How Not To Do SMS Campaigns – The Mobile Marketing Meltdown of the Buffalo Bills

In April 2014 the National Football League Buffalo Franchise settled a 3 million dollar lawsuit.

This is a perfect reason Sms marketing in Canada has moved in the right direction and the CWTA makes sure things don’t get out of hand. The CWTA governs short code programs in Canada to ensure that all programs are running under their strict guidelines.

CWTA Canadian Short Code Application Guidelines Rules
When users signed up to the Bills text messaging campaign, the fine print said they would receive no more than 5 text messages a week. When a certain subscriber started to receive more than promised, he took action. The situation hit the news and made headlines all over the world; one of the biggest NFL Footballs is being sued for an sms campaign.

In Canada, CWTA monitors SMS messages sent from all short codes. Best practice guidelines state that the sms campaign should clearly state right from the get-go how many messages a user can receive.

For mobile marketing to thrive in Canada, policies must controlled. SMS Marketing in Canada is only possible because of the strict CANADIAN COMMON SHORT CODE APPLICATION GUIDELINES that are provided by the Canadian Wireless Telecommunications Association. The more companies in Canada follow these golden sms rules, the healthier mobile marketing will be for all users.