Cingular and Cingular Blue (formerly AT&T) announced today that all MT messages that respond to an opt-out request or HELP request need to be ZERO-RATED. This is different from 'Standard Rated'. A 'Standard Rated' message will be billed to the consumer at the standard message rate, while a 'Zero Rated' message will not be charged at all.
As usual, timeframe for implementation is very short. Cingular wants this to be in place on all PSMS campaigns by this Friday June 24, COB.
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