In addition to our earlier email, we wanted to provide a forum for Waterfall clients to ask questions about the October 16 changes to the Telephone Consumer Protection Act. This webinar is not mandatory, rather it's meant to be an open discussion for those who feel like such a forum would be beneficial.
In the webinar, Waterfall CMO Matt Silk will:
1) Walk through the changes to the TCPA
2) Describe the current discussion and reaction from the mobile industry
3) Provide some insight into the options mobile marketers have at their disposal
Note: this webinar is not, nor should it supplement, legal advice. We'd like to remind clients to personally consult an attorney for specific counsel about telemarketing legalities.
2. Agenda
1. The Mobile Industry & The TCPA
2. October 16 Rule Changes
3. Potential Courses Of Action
4. Available Resources
5. Q&A
Š 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
3. Consult Your Attorney
This webinar is not, nor should it supplement, legal advice.
Please personally consult an attorney for specific counsel about
telemarketing legalities.
The goal of this webinar is to provide information about the
TCPA and how it relates to the mobile marketing industry.
5. Telephone Consumer Protection Act
Passed in 1991, The Telephone Consumer Protection Act
(âTCPAâ) regulates calls and texts made to consumers. The
Federal Communications Commission (âFCCâ) governs
implementation of the TCPA. Simply, the TCPA allows
consumers to collect damages for unsolicited telemarketing.
Source: Cornell University Law School, 2013
6. Automatic telephone dialing system
â˘
Common
TCPA
Terms
Equipment which has the capacity to store/produce and
dial telephone numbers using a random or sequential
number generator
Unsolicited advertisement
â˘
Any material advertising the commercial availability or quality
of property, goods or services that is transmitted to a person
without prior expressed invitation or permission
Established business relationship
â˘
Source: Library of Congress, 2013
A relationship between a seller and consumer based on the
consumer's purchase, rental, or lease of the seller's goods or
services
Š 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
7. Agenda
1. The Mobile Industry & The TCPA
2. October 16 Rule Changes
3. Potential Courses Of Action
4. Available Resources
5. Q&A
Š 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
8. Effective October 16, 2013
Prior expressed written consent
Revised
TCPA
Rules
â˘
â˘
Established business relationship
â˘
â˘
Source: Bloomberg Law, 2013
Unambiguous written consent required
Before calling or texting a consumer, marketers must obtain
a consumerâs written consent and signature
No longer valid as an exemption from obtaining prior
expressed written consent
Selling to a consumer does not qualify as obtaining a
consumerâs consent
Š 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
9. E-Sign Act
â˘
Some
TCPA
Particularities
â˘
Unambiguous Consent
â˘
â˘
â˘
Source: Klein Moynihan Turco LLP, 2013
Electronic/digital signatures are valid
Includes email, website form, text message, telephone
keypad or IVR
âClear and conspicuous disclosureâ required
Advertiser bears the burden of proof
KMT Best Practice: maintain each consumerâs written
consent for at least four (4) years: the federal statute of
limitations under the TCPA.
Š 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
10. Re
All we need is one hour.
Mobile
Marketing
Compliance
Let us know your marketing
goals and strategy. Weâll
provide a plan to catapult
your mobile subscriber
numbers.
Follow-up to approve the
plan and sign off on the
creative.
Source: Klein Moynihan Turco LLP
Source: CTIA Playbook, 2013
Š 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
11. Agenda
1. The Mobile Industry & The TCPA
2. October 16 Rule Changes
3. Potential Courses Of Action
4. Available Resources
5. Q&A
Š 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
12. Re
All we need is one hour.
For New
Mobile
Subscribers
Let us know your marketing
goals and strategy. Weâll
provide a plan to catapult
your mobile subscriber
numbers.
Follow-up to approve the
plan and sign off on the
creative.
Source: Klein Moynihan Turco LLP
Waterfall Action Items
â˘
â˘
â˘
â˘
Crafting appropriate updates to the Terms & Conditions
Working with clients to make any required updates to those
pages we host on your behalf
Providing appropriate language for clients to update their
hosted pages
Working with mobile industryâs regulators to eliminate
ambiguity
Š 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
13. Re
All we need is one hour.
For Existing
Mobile
Subscribers
Let us know your marketing
goals and strategy. Weâll
provide a plan to catapult
your mobile subscriber
numbers.
Follow-up to approve the
plan and sign off on the
creative.
Source: Klein Moynihan Turco LLP
No Clear Answer As Of Right Now
â˘
â˘
Waterfall actively collaborating with the DMA and MMA to
get the FCC to clarify
3 potential courses of action
a. Opt-in with affirmative response
b. Notification with opt-out
c. Await further guidance
Š 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
14. Re
All we need is one hour.
Opt-in With
Affirmative
Response
Let us know your marketing
goals and strategy. Weâll
provide a plan to catapult
your mobile subscriber
numbers.
Follow-up to approve the
plan and sign off on the
creative.
Elements in the message
â˘
â˘
â˘
Highlight the TCPA changes
Link to the new Terms & Conditions
Require a reply to opt in to mobile list again
Subscriber strategy
â˘
â˘
â˘
â˘
Craft a compelling message
Send multiple times
Use Waterfall list segmentation to only send to those not on
the new list
Set up a trackable URL to monitor views of the Ts & Cs
Š 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
15. Re
All we need is one hour.
Notification
With Opt-out
Instructions
Let us know your marketing
goals and strategy. Weâll
provide a plan to catapult
your mobile subscriber
numbers.
Follow-up to approve the
plan and sign off on the
creative.
Elements in the message
â˘
â˘
â˘
Highlight the TCPA changes
Link to the new Terms & Conditions
Remind subscribers how to opt out
Subscriber strategy
â˘
â˘
â˘
Craft a compelling message
Send once
Set up a trackable URL to monitor views of the Ts & Cs
Š 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
16. Agenda
1. The Mobile Industry & The TCPA
2. October 16 Rule Changes
3. Potential Courses Of Action
4. Available Resources
5. Q&A
Š 2013 Waterfall Mobile, Inc. Proprietary and Confidential.
17. Consult Your Attorney
This webinar is not, nor should it supplement, legal advice.
Please personally consult an attorney for specific counsel about
telemarketing legalities.
The goal of this webinar is to provide information about the
TCPA and how it relates to the mobile marketing industry.
18. Further Research
For online legal perspectives about the TCPA:
Klein Moynihan Turco
Morrison & Foerster
Patton Boggs
bit.ly/KMTonTCPA
bit.ly/MorrisonFoersteronTCPA
bit.ly/PattonBoggsonTCPA
Contact
support@waterfallmobile.zendesk.com
(512) 270-6070
This document and contents Š Waterfall Mobile, Inc, 2013. Proprietary and confidential.