanOperation.Given the use of proxy numbers to facilitate high-volume messaging traffic amongmultiple 10-digit NANP telephone numbers, the proxy number should be classified asA2P wireless messaging traffic. Although P2P group messaging services may use proxynumbers and display some volumetric characteristics of A2P, special routingconsideration can be given for these group messaging services, as discussed in Section5.2 above.5.4Toll-FreeToll-free telephone numbers are a subset of NANP telephone numbers that use thefollowing numbering plan area codes (NPAs): 800, 888, 877, 866, 855 and 844, with 833tentatively set to open in 2017. While toll-free numbers (TFNs) have generally supportedonly voice calling, the messaging ecosystem has evolved to use a toll-free telephonenumber as the identifier for wireless messaging services.To uphold the integrity of toll-free telephone numbers, provide transparency toResponsible Organizations (Resp Orgs) who manage the use of toll-free telephonenumbers for voice services, and protect consumers from unwanted messages fromtoll-free telephone numbers, it is recommended that messaging ecosystemstakeholders should operate in accordance with the following:5.4.1 Authority to Text-Enable Rests with the Toll-Free Voice SubscriberThe toll-free subscriber who is the holder of record of a TFN for voice services has thesole authority to control additional services associated with that TFN. Only TFNs that arecurrently reserved or in working status for the benefit of a TFN voice subscriber should beenabled for messaging.At this time, additional discussions among messaging ecosystem stakeholders arenecessary to consider appropriate approaches to wireless message enabling of TFNsPage 12 of 17

Messaging Principles and Best PracticesJanuary 19, 2017that protect the toll-free subscriber’s authority to control voice, messaging and otherservices associated with that TFN. In order to facilitate the innovative use of TFNs formessaging services, individually negotiated contractual relationships should be utilizeduntil these Principles and Best Practices can be evolved to reflect a consensus-basedview about the appropriate approach to wireless message-enabling TFNs.5.4.2 Transparency to Resp OrgsIn order to provide transparency to Resp Orgs and other service providers about TFNsthat are wireless messaging enabled, any process for provisioning messagingassociated with a TFN should allow or provide for synchronization with a registry orregistries that provide a comprehensive record of text-enabled TFNs and associated TFNsubscribers. In addition, registries should be operated consistent with the principles inSection 5.5 below.5.4.3 Special Considerations for Shared Use Toll-Free Telephone NumbersFor the benefit of a TFN voice subscriber, message enablement of a TFN should accountfor any shared use arrangements that are part of the voice service associated with theTFN. In the case of shared use TFNs, the toll-free voice service provider should betreated as the toll-free subscriber to uphold the integrity of the toll-free number andprotect subscribers of a toll free voice service which terminates voice telephony trafficto more than one subscriber. Such shared use arrangements include, but are not limitedto, geographic-based and time-of-day-based sharing.5.5RegistriesTo achieve impartiality with respect to number registration, registry service providersshould commit to fair dealing, on reasonable and non-discriminatory rates, terms andconditions with stakeholders of the messaging ecosystem and operating the registry ingood faith.Page 13 of 17

Messaging Principles and Best Practices6Unwanted Messaging Traffic Threat Containment6.1Core PrinciplesJanuary 19, 2017It is in the best interests of consumers and all members of the wireless messagingecosystem to enable consumers to freely exchange wireless messages with otherconsumers and enterprises while endeavoring to eliminate unwanted messaging trafficthreats.Wireless messaging is a trusted and convenient communications platform amongconsumers and enterprises. The immediacy, retrieval and storage capabilities, and highopen rates associated with wireless messaging services make wireless messaging anideal medium for all sorts of communications – including relaying urgent information toconsumers such as fraud alerts or flight changes. This high trust and open rate isbelieved to be associated with the spam-free environment of messaging.Unwanted messaging traffic or reduction in reliable delivery diminishes consumer trust inthe wireless messaging ecosystem. It is vital that the wireless messaging ecosystemstakeholders work together to keep the relatively pristine wireless messagingenvironment free of unwanted messaging traffic while taking steps to support theexchange of wanted wireless messages among consumers and enterprises.The following core principles help ensure that consumers are protected from unwantedmessaging traffic: All service providers should use reasonable efforts to prevent unwantedmessaging traffic from being sent by or to their subscribers, including review toensure that messages are not unwanted; All service providers may block unwanted me

Jan 19, 2017 · The Principles and Best Practices are intended for entities primarily operating in the wireless messaging ecosystem to facilitate innovation and the use of wireless messaging while protecting consumers from unwanted messages . The Principles and Best Practices may also be helpful to inform consumers of wireless messaging services, and anyone

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