Acting on behalf of CTIA: The Wireless Association and carrier networks, NeuStar Inc. has introduced a new standardized application process and features for mobile marketing campaigns based on common short codes.

A key requirement of the new CSCA application process is the change in sequencing of what marketers need to fill out. Essentially, marketers will have to submit more information upfront to their application provider or aggregator for the carrier to approve their mobile marketing campaign.

"We're now putting it into a central database so that all players in the ecosystem -- whether they are application provider, aggregator or carrier -- they're all working off of the same information," said Diane Strahan, vice president of mobile services at NeuStar, the Sterling, VA-based registry that assigns short codes on behalf of the CTIA and carriers.

"I hope this will standardize all of the campaign data," she said. "And most importantly for the brands -- not from day one -- but it puts us on the path to streamlining the provisioning process and reducing the timelines."

This change mandates more information from mobile marketers using SMS for either branding or customer acquisition or retention campaigns. It also gives the carriers more insight into the campaign process and tighter control of commercial messages sent to their subscribers.

Other changes introduced benefit brands.

For example, marketers can now reserve a short code for a longer period of time. In other words, they can reserve the short code even as they work on a mobile marketing campaign.

Prior to this, brands had 30 days to pay for the short code after ordering. Now they have 60 days.

Next, NeuStar will assign random short codes even before the marketer has actually paid for it. If the brand does not pay the amount in 60 days, then that code reverts to the pool of available codes.

With this new feature marketers can begin work on incorporating the short code and keywords on posters, print ads, television spots and radio commercials, and not wait to add those details till the short code is approved and campaign provisioned.

Finally, the mobile marketing campaign information goes directly to the monitoring vendor, in this case, Nielsen Telephia. Eventually, the carriers will discontinue their own individual monitoring process.

"Brands will need to follow reports from one vendor," Ms. Strahan said. "That will remove costs and resources from the system.

"The short- and long-term gain is having one source of data which can be continually updated with a high degree of integrity, which should increase confidence in the ecosystem and streamline processes as we move forward," she said.

This move will affect all marketers using short codes for their SMS campaigns. Even marketers with already-provisioned short codes will need to comply with the updated short code application process.

"If they already have mobile marketing campaigns out there, they must make sure when they renew their common short code that they've taken a look at the new process [and] they know what to complete," Ms. Strahan said.

"At that time, they need to provide that campaign-level data," she said.

SMS, along with applications and the mobile banner ads, continues to be the most popular option for mobile marketing campaigns.

However, carriers such as AT&T, Verizon Wireless, T-Mobile and Sprint tend to err on the side of caution with SMS campaigns, especially as privacy advocacy groups and state and federal regulators sniff around for irregularities and violations.

"The good news is that all of the carriers are standardizing to the degree that's possible the data that's required to launch mobile marketing campaigns," Ms. Strahan said.

"While there might be individual carrier requirements, this process will still help streamline and improve things for the brands," she said. "We have a high degree of integrity with the data and that gives everyone, including industry and state regulators, a higher degree of confidence in the campaigns we're launching."

Here's the FAQs document on the updated common short code application process as it appears on NeuStar's Web site:

Ordering of CSC

What are the basic steps involved in leasing a CSC, entering campaign information and getting it activated by the Carriers
In USShortCodes.com / CSCA:
Step 1 -- Order your CSC
Step 2 -- Define your Campaign(s)
Step 3 -- Submit your Campaign Application
Step 4 -- Update your Campaign(s) as information changes (ongoing)

How do I order my CSC ASAP so I can ensure we have a particular code?
You only have to complete minimal information to Lease your CSC by providing your basic account and billing information and paying for your code. However, you must complete steps 2 and 3 and submit your campaign before you will be able to launch your campaign with the Carriers. You have 60 days from the time of your Invoice date to pay for the CSC. Failure to make payment will result in your order cancellation and losing your CSC.

What is the difference between ordering/leasing CSC and the CSC Campaign Application process?
The CSC Order is the process of leasing/securing your code with CSCA. The CSC Campaign Application is the process of defining the details of your campaign for downstream review by the Mobile Carriers and Monitoring Team. For your convenience the Aggregator may be able to help with your CSCA campaign submission (please consult your Aggregator for more details).

How long does it take to lease and secure the code I want?
The actual time to Lease your code is relatively short and is accomplished within the CSCA in a couple of days. From the time you receive your Invoice you have 60 days to pay for your New CSC, the 60 day window does not apply to renewal codes. However, the Campaign you wish to run on your CSC requires further approval by the Carrier which is facilitated by your Aggregator. The time for Carrier review and approval depends on several factors and your Aggregator will be better able to advise you on the total time required. Also, provisioning times vary by Carrier. You should consult your connection Aggregator to better understand the provisioning timeframes and to review the goals of your campaign(s).

Campaign Application

Why has the CSCA Application process changed, there just used to be a few fields to complete and now I have to fill out this big application? Why?
The new Common Short Code application form is the beginning of a more efficient top-down process for the definition, review, and compliance with established best practices of CSC Campaigns. Wireless Carriers and the monitoring initiative are connected to the CSCA and this new process requires more information upfront in order to accomplish efficient on-boarding and a thorough examination of campaigns on the backend.

What information do I need to gather to complete an Campaign Application -- what are the basic sets of data and how do I go about gathering those details?
All of the required fields are identical to the information that Aggregators currently supply to the Carriers when they submit a campaign to be provisioned.

Is CSC Campaign Data required?
Yes. This is required for your campaign to operate commercially, and you will not be able to get your CSC and associated campaign(s) provisioned and approved on the carrier networks without providing campaign data.

What if I don't know all the particulars of my mobile campaign, can I get started now?
Yes, once you have secured your code you can start to define your campaign. Defining a campaign is first step to activating your code. It is important to note that you must also submit your campaign to the CSCA for acceptance prior to your campaign being launched on the carrier(s) networks. Please see obtain a code page.

If I start this process can I save my work and continue later?
Yes, you can start to define your campaign once you have ordered your CSC and save your work to complete later. You can always edit your campaign data from your Account Dashboard. Please note, once your campaign has been submitted to the Monitoring Agent and the Carriers your new edits may require a new round of Carrier approval. Please contact your Connection Aggregator for more information on updating your Carrier approved Campaigns.

What is the time frame that we have to have campaign data entered under a CSC?
You will need to have the information for at least one campaign for each leased CSC by the time you wish to either get your code approved and provisioned by the carriers through your aggregator, or at the time of the renewal of that CSC. You will not be able to renew a CSC, if you do not have at least one campaign associated with that CSC. Additionally, you will need to ensure that legacy campaigns are updated with complete information as it relates to the current version of all campaigns running on the short code before the short code can be renewed.

Will any of the campaign data that is in the current system be migrated to the new applications?
Yes, any fields that can be matched will be migrated over to the new application. You will still need to ensure that all required fields for each campaign are complete, before you will be able to renew the associated CSC.

What is the minimum number of Campaigns I can have in my Application?
You must at least define one (1) campaign on your application before submitting for application review and or/renewal. Additional campaigns may be added later.

Who can help me complete the Application, can I get help in completing the Application?
You may designate a partner(s) or aggregator to help you complete the application. You will need to acquire the Delegate's Access ID and input that into your campaign or application to authorize their access.

How do I become a "Partner" or a "Delegated User"?
You must have a CSCA account. In your Account Profile page you can 'declare' yourself as a Delegated User. Upon doing so, the system will automatically generate a random alpha numeric code that is your Access ID. You can then share the Access ID with an applicant that wishes to assign you as their "Delegate User" so you could work on their Campaign Application on their behalf.

What data can my Delegate "see" in the Application and what do they have access to update?
A Delegate can access most of the required fields in the Campaign application section only. The Delegate cannot access the CSC Order form, or account information. All other fields must be completed by the Applicant.

Can I assign my campaigns to different Delegate Users or do they all have to be assigned to one Delegate User?
You can assign different campaign to different Delegate Users. You can change who a delegate user is on a campaign, but only one Delegate User per Campaign can be assigned at any given time.

How long are Access IDs good for? Do they ever expire?
No, Access IDs will never expire. However they can be removed from specific campaigns by the campaign owner.

How do I remove an Access ID from a campaign?
You can remove the Access ID from your Account Dashboard by logging on to your account and clicking the Campaigns tab. Once there you can click the Delegate "change" link listed on the campaign you would like to modify. This will take you to a new page that allows you to remove an Access ID or change to another.

What do I need to do as a minimum to start a Campaign application if I want to assign that campaign to a partner to complete?
You must provide the Campaign Name and Keyword. You can then click "save for later" to save your work. If you have assigned this campaign to your partner/Delegate User they will see your campaign in their Account Dashboard so they'll be able to edit and update it on your behalf. The Delegate User is also sent an email notification upon delegate assignment.

What is the difference between a CSC Content Provider and a Campaign Content provider?
Please refer to the Registrant Sublicense Agreement (RSA).

Do I have to select carriers for each aggregator? Why?
Each aggregator has certain carrier connections and relationships which are defined in the application. If you have any questions about this please consult your aggregator or contact support.

What are the standards for review of CSC Applications and how do I understand what is reviewed and if my application will be approved?
All applications are reviewed by the Carrier(s) interested in launching your campaign. All campaigns must conform to consumer best practices and are reviewed and approved by each carrier individually. Please consult your aggregator for more information.

If my program changes, can I update my Application and Campaign?
Yes, you are required to keep your campaign(s) up to date and can do so via your Account Dashboard. If a campaign is changed or added it needs to be resubmitted for review per Carrier policy.

If I am renewing a CSC is all of this new information required?
Yes, it must be provided in order to renew a CSC.

Account Management

How do I manage my Applications, CSCs, Campaigns and Delegated Users?
By using your Account Dashboard; you can view and manage all your Orders, CSCs, Campaigns and Partners you have given access to assist with your campaigns.

How do I access my campaigns?
In two ways; in your account dashboard you can click the CSCs tab, and then click the specific CSC that the campaign is associated with, or in the Campaign tab you can search for your campaigns by name.

In the Campaign Application form how do I maneuver between the campaign pages?
You can navigate between pages by clicking the page title in the navigation progress bar on the top of the page.

Can I copy a campaign to add to the same short code?
Yes. From your Account Dashboard, either on your CSCs tab or Campaigns tab you can do this by clicking the "copy" link from within specific CSC (CSCs Tab) or the specific Campaign (Campaigns tab). You can then make all the necessary changes to your new campaign and submit it for review.

How do I make corrections to my submitted campaigns based on the Approval Review Process?
From your Account Dashboard find the campaign you would like to edit or update and click "edit". This action will take you to the Campaign Summary page. Find the section you would like to edit or update and use the Line Editor for that specific section. Once you are satisfied with your changes, click the "Submit" button to send the Campaign Application for review. Please note, once your campaign has been submitted to the Monitoring Agent and the Carriers your new edits may require a new round of Carrier approval. Please contact your Connection Aggregator for more information on updating your Carrier approved Campaigns.

Can I get a copy of my current invoice and/or receipts?
Yes. From your Account Dashboard click the "Orders" tab and find the order corresponding to the invoice or receipt you would like to see.

How do I search for a specific Application, CSC or campaign?
From your Account Dashboard click the appropriate tab:
? Under Orders you can search by Order ID.
? Under CSCs you can search by a specific CSC.
? Under Campaigns, using your campaign name, you can search for your campaign. A partial campaign name is accepted.

Why is the Summary button in my application grayed out?
The Summary Page will not be accessible until you have all the required data filled out in Campaign Application form and the system has validated the field entry by pressing "Save and Continue" on each page. Once you have fully completed all the required data and "saved" your work then you can use the Summary Page to review all your entries and make any last minute changes you notice.

Why can't I "Save and Continue"?
The "Save and Continue" button will perform a field validation on the page you are working in. If there are any required fields that do not contain data you will see an error message on top of the page. If you are not ready to complete the partial data in this page simply click the "Save for Later" button.

Can I edit a Campaign that is already provisioned by the Carriers?
Yes. However all edits and updates to already Submitted and Accepted campaigns will be sent to Carriers for review. Please note, once your campaign has been submitted to the Monitoring Agent and the Carriers your edits and updates may require new Carrier approval. Please contact your Connection Aggregator for more information on updating your Carrier approved Campaigns.

How do I change the CSC Content Provider for a CSC that I leased?
You must Contact Customer Support and provide appropriate documentation, as this information cannot be changed through the dashboard.

Why is it important to keep the CSC Campaign data up to date?
This is now a requirement of the CSC Registry as this data is required for Carrier Monitoring of on-going campaigns. Also, Carriers are using this information as a feed into their campaign management systems used for approval and provisioning of the CSC campaigns, hence the need to keep this information up to date.

Renewing Existing CSCs

Will campaign information from my current CSCs transfer over to the new campaign application from?
Yes, any fields that can be mapped will be migrated over to the new system. This will happen automatically when the new system is launched. You will need to add the additional required campaign data in order to renew your CSCs.

How do I renew my current CSCs that I have leased prior to the new application process being launched?
You can renew your codes at anytime, by clicking the renew button on your dashboard from the CSC tab. You will receive automatic renewals notices from the system when your CSCs are coming up from renewal. For all your exiting CSCs you must use the "Add a Campaign" button in your CSC tab and provide a campaign name and keyword, and then enter the required campaign information. All required campaign data must be entered and accepted before you can renew any existing CSCs.

Why do my current CSCs show 0(zero)campaigns?
Because the previous system did not ask for a campaign name or keyword at the time of application, the system does not recognize that a campaign exists. You will need to use the "Add a Campaign" button in your CSC tab, to add the campaign name and keyword, once you have completed that, any existing field data that can be mapped will be imported into your campaign application, and you will be able to add the additional requited campaign data in order to renew your CSC.

Can I assign a "Delegate User" to complete my campaign information for existing CSCs that are coming up for renewal?
Yes, once you have entered at least a campaign name and keyword you can assign a delegate user to complete your required campaign data.

What if my current CSCs are on Auto Renew, how will this affect my renewal?
You must have all your campaign data completed and updated for your CSCs before you auto renew any of those CSCs. If you do not complete the required campaign data at the time your code is up for auto renewal, you may be dropped out of the auto renew process.

Lease Restrictions

Who do I call if there are restrictions placed on my account?
You should either call your Aggregator, or if you are the Content Provider you can contact the Monitoring Agent directly at http://csc.telephia.com/csc/.

Why is one or more of my campaigns highlighted in red on the dashboard?
Because your campaign has been identified to be in violation of industry established Consumer Best Practices by the Monitoring Agent. For more information please contact your Connection Aggregator or the Monitoring Agent.

I can't renew my CSC because the system says the Content Provider is restricted. What to do?
If you are the Content Provider or the Aggregator, Login into monitoring agent dashboard for more information on corrective actions. After violations are corrected, the monitoring restriction will clear, then you'll be allowed to renew the CSC. http://csc.telephia.com/csc/