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Similar to email, SMS has anti-spam laws which differ from country to country. As a general rule, it’s important to obtain the recipient’s permission before sending any text message, especially an SMS marketing type of message. Permission can be obtained in a myriad of ways, including allowing prospects or customers to: tick a permission checkbox on a website, filling in a form, or getting a verbal agreement.[16]
Mobile marketing is multi-channel online marketing technique focused at reaching a specific audience on their smart phone, tablets, or any other related devices through websites, E mail, SMS and MMS, social media or mobile applications.[1] Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas.[2] In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device".[3]
  Most of the world are beginning to think that sms marketing tools are going to take over the way we do business both online and offline? If you would care to consider the fact that an average of 97% of recipients open their text messages. That stat is crazy! A person on average check their cell phones at least 50-100 times a day. Why don't you try an pay attention to how many times you look at your cell phone on a daily basis. It's a lot right? 

In a nutshell, mobile devices are arguably the most personal items we own and as (SMS/MMS) marketer building your phone number database in the early stages of your (SMS/MMS) campaign, you need to let subscribers know what they are opt-in for. keep your promise and send only infrequent, valuable text messages. Remember to keep delivering value through incentives and your customers will stay opted-in and very eager to receive your next text.
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