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Mobile marketing differs from most other forms of marketing communication in that it is often user (consumer) initiated (mobile originated, or MO) message, and requires the express consent of the consumer to receive future communications. A call delivered from a server (business) to a user (consumer) is called a mobile terminated (MT) message. This infrastructure points to a trend set by mobile marketing of consumer controlled marketing communications.[38]
Texting is the only mobile marketing medium that can reach both smartphone and regular mobile phone users. And, while the Internet is expanding globally, satellite telephone connections seem to be more universal and more reliable than Internet connections. Therefore, text messaging has the widest reach globally compared to any other mobile marketing channel.

Due to the dynamic nature of (SMS/MMS) marketing technology and the messaging industry, the Messaging Compliance Rules are constantly being updated from time to time. As a result, I’d strongly encourage clients to review vendors’ terms and conditions and proposed use cases with qualified legal counsel to make sure that they comply with all applicable laws.

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