Effective July 1, 2018, AT&T is implementing a carrier pass-through fee for sending SMS and MMS marketing messages using a short code to consumers on the AT&T network. What does this mean for mobile marketers? In a nutshell, it’s going to cost you more to send SMS and MMS messages to your mobile subscribers. For more information on AT&T’s new short code messaging fees, check out the video here.
If you’re getting déjà vu regarding carrier pass-through fees for SMS and MMS marketing messages, you’re not crazy. It was around this same time last year (2017) that Verizon announced that they were rolling out their own carrier pass-through message fees.
So how much is this new AT&T carrier pass-through fee, and what type of messages will it affect? See below.
- MT SMS Messages: $0.0025/msg
- MT MMS Messages: $0.0030/msg
As a reminder, above are the messaging fees that will be implemented for messages sent via short codes to consumers on the AT&T network. These new fees have been mandated by AT&T and will be passed through to clients at the same rates charged to SMS aggregators by AT&T. The above-listed messaging fees will be uniformly charged to all vendors sending messages via the AT&T wireless network.