Sign up Login

Premium SMS, Short Code Requirements Italy.

Follow

The regulations in the Italy caters and covers all of the Mobile Payment types, that include Premium SMS BillingStandard Rate ServicesShort Codes, WAP Billing and Operator Billing.


Regulator

logo_agcom.jpg

Autorità per le Garanzie nelle Comunicazioni (AGCOM) (English: Authority for Communications Guarantees) is the regulator and competition authority for the communication industries in Italy. The 8 members of Agcom board are elected by the Parliament (4 by the Senate, 4 by the Chamber of Deputies) and consequently the Parliament establish its powers and define its statutes.

[source]

Carriers

tim_logo.gif TIM

vodafone.jpg Vodafone

three-logo.jpg Three*

logo-wind-edit.png Wind

 

* In Italy (due to language) it is known as Tre.

 

Vodafone Italia (former Omnitel Pronto- Italia) is an Italian mobile telephony operator. The company has 31,000,000 customers and a market share of 33.4%, placing it just behind TIM. Vodafone Italia is an owned subsidiary of Vodafone Group plc (76.86%) & Verizon(23.14%).

[source]

TIM (Telecom Italia Mobile) is Telecom Italia's mobile phone brand, and runs a GSM, EDGE, UMTS and HSDPA network in Italy and Brazil. In Europe, TIM is part of the FreeMove alliance. TIM Italy (TIM owns 100%) has 32,600,000 subscribers at 30th June 2009.

[source]

Before the world to launch UMTS (Universal Mobile Telecommunication System) on a commercial scale in 2003, 3 Italy has 9,034,000 customers (as of August 4, 2010). 3 Italy is positioned as a "mobile media company" and offers customers 3 a wide range of multimedia, video and internet services, besides entertainment, music, information, cinema, sport and Mobile TV in addition to traditional voice services. 
[source]

Wind Telecomunicazioni SpA is an Italian telecom operator which offers integrated mobile, fixed and IPTV (under Infostrada brand) and Internet services (under Libero brand) and has also a sister network in Greece: WIND Hellas (formerly TIM Hellas). It is best known for being the third largest mobile phone company which operates in Italy (the other three are TIM, Vodafone Italyand H3G). At the end of 2007 it was ranked as 18th in Europe by subscriber numbers.

[source]

Market Stastics

Summary

Italy has the fourth largest telecom market in Europe. It has been deeply affected by the economic crash which has continued to linger since mid-2008. In 2009, GDP fell by about 5%, though growth in both 2010 and 2011 at about 1% has seen some respite both for operators and consumers. Nevertheless, since 2007 the sector has shown a greater resilience than other sectors of the economy, showing an overall growth of 2.2% in 2010, as well as a forecasted growth of 2.5% in 2011.

[source] 

Geography
Area: Total: 301,340 sq km Land: 294,140 sq km Water: 7,200 sq km
Cities: ROME (capital) 3.357 million; Milan 2.962 million; Naples 2.27 million; Turin 1.662 million; Palermo 872,000 (2009)
Terrain: mostly rugged and mountainous; some plains, coastal lowlands
Climate: predominantly Mediterranean; Alpine in far north; hot, dry in south


People
Nationality: Noun: Italian(s) Adjective: Italian
Population: 61,016,804 (July 2011 est.)
Annual population growth rate: 0.42% (2011 est.)
Language: Italian (official), German (parts of Trentino-Alto Adige region are predominantly German speaking), French (small French-speaking minority in Valle d'Aosta region), Slovene (Slovene-speaking minority in the Trieste-Gorizia area)
Flag: flag_italy.png


Government
Type: Republic
Independence: 17 March 1861
Constitution: passed 11 December 1947, effective 1 January 1948
Branches: chief of state: President Giorgio NAPOLITANO; head of government: Prime Minister Silvio BERLUSCONI; cabinet: Council of Ministers proposed by the prime minister and nominated by the president
Political parties: CENTRE-RIGHT COALITION: Lega Nord; Movement for Autonomy; People of Freedom; CENTRE-LEFT COALITION: Democratic Party; Italy of Values; OTHER: Future and Liberty Party; Union of the Center
Suffrage: 18 years of age; universal (except in senatorial elections, where minimum age is 25)

Economy
Nominal GDP: $1.774 trillion (2010 est.)
GDP per capita: $30,500 (2010 est.)
Annual GDP growth rate: 1.3% (2010 est.)
Natural resources: coal, mercury, zinc, potash, marble, barite, asbestos, pumice, fluorspar, feldspar, pyrite (sulfur), natural gas and crude oil reserves, fish, arable land
Agriculture: fruits, vegetables, grapes, potatoes, sugar beets, soybeans, grain, olives; beef, dairy products; fish
Industry: tourism, machinery, iron and steel, chemicals, food processing, textiles, motor vehicles, clothing, footwear, ceramics
Trade: Export - Germany 13.2%, France 11.7%, Spain 5.9%, US 5.8%, UK 5.4%, Switzerland 4.6% (2010) Import - Germany 16.2%, France 8.5%, China 7.9%, Netherlands 5.4%, Spain 4.5% (2010)

[source]

 

Market Growth

General region↓ Total number of Internet users (thousands)↓ Internet Users per 100 inhab.↓ Total population (thousands)↓ GDP per capita↓ GDP total (thousands)↓ Mobile subscibers per 100 inhab.↓ Total number of mobile subscribers (thousands)↓
Europe 30026 48.5 60,221 $30,165 $1828000000 150.5 90610
[source] [source] [source] [source] [source] [source] [source] [source]

 

Currency

The euro (sign: €; code: EUR) is the official currency of Italy.

10 EUR in £GBP

10 EUR in $USD

 

Further Information

For a detailed summary of the telecommunications market in Italy please see http://ec.europa.eu/information_society/policy/ecomm/library/communications_reports/annualreports/15th/index_en.htm for more information.

 

Approval Process

As part of the application process for a short code, you will need to complete a txtNation Customer Care Form (CCF).

 

Promotional Guidelines

As per section 1.1 of Normative Contents of Messages for Promotions by Subscription Contents in the Code of Conduct:
For subscription contents (where the PROVIDES use the short code) must be put a visible box with the follow text "in Abbonamento" (translated "Subscription Content") (Afterwards "BOX ABBONAMENTO")

  • The size of the text BOX ABBONAMENTO must be minimum the 33% of the size the short code. 
  • The text in Abbonamentoî must be nearness or below the short code. 

EXAMPLE

48xxx.png

 

Must be clear and readable from CUSTOMERS the follow informations:

  • Commercial Name of Service.
  • Service cost and billing frequency (this text must be in bold font) o Caption "Servizio in Abbonamento" (this text must be in italic font) (translate "Subscription Service").
  • Description of Service.
  • Informative notes by operators.
  • Notes about the cost to send SMS/MMS or to make a voice call to IVR for the activation.
  • Syntax or other methods to deactivate the service.
  • Customer Care Number 
  • Web Site (Optional).

Into the text of the service promotion must be clear the subscription concept, using explicitly the word subscription or subscribe, for example "Subscribe this service with 1 SMS".

 

As per section 1.2 of TV Advertisements and TV Promotions in the Code of Conduct:

  • Terms and Conditions must be visible all time of the TV advertisement or TV promotion.
  • BOX ABBONAMENTO must be visible all time of TV advertisement or TV promotion (in case of subscription service) 
  • Terms and Conditions must be visible at the lower part of the screen and it must use the font ARIAL and size 16.
  • Before Terms and Conditions Box must be present the price of the service and it must use the font ARIAL and size 16 in BOLD 
  • Into the TV Audio messages must be clear the subscription concept, using explicitly the word subscription or subscribe, for example "Subscribe this service with 1 SMS"
Example, Option 1
option_1.png
Example, Option 2
option_2.png
Key:

A: BOX ABBONAMENTO.
B: Creativity Space.
C: BOX terms and Conditions and Price of Service.
D: Legal information, this must be displayed using ARIAL with size 16 and with a speed to permit to CUSTOMERS a clear readability.

 

As per section 1.3 of  Radio Advertisements and Radio Promotions in the Code of Conduct:
For the Radio Advertisements and Radio Promotions must be communicated the following information:

  • Commercial Name of Service.
  • Service cost and billing frequency.
  • Audio Message "Servizio in Abbonamento" (translate "Subscription Service" only for Subscription Services).
  • Description of Service. 
  • Customer Case Number and/or Content Provider Web Site.

Into the Audio Message of the service promotion must be clear the subscription concept, using explicitly the word subscription or subscribe, for example "Subscribe this service with 1 SMS".

 

As per section 1.4 of Press Advertisements, Press Promotions and Brochure  in the Code of Conduct:

  • Terms and Conditions must be visible and in the lower part of the page.
  • Before Terms and Conditions Box must be present the price of the service in BOLD.
  • BOX ABBONAMENTO must be visible.
Example:
example_3.png
Key:

A: BOX ABBONAMENTO will be positioned everywhere in the page.
B: Creativity Space.
C: BOX terms and Conditions and Price of Service.

As per section 1.5 of Internet Advertisements and Internet Promotions in the Code of Conduct:

  • Terms and Conditions must be visible without scroll the web page the display size considerate is 1024x768.
  • BOX ABBONAMENTO must be visible and linked to a page with Cost and Service Information and the BOX ABBONAMENTO must be positioned before of Submit Button.

Example:

example_4.png

  • The Price of Service must be always shown before the Activation Button (Picture 2).
  • The activation process must be implemented using one of following options: 

OPTION A: Activation with PIN/PASSWORD

- CUSTOMERS fill in the module with his/her mobile phone number and click the button Confirm/Send (Picture 1).

- CUSTOMERS receive back an free SMS with the text "Per ricevere il contenuto e confermare líattivazione del servizio <nome servizio> inserisci il PIN <PIN> o PASSWORD <PASSWORD> nella pagina web di conferma" (translate "To receive the content and confirm the service activation of <Service Name> insert the follow PIN <PIN> or PASSWORD <PASSWORD> into the Confirm Web Page").

- CUSTOMERS fill in the module in the Confirm Web Page and click the Activation Button (Picture 2).

- CUSTOMERS receive back a free SMS with Activation's Confirm (see 2.1).

- CUSTOMERS receive the content via SMS/MMS.

 

Picture 1

number_1.png

Picture 2
number_2.png
Key:

A: BOX ABBONAMENTO. 
B: Creativity Space. 
C: BOX terms and Conditions and Price of Service.

 

OPTION B: Confirm Activation with SMS
- CUSTOMERS fill in the module with his/her mobile phone number and click the button Confirm/Send (Picture 1).

- CUSTOMERS receive back an free SMS with the text "Per ricevere il contenuto e confermare líattivazione del servizio <nome servizio> invia SI al 48xxx" (translate "To receive the content and confirm the service activation of <Service Name> write an SMS with YES to 48xxx").

- CUSTOMERS send an SMS with the syntax defined above.

- CUSTOMERS receive back a free SMS with Activation's Confirm (see 2.1).

- CUSTOMERS receive the content via SMS/MMS.

In case the activation to the service happen through the OPERATORS Site and than the CUSTOMERS is recognized with Login/Password and than the MSISDN is known the first 3 point of the Options A and B aren't necessary.
The free SMS with Activation's Confirm is mandatory (it must be sent before the first Premium Content).

As per section 1.6 of WAP Advertisements in the Code of Conduct:
The WAP Page for a subscription Service always must contain this informations:

  • Commercial Name of Service.
  • Service cost and billing frequency.
  • Caption "Servizio in Abbonamento".
  • Description of Service.
  • Terms and Conditions (link to page).

The link to buy the service/subscription always must be below this informations.

After the activation the CONSUMERS must receive a free SMS with Activation's Confirm (see 2.1 paragraph).

Example:

nome_service.png

 

As per section 1.7 of Subscription Advertisements with Promotional Contents in the Code of Conduct:
In case PROVIDERS use a promotional free content to promote the subscription service the Commercial Offer Communication must be explicit, must be clear the Terms and Conditions and the Offer's Cost

It's possible use the Word Gratis or its synonymous (Free etc) only:

  • The Content is completely free with no other cost for the CONSUMERS (besides the cost of WAP browing or contract profiles, request message and so on) 
  • In the phrase of Free Content must be explicit why it's free with the cost of subscription service and duration of the subscription. In the specific case the word Gratis must be before or after the Subscription text 

The Cost of service and the BOX ABBONAMENTO must be always present as defined into the previous paragraphs (1.1, .1.2, 1.3, 1.4, 1.5, 1.6)

As per section 2.3 of Period of Billing for Pre-paid Services in the Code of Conduct:
The Billing request to subscriber must be do inside the Period of competence (ex. in the week) in case the subscriber cannot pay in the week for any problems (no credit, SIM disabled etc) the cost cannot be postpone at the next week.

 

As per section 2.4 of SMS Universal Sintax of Deactivation in the Code of Conduct:
All Subscription Services must be deactivated with the word STOP as body of SMS to:

  • Activation Short Number 
  • As answer of a SMS Sender or MMS Sender of the service 

The syntax STOP block immediately the service and the billing

In case the ShortNumber is a shared ShortNumber the subscriber receive an SMS for all services activated.

 

As per section 2.5 of Activation and Deactivation using IVR in the Code of Conduct:
All services activated via IVR must insert deactivation option in the first level menu (see 3.4).

All services activated via fixed network must be deactivated using the same method or via phone to the Operator Customer Care or phone to the Provider Customer Care.

 

As per section 2.7 of Sender Identification in the Code of Conduct:
The Sender of SMS/MMS sent to CUSTOMERS must be always known and unambiguous with one and only one Content Provider 2.8 Customer activation and registration.

For all cases is mandatory track the SUBSCRIBERS request of activation and in case the OPERATORS require it, send it to the OPERATORS

 

As per section 3 of Content Provider Customer Care in the Code of Conduct:

Unique Customer Care Number

  • Only one Customer Care Number must be enable for all Content Provider Services.
  • The cost of Customer Care call must be max of 0,15 Euros per minutes with a single call charged of 0,15 Euros per call, this costs must be explicit before the call is done using a premessage call text (free).
  • Otherwise the call will do to a geographical number billed with the standard operator tariff for geographical call.

Customer Care timetable

  • The services must be available 7 day per week, 24 hours per day, via IVR.
  • The direct line must be guarantee 7 day per week, between 9 am to 9 pm.

Number of Customer Care Operators

  • The Customer Care must guarantee at least 30 concurrent calls (using IVR).
  • The Service Level must be: 

- The Max wait for a direct operator call must be 30 seconds for the 80% of the total calls in the 24 hours.

Integration with IVR 

  • At the first level of IVR menu always must be present the deactivation option.
  • If the subscriber select the deactivation option, he must be choose between: 

- Automatic recognitions of active services for subscriber with the possibility to deactivate directly via IVR.
- The syntax STOP to deactivate a service via SMS.

  • The possibility of a Operator Direct Line cannot be farther than the second level menu.

Web Assistant Customer Care 

  • On the OPERATORS web site must be present the list of all Short codes with the Customer Care Numbers.
  • On the PROVIDERS web site must be present a link (Aiuto, Help, Assistenza) where the SUBSCRIBERS can find information at least on: 

- Services Deactivation.
- Form to ask information. 
- Help area divided for categories of support.

  • PROVIDERS are engage to answer within 2 working days.

 

Messages Flow Requirements

As per section 2.1 of Welcome Message in the Code of Conduct:
All subscribers must be receive a Free SMS or MMS (before the Premium Content Download) with this informations:

  • Commercial Name of Service 
  • Text ìAbbonamento Attivatoî (translate Activated Subscription) 
  • Free Text Description 
  • Service Cost 
  • Billing frequency 
  • Sintax/methods for Deactivation 
  • Customer Care Number 

As per section 2.2 of Informative SMS with Monthly Frequency in the Code of Conduct:

  • All subscribers must be receive a free monthly sms as reminder of the active service and with Customer Care Number

As per section 2.6 of Automatic Deactivation of Services in the Code of Conduct

  • In case of Number Portability all services must be automatically deactivated.
  • In case of expiration of the customer number all services must be automatically deactivated.

 

Service Types

As per section 4 of Services with a Personal and Sensible Content in the Code of Conduct:

Classification of Sensible Content

  • PROVIDERS and OPERATORS will cooperate to manage Sensible Content using a unique and shared categorization with the commitment of GSMe (2) (ordinance 661/06/CONS). The classification must be take 60 days after the subscription of this document. 
  • Access to Sensible Content is defined below (see 4.3).
  • The classification of content should be part of contract between OPERATORS and PROVIDERS.

Informative area for Sensible Content

  • Customers could access to Sensible Contents only after understand and accept the Sensible Content Informative Area.
  • For the WAP Browsing is mandatory a welcome page with Sensitive Content Informative Area and a link/button to accept the conditions. 

Areas with PIN request

  • The access to Sensible Areas are protected by PIN, see ordinance 661/06/CONS.
  • The PIN will be send to adult people, owner of the phone contract, that request it.
  • For subscription service, the operator must verified the PIN before the subscription will start. 

Other utilities to prevent access to Sensible Content

  • Parents of young people, curators of young people could request the access inhibitions to Sensible Content.
  • The request will be done via Operator Customer Care or via other Operator Services.
  • If the Block of Sensible Content is done, the customer cannot receive SMS or MMS or WAP Sensible Content.

 

Billing Types

We operate on Mobile Terminated (MT) billed line on dedicated lines in the Italy. See forum entry "What are the SMS billing types available?" for more information on these billing types.

 

Shortcodes and Keywords

On our dedicated code in Italy, we operate on a 7 digit shortcode for each carrier. 

 

Tax

The current Italy rate of tax is available via Wikipedia. The out-payments on our rate cards are exclusive of VAT, so if you are VAT registered you can claim a higher outpayment than is shown.

 

Dedicated Codes 

Dedicated codes are available with a 3 - 5 week lead time depending on carrier availability, the carriers approve based on their backlog, the time of year, price point and service type. You can read more about Short Code Coverage, SMS Billing Services and Mobile Payments in Italy via the txtNation Gateway. 

 

Italy has the following Mobile Payment options available, all of which fall under these regulations:

  • Premium SMS (P-SMS) including Short Code services
  • Operator Billing (Direct-to-bill)
  • WAP Billing
  • MSISDN Pass-through

 Additional options for Mobile Payments and Messaging in the Italy include:

  • HLR Lookup
  • Bulk SMS

Note: This page is updated as frequently as possible when we are informed from the regulators or mobile operators in Italy of a change or update in regulations. There may be a latest version of Premium SMS, Mobile Payments or Short Code Regulations in Italy. Please contact your account manager for more information.

Was this article helpful?
0 out of 0 found this helpful

Comments

Powered by Zendesk