T-Mobile Playbook Changes

T-Mobile released a new version of its short code playbook, detailing all requirements content providers need to adhere to when running mobile campaigns on T-Mobile's network. As usual, T-Mobile does not allow 'grandfathering-in' of existing campaigns, meaning that all current campaigns need to be in compliance with the new guidelines within 30 days from today.

The playbook has grown to a massive 45 pages and is to be used in conjunction with the MMA Best Practices guidelines which are also mandatory.

The key changes in the current version (version 6) of the playbook are:

• Sweepstake campaigns are approved on a case-by-case basis and if charged at a premium rate, need to include a piece of downloadable content for the premium charge.
  
• Premium Interactive TV campaigns are approved on a case-by-case basis and may require on-air visual and verbal call out of pricing and Ts&Cs. Only one-time events are allowed, no subscription billing.
  
• Opt-in and opt-out via a mobile internet browser (WAP page) is now allowed.
  
• WAP Billing is now offered as an alternative to PSMS billing.
  
• Promotional or complimentary downloadable content is now allowed on a case-by-case basis if the download is tied to a specific promotional campaign for a 'non-mobile' product or service.
  
• The restrictions on downloadable applications are relaxed. Both non-networked and networked applications and games may be permitted as long as they have been certified by True North Services (TNS), T-Mobile's third party application certifier. However, applications and networked games, if approved, are only available to T-Mobile subscribers with unlimited Internet access.