Friday, June 12, 2009

AT&T and Verizon is making a mess out of PSMS

U.S. Telcos have tried over and over again to gain a hold of spammers using MT premium SMS (PSMS), but instead they have made a mess of imposing APIs for aggregators. Verizon has tried OIOO and now AT&T came up with its own version OPPC. Both flows tried to do the same thing, enforce the opt-in to the users so they know what are they being billed. OPPC's flow uses a "start" message that the aggregators have to send to AT&T. This message contains the parameters for AT&T to build the opt-in message (price, description, shortcode, etc). However, what if your campaign is targetting non-english speakers and you want to control the opt-in message? What happens if you are using a trivia or a chat? Should the users receive an opt-in for every question or every chat that they send? Eventually, AT&T came up with a "except-tag". This is the exception to the OPPC rule. I think that eventually, everyone would like to have an "except tag". How about the spammer, wouldn't they eventually use this except tag? This is just frustrating. I understand the use of these API, but why do we need to impose different API for different operators? Can we all just get a standard? Perhaps we need to think about doing the billing via MO like Europe and Latin America is doing.

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