Missed Call Marketing

''Missed call Marketing, a despicable practice, is being scrutinised by the Australian Communications and Media Authority , to determine whether it is in breach of the anti-spam legislation.

'''Missed call' marketing is the term that has been given to the practice of calling a mobile telephone for such a short period of time that the owner cannot answer the call. When the marketer disconnects the call, most mobile phones present a 'missed call' notification with the marketer's number. The marketer intends that the owner of the phone will think that they have missed a legitimate call and ring the number back, in which case they hear a recorded promotional message.

In the first and most prevalent example of 'missed call' marketing, callers were told about a gift of mobile content that they could receive by calling a 190 premium rate number. In a more recent example of this type of marketing, callers were advised of a mobile premium SMS-based dating service operated on a '19' number. ''

September 15, 2006

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