The etiquette of text messaging

Text messaging is getting a lot of attention these days as society tries to figure out the appropriate rules to govern this new form of communication. Like most everything else, a one-size-fits-all approach likely won’t work, and the etiquette behind texting will evolve over time.
The Federal Communications Commission just launched a rulemaking to determine if text messages are covered by the nondiscrimination provision of the 1996 telecom act. The agency’s probe follows Verizon Wireless’ troubles with messages from an abortion-rights group. Verizon Wireless changed it rules following the brouhaha, but the matter highlights how quickly the uses of text messaging and short codes are evolving. Wireless operators probably don’t want to be censors; they make money when people send texts. Still, today’s “best-practices” can be tomorrow’s public-relations nightmare.
What’s more interesting is the case with Rebtel, a Voice over IP provider that says its requests for a short code have been turned down. Rebtel offers low-cost international calling on cellphones. Verizon Wireless has said it views Rebtel as a competitor so it won’t approve its short code. The other operators aren’t explaining their policies.
Should operators be forced to carry messages from their competitors? It’s really another form of the open-access issue, and begs back to the question of how much control operators should have over what runs on their networks.
In a related matter, the NCAA voted earlier this month to keep in place a rule that bans coaches and recruiters from texting the players they are trying to lure to their universities. The funny thing about this ruling is that the younger generation asked for the ban and the older generation — college coaches and the like — wanted it overruled so they could keep in contact with potential stars via text messaging.
Think about it: Recruiters have to make a bigger time investment to try to call someone. What if the player actually wants to talk? But sending a text is an easy way to say, “Hey, I’m thinking of you,” without committing too much time and energy. The potential players wanted the ban to stay in place because they have to pay for the text messages they’re receiving.
Meantime, the Mobile Marketing Association has a best-practices approach that helps companies outline the best ways to use short codes.
It’s interesting that text messaging — a widespread, standard service taken for granted by most wireless veterans — is generating so much attention. It should be exciting to watch the evolution of text-messaging etiquette, just as the etiquette for cellphone voice calling continues to evolve.