Prepare for it:  your marketing team will come running into your office.  They’ll demand that you drop everything and start programming the API calls that power an SMS program.  Sound familiar?
 
Their urgency is appropriate – as soon as an SMS application is submitted to the wireless carriers, companies have a small window of time to ensure that SMS programs are running as soon as possible to prevent delays in the testing phase of the campaigns.    Delays in the API call programming can cause delays in the testing, and thus, the launch of an SMS program.  
 
But because you’re the technical resource on the project, you’ll want to be ready to either to meet these quick turnaround demands, or with ask the right questions to assess that they’re not ready to go yet.  Here’s where you start: 

  1. Request the SMS plan or strategy.  The marketing team or SMS program owner has to complete an application for a short code, including the plan and exact wording for the SMS messages.  This should include JOIN, HELP and STOP messages or messaging flows.  Ask for it!
  2. Coordinate.  Once in hand, program the API calls exactly as written in the application.  You may identify some improvements or changes, but the smallest changes may or may not cause the wireless carriers not to decline approving the program.  
  3. Be ready for more.  It seems that no matter the level of planning, you can expect a few quick change requests from the marketing team as wireless testing begins.  OK, this is true of any project, not just SMS.  

Likely, no amount of planning will prevent the marketing team from hovering over your shoulder as your program these API calls, but if you can ask the right questions and consider the three items above, you’ll be able to manage.

R.J. Taylor
Product Marketing Manager