Earlier this month, AT&T released a new version of its Code of Conduct governing application-to-person (A2P) messaging, which includes SMS and MMS messages.
The most significant change is the added requirement to include an opt-out disclosure (e.g. “Reply STOP to quit”) in every recurring subscription-based message. Note that this does not apply to transactional messaging, such as a one-time password reset.
These best practices are expected to be adopted by additional carriers in the near future and will be more strictly enforced by AT&T and others as they are implemented. We encourage you to read the linked Code of Conduct from AT&T (here) and to immediately begin adhering to the opt-out disclosure requirement for all subscription-based messaging.
Please reach out to Marketron Support with any questions or concerns.