To run successful SMS programs, you must have programs that are CTIA & TCPA compliant and you must understand the rules and the guidelines.
Who and what are the CTIA & TCPA? Please also reference their websites for more, but in short…The TCPA is federal law, the CTIA are guidelines that are enforced by a private entity that is hired by the wireless carriers to help police the industry. The only risk under CTIA is that the carriers can block you from sending to their networks. The rules should not be interpreted within a grey area. They are straightforward and should be followed.