• use the header field if possible, in line with email header fields
  • if use of the header is not possible, start with ‘from BA:’
  • max 160 characters
  • a marketing sms must hae ‘unsub@ba.com’ at the end
  • if abbreviations are used, they should be in common use
  • avoid jargon TLAs if possible (e.g. IAD, ETD)
  • in the UK BA owns 80747 [keyword] which should be used for customer-initiated sms contacts