Mobile marketing/coupon campaigns typically begin with the brand creating a database of opt-in users. For example, a fast food restaurant might hang signage near the waiting lines. Customers can then send a text message to a short code (e.g., text SUBWAY to 12345) and immediately receive a text message that provides some value, such as a discount coupon or entry into a sweepstakes of sorts. Once a brand has built up its database of opt-ins, they can then begin to send out their promotions, typically once or twice per week. The frequency of messaging depends on the nature of the brand and the expiration date of the coupons. A consumer may opt-out of any mobile-marketing campaign simply by replying “STOP” to the text message received. According to Anthony Wayne of the Text Message Blog, the opt-out rate for mobile coupons is only 3%. Also attractive to consumers is the ease of use in joining an SMS program. There’s no form to fill out, no website to visit. All that’s needed is to use a cell phone to send a quick message. Once someone opts into your program, their cell phone becomes your billboard, as your brand and promotions are readily displayed on their phone.