Controversial messaging company SMS.ac is hoping to scrub its image by issuing consumers’ rights guidelines for wireless companies.
The text-messaging company issued a six-point Consumer Bill of Rights calling on messaging and content providers to offer clear pricing, effective customer service and money-back refunds to unsatisfied customers, among other things. Such guidelines are necessary to create consumer confidence, allowing the market to fully reach its potential, said Michael Pousti, SMS.ac’s chief executive officer.
Nearly three dozen wireless carriers have established a similar code of conduct under the guidance of U.S. mobile-phone organization CTIA, but SMS.ac’s effort appears to be the first such move by a content or application provider.
“Let us be very aware of the consequences that could befall the mobile data industry if consumer confidence wanes, as it did when fixed-line carriers previously opened their billing systems,” said Pousti, citing user complaints surrounding 1-900 number services. Our very survival hinges on the ability to focus on what ultimately matters-the consumer.”
SMS.ac has gained substantial traction in the text-messaging space by creating clubs of wireless users based on similar interests. But the company has been blasted on Internet bulletin boards and blogs by users who claim the company uses deceptive pricing models and sends unwanted messages to nonsubscribers.
Other messaging and content providers are increasingly coming under fire from consumers as well. Jamster, the content arm of VeriSign Inc., is being sued for deceptive marketing practices in California and also has run into trouble in the United Kingdom.
Such backlash threatens the viability of the nascent wireless messaging and content industries, said Pousti.
“Mobile carriers cannot carry the burden of this challenge by themselves,” Pousti said. “The responsibility falls squarely on the shoulders of mobile application and content providers to provide clarity and transparency to consumers.”
