Mobilemarketingwatch.com released an article about the recent study by the Direct Marketing Association (DMA). It showed that SMS marketing users want to have more control over the messages they receive. The studies aims were to quantify the issues surrounding the "unwritten rules of engagement" within the realm of SMS promotions.

Companies levering SMS to promote brands are not being clear enough about the opt in process the DMA study found. Two thirds of users wanted to choose the time of day they received the promotions, others had no idea where the SMS came from or how they opted in.

The DMA advise that if you want to maintain trust you have to be explicit about the optin process and confirm opt outs instantly.

Reference: Consumers Seek Control Over SMS Marketing