While this has been fruitful in developed regions such as North America, Western Europe and some other countries, mobile SPAM messages (SMS sent to mobile subscribers without a legitimate and explicit opt-in by the subscriber) remain an issue in many other parts of the world, partly due to the carriers selling their member databases to third parties.In India, however, government's efforts of creating National Do Not Call Registry have helped cellphone users to stop SMS advertisements by sending a simple SMS or calling 1909.
Senders may also get creative and choose a vanity number.
SMS marketing has both inbound and outbound marketing strategies.
Inbound marketing focuses on lead generation, and outbound marketing focuses on sending messages for sales, promotions, contests, donations, and appointment and event reminders.
This is because unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices for the mobile media industry (including mobile advertising).
The IAB (Interactive Advertising Bureau) and the Mobile Marketing Association (MMA), as well, have established guidelines and are evangelizing the use of the mobile channel for marketers.