Industry Guidelines

Managing Short Code Messaging Programs

Getting started in mobile messaging is exciting, but it can also be stressful. The mobile ecosystem is complex and there are many moving parts. To make the process as efficient as possible, we provide you with a dedicated account manager and an implementation consultant.

This topic helps you understand the essential steps in designing, launching, and running a mobile messaging program in the US. By reading this before you get started, you'll be prepared to move through the process efficiently and launch on time.

In addition to the information provided here, refer to the Common Short Code Administration website for details about obtaining and using short codes in the US.

This illustration outlines the main steps in the process.

=======

The lifecycle begins with the consultation and contract phase with your OpenMarket Sales Director, then commences with program brief development, approval, provisioning, testing and certification. All these steps must be complete before your program is launched.

>>>>>>> d345459969686891fe8a51b1188efa03e3e44ac8

Diagram showing the six steps in the lifecycle of a short code

Step 1: Consult, select products, and sign contract

Objective: Ensure that your business and OpenMarket are well matched for a long-lasting, mutually beneficial partnership

During this consultation you'll work with an OpenMarket sales director to define the objectives of your mobile messaging program. Once complete, we'll work with you to finalize the contract.

Step 2: Create a program brief, website, and get a short code

Objective: Prepare your program brief and build your website.

In this step you'll work with your Implementation Consultant to obtain a short code (if you haven’t already done so) and design a program brief and website. Both the short code and program brief must be complete in order to engage mobile operators for their review and approval.

The CSCA—Common Short Code Administration—is the organization that leases short codes. You can lease a short code yourself or we will help you lease one. Please advise us if you have already acquired your short code or you are migrating from another aggregator.

Your program brief is an important document. It describes your mobile messaging program in detail, including the user experience (e.g., call to action, opt-in, opt-out and message flow) and information about how the service will be promoted. We will assist you in developing your brief to ensure that your message flow descriptions are complete and clear, and you’ll have access to our web-based "Campaign Brief" tool where you can provide the needed details.

Our aim is to ensure that your program brief is not delayed due to mobile operator questions or requests for information. Your program brief must meet CTIA (Cellular Telecommunications Industry Association) guidelines as well as operator-specific regulations and requirements.

Step 3: Get mobile operator approvals

Objective: Receive mobile operator approval and get provisioned

Once your program brief and supporting website are complete and compliant, we'll submit them to mobile operators for approval.

The mobile operators will review your program brief and website for compliance to guidelines and regulations. When a mobile operator grants ‘commercial approval’ of your program brief and website, you can assume that you are in compliance. At this point the mobile operator will establish a connection on their network to OpenMarket for your specific short code. When your program has reached this state we say it’s been "technically provisioned".

In the case where a mobile operator requests more information, we will work with you to make whatever changes are needed to the program brief to ensure its approval.

Step 4: Test your program

Objective: Prepare for mobile operator certification

Some mobile operators, including AT&T, Sprint, T-Mobile USA, and Verizon, require certification testing. (Verizon requires testing only for MMS programs.) We'll contact you when your program is ready to be certified.

An OpenMarket Certification Tester will advise you about whether any message flow changes are needed in order to pass the mobile operator test.

Your service will need to function exactly how it is described in the program brief. It is imperative that no changes to the message flow and website are made during this phase. Any deviation from the information submitted in your program brief will result in delays or possibly a rejection.

=======

Objective: Ensure that your business and OpenMarket are well matched for a long-lasting, mutually beneficial partnership.

During this consultation you'll work with your OpenMarket Sales Director to define the objectives of your mobile messaging program. Once complete, contractual details will be finalized and you will sign the appropriate contracts depending on which OpenMarket products you've chosen to use.

Step 2: Create a program brief, website, and get a short code

Objective: Prepare your program brief and build your website.

In this step your Implementation Consultant will assist you in obtaining a short code (if you haven’t already done so) and designing a program brief and website. Both the short code and program brief must be complete in order to engage mobile operators for their review and approval.

Your program brief is a very important document. It describes your mobile messaging program in detail, including the user experience (e.g., call to action, opt-in, opt-out and message flow) and information about how the service will be promoted. Your Implementation Consultant will assist you in developing your brief to ensure that your message flow descriptions are complete and clear, and you’ll have access to our web-based "Campaign Brief" tool where you can provide the needed details.

Step 3: Get mobile operator approvals

Objective: Receive mobile operator approval and get provisioned

Once your program brief and supporting website are complete and compliant, OpenMarket will submit them to the mobile operators for approval.

In the case where a mobile operator requests more information, your Implementation Consultant will work with you to make whatever changes are needed to the program brief to ensure its approval.

Step 4: Test your program

Objective: Prepare for mobile operator certification

Some mobile operators, including AT&T, T-Mobile USA, and Verizon, require certification testing. (Verizon requires testing only for MMS programs.) CSO Compliance will contact you when your program is ready to be certified.

An OpenMarket Certification Tester will advise you about whether any message flow changes are needed in order to pass the mobile operators’ test.

>>>>>>> d345459969686891fe8a51b1188efa03e3e44ac8

Step 5: Launch your program!

Objective: Get certified and launch your messaging program

If your program and website behave as expected, you will receive notification that the mobile operator has certified your program. Once certified, you can launch your service and run live traffic!

If one or more mobile operators do not certify your program, the OpenMarket Certification Tester will contact you and advise what changes are necessary.

Step 6: Monitor your program

Objective: Stay in compliance, monitor performance, and consider enhancements

Once your mobile program goes live, we still need to monitor it to stay in compliance with industry and mobile operator requirements.

Compliance updates — CTIA and mobile operators revise their guidelines from time to time, and you will want to ensure that all of your services remain compliant. OpenMarket will distribute any new guidelines to you via a customer announcement and will be available on our website, enabling you to make the necessary updates to your service (if applicable).

Audits — The CTIA can audit mobile programs, and will notify you directly if it chooses to audit yours. The audit will contain instructions with the changes needed. If you have any questions regarding the audit, your Account Manager will be available for assistance.

Changes to service — Please contact your Account Manager in the event of any significant changes to your mobile program. If you need to make any changes, your Account Manager can assist you in amending your campaign.

Your OpenMarket team will maintain an ongoing dialog with you about the performance of your program, as well as how you would like it to evolve and what other OpenMarket products and services might enhance your offerings. This may lead back to Step 1, where you and your Sales Director explore a new or amended contract and initiate the lifecycle again.

Your OpenMarket Team

For support during the lifecycle of your short code, OpenMarket provides three direct points of contact. Each of these professionals has a specific area of expertise and is trained to help you through the process.

Sales Director — This is the person you’ll interact with initially. He or she will consult with you on your mobile strategy, help you decide which products and services to use, and work with you to complete contractual documents. Your Account Director is your ongoing contact for all commercial inquiries.

Account Manager — This is your primary, ongoing contact at OpenMarket. Our account managers are very knowledgeable about the mobile landscape and are specifically trained to provide skilled one-on-one consultation. Your Account Manager will help you navigate each phase of the process and help ensure that your program goes live as smoothly and quickly as possible.

Implementation Consultant — During initial onboarding, an Implementation Consultant will guide your team to understand OpenMarket's APIs and to help resolve any issues encountered during your development and testing efforts.

Support Engineer — Once you're onboarded, we have Support teams on four continents tp provide 24-hour and year-round support. OpenMarket’s Support team has won several awards for service excellence because each support engineer is fully knowledgeable about our products and operations.