V2.5 of MEF’s Business SMS Code of Conduct was launched April 2025. The Code is part of MEF’s self-regulatory Trust in Enterprise Messaging service with the goal to accelerate market clean-up and help educate business messaging solution buyers about the threats of fraudulent practices and poor procurement processes.

It sets out best practice for all actors operating within the business SMS sector and is based on 10 principles offering detailed guidance on commercial, procedural and technical requirements. The new version expands on the obligations of signatories to combat Artificially Inflated Traffic