Spam texts are clearly a problem. Although they represent a much smaller percentage than email spam (around 3% vs 75%), mobile is a much more personal channel. Maybe one solution could come from a preference service? In the UK there is one for voice called the Telephone Preference Service (TPS). It is widely known by consumers and generally works well. It started as a voluntary scheme, but became part of the regulations. Any brand intending to conduct telemarketing in the UK must, by law, screen the numbers against the list.
So why not set up something similar for SMS? The problem is that SMS is different to voice. Where as a telemarketer can phone you without prior permission, text messages are classed as ‘electronic mail’ and require the user to opt-in before a message can be sent. So for a marketer to send you a text, you must have given your permission directly or indirectly through a soft-opt in (through a sale or negotiation of a sale). Not only that, the marketer must also offer a method of opting-out of further messages. It’s therefore pointless for marketers to scan against a preference list, as users will already have opted in.
A preference service won’t stop the spammers either. In the UK a majority of unsolicited messages are for accident claims, debt management or mis-sold loads or personal insurance. The people sending the texts know they are breaking the law, so they use a variety of methods to avoid discovering. One thing is certain though. They are not going to scan their lists against a preference service.
In the end the only way to prevent SMS spam is a combination of better enforcement against those who are breaking the law – so far the regulators haven’t prosecuted anyone – there is much more they can do. Stopping spam also needs to be supported by better filtering at the operator level. This will stop many more messages from reaching handsets in the first place. One way to support this is through a spam reporting button (or address book entry) on every mobile handset. Even though it may be well intended, a mobile preference service is not going to solve the problem. In the end it may simply mislead consumers into believing that registering with it can somehow prevent spam messaging. It won’t.