Charge to Mobile UAE Framework - infomedia.co.uk...Charge to Mobile UAE Framework/ 4 1. INTRODUCTION...

Charge to Mobile UAE Framework

Version 5.5

April 2018

© 2018 InfoMedia Services Limited, All Rights Reserved

Charge to Mobile UAE Framework/ 2

Table of

contents

1. INTRODUCTION ....................................................................................................................................................... 4

2. CONTACT ................................................................................................................................................................. 4

3. BREACHES ............................................................................................................................................................... 5

4. SPEND LIMITS .......................................................................................................................................................... 5

5. COMMENCEMENT OF A SERVICE ......................................................................................................................... 6

6. CULTURAL POLICY ................................................................................................................................................. 7

6.1. TRUTHFULNESS .............................................................................................................................................. 7

6.2. LEGALITY ......................................................................................................................................................... 7

6.3. PRIVACY ........................................................................................................................................................... 7

6.4. HARM AND OFFENCE ..................................................................................................................................... 7

7. SUBSCRIPTION SERVICES .................................................................................................................................... 8

7.1. ACTIVATING AND DEACTIVATING SUBSCRIPTION SERVICES ................................................................. 8

7.2. CONSENT TO CHARGE .................................................................................................................................. 8

7.3. SUBSCRIPTION RENEWAL ............................................................................................................................. 8

7.4. FREE TRIAL PERIODS .................................................................................................................................... 9

7.5. GROWTH CAPS ............................................................................................................................................... 9

7.6. RETRY AND STEP CHARGING POLICIES ..................................................................................................... 9

7.7. WHITELISTING & BLACKLISTING ................................................................................................................. 11

7.8. PULL/PUSH MODE SERVICE DELIVERY & USEAGE ................................................................................. 11

7.9. USER INACTIVITY LIMITS ............................................................................................................................. 11

8. ADVERTISING & MARKETING .............................................................................................................................. 12

8.1. AFFILIATE MARKETING ADVICE: ................................................................................................................. 12

8.2. PROHIBITED MARKETING PRACTISES....................................................................................................... 12

8.3. NON-EXPLOITATION OF CUSTOMERS ....................................................................................................... 13

8.4. CARRIER LOGOS........................................................................................................................................... 13

8.5. ADVERTISING BANNERS .............................................................................................................................. 13

9. USER ACQUISITION FLOWS ................................................................................................................................ 14

9.1. ETISALAT .......................................................................................................... Error! Bookmark not defined.

9.1.1. SMS PIN FLOW OVERVIEW .................................................................................................................. 14

9.1.2. SMS PIN FLOW DETAILS ...................................................................................................................... 14

9.2. DU...................................................................................................................... Error! Bookmark not defined.



9.2.1. SMS PIN FLOW OVERVIEW .................................................................... Error! Bookmark not defined.

9.2.2. MSISDN CONFIRMATION FLOW OVERVIEW ........................................ Error! Bookmark not defined.

9.2.3. ON-SCREEN PIN FLOW OVERVIEW ...................................................... Error! Bookmark not defined.

9.2.4. FLOW DETAILS – ALL FLOWS ................................................................ Error! Bookmark not defined.

9.3. SUCCESS PAGE ............................................................................................................................................ 16

9.4. TERMS AND CONDITIONS FOR SUBSCRIPTION SERVICES ................................................................... 17

10. CUSTOMER MESSAGING ................................................................................................................................. 18

10.1. PIN MESSAGE ............................................................................................................................................ 19

10.2. WELCOME MESSAGE ............................................................................................................................... 19

10.3. SUBSCRIPTION RENEWAL MESSAGE .................................................................................................... 19

10.4. EXITING A SERVICE .................................................................................................................................. 20

10.5. INCORRECT UNSUBSCRIPTION REQUEST MESSAGES ...................................................................... 20

10.6. SPEND LIMIT MESSAGES ......................................................................................................................... 20

10.7. STEP CHARGING MESSAGE .................................................................................................................... 21

10.8. USER INACTIVITY MESSAGE ................................................................................................................... 21

10.9. MARKETING MESSAGES .......................................................................................................................... 21

11. CUSTOMER SUPPORT ..................................................................................................................................... 22

11.1. CUSTOMER CARE ..................................................................................................................................... 22

11.2. CUSTOMER SUPPORT KEY PERFORMANCE INDICATOR ................................................................... 24

11.3. REFUNDS ................................................................................................................................................... 25

11.4. UNSUBSCRIPTION FUNCTIONALITY ....................................................................................................... 25

12. DATA ................................................................................................................................................................... 28

13. VERSION CONTROL .......................................................................................................................................... 30



1. INTRODUCTION

This document applies to premium rate services (PRS) that run billing via INFOMEDIA for customers of Etisalat / du in

the United Arab Emirates.

The document provides the framework for all services that use the INFOMEDIA Mobile Payment Platform in the

territory. Merchants must follow this guidance on the user acquisition flows and in-life messaging to ensure the

operation of compliant services with minimal customer service impact.

Evidence of compliance with this Framework must be documented in Merchant’s Product Pack because INFOMEDIA,

as holder of the exclusive right to bill users for merchant services, are continually required by the carriers and

regulatory bodies to ensure that due diligence has been undertaken on every service before its launch. The Product

Pack is a mechanism for INFOMEDIA to collect the necessary information to undertake that review. INFOMEDIA may

provide the Product Packs to the carrier for their clearance as well.

INFOMEDIA will undertake quality and content reviews on every service prior to launch to ensure compliance with this

framework; furthermore INFOMEDIA shall conduct ad-hoc monitoring of services to ensure on-going compliance in

addition to automated monitoring of key service metrics.

In addition to the requirements set out in this framework, all services must comply with the Telecommunications

Regulatory Authority Code of Practice and Consumer Protection Regulations at all times. Please see

http://www.tra.gov.ae for more details.

This framework will refer to the TRA Code of Practice but Merchants should refer back to the TRA site for further

guidance for the running of their services.

2. CONTACT

Any merchant requiring advice or clarification should contact [email protected] or their Account Manager

at INFOMEDIA.

Any advice provided is not legal opinion as INFOMEDIA are not legal or regulatory specialists on any matters

regarding the territory.

http://www.tra.gov.ae/

mailto:[email protected]



3. BREACHES

If a breach of this framework or the TRA Codes is found by INFOMEDIA, the network, or the regulator, the Merchant

will be notified through a formal email from the INFOMEDIA Compliance Team. Attached to this email will be a report

detailing the nature of the breach. Merchants are required to make corrective changes within 24 hours, reporting back

to INFOMEDIA within that time to allow for internal testing. Please note that the turnaround time applies 7 days a

week.

INFOMEDIA will record any breaches noted from our automated monitoring and from our manual compliance testing.

This will be compiled into a report and included in INFOMEDIA’s monthly review with the carrier.

The report shall detail all compliance KPI’s as well as all breaches. This will allow all interested parties to see the trend

for any specific product or Merchant.

ETISALAT action in response to deviations is as follows:

At any stage Etisalat reserve the sole right to apply an immediate penalty if the Merchant breaches any article from

this policy, otherwise:

o In the first two deviations, the Merchant will receive a memo.

o The penalty action and amount will be decided case by case.

DU action in response to deviations is as follows:

Penalty of 1000AED for first breach, 5000AED for second breach and 25000AED for third breach. Further breaches

may result in service suspension. All penalties and suspension are at Du’s discretion.

4. SPEND LIMITS

Irrespective of the number of requests made by a user a maximum spend of 40 AED per MSISDN must be applied to

the user in any single day.

It is recommended, to mitigate bill shock, that where an end user spends 40 AED in a 24 hour period on one service

they should be blocked until the next day when billing can recommence, and an SMS message should be sent

informing them that this limit has been hit.

If a service requires a larger spend limit than 40 AED then prior permission must be sought in advance from

INFOMEDIA who will work with the carriers to seek any exception. INFOMEDIA cannot guarantee that an exception

will be granted and the final decisions sits solely with the carriers.



5. COMMENCEMENT OF A SERVICE

The following information is required before the commencement of a service and must be included in the Product

Pack:

o Merchant’s identity and CS contact details (both toll free phone number and support email address);

o The name and description of the service, as it will be known by the end user;

o Full cost of the service in Dirham in a clear format. This must include details on any in-life price changes e.g.

promotions such as 5 AED for the first week then AED 10 per week thereafter;

o The Merchant’s customer care or Helpline number (note: this must be free to call and available in English and

Arabic and comply with the requirements of section 11);

o Header enrichment including end user mobile number where available is used. However, where an end user is

required to enter their mobile number into a Mobile site in order to access either a subscription or an event-

based service, no charges should be incurred until the end user’s identity has been verified, either by an SMS

to the short-code or entry of a unique identifier into the site (such as a PIN number sent to the user’s handset);

o Confirmation of how dates and frequency of billing will be made clear to the end user, including details of any

time lag between service initiation and the commencement of billing for the service;

o Copies of:

➢ Landing Pages for launch complying with section 9;

➢ Full Terms and Conditions as they will appear in the service;

➢ Advertising for launch complying with section 8;

➢ Copies of Customer Support scripts including any answerphone messages and IVR messages;

➢ Any other information or data as may be required by a carrier.



6. CULTURAL POLICY

6.1. TRUTHFULNESS

The service must meet the following criteria:

(i) No communication shall be deemed misleading to the consumer.

(ii) No untrue claims about the service may be made.

(iii) Footnotes and disclaimers must be visible, legible, and understandable (i.e. not hidden below the fold).

6.2. LEGALITY

Marketing communications shall comply with the laws, heritage and the religious, moral, cultural, and social norms of

the UAE and not encourage any unlawful or immoral behaviour.

6.3. PRIVACY

Customers shall not be tracked in any way that exposed their private information without clear consent. Any stored

information shall be stored safely, encrypted and should not be shared with 3rd parties

6.4. HARM AND OFFENCE

Merchants must not include in their marketing communications or service content any material which may cause harm

or offence in the territories in which those services are available. Material may include images, text or links.

The following lists material defined as causing harm and offence. This is not a definitive list; please see ‘Legality’

section above.

o Material that violates any national, provincial, state or local law, court order or industry rule or regulation.

o Material that violates the principles of Islamic Law and Principles (Islamic Shari’ah) and/or conflict with the

customs, traditions and customs of the GCC and Arabian societies;

o Material that is harassing, defamatory, libellous, abusive, threatening, obscene, or coercive;

o Material that violates the rights of any person or company protected by copyright, trade secret patent or other

Intellectual Property Rights or similar laws or regulations;

o Material that Merchant’s know, or should have a reasonable basis to know, is derived from services or sites

that permit illegal peer-to-peer sharing of copyrighted content;

o Material that disparages carriers, operators or any other service partner in any way;

o Materials that are sexually explicit, or relate to tobacco, drugs, alcohol or gambling;

o Material that would constitute "junk mail" or "unsolicited bulk e-mail," or other advertising material or

communications to persons or entities that have not specifically agreed to receive such messages from DCB

partner;

o Materials that include or introduce malicious programs into End Users’ equipment or the Operator network

including, but not limited to: viruses, worms, Trojan horses, e-mail bombs, cancelbots or other computer

programming routines that are intended to damage, interfere with, intercept or expropriate any system, data or

personal information, including executing any form of network monitoring that will intercept data not expressly

approved for use.

Online and/or Mobile Advertising shall also not be placed on prohibited Websites, Mobile Sites, and/or Applications, or

Websites, Mobile Sites and/or Applications that contain any of the above listed material.



7. SUBSCRIPTION SERVICES

7.1. ACTIVATING AND DEACTIVATING SUBSCRIPTION SERVICES

Subscribers must have expressively activated the service and Merchants must be able to show how and when this

activation occurred.

Subscribers must not be deemed to have accepted a subscription simply by not opting out of an offer, with the

exception of services with a free period.

Merchants must adopt procedures to inform consumers of service:

✓ Activation

✓ Deactivation

The method of service deactivation shall be no more complicated than activation of that service.

Exit interviews may be conducted with the end user’s permission, providing the interview occurs after service

deactivation.

Subscribers must be made aware of and consent to any service upgrade or migration.

7.2. CONSENT TO CHARGE

INFOMEDIA has secured agreements with UAE carriers for advantageous user acquisition flows (merchant hosting on

Etisalat, alternatives to PIN flow on Du) where the merchant flows incorporate INFOMEDIA’s Consent To Charge

technology (“C2C”).

It is mandatory for all user acquisition flows to have C2C in place.

There are two steps to evidencing consent:

1. Information: The user must have been provided with the required information to be able to reach an informed

decision as to whether to subscribe to or purchase the service, as set out in the ‘Advertising and Marketing’

sections below.

2. Opt-in: The user must have taken active steps to opt-in and such evidence of this must be available by way of

an audit trail.

INFOMEDIA’s C2C allows the merchant, INFOMEDIA, carrier and regulators to have an enhanced level of certainty as

to the authenticity of user acquisitions by capturing screenshots of the actual pages seen by the user during

acquisition along with meta data such as the user agent, x-y coordinates of user clicks and user IP address.

• Flows on the Etisalat carrier which do not include C2C must be hosted by INFOMEDIA.

• Flows on the du carrier which do not include C2C cannot use single click as an authentication.

7.3. SUBSCRIPTION RENEWAL

After the initial activation of the subscription for a customer, attempts will be made to be charge that customer again in

return for subscription renewal once the initially billed period has ended.

Each time a charge is successfully made against an Etisalat customer’s account a charge confirmation SMS, see

messages section for more details.

Rules:

1. Charges shall occur on the same day of the subscription renewal within the 24 hours.



2. Partners can give a grace period in order to gain better chances to charge a prepaid customer. This should be

the only reason to apply back-dated charges against the customer account. A grace period shall not exceed

the Subscription duration.

7.4. FREE TRIAL PERIODS

ETISALAT – Etisalat requires that all products offer a minimum of 24 hour free trial periods for subscription services to

allow users adjustment time and minimise early life complaints to carriers and refund requests.

DU - INFOMEDIA recommends all Merchants to offer a minimum of 24 hour free trial periods for subscription services

to allow users adjustment time and minimise early life complaints to carriers and refund requests.

7.5. GROWTH CAPS

New merchants launching services through INFOMEDIA shall be subject to revenue-based growth caps during the

first 3-6 months of operation.

This is to ensure that customer service rates can be monitored and kept at a manageable level in the early stages of

the service and identify any potential problems without causing excessive CS traffic to carriers.

Growth cap curves will be bespoke and developed with individual merchants by INFOMEDIA’s account managers.

7.6. RETRY AND STEP CHARGING POLICIES

ETISALAT

Retry Policy:

If a subscription renewal charge fails, the merchant is eligible to retry the customer for 6 months based on the

following:

Subscription

period

Same price retail

frequency

Step charge frequency

1st 2 months 1 time per day 2 times per day on 2 different price points

2nd 2 months 4 times per week 2 times on the same failure day on 2 different

price points

3rd 2 months 2 times per week 2 times on the same failure day on different

price points

Step Charging:

Price points will be calculated based on the following formula:

Subscription

period

First Trial 2nd Trial

Daily services No stepped charging allowed



Weekly

services

Price = (service price* 50%)

Period = 4 days

Price = (service price* 25%) Period =

2 days

Monthly

services

Price = (service price* 50%)

Period = 15 days

Price = (service price* 25%) Period =

7 days

In case the step charging was successfully applied, a notification message shall be sent to the customers see

message section for more information.

Grace Period:

Etisalat customers must be able to access their services in full for 48 hours after the first billing attempt fails, after

which the service may be restricted or deactivated.

Churn:

After the end of the trail period of a full six months without any successful charge, the partner shall automatically

unsubscribe the customer and send him/her an exit notification message.

DU

Retry Policy:

A user’s billing may be retried twice per billing period (e.g. daily, weekly or monthly) per service.

Step Charging:

The second billing attempt may be for a lower amount than the first billing attempt. There should be no attempt to

recover the unpaid portion in future billing periods.

Grace Period:

A user may be suspended from accessing the service after 48 hours of unsuccessful billing (or a longer period at the

merchant’s discretion) until such time as the user is successfully billed again.

Churn:

If a user has failed to bill for 30 consecutive days then no further billing attempts should be made the user will be

unable to access the service unless they re-subscribe with a successful bill.

Re-subscription:

If the user re-subscribes after losing access to a service they may not (at the merchant’s discretion) benefit from any

free trial period and if the first billing attempt of the new subscription fails they will immediately lose access to the

service until such time as a billing attempt is successful. If billing attempts on the re-subscription fail for 30 consecutive

days they may (at the merchant’s discretion) be barred from further attempts.



7.7. WHITELISTING & BLACKLISTING

WHITELISTING

We have an automated whitelisting process which identifies VIP MSISDNs. These are excluded from billing however

the service is still provided; consequentially these services cannot be invoiced.

BLACKLISTING

This is carried out manually at the request of the carrier. If the blacklisted user is already subscribed before the

request they will be removed before their next bill.

7.8. PULL/PUSH MODE SERVICE DELIVERY & USEAGE

Customers can be provided access to the purchased product/service by either:

1. Receiving content directly (Push-mode) Push of content should happen between 8 am and 10 pm UAE time

(GMT+4.) and if the customer has more than one pending payment cycle on the queue, he/she will only pay

for one subscription cycle and the drop the rest.

2. Through a specific destination (Web site, App, Game, Mobile site etc.) where they can use the product/service

(Pull-mode.)

7.9. USER INACTIVITY LIMITS

ETISALAT ONLY: Customers who do not interact with or receive push content (where this is the sole nature of the

service to which the user subscribed) from any service to which they are subscribed for a period exceeding 90 days on

weekly billing, 4.5 months on bi-weekly billing or 6 months on monthly billing shall be automatically unsubscribed from

the service.

If a user is not deactivated in accordance with the above then this shall be grounds for a full refund for the period of

inactivity exceeding the above limits.

It is recommended that Merchants agree user re-engagement strategies with INFOMEDIA in order to mitigate the

impact of this policy.



8. ADVERTISING & MARKETING

Advertising is where merchants use third party advertising to promote services to end users. INFOMEDIA advise that

all advertising be contextual and in appropriate media.

Merchants will not promote their services within games, applications, mobile internet sites or fixed line web sites that

are specifically targeted at children under 16 or where their primary market is children under 16 years of age or where

surrounding content is in breach of any item under section 6.0. Merchants must not target towards tablets specifically

on the DU network.

Merchants are responsible for checking the appropriateness of the placing of all marketing and promotional material

even if and advertising network is being used.

Merchants must provide INFOMEDIA with a documented process that demonstrates the steps they take in which they

protect against any breaches of these requirements. Merchants are required to document this process using the

Advertising Control Template in the Product Pack. We recommend that Merchants have an advertising whitelisting

process and contractual steps with their advertising partners to add in these reassurances.

8.1. AFFILIATE MARKETING ADVICE:

Merchants that use affiliate marketers are responsible for ensuring that promotions are compliant, regardless of

whether this activity is sub-contracted, and active monitoring must be part of the Merchants own ongoing compliance

processes.

Clear expectations must be placed on affiliate marketers around compliance and Merchants must obtain a clear

commitment to this end as part of any contract signed.

Expectations include (but are not limited to):

o Clear description of the service;

o Any marketing be directly related to the PRS offering i.e. not unrelated or misleading;

o Affiliates must not engage in any misleading practices.

o All promotional materials and placement must meet the requirements of the Cultural Policy (above).

8.2. PROHIBITED MARKETING PRACTISES

The following practices are not permitted by a Merchant or their affiliate marketer:

o Promoting products and services in a misleading manner;

o Directly targeting an audience under the age of 18;

o Using self-initiating pop-ups or pop-unders for advertising copy or landing pages;

o Using self-clicking advertising;

o Promoting unrelated content based on popular search terms among natural search results;

o Redirecting users to unrelated third party websites to promote unrelated content;

o Hijacking or automating clicks to redirect users to unrelated third party websites to promote unrelated content;

o Automating clicks or otherwise promoting false positive inputs on any Call to Action that leads to the end user

being signed up to a service;

o Posting false URL links on social networking websites to mislead users;

o Misleading users into liking webpages they did not intend to like;

o Inserting malicious code within advertisements;

o Sending deceptive email spam;

o Entice users to non-existent content via social network ‘liking’;

o Sending advertisements that might be perceived as official notifications;

o Misleading users into completing PRS offers to unlock content;

o Use of Malicious Software or Trojans to lock users’ internet browsers until payment is made or subscriptions

joined in order to unlock browsers.



It is strongly recommended that Merchants read section 16 of the UAE Telecommunications Regulatory Authority

Consumer Protection Regulations ‘Marketing Communications and Practices’.

It is recommended that Merchants analyse their traffic on an ongoing basis, responding to any abnormal activity and

gaining an understanding of how consumers arrive at a promotion, and monitor and audit their affiliate marketing

periodically regardless of activity to ensure that is both effective and compliant. INFOMEDIA may request evidence of

these activities as part of our ongoing compliance checks.

For the avoidance of doubt, Merchants must, on request by INFOMEDIA, be able to provide full details of all

advertising including copies of all adverts together with URLs and advertising flows/logs to show how any individual

end user has signed up to a service.

8.3. NON-EXPLOITATION OF CUSTOMERS

Marketing communications shall not exploit lack of knowledge or understanding by Consumers, nor take advantage of

any vulnerable groups or individuals.

8.4. CARRIER LOGOS

Carrier logos, names and/or any branding items shall not be used without prior consent.

8.5. ADVERTISING BANNERS

All PRS promotions must be as accurate as possible and must not mislead or breach any of the requirements of

‘Prohibited Marketing Practices’ above.

Advertising banners must:

o Include the name of the service, or a clear description for it;

o Be directly related to the service being advertised and the creative on the landing page;

o ETISALAT ONLY: Display the pricing, frequency and free period, VAT inclusive statement must also be

included with the pricing: X.XX AED/week (tax inclusive), 24 Hours Free

o Billing frequency time periods must be stated in full, e.g. “week” not “wk”



9. USER ACQUISITION FLOWS All UAE mobile network operators are only permitted to use one acquisition flow, subscription to a service is only

permitted by SMS PIN flow.

9.1.1. SMS PIN FLOW OVERVIEW

1. User clicks on an advertisement

2. User is taken to Landing Page (1st Page)

3. User enters MSISDN (or MSISDN is detected via HE) and clicks PIN Request button

4. User is sent PIN

5. User is taken to the Pin Entry Page (2nd Page)

6. User enters PIN and clicks CTA

7. User is subscribed

8. User is sent Welcome Message

9.1.2. SMS PIN FLOW DETAILS

TEXT

o In addition to specific rules for specific page sections below, all text elements, including text in images, must

be minimum of font size 9pt (12px), clear and legible to the average reader and in a colour clearly contrasting

to the background.

LANGUAGE

o All pages must be available in English and Arabic

o A button to switch between language must be clearly visible on the pages.

o The language buttons should contain text of the language to which the button switches and not just be flags.

SERVICE DETAILS & PRICE

o The product name must appear clearly on the pages.

o The price, billing frequency and free period must appear directly above, below or on the CTA.

o The price, billing frequency and free period must appear at the top of the page.

o Price statements shall always include “(tax inclusive)”, e.g. X.XX AED/week (tax inclusive), 24 Hours Free

o Billing frequency time periods must be stated in full, e.g. "week" not "wk"

o Service details must be the following prescribed text and in bullet points as below:

o All of the above Service Details must be visible on the page upon load and without scrolling.

MSISDN / PIN ENTRY BOX

o There shall be a box on the page for the user to enter their MSISDN, clearly labelled as such (if not detected

by header enrichment).

o Once the user has clicked the PIN Request button this box may become the PIN Entry box.

Terms and Conditions:

By clicking on the above subscribe button, you agree on the below terms and conditions:

• You will start the paid subscription after the free period automatically

• The above price is subject to 5% VAT - VAT statement is only applicable for Etisalat

• No commitment, you can cancel your subscription at any time by sending [STOP keyword] to

[shortcode]

• To get support, please contact [email] or [telephone]

• The free trial is valid only for new subscribers



BACK/HOME/EXIT BUTTON ACTION

o If the user presses their handset’s ‘BACK’ or ‘HOME’ button they cannot just be directed to another

subscription landing page and trap the user in the subscription flow; user must be directed to their homepage

or a neutral site such as Google.

o An ‘Exit’ button must appear below the CTA. It must be labelled ‘Exit’ and not ‘Cancel’, ‘Close’ or (X), and juse

the Arabic خروج.

PIN REQUEST BUTTON (1st Page)

o Shall be clearly labelled “Subscribe via PIN Code”.

o The button and text within must be legible, unobstructed, visible and static at all times. A minimal amount of

animation is permitted on the button, for example a slowly flashing arrow.

o The PIN Request button may become the Call To Action button on the 2nd Page.

CALL TO ACTION BUTTON (2nd Page)

o Shall contain the word “SUBSCRIBE” of “SUBSCRIPTION”. If a merchant wishes to use another word or

phrase this must be approved by the Etisalat. INFOMEDIA recommends using ‘Subscribe’ to avoid delays in

service launch.

o The button and text within must be legible, unobstructed, visible and static at all times. A minimal amount of

animation is permitted on the button, for example a slowly flashing arrow.

MSISDN DISPLAY

o The user’s MSISDN should be displayed on the 2nd Page

2ND PAGE LIGHTBOX

o Merchants may, instead of simply changing the buttons and data entry box on the 2nd Page, use a lightbox (or

‘pop-up’) over the 1st Page.

o The lightbox should contain:

o User’s MSISDN

o Service name

o Price (and tax inclusive statement), billing frequency and any trial period

o PIN Entry box

o CTA button

o ‘Exit’ button (if used in a lightbox this button may return the user to the 1st Page rather than exiting the

flow)

TERMS & PRIVACY POLICY

o There shall be links to the Terms and Conditions and a Privacy Policy; both are mandatory. The Terms and

Conditions and Privacy Policy must be available from within the service after subscribing.

ANIMATION

o Limited animation is permitted so long as it is not distracting from, obstructing or obscuring the required

information set out above.

COUNTDOWN TIMER

o No countdown timer or similar function or language creating an undue sense of urgency should be used to

rush customers’ decision to subscribe.



9.2. SUCCESS PAGE

A success page is mandatory.

Upon completing the flow successfully, the user must be redirected to a success page. This page must contain:

o Confirmation of successful subscription;

o A confirmatory SMS has been sent;

o Link to access service (if the customer does not click the link they should be automatically redirected to the

service after no less than 10 seconds).

o Information on how to unsubscribe, INFOMEDIA recommends displaying a link to be able to unsubscribe and

information about how to text to unsubscribe

o INFOMEDIA recommends displaying the terms & conditions and privacy policy links again too, at the bottom

of the page

Product/service activation for the customer should happen immediately and the customer should be able to benefit

from the product/service immediately. The merchant should not save the customer request to try again at a later time.

If the subscription fails users should be shown a failure page which informs them that their subscription has been

unsuccessful. It should include a links to return to the landing page or close the page.



9.3. TERMS AND CONDITIONS FOR SUBSCRIPTION SERVICES

The Terms linked to from the landing page must clearly state the user is entering into a recurring subscription service.

There needs to be clear guidance on the cost of the service and how the user can unsubscribe from the service. The

below format must be followed.

The terms and conditions for ETISALAT services can only state Etisalat’s opt out information.

TERMS AND CONDITIONS FORMAT:

This is a [type of service e.g. games/apps/sports/music] subscription service. [Details of any free period]. [After the

free period,] you will be charged [AEDXX] (tax inclusive) every [billing frequency] to your mobile phone bill and your

subscription will be renewed automatically. You can unsubscribe from the service by sending STOP [keyword(s) to

short-codes for the different operators] or by visiting here: [clickable hyperlink]. Operator charges may apply as per

your plan. By signing up for and/or using the service you acknowledge and confirm that you have read the Terms &

Conditions [Terms & Conditions must be a hyperlink that take the user to a page with the full Terms of the service] and

Privacy Policy [Privacy Policy must be a hyperlink that take the user to a page with the full Privacy Policy of the

service], that you are a resident of the United Arab Emirates, you are 18 years or older and are the mobile account

holder or you have consent from the mobile account holder. Help desk [FAQ page/email address] or call [customer

support phone number]

EXAMPLE DU:

This is a games subscription service. The first 24hrs are free, after the free period you will be charged AED10 every

week to your mobile phone bill and your subscription will be renewed automatically. You can unsubscribe from the

service by sending Stop GHUB to 8823 if you are on the du mobile network or by clicking here. By signing up for

and/or using the service you acknowledge and confirm that you have read the Terms & Conditions and Privacy Policy,

that you are a resident of the United Arab Emirates, you are 18 years or older and are the authorised mobile account

holder or that you have the consent of the mobile account holder. To stop receiving marketing info opt out via this

page. Help desk: email [email protected] or call 8000-3570-4437.

EXAMPLE ETISALAT:

This is a games subscription service. The first 24hrs are free, after the free period you will be charged AED10 (tax

inclusive) every week to your mobile phone bill and your subscription will be renewed automatically. You can

unsubscribe from the service by sending Stop GHUB to 1156 if you are on the Etisalat mobile network or by clicking

here. By signing up for and/or using the service you acknowledge and confirm that you have read the Terms &

Conditions and Privacy Policy, that you are a resident of the United Arab Emirates, you are 18 years or older and are

the authorised mobile account holder or that you have the consent of the mobile account holder. To stop receiving

marketing info opt out via this page. Help desk: email [email protected] or call 8000-3570-4437.

ETISALAT ONLY: TERMS AND CONDITIONS PAGE - FAQ’s:

Within the Terms & Conditions section a FAQ must be included for customer care for the service provided. As a

minimum this must contain:

o Full details of the subscription service and details of what is provided within the service;

o Price (including ‘tax inclusive’ statement);

o Charging frequency;

o Details on how you subscribe and unsubscribe;

o How to obtain help for the service.





10. CUSTOMER MESSAGING

During a user’s time in a service they will be sent an SMS confirming or providing them with the agreed information

as detailed in the below sections.

All SMS’s sent must be in the same language as the language the user opted to use to view the Landing Page

originally, for example, if the user opts to view the Landing Page in Arabic all SMS’s sent to them must be in Arabic.

All SMS to users for these services will run through the INFOMEDIA SMS platform. This will allow INFOMEDIA to set

up automated monitoring for welcome, reminder, exit and marketing messages.

In every communication with the end user the relevant Merchants Customer Support details will be indicated.

INFOMEDIA will set up alarms against each merchant and service/product for the above types and requirement to

send these messages and then will work with the Merchants if these alarms are triggered.

The alarms that will be created, include but are not limited to; ensuring any welcome messages are being sent by

checking against new billing events for the same MSISDN and merchant product, that once an exit message goes

out no further billing events occur without the presence of another welcome SMS for that MSISDN.

Alarms will be based on a daily failure percentage going below an agreed rate for each of the KPI’s that are

created. Merchants will be sent any deviation data so that they can address any issues on their products.

No marketing SMS’s to be sent between the hours of 9.00pm and 9.00am UAE time, and shall exclude

official off days and public holidays.



10.1. PIN MESSAGE

On the WIFI flow the PIN message shall contain:

o The product/service name;

o PIN (minimum 4 digits)

There is a prescribed template for PIN Messages:

Enter PIN #### to confirm your subscription to [product]. This code is ONLY for the purpose of completing the

subscription and not related to any prize/raffle draw

حوباترمز الدخول المؤقت لالشتراك في خدمة "*****" هو "+++++". هذه الرسالة ليست منتمية لمسابقات أو س

10.2. WELCOME MESSAGE

A subscription confirmation SMS must be sent as soon as a user joins a service, even if there is an initial free period

for the service. The message must contain:

o Indication of successful transaction;

o The product/service name;

o Price and frequency (time period stated in full e.g. “week” not “wk”);

o Trial period (if applicable);

o Date of first charge (if on a free trial);

o How to access the service;

o How to stop the service;

o Support details (email, and or local rate number)

Etisalat Additional Message Requirements

o Include a URL for the full service terms and conditions

o Price must include “tax inclusive” statement

10.3. SUBSCRIPTION RENEWAL MESSAGE

Each time a charge is successfully made against an end user’s account for the renewal of a subscription, an SMS

confirmation must be sent (however for daily subscriptions this can be sent every 3 days on Etisalat and weekly on Du).

This SMS should include:

o Indication of successful transaction;

o Service name;

o Price (Etisalat only: with ‘tax inclusive’ statement) and frequency (time period stated in full e.g. “week” not

“wk”);

o How to access the service;

o Date of next renewal

o Support details.

For Etisalat there is no particular prescribed template, however Du require the following template to be followed:

Your [service name/url] has been renewed until {{NextChargeDate|dd/MM}} for AED[##]/[frequency]. Cancel? Send

STOP [keyword] to [####] Help? [CS number]

It is recommended that Etisalat messages also follow this template for ease of integration.



10.4. EXITING A SERVICE

Users must be able to stop their subscription using the details provided in the welcome and subscription renewal

messages. Other mechanisms should also be made available to the user such as contacting customer services or

by visiting an online portal linked to the product/service.

The ‘STOP’ commands recognised must include the use of the Arabic word “قف”

If a user sends only the keyword ‘STOP’ to a short-code that has multiple services associated with that short-

code, then this will be treated as a ‘STOP ALL’ request against the short-code.

There will also be a master un-subscription option where the customer will be able to send any of the following

commands to cancel their subscription:

o Unsub

o STOP

o STOP ALL

o END

o DEACT

o ST

o NOMORE

o CLOSE

o FINISH

o Deactivate

o Unsubscribe

These will not be case sensitive.

A subscription exit SMS must be sent after a user unsubscribes from a service whichever method is used (e.g. by

sending ‘stop’, by calling customer services, or by using the portal). No further billing should take place after the user

requests to stop, unless they subscribe to the service again.

The messages must contain:

• A clear indication that the deactivation is successful

• The product/service name

• Cut-off date of access

• Support details

10.5. INCORRECT UNSUBSCRIPTION REQUEST MESSAGES

When customers send cancellation request messages (identified by any MO with the keyword STOP in the text) in the

wrong format e.g. they text STOP GHUV instead of STOP GHUB the Merchant must respond with an SMS with

information to help them unsubscribe correctly which must include the product name and all the different

unsubscription options:

• STOP command with correct keyword(s)

• CS email address

• Statement that unsubscription can be from in the service portal

10.6. SPEND LIMIT MESSAGES

Where an end user spends 40 AED in a 24 hour period on one service they should be blocked from that service until

the next day when billing can recommence, and an SMS message should be sent informing them of this.

See section on Spend Limits for more information



10.7. STEP CHARGING MESSAGE

For Etisalat customers only. If step charging is successfully applied, a notification message shall be sent to the

customers with the following info:

• Product service/name

• Reduced price and the reduced period

• How to cancel the product/service using and SMS command

10.8. USER INACTIVITY MESSAGE

ETISALAT ONLY

If an end-user has not been active on a service for a certain period of time their subscription should be

deactivated and they should be sent an exit message (see ‘User Inactivity’ section for more information).

10.9. MARKETING MESSAGES

The Merchant must have a legitimate basis to target an end user directly with SMS advertising and be able, when

requested, to provide proof of customer consent.

NOTE: Spam is illegal in the UAE.

The Merchant should not use a different short-code to send these messages from those used for existing services.

An end user must be able to opt out of marketing messages at any time. An end user who has opted out of receiving

marketing messages must not receive further messages.

Marketing messages must only be sent to end users subject to the following condition:

o The end user has provided informed explicit consent to receive marketing at the point of opt-in services and

has not opted out of receiving such marketing material.

The exception to this rule is ‘soft opt-in’. ‘Soft opt-in’ applies where:

o The end user’s details are obtained during a sale, or during the negotiation of the sale with that person;

o The messages are marketing similar products or services;

o The end user is given an opportunity to refuse the marketing when their details are collected and, if they do

not opt out they must be given a simple way to do so in every message received thereafter.

Best practice is for the end user to be able to reply to the message to opt out. If this is not possible due to the way in

which the message has been delivered to the end user, it must be explicit in the message how the end user can opt

out by sending STOP to a short-code.

Marketing messages must be free to receive and must clearly be marked as such with the prefix ‘FreeMsg’.

An end user must be charged no more than their standard rate for sending a message to opt-out of receiving

marketing messages. Web URLs and/or premium rate numbers are not acceptable means for the end user to opt-out.

The same customer must not be contacted more than once a week by the same Merchant.

The message body should be clear and concise. It should contain the Service Name, Price and Billing Frequency

including any free trial period.

NOTE: Marketing messages must not be sent between 9.00pm and 9.00am UAE time.



11. CUSTOMER SUPPORT

The following section details the requirements of customer support

11.1. CUSTOMER CARE

The carriers expect the Merchants to take primary responsibility for all Customer Support activities on the services.

Customer Support messaging and support should be set up to make this clear to users.

LANGUAGE

All support must be available in both English and Arabic.

EMAIL

There must be 24/7 customer support options available through email.

Direct email must always be available and publicised to the customer in the service terms and the user acquisition

flows.

Merchants may additionally offer service portals (embedded email or messaging functionality within service of web

pages).

Where an end-user contacts the Merchant by email or service portal an automated receipt of the request must be

sent. This should include a timeline for a full response.

TELEPHONE

It is recommended that Merchants provide a consumer care telephone line for any person to make enquiries or

complaints about a purchase.

Any telephone support line must be a toll-free number and available from 9am to 5pm Sunday to Thursday, with

voicemail support outside of those hours (all messages to be returned within 1 working day).

INFOMEDIA reserves the right to mandate that a merchant provides support via a telephone number in addition to

email where a carrier deems that customer complaints or query rates are unacceptably high.

CS SCRIPTS/ IVR’s

It’s recommended that scripts used on customer calls use a friendly tone of voice and are in the local language and

use a local accent

MERCHANTS COMPLAINTS HANDLING PROCESS

Where complaints are referred to the Merchant by INFOMEDIA, a regulator or the carrier, either as a result of a

call/email from an end user, a referral from the regulator, or as a result of monitoring and testing, it is the Merchant’s

responsibility to ensure this is logged and an automated response sent immediately. As a minimum this must contain

acknowledgement of receiving the complaint and a timeframe for the subsequent full and detailed response.



CARRIERS COMPLAINTS HANDLING PROCESS

Customers contacting the carrier’s customer support will be referred to the relevant Merchant’s customer support

email address or telephone number. Where customers directly contact INFOMEDIA, INFOMEDIA will escalate it to

the relevant Merchant through CS Lite.

Where a customer query has been escalated by INFOMEDIA or the carrier, the Merchant will receive an email

containing the customer’s MSISDN, the service they are querying, their contact email address, and the reason the

Customer Support agent is escalating their query.

The Merchant must respond directly to the provided customer email address with a resolution within 24 hours of

receiving the request. A confirmation receipt must also be sent to INFOMEDIA in order to track the progress of the

query, once the query has been processed. Please note that the format of the email from INFOMEDIA may change

from time to time.

CS REPORTING ON ETISALAT

Etisalat may from time to time request ‘Support Reports’. These must contain::

1. MSISDN

2. Mobile device type

3. IP address

4. Dates/times of user interacting with product/service

5. Details of specific content accessed on product/service

6. Acquisition method and from where (e.g. banner within x website)?

7. Total charges

8. Customer received confirmation/renewal messages

INFOMEDIA shall generate the reports including the elements required however Merchants must support INFOMEDIA

with the details for (4) and (5) within the required timeframe and have in place the relevant support.

RESPONSE TIMEFRAMES

• Etisalat Support Report detail requests should be responded to on the same day as the request (as managed

by INFOMEDIA, this will be Monday to Friday) and in any event within 1 working day of the original request to

Infomedia.

• Deactivation and Refund requests should be executed within 1 working day.

• Service/Product Issues should be executed within 2 working days from the time the issue is reported.



11.2. CUSTOMER SUPPORT KEY PERFORMANCE INDICATOR

Where possible INFOMEDIA will monitor customer reaction to merchants’ products by use of the following CS KPI:

Of the customers that experienced the product in the last 8 weeks, what percentage of those end users made a query

into CS?

The calculation is: 𝑇𝑜𝑡𝑎𝑙 𝑈𝑛𝑖𝑞𝑢𝑒 𝐶𝑎𝑙𝑙𝑒𝑟𝑠

𝑃𝑟𝑜𝑝𝑒𝑛𝑠𝑖𝑡𝑦 𝑇𝑜 𝐶𝑎𝑙𝑙 𝑈𝑛𝑖𝑞𝑢𝑒 𝑈𝑠𝑒𝑟𝑠= 𝑥%

o Total Unique Callers – the number of views of a merchant product in the CS database. This indicates that a

CS agent has reviewed that product and MSISDN as part of a CS Call.

o PTC Unique Users – total number of unique users attempted to bill 8 weeks before the end date of the

selected report period.

This KPI gives context to the CS call volume relative to the size of the users on a service and not a call volume alone.

This is a requirement encouraged by INFOMEDIA and its business partners to give context to the level of calls and a

metric that they understand.

The KPI is calculated on a weekly and monthly basis. Initially the KPI shall be set at 2% per week (for indicator

purposes) and 5% per month, however this may change and merchants will be notified of their individual KPIs directly.

The weekly reports provide ongoing indications of performance to highlight any emerging risk trends (allowing for

remedial activity), however due to the nature of the sample periods for weekly reporting do not provide a precise

result.

The monthly report is the final outcome by which merchants’ performance will be measured.



11.3. REFUNDS

REFUND SITUTATIONS

An end-user always has the right to request a refund and refunds must be given in AED however can be by way of

PayPal, Western Union or a similarly reputable money transfer service. In the following circumstances a refund must

always be given:

o The end-user was over-charged, charged back-dated, or charged before the renewal date of their

subscription;

o The service was not working or never provided;

o The end-user was charged for a subscription service after they initiated a stop request;

o The end-user was charged after complaining a service did not work;

o The end-user was charged after the maximum time period for user inactivity.

o The end-user stating they are unhappy with the service, don't know how they subscribed

o A TRA complaint

Note: customers who contact CS requesting to unsubscribe only/ unsubscribe and require more information on the

service should not be automatically offered a refund, unless the operator requests otherwise.

If a merchant also offers a refund where the user not satisfied with the content, the merchant must ensure that their

CS script clearly informs those users that the user had subscribed to the service and that the refund is pursuant to the

‘unsatisfied’ term of the contract. Merchants shall provide a copy of their refund policy to INFOMEDIA.

ADMINISTERING A REFUND

All refund transactions should include the same Content Name as indicated in the original charge transaction and be

given in AED. The customer should receive an SMS of the refund details, including:

o Refund amount;

o Service name related to the refund;

o Support details.

REFUND REPORT

It is a requirement that a report is provided on the first of every month of all refunds issued to Etisalat customers be

sent to Etisalat. Merchants must provide this information to INFOMEDIA in the below format:

Date/Time TransactionID MSISDN Content

Name

Original

Charge

Refund

Amount

Reason

11.4. UNSUBSCRIPTION FUNCTIONALITY

STOP COMMANDS

Merchants shall support the SMS STOP command function. Merchants shall supply a keyword for STOP commands

(e.g. STOP GHUB).

An end user must be charged no more than their standard rate (including VAT) for sending a message to opt-out.



Upon receipt of a "STOP" command, the service operating on that short-code should be terminated with immediate

effect and no further billable messages related to that service should be sent to the end user, unless they subscribe

to the service again.

RECOGNISED STOP COMMANDS

o FORMAT – The following stop commands must be recognized and processed:

o Mixtures of lower and upper case letters, as they should not be case sensitive;

o Followed by a full stop;

o Followed by a space;

o Followed by no further character;

o ‘STOP’;

o ‘STOP ALL’;

o ‘STOP followed by [keyword]’.

SPECIFING WHICH SERVICE NEEDS TO BE UNSUBSCRIBED

o MULTIPLE SERVICE ON ONE SHORTCODE - If a user sends only the keyword ‘STOP’ to a short-code that

has multiple services associated with that short-code, then the last service the user was contacted from that

contained that short-code should be stopped.

o STOP ALL - Where “STOP ALL” is sent, all services in operation using a shared short-code must cease.

AMBIGUOUS STOP COMMANDS

o If a message has been received which is identified as a stop command but is ambiguous then the user can be sent the INCORRECT UNSUBSCRIPTION message (see ‘Customer Messaging’ above) to clarify their request before a service is stopped.

CS LITE

Merchants who run their own subscription engines must provide INFOMEDIA with an unsubscribe function for the

customer support tool CS Lite. To do this INFOMEDIA require a URL which we will submit unsubscribe instructions

to. To ensure that we can capture all successful unsubscription actions, the Merchants application will need to

unsubscribe the user in real time and respond with an HTTP 200 OK status. If any other status is received

INFOMEDIA’s system will assume that the user has not been unsubscribed and the customer will be referred to the

Merchant. We have put together a format for the URL below:

https://www.example.com/?msisdn={MSISDN}&bpid={BPID}

The Merchant must provide an HTTPS URL in the above format so we can configure this in CS Lite for the

Merchants services.

SELF HELP SITE

To limit online exposure to negative publicity all merchants shall offer a ‘Self-Help’ portal enabling a further un-

subscription mechanism for consumers, which will be online and accessible through Google search terms for the

product and/or merchant. An unsubscribe option or link should also appear reasonably prominently on product or

merchant main pages, where such pages exist and in text which is clear and easily legible to the average reader.

INFOMEDIA recommends that Google search ranking management is used to ensure that the portal shall appear

first or second place (where first place is the product or service main page) in such searches.

This will help ensure that dissatisfied customers’ primary online contact is with the merchant who is best placed to

assist.

https://www.example.com/?msisdn=%7bMSISDN%7d&bpid=%7bBPID%7d



Any unsubcription site or service must be clear and unambiguous in how a user can unsubscribe.

EXAMPLES

Do not use:

1. Reversed Yes/No: ‘Are you sure you want to unsubscribe? Yes / No’; then ‘Do you want to stay with the

service? Yes / No’

2. Double Negative: ‘Do you not want to unsubscribe? Yes / No’

3. Ambiguity: ‘Are you sure you want to unsubscribe? You will miss out on all the fun – Yes / No’



12. DATA

CUSTOMER CARE DATA

Were CS Lite is not used, the Merchant must send data to INFOMEDIA on their customer support on a weekly basis

by COP Monday. This data should be based on the Monday to Sunday that has just occurred i.e. the data will be

shared 24 hours after the week the data is related to has ended.

This should detail the following for each customer care interaction:

• MSISDN;

• INFOMEDIA BPID;

• Service/ product name;

• Date and time of call;

• Call duration (optional);

• Care interaction type (call, email, web form, letter, fax, other);

• Reason for call;

• Call outcome (e.g. information of service, stop, stop and refund, refund only, etc.);

• Call closed (yes, no);

• Source of this call (direct from the customer, referral from the network, referral from INFOMEDIA, a request

from the regulator);

• Users unsubscribed as a result of inactivity.

STORAGE

All:

• Calls,

• Emails,

• Conversations

• Messages,

• Accessed IP’s

• User agent profiles

• Visited pages

• Advertisements

Shall be stored for a full year. In a new full page, original layer on top of the same page.

ENGAGEMENT DATA

The Merchant must hold and be able to send data on their customer engagement at the request of INFOMEDIA.

INFOMEDIA may provide a template and/or API to specify the data they require as part of this. An example of some of

the information that would be requested for the MSISDN is below:

• Banner click, URL, date and time (destination and screenshot if possible)

• Landing page URL, date and time (destination and screenshot if possible)

• Time clicked call to action

• User engagement with service (Duration of session, T&Cs accessed, FAQs accessed)

• Message logs (Description of the messages sent to customer, type, delivery status, cost)

AFFLIATE NETWORK DATA



The Merchant must hold and be able to send data on their affiliate networks at the request of INFOMEDIA.

INFOMEDIA may provide a template and/or API to specify the data they require as part of this. An example of some of

the information that would be requested for the MSISDN is below:

o Number of calls v acquisitions per affiliate



13. VERSION CONTROL

VERSION AUTHORS COMMENTS

1.6 SM Initial version

2.0 CL 2nd Draft

2.1 MGT Amends

2.2 GC Amends for du compliance alignment

2.3 GC Addition of Explicit Terms formatting

2.4 GC Amends

2.5 GC Amends for Etisalat Customer Life Cycle Policy v1.4

2.6 AS

Updates to: double opt in flows, refund policy, whitelisting and blacklisting policy, price format display, adding

monthly reminder message, inactivity policy, MSISDN announcement display through flows, T&C’s split per

operator, engagement data, self-help portal, CS scripts, advertising data

2.7 AS

Updates to advertising flows: turning the top of the page into a help area, reiterating charge to mobile on all

pages, updating success pages to include SMS info and simplifying the help section, changing CTA to ‘subscribe’

instead of ‘join’, restricting animation, changed terms & conditions to links with some terms displayed, banning

back button redirects to further subscription landing pages, banning countdown timers, clarifying there should be

no landing page pop ups without banner clicks and merging the 1st 2 steps of the WiFi flow. Clarification on retry

policy

2.8-9 AS

Amends to include Etisalat’s Customer Life Cycle Policy v1.5

Confirming breaches ramifications, confirming prohibited websites, DCB platform running rate, step charging

policy, retry policy, pending payment cycles policy, content access for failed bills, use of Etisalat logo, displaying

name of service on WiFi pages, SMS embargo times and days, protecting customer information, 24/7 customer

support through email and portals, working UAE office hours, storage for 1 year, setting the CS KPI level, setting

CS SLAs, removing inactivity warning message.

2.10

2.11

IL 10/05/16

o Incorporate update to TRA CPR v1.1

o Moved Privacy requirements into Cultural Policy section

o Harm & Offence section - this provides further clarity and detail in relation to material which is prohibited

and that this covers both advertising material and content and particularly references Shari'ah

o Whitelisting - greater clarity and states cannot be invoiced for

o Advertising - clarifies eye movement monitoring technology cannot be considered 'interaction'

o Landing page - CTA must include any free trial period in the text on it

o Refunds - permits refunds by money transfer services (e.g. paypal)

- sets out requirements for 'unsatisfied with service' type refund scenarios

o Added more detailed CS KPI section

o Added updated Etisalat requirements

2.12 IL 25/07/16

o Added Du step charging requirements

o Added Growth Caps and Free Trial sections

o Clarity around double opt-in on WIFI flow

o Updated Introduction for clarity

o Simplified flows to single section with key carrier differences set out in that section

o Added STOP commands section

o Section and layout re-arrangement for clarity, consistent with other Frameworks, also grammatical and

spelling corrections

3.0

IL

07/10/2016

o Changed User Inactivity Limit for Etisalat – 90 days for weekly billing, 6 months for monthly billing,

consequential update to Service Delivery Modes section.

o Re-drafted Retries & Stepcharging Policies following updates from Etisalat and Du

o Removed requirement for pricing banner

o Added Du breach penalties

o Updated Advertising to specifically reference TRA Consumer Protection Guidelines s.16

o Fully updated User Acquisition flows and consequential section arrangement

o Clarified Success page only mandatory on Etisalat

o Clarified that no carrier logos should be used

4.0

IL

21/11/2016

o 7.2 Consent To Charge – requirements added

o 9.2 User Acquisition Flows – updated to show flows for C2C flows only (du single click and coincident

changes), merchants to contact IMS if not using C2C.

o 10 Customer Messaging – updated to remove superfluous recommendations

o 10.5 Incorrect Subs Message – must state all unsubscription options within message

o 11.1 Customer Care – Only email is mandatory, telephone support is recommended but right to mandate is

reserved in case of unacceptable CS rates from carrier. Other minor changes to improve clarity of section.



Requirement for Etisalat CS Reporting added, particularly requirement for reporting user service usage

details.

4.1

IL

22/11/2016

o 9.1.2/9.2.2 Added new TRA requirement for close button on all landing pages

o 8.2/8.5 Advertising rules and requirements clarified, prohibited practices now all in one place (8.2) and

banners section (8.5) limited to positive requirements

4.2

IL

08/12/2016 o Etisalat require pricing on banners

4.3

IL

30/01/2014

o Etisalat policy changes:

o 7.4 - Mandatory free trial

o 9.1.2 & 9.2.2 – Service details text now prescribed

o Pop-up must have cancel button or link

4.4

IL

30/01/2014

o Etisalat policy changes clarified:

o 9.1.2 & 9.2.2 - Price, frequency and free period must be displayed directly below CTA

o 9.1.2 & 9.2.2 – Prescribed service text must be in bullet points

4.5

IL

20/02/2017

o Du Policy Changes

o No new products will be approved with a web-based subscription flow. All new products must

be based on a native app download prior to subscription.

o All subscription flows, new and existing, must be a PIN or password flow with the user

requesting their PIN/password, being sent it by text and then entering that password in a

confirmation page.

4.5.1

IL

20/02/2017 o Etisalat: Exit button must be a button not a link (9.1,9.2)

5.0

IL

29/03/2017

o Adverts should not target users under 18 (8.2)

o Creative in advertising banners should be linked to creative on landing page (8.5)

o Substantial changes to flows following TRA requirement for PIN or similar flows (9)

5.1

IL

25/04/2017

o New Etisalat Policy:

o Text of PIN message

5.2

IL

07/06/2017

o Etisalat requirements updated; text appearing on CTA buttons mandated.

o Recommendation to place PIN as close as possible to the start of PIN message

5.3

IL

20/11/2017

o Re-branded document

o Du requires renewal messaging to be implemented

5.4

IL

09/04/2018

o 8.5 updated to include VAT statement and requirement that pricing frequencies are stated in full

o 9.1.2 as above & on-page Terms & Conditions updated to include VAT statement

o 9.4 Etisalat T&Cs guidance updated to include tax statement

o 10.1 Etisalat now require prescribed PIN message template

o 10.2/3 Welcome/Renewal message updated to include Etisalat tax statement

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