On Nov 1st, with feedback from the industry, the CTIA released a new Short Code Monitoring Handbook which governs the approval and audit standards of short codes and the advertising of short code campaigns. Whether you have a short code in market or you are considering registering a code there are a number of key changes that all brands should be aware of. Here are a few that I feel are pretty substantial.
1) Brands can now provide a generic ‘recurring’ message frequency disclosure instead of an exact frequency of messages when they opt a customer into a campaign. A number of brands face lawsuits because the CTIA guidelines had previously required an exact frequency of messages to be disclosed and some of these companies delivered slightly more than their stated frequency. To prevent lawsuits, conservative brands started disclosing frequencies 10 times that of what they would actually send to be on the safe side. For example a brand might have disclosed 30/month when in fact they sent 1/week. This previous compliance policy created a bad customer experience and significantly more liability for both brands and marketing service providers. With the recent change to the rules a brand can simply state that the messages are ‘recurring’. I believe this is a fantastic improvement for both customers and brands because it removes liability, makes the opt-in advertising more accurate, and allows more flexibility and personalization with each campaign based on appropriateness rather than some arbitrary message limit.
2) “Message & Data Rates May apply” is no longer required in the “Opt-in Message”. It is now only required in the “Confirmation Message” and in the “Advertising Disclosures”. This is a great benefit as well. Brands will now have more characters to describe what the customer is signing up for in the very first message. In the past, since there had been so many required discloses in the Opt-in Message, a brand would hardly have much room for their own text. It made for a poor customer experience and likely lowered opt-in rates.
3) “Reply STOP to opt-out” is no longer required in the ongoing message flow as long as it is provided at least once a month in a service message or within content delivered. Horray! Customers will no longer wonder why the brand is telling them to opt-out in every message they receive. This was obviously an awkward requirement for both customers and brands. Not to mention it took valuable space in each message.
4) “Reply STOP to opt-out” is no longer required to be disclosed in the “Advertising Disclosures” as long as it is in BOLD letters in the Terms and Conditions page. The Reply STOP to opt-out requirement was always awkward for advertisers who wondered why we would provide opt-out instructions IN ADVERTISING to someone who had not yet opted-in.
5) No more shared short code restrictions on Point of Sale vendors. This will enable small and medium sized businesses to afford to SMS message their customers. While there are additional compliance requirements for Point of Sale call-to-actions by the FCC, this CTIA rule will help open up text messaging to SMBs who cannot afford $500/month to lease their own short code.
Great job CTIA.
The Update: You can now deliver vCards(.vcf) and iCalendar(.ical) through both the MMS API as well as through the Campaign Manager User Interface. The process is as simple as adding an image or video using the same structure and flow that you are used to. We have also enabled text to be delivered alongside the ical/vcard since not every phone supports .vcf and .ical in 2014. You can use this space to provide a fallback/download link to the object until vcard/icalendar MMS transcoding is available in 2015 and more devices have the capability.
Benefits of the Update: There are many useful reasons to send contact information via MMS. Often adding contact information to your phone is not quick and easy. Other times it is awkward to ask for it in person from a service provider. The use cases for vcards is most obvious for business who rely on phone calls to either order something regularly, call in an emergency or conduct business primarily by phone.
The Update: Email addresses can now be collected via SMS data collection. Email data is collected when an SMS data collection message is sent out to customers requesting their email address in the reply. When customers respond, that data is both added to their Audience profile and subscribed to an email campaign. Once the email is added to an email campaign a sequence of email auto-responses can be sent to the customer.
Benefits of the Update:
You are now able to take customers who already subscribed to an SMS/MMS campaign, and subscribe them into an email campaign. By doing so, you will be able to transition your SMS/MMS marketing campaign into a cross-platform strategy.
Cross-platform mobile marketing campaigns give companies the option to present a larger variety of content by taking advantage of multiple mediums. Different mobile marketing mediums have different advantages.
Once customers are opted into an email campaign, you can send email auto-responders and scheduled email messages to them. By creating an auto-responder for your email campaign, customers can receive a confirmation email message from you almost instantly after they submit their email address through SMS. There is no API integration required.
The Update: Menu Response Actions (MRA) and SMS Data Collection have been added as new features. MRA allows you to create quizzes and surveys with open ended or multiple choice answers. Data from customer answers are then collected and stored as subscriber data. Later in your messaging campaign, you can use this data as within messages using dynamic merge tags. You can also simply export the data as a CSV file for analysis. These special SMS questions can be scheduled as message blasts during a campaign. The response actions that are carried out after a customer replies are set up when creating the SMS MRA.
Benefits of the update:
Improved Customer Information: Before this update you were limited to gathering information during opt-in time, import or through the API. With SMS Menu Response Actions you can continuously gather customer information throughout a campaign and store it into simple variable names. Using dynamic merge tags you can create personalized SMS, MMS and emails using information gathered from many data sources throughout the campaign.
Data Collection: Recognizing who your customers are and what they are interested in is critical for any business. Through Menu Response Actions you can easily send surveys out to your audience to gather opinions about your products and services. Using this information you can better allocate your marketing resources.
Customized Responses: For each question in your SMS you can provide an automatic response for each possible answer. The response can either be another SMS or MMS. This can be a great way to create interactive message flows or be a way to redirect customers with links to specific products.
The Email Design Tool now supports adding “Background Images” to email templates. Before this update email templates could only have a colored background. The background option only allowed you to use a single color to fill the blank background space in emails. This update allows you to use images with the jpg, png, and gif extensions to serve as the background of the email template. Adding beautiful images to the background will make your emails more appealing to readers. You can also overlay text, buttons or other images on top of this background.
Benefits of the update
Adding images to your email gives it emotion and substance. The problem is that not all email clients display images by default. Therefore placing any text within your image means that many people will not be able to read it unless they ‘allow images’. The benefit of using background images are that you can still put html, text and buttons in the email over the background image. By doing so the recipient will be able to read your textual message with or without ‘allowing Images’. Placing the image as the background will free up space for your message and other buttons or links. If you have any questions on email backgrounds please visit the Email Help Section for Email Design Tool.
The security team at Skycore has been working to assess the impact for our customers following April 7th’s disclosure of CVE-2014-0160, also known as Heartbleed. This is a critical vulnerability in OpenSSL which can compromise the secret keys used for SSL encryption.
We have not discovered any intrusions or unauthorized use of our systems but it is important to ensure that the vulnerabilities are patched in a timely manner.
We have performed the following updates to our systems and procedures on the following dates:
* We have patched all OpenSSL libraries on all servers April 8th
* Skycore leverages Amazon Elastic Load Balancing infrastructure. This was patched by Amazon on April 8th
* We have reissued all internal SSH keys April 8th and renewed SSL Certificates April 11th
We recommend our API customers review the security of their own servers to ensure they are not vulnterable:
* Refresh API Keys if applicable
* Verify that any of your public and private SSL endpoints are not still vulnerable
Further background on the Heartbleed vulnerability: http://heartbleed.com/
To confirm our Heartbleed status visit: http://filippo.io/Heartbleed/#skycore.com
We hope this answers your questions about the impact of CVE-2014-0160. If you have any follow up questions, don’t hesitate to ask at firstname.lastname@example.org
All the best,
The Skycore Team
The Update: SMS Concatetenation now lets SMS hold up to 300 characters. Normally SMS are limited to roughly 160 characters. Messages longer than 160 characters are sent as multiple messages. SMS Concatenation will send these smaller messages with a special flag to combine into one long message on the device. For billing purposes concatenated messages will be charged as multiple messages.
Benefits of the update:
Organization: When an SMS is sent as multiple small messages it has the potential to be sent in the incorrect order. With this update you can send those longer messages knowing they will be read in the proper order.
More Information: SMS can now hold nearly double the amount of characters than before. Your messages now have more space allowing you to add crucial content. Adding more App information and SMS links will help promote your campaign.
How to access this feature: You can schedule SMS through the SMS/MMS Campaign’s “Message Scheduling” tab. Select a date so that the message select window appears. Choose the SMS tab and create the message with up to 300 characters in the text area.
The message will be received as one long fluid message.
The Apps economy has become so large and diverse that your app’s success depends on marketing both online and offline. Skycore’s Messaging Platform provides the tools to market your app offline through SMS and MMS. Of course offline marketing is not relevant for certain applications and games, but companies with a brick-and-mortar presence or service that are advertised through traditional channels should consider SMS.
Delivering an SMS with a link to your app saves the customer time and energy installing your app. With an SMS call to action, you can point customers directly to your page in the app store by delivering them a small convenient link with some text. The SMS call to action can be a keyword they text, such as your brand name. This keyword can be advertised anywhere, including in your store or on your marketing material.
You can also use multimedia messages with a link. When composing multimedia messages for your SMS campaign you can easily combine pictures of your app with text. If you have customers information linked to their phone number you can deliver personalized text using dynamic merge tags. For example, if you message a customer using their name, or refer to their interests, they may be more likely to hit the download button. Using these tools to create effective messages will help increase your download count.
The Update: You can now add social media follow buttons into your email templates! We’ve included 10 popular social media sites used by businesses and you can select which ones you would like to display in the email.
Benefits of the Update:
Simpler Integration: Previously, to add your company’s social media links into an email you had to manually add them via TEXT/HTML. With this update we have added a simple and beautiful way for you to add multiple social media links to your outbound email. You have the option of placing the social media links anywhere within the email and they will appear as small clickable buttons. You can also customize the links behind the social buttons have in order to direct the viewer to the applicable account or page.
Build your Followers: Cross promoting your communication channels is an important part of mobile communication strategies. Your customers communication preferences will change over time and it’s important you not only provide different communication options but let your customers know they exist and make it easy to follow your company with the apps they use.
The new SOCIAL button highlighted
A Quick Example of an email we can send out
The Update: This update allows you to promote you App on the back of your passes as well as using smart App Links and OS Detection to determine how and whether (or not) to present the material to the user.
Benefits of the Update:
Promoting your App: This update allows you to promote your application at the time when your users are most likely to want to download it, when they are already have your pass open. The promoted application banner appears on the top of the backside of the pass. This is set up to draw the attention of you customers.
OS Detection: The application will automatically detect whether the device using the app has the ability to download the application. If it does not, that user will not be shown the application promotion. For example if your application is only available for iPhones with iOS 7.0 or higher, iPhones with iOSs below 7.0 will not see the banner add.
App Links: The link within the promotional banner for your app will search the device and determine whether or not the application is already installed. The link will direct users based on the information gathered.
• If the application is not been installed on the device, the link will direct users to the appropriate app store page so that they may install the app.
• If the application is already installed on the device, the link, when clicked, will launch the app.