The Mobile Marketing Association’s (MMA) Consumer Best Practices (CBP) Guidelines, for the United States market, provides a guide to implementing short code programs. Fundamentally, the Cross Carrier section of the guidelines document is a compilation of accepted industry practices, wireless carrier policies, and regulatory guidance that have been agreed upon by representative member companies from all parts of the off-deck ecosystem. While the MMA CBP committee strives to implement policies that encourage the growth of the off-net industry, the primary focus is on consumer protection and privacy, as industry growth without consumer satisfaction is not sustainable.#mobilebestpractices