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Short Message Service (SMS) StandardFinal

December 2010

v1.0.0

OFFICIAL

Queensland Government Enterprise Architecture

ICT Policy and Coordination OfficeDepartment of Public Works

Document details

Security classification OFFICIAL

Date of review of security classification

December 2010

Authority Queensland Government Chief Information Officer

Author Smart Service Queensland (SSQ)

Documentation status Working draft Consultation release Final version

Contact for enquiries and proposed changesAll enquiries regarding this document should be directed in the first instance to:

Project ManagerSmart Service [email protected]

AcknowledgementsThis version of the Queensland Government Enterprise Architecture (QGEA) Use of SMS Services standard was developed and updated by Smart Service Queensland in consultation with the ICT Policy and Coordination Office.

Feedback was also received from a number of agencies, which was greatly appreciated.

CopyrightShort Message Service (SMS) Standard

Copyright © The State of Queensland (Department of Public Works) 2010

Licence

Short Message Service (SMS) Standard is licensed under a Creative Commons Attribution 2.5 Australia Licence. To attribute this material, cite the Queensland Department of Public Works.

Information securityThis document has been security classified using the Queensland Government Information Security Classification Framework (QGISCF) as OFFICIAL and will be managed according to the requirements of the QGISCF.

Final v1.0.0, December 2010 of 29OFFICIAL

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http://creativecommons.org/licences/by/2.5/au

mailto:[email protected]

Contents1 Introduction.............................................................................................................................

1.1 Purpose...........................................................................................................................1.2 Authority...........................................................................................................................1.3 Audience..........................................................................................................................1.4 Policy...............................................................................................................................1.5 Scope...............................................................................................................................

2 Background.............................................................................................................................2.1 What is SMS service delivery?........................................................................................2.2 Why was this standard developed?.................................................................................2.3 Structure of this standard................................................................................................

3 Implementing SMS in Queensland Government..................................................................3.1 Assess the use of SMS for appropriate services.............................................................3.2 Using SMS as part of an integrated service delivery strategy.......................................3.3 Use a standard SMS template.......................................................................................3.4 Ensure the security of customer information.................................................................3.5 Use Smart Service Queensland for public facing SMS service provision.....................

4 Summary implementation advice........................................................................................4.1 Compliance and variation..............................................................................................

5 Issue and review...................................................................................................................

FiguresFigure 1: Service Suitability Assessment Model................................................................................Figure 2: SMS Option Decision Framework.....................................................................................

TablesTable 1: Service Decision Matrix......................................................................................................Table 2: SMS Header Templates and Standards............................................................................Table 3: SMS Body Templates and Standards................................................................................Table 4: SMS Footer Templates and Standards..............................................................................Table 5: Message Identifiers and Allowed Meanings.......................................................................Table 6: Allowed Usage of Reserved Words and Phrases..............................................................


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1 Introduction1.1 Purpose

The Short Message Service (SMS) Standard, referred to in this document as the ‘standard’, directs agencies with whole-of-Government requirements for public facing SMS services, and aims to assist agencies in the development and implementation of SMS technology. The standard contains tools which can be used to assess, evaluate and determine appropriate service delivery options and how they are to be implemented and integrated into existing service delivery channels.

Agencies must comply with this standard to ensure that citizens and businesses interacting or transacting with the Queensland Government via SMS experience a consistent, customer centric, accessible and cost effective service that protects their privacy and information.

The standard includes: consistent user experience requirements for public facing SMS services delivered to

Queensland Government customers a process for determining fit for purpose services for delivery through SMS branding issues to ensure that all public facing SMS messages sent on behalf of the

Queensland Government are consistently identifiable as such advice for implementing SMS services in relation to confidential and private information how to provide opt in/opt out choices for recipients categories of services for application of service delivery.

1.2 AuthorityThe standard has been released under the authority of the Queensland Government Enterprise Architecture (QGEA).

1.3 AudienceThe standard is for use by all Queensland Government agencies providing public facing SMS services. The appropriate audience includes: Project managers ICT development staff Any other relevant staff involved in the implementation of public facing SMS services.

1.4 PolicyThe standard relates to and should be read in conjunction with the following QGEA documents and Australian Government guides:

Service Delivery Provider - Online and Phone Channels Policy (December 2009 v1.0.0) Service Delivery Provider – Online and Phone Channels Position (December 2009

v1.0.0) Record Keeping (IS40) Retention and Disposal of Public Records (IS31) Information Security (IS18) Queensland Government Authentication Framework (QGAF) Internet (IS26) – Consistent User Experience (CUE) Standard Spam Act 2003 : a practical guide for government .

Short Message Service (SMS) StandardOFFICIAL


http://www.acma.gov.au/webwr/consumer_info/spam/spam_act_pracguide_govt.pdf

http://www.qgcio.qld.gov.au/qgcio/architectureandstandards/qgea2.0/Pages/Information.aspx

http://www.qgcio.qld.gov.au/qgcio/architectureandstandards/Pages/security.aspx




http://www.qgcio.qld.gov.au/qgcio/architectureandstandards/qgea2.0/Pages/Business.aspx



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1.5 Scope

1.5.1 In scope

The standard relates to the domain Mobile Phones, T-3.4.4 within the technology layer of the QGEA and applies to: Queensland Government agencies new public facing SMS services established after 1 January 2011 existing public facing SMS services from 31 December 2012, or when existing

contracts expire.It is also highly recommended that Statutory Authorities, Boards, Commissions and other entities adopt this standard for their public facing SMS services.

1.5.2 Out of scope

The following are out of scope of the current standard: technical considerations (such as the appropriate software and hardware for delivering

SMS services) specific agency business requirements for determining the cost/benefit of using SMS

for service delivery application of the standard to Government Owned Corporations internal (inter and intra agency) Queensland Government SMS services, however,

agencies should consider using the whole-of-Government SMS panel to leverage off discounted pricing for whole-of-Government volumes.

2 Background

2.1 What is SMS service delivery?SMS refers to ‘Short Message Service’ and involves the delivery of alphanumeric text messages to mobile phone devices. SMS is used by organisations and businesses across the globe as a means of communicating directly with targeted recipients. The business use of SMS within traditional communication and service delivery strategies is increasing rapidly, as organisations both government and commercial realise the benefits of this communication option.

SMS service delivery can either employ a ‘push’ or ‘pull’ strategy. A ‘push’ strategy does not require customers to instigate a request for a service or information, but is initiated by the service provider in order to address a known demand or provide essential services (flood warnings, cyclone alerts). A ‘pull’ strategy is one that requires customers to initiate a request for a service or information through either the same or other inter-operative channels.

2.2 Why was this standard developed?In September 2009, Cabinet endorsed the Toward Q2 through ICT 2009-2014: The Queensland Government’s strategy for government ICT and a supporting implementation plan. The implementation plan required the Department of Public Works (Smart Service Queensland) to ‘develop and implement a whole-of-Government ‘SMS as a service strategy and standard’ by 2010’. It also contributes to the Delivering to Queensland: Smart Service Queensland Strategy 2008-13 and Channel Management Strategy for integrated government service delivery 2007-12, both endorsed by Cabinet in May 2008.



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The key drivers for using SMS as a service delivery mechanism include:

reduced government service delivery costs by eliminating duplication, reducing waste and leveraging economies of scale and innovation

provision of equitable access to Queensland Government information and services for all Queenslanders, including those in rural and remote communities

development of a customer-focused multi-channel approach to government service delivery where customers do not need to understand how government is structured

the delivery of integrated, unified and consistent information and services to build customer trust, confidence and satisfaction with ongoing government interactions.

The Standard is based on four principles outlined in the Smart Service Queensland Channel Management Strategy for integrated government service delivery 2007-12: customer-centric: Government SMS enabled service decisions are informed by how

customers prefer to search and contact government to closely reflect customer preferences and needs

cost effective: Government SMS option decisions focus on service and information delivery that provides public value for money and minimises the cost-to-serve for government

consistent: Government SMS option decisions enable customers to experience a seamless and consistent service delivery experience when interacting with government across similar services and channels, irrespective of which agencies are delivering them

accessible: Government SMS option decisions enable the majority of Queenslanders to have easy state wide and equitable access via SMS to the information and services that meet their needs, and also promotes the Government’s ‘No Wrong Door’ policy.

2.3 Structure of the standardThe structure of the standard is based on the QGEA Standard template. This document includes five requirements for implementing service delivery using SMS. For each requirement the following information is provided:

description – a brief explanation of the requirement rationale – the reasoning behind the requirement key considerations – important points when using SMS as a service delivery option supporting tools and methodologies – tools, methods and implementation guides that

agencies can make use of when transitioning services to SMS.



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3 Implementing SMS in the Queensland Government The following are implementation requirements for any Queensland Government

agency intending to make use of SMS for public facing service delivery.

3.1 Assess the appropriateness of delivery of service and/or information by SMS

3.1.1 DescriptionAgencies must undertake a process of determining whether services are appropriate for delivery via SMS, using a decision framework that addresses the suitability of technology for a target segment, the information that is conveyed through the message and the costs/benefits to the agency.

3.1.2 RationaleSMS, with its large market penetration, is a valuable means of providing timely, efficient communication to customers in many cases. However, some services will not be effectively delivered via this medium. In some instances SMS may not offer the level of security and privacy required, could overly complicate the processes, or be seen by customers as not providing value. This does not mean that SMS may not provide value for components of such services. For example, agencies can use SMS to notify customers that documents have been processed and that the service will continue through another service delivery channel (such as phone, counter or email). Therefore agencies must carefully evaluate each service for its appropriateness for delivery via SMS, to ensure benefit to both the agency and the customer.

3.1.3 Key considerationsFor some services, the entirety of the service may not be appropriate for delivery via SMS. However, SMS may still provide value to the customer as well as efficiency for the agency if used appropriately for specific components within a service. For example, notifying a customer that documents posted via mail have been received and are being processed.

An example of SMS providing value for customers as well as savings for agencies is through the delivery of appointment reminders, which reduce the time lost on missed appointments.

However, this scenario raises the issue of determining whether the SMS has been received by the customer. This issue can be addressed by requesting the customer to call back to make a new appointment or send an SMS in return to confirm that they are keeping the appointment. The use of SMS in some situations may therefore require agencies to modify their existing processes to gain the most benefit from this service delivery option. Part of the process of identifying appropriate opportunities to use SMS must therefore determine in what way the service may need to be modified and how it integrates with the agency’s other service delivery channels.

Agencies must make sure that the service is delivered in the simplest form possible. SMS services must not make use of rich media, fonts or complex ‘emoticons’ (character combinations usually representing facial expressions) as they will generally not be supported by standard phone handsets.



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Although SMS has a wide market penetration, the more media rich aspects of SMS (such as those provided through Multimedia Messaging Service (MMS)) are not as widely used. Many customers use mobile handsets which do not support MMS, or they have mobile phone payment plans which make the use of MMS prohibitively expensive. In order to ensure that all potential users of SMS have access to services, agencies must make use of technology that is widely available and accessible. Agencies that wish to make use of MMS technology for service delivery should undertake a fit-for-purpose assessment in concert with Smart Service Queensland.

The following are technical and/or business assumptions which an agency must take into consideration when evaluating whether SMS is fit-for-purpose as a service delivery option:

the maximum length of a single SMS message is 160 characters

while SMS messages are often received within seconds of being sent, delays of several hours are not rare – this potential time delay should be taken into consideration when determining the appropriateness of SMS for the service at hand

the maximum number of SMS texts this standard allows to convey a single message to any user is two (i.e. a single notification or service delivery can take up to two SMS messages, to ensure that all branding and privacy requirements are met)

agencies should undertake a fit-for-purpose assessment for any service being considered for delivery via SMS – the fit for purpose assessment should determine whether the service can be provided within a maximum of two 160 character SMS texts and still meet all the requirements tabled in the standard

as part of the fit-for-purpose assessment, agencies must identify appropriate service delivery standards for responding to an SMS sent by the customer

Agencies must consider the impact of ‘re-tries’, that is repeated attempts to reach a customer after the initial SMS has been sent – the minimum number of re-tries in situations where the customer is required to provide a response is one; the frequency and maximum number of re-tries will be determined by the business requirements analysis

SMS messages from Queensland Government agencies to the public should be considered as records and must be managed in accordance with the Public Records Act 2002 and the associated recordkeeping Information Standards IS40 and IS31. Appropriate measures must be taken when establishing SMS services to ensure records are retained as per these requirements

The Spam Act 2003 aims to reduce unsolicited commercial electronic messages. The Queensland Government must ensure messages sent on its behalf comply with the provisions of the Spam Act 2003. The definition of a commercial electronic message under the Spam Act is very broad and includes messages that advertise the supply of goods or services, land, business or investment opportunities. This definition could potentially include some government activities and services. Agencies should refer to the Australian Government guide Spam Act 2003: A practical guide for government when determining the commercial nature of SMS messages.

3.1.4 Supporting tools and methodsAgencies must undertake a business requirements analysis to determine if the use of SMS, as a service delivery option, provides value add for customers and is feasible with current resources. As part of the fit-for-purpose evaluation process, agencies must evaluate information security implications as outlined in section 3.4 of this document. Further, using



http://www.acma.gov.au/webwr/consumer_info/spam/spam_act_pracguide_govt.pdf

http://www.austlii.edu.au/au/legis/cth/consol_act/toc-S.html

http://www.austlii.edu.au/au/legis/cth/consol_act/toc-S.html



http://www.legislation.qld.gov.au/Acts_SLs/Acts_SL_P.htm

http://www.legislation.qld.gov.au/Acts_SLs/Acts_SL_P.htm

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the SMS enabled service decision matrix outlined below (refer table 1 on page 11), agencies can determine if SMS is suitable as a service delivery option, which satisfies each of the following factors:

technical suitability target segment suitability target segment reach information security.

SMS suitability assessmentThe Service Suitability Assessment Model (refer Figure 1) is used to identify and prioritise services for SMS enablement. The model below consists of four dimensions: government value based on service delivery importance; customer’s perceived value of service; target segment reach for SMS enabled services; and the relative complexity for SMS enabling a service. Using this model and the Service Decision Matrix (refer Table 1 on page 11) will assist agencies in determining whether SMS is fit for purpose for the envisaged service/information delivery.

Figure 1: Service Suitability Assessment Model

The X-axis represents the ‘Government Value’ based on the significance that Queensland Government agencies attribute to the information and service delivery from the perspective of obligations and priorities for public safety and service, as well as the potential for cost savings. The level of value is denoted from low to high, with services of lesser significance plotted from left of the x-axis to the right for services that have the highest significance. For example, an SMS message to Brisbane residents alerting them of a severe storm or cyclone would have higher significance and offer greater government value, and therefore be plotted on the right side of the axis. Comparatively, a text message notifying customers of the next seminar on business licences may provide lower priority and therefore will be plotted on the left side of the axis.



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The Y-axis represents the value to a customer of the SMS service/information to be delivered via SMS. The perceived value for customers is likely to be driven by individual circumstances and priorities, but for the purpose of this model, an assumption is that customers place higher value in services that include individual safety, convenience and clarity. Customer perceived value is plotted from least valuable (low) to the most valuable (high) represented on the Y-axis. For example, a customer is likely to consider a real time SMS warning alert for a level 4 cyclone more valuable than an SMS reminder for a scheduled dental appointment.

The target segment and its reach via the SMS option are represented in the model by the size of the circle. The larger the circle plotted on the graph, the larger the potential customer base is for a particular SMS service.

The fourth dimension of the model is aimed at assisting agencies in determining the complexities of their SMS service. The complexities could be determined by the levels of integration required with legacy systems, dependencies on specific databases, systems or infrastructure and training and change management requirements. The complexity levels are denoted by the colour codes used to shade the circles, with green representing the least complex for SMS enablement, amber representing medium complexities and red denoting relatively higher complexities.

Agencies can use these dimensions to identify the appropriateness of selected SMS services based on their reach, government and customer value and ease of enablement to prioritise implementation and introduction of proposed SMS based services. Potential services that are represented as large green circles would be considered as excellent candidates for SMS, while those represented as small red circles would be considered as poor candidates.

Table 1 (refer page 11) provides an example Service Decision Matrix which can be used to list and compare specific services and subsets of the same. Assessing a service against this matrix will assist in decision making to prioritise the introduction and implementation of SMS services. The examples used are intended only to highlight the utility in identifying the priorities and agencies should modify this table based on the service being considered. However, the headings below are considered the minimum criteria for effective evaluation. In the following example the following headings are defined as follows:

Service: The SMS service and/or information being considered for dissemination via SMS.

Technical suitability: To what extent does the technical practicality of the service lend itself to SMS as a communication tool?

Target segment: Consider the audience of the service/information. For example, homeowners aged 25-55 years. Is the target group receptive to using SMS as a communication tool? Is this market segment sizable enough to justify implementing the proposed SMS solution?

Information security and privacy risk: To what extent will the messages contain private and confidential material? Refer to section 3.4 of this document for further detail.



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Service Technical suitability Target segment Information security and privacy risk

Service suitability for SMS option

Service Subset High Med Low Suitability Reach

Priority Level

Flood warning

Notification alert • Yes Large Low High

Trade licence

Application form • No N/A Low

Application Submission • No N/A Low

Receipt and reference number

•Yes Large Service dependent High

Status notification • Yes Large Service dependent High

Delivery/ collection

notice•

Yes Large Service dependent High

Confirmation • Yes Small Service dependent Medium

Table 1: Service Decision Matrix

SMS Option Decision Framework

The SMS Option Decision Framework (refer Figure 2 on page 12), is a step by step process used to assist in determining if the use of SMS is appropriate for a given service. Agencies can utilise this six step process prior to engaging Smart Service Queensland as part of an initial service evaluation.

Step 1 links to the Service Suitability Assessment Model for use by agencies to identify and prioritise services for SMS enablement.

Step 2 asks agencies to identify the existing and potential customer base for SMS enabled services and segment them based on geographic, demographic and psychographic characteristics. This information will assist in determining the success and acceptance of SMS in terms of public ‘take-up’ of the service.

Steps 3 and 4 provide agencies the opportunity to assess the suitability of the identified SMS services based on the feasibility for service delivery using SMS and other requirements such as privacy, security, and recordkeeping.

Step 5 allows agencies to further map each service or subset of a service against target segments, to assist in further assessing and planning dependencies on other systems and



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requirements for successful implementation.

Step 6 directs agencies to engage Smart Service Queensland to implement SMS services or mutually agree in writing not to use Smart Service Queensland or to undertake an opt out business case. Refer to section 3.5 of this document for further information.

For any information delivered via SMS, an agency must indicate one other complementary channel as part of a proposed SMS option.

Figure 2: SMS Option Decision Framework

3.2 Using SMS as part of an integrated service delivery strategy

3.2.1 DescriptionAgencies should integrate SMS with complementary communication channels appropriate to the Queensland Government service being delivered. SMS services should complement/integrate with existing communication channels (such as phone, email or online) in order to deliver a seamless and consistent customer experience.

3.2.2 RationaleMany of the processes that have already been identified as providing benefit or economies of scale when delivered via SMS are steps within a longer service delivery chain. At all points within a service delivery process, it must be made clear to customers when they are being transitioned to a different service delivery channel (for example, internet or counter). For instance, if a customer receives an SMS indicating that a form has been processed, the SMS must also indicate any further actions the customer needs to take.

Where SMS has been clearly identified as providing benefits to customers and to the agency, the information must also be available via other channels. This will ensure that any customers who are not willing or unable to use SMS are still equitably able to access services provided by the Queensland Government.

3.2.3 Key considerationsInformation available via an SMS service must also be available through other channels, for example phone and online. In the case of services or information that an agency deems to be critical, more detailed information must be accessible through other communication channels. If customers are directed to a counter or phone service, where possible the SMS should be sent during business hours, to enable the customer to continue the service delivery.



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3.2.4 Supporting tools and methodsIn many cases, services delivered via SMS will require the customer to follow up the SMS through one of the other service delivery channels offered by the Queensland Government. In general, the follow up required by the customer will fall into one of two situations:

The customer is directed towards more detailed information, which can be accessed through the Queensland Government’s website, phone services or counter. The specific phrases directing the customer towards more information have been described in section 3.3.4 of this document.

The customer is required to take further action in the process, either by responding to the SMS or by undertaking an action (which needs to be clearly outlined in the SMS). Specific actions required by the customer and how to ensure that the message clearly calls for those actions, have been described in section 3.3.4 of this document.

3.3 Use a standard SMS template

3.3.1 DescriptionAll services and information delivered via SMS must use a consistent layout and template, in compliance with Queensland Government’s branding, to ensure that customers are easily able to identify legitimate messages from the Queensland Government. Any SMS sent by the Queensland Government must provide a consistent user experience. Services that are delivered to Queensland Government customers using Smart Service Queensland’s SMS service delivery option will maintain a consistent look and feel. Any agency not using Smart Service Queensland as a service delivery option will need to comply with the approved consistent look and feel.

3.3.2 RationaleCurrently, the only consistent user experience document that exists within the QGEA is for developing Queensland Government websites. The concepts of branding, layout, accessibility and interoperability are also applicable to SMS service delivery. Any services offered by agencies making use of SMS capabilities will need to ensure similar consistency of branding, layout and accessibility. The following are the concepts which the standard SMS templates are based on:

consistency accessibility security privacy.

3.3.3 Key considerationsSMS is a succinct medium. Queensland Government agencies will need to limit the number of messages sent per transaction to a maximum of two. Customers receiving too many messages may feel ‘spammed’ and opt out of a service prematurely. Further, the level of branding which is normally required in Queensland Government services (such as that provided on Queensland Government websites and in email) is not possible due to the limitations inherent in SMS communication. Branding requirements will therefore need to be specific and minimal.



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Despite the benefits of providing just in time notifications for critical services and information, these messages may be difficult to condense into one SMS text. Therefore, two SMS texts may be required to appropriately convey the required information. Agencies seeking to use this service must consider the relative cost of two messages against the benefit of rapid information or service delivery to customers.

3.3.4 Supporting tools and methodsServices that are delivered to Queensland Government customers using a SMS service delivery option must have a consistent look and feel to them. Due to the restricted number of characters available in an SMS text, there is only a small provision for branding, information on privacy, and/or opt out information (when required).

SMS messages that are sent on behalf of the Queensland Government to customers must have the following characteristics:

[A MESSAGE HEADER] – this is an identifying statement at the start of the message that must have the following characteristics:– the header must identify that the message is from the Queensland Government

(using the acronym QGOV) – the header must identify the purpose of the message (to assist the customer in

differentiating messages received from different Queensland Government agencies). Department acronyms should not be assumed to be known by the recipient of the message so must not be used as a message identifier. Care must be taken to establish an identifying header that is meaningful to recipients.

[A MESSAGE BODY] – this is the message detailing the service that the agency is providing to the customer. Given the space restrictions of SMS, the message body must be as concise as possible. The message body must have the following characteristics:– the message must provide directions for how customers can access more detailed

information, if required– the message should only refer to the customer by name when necessary, a

reference or alternative identifier may be substituted if required– the message must indicate to the customer any further actions they are required to

undertake, and the Queensland Government service channel they will be required to use, otherwise finish with ‘No action required’ or alternative appropriate indicator.

[A MESSAGE FOOTER] – this is a closing message which must have the following characteristics:– the footer must provide information to the customer on how to opt out of receiving

further messages in relation to this service.

SMS services will be categorised by two properties, each with specific templating requirements as specified in template tables below. Specifically:

Priority – the level of importance associated with the service being provided. Priority has been defined as:– Normal - the information or service provided by the SMS has no particular time

constraints associated with itOR– Critical – the information or service being provided by SMS has time constraints on



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it (outlined in more detail below).



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Action – whether the customer is required to take any action upon receipt of the SMS. The actions have been defined as:– No action required. This includes no requirement to reply to the message.OR– Action required. This may include a requirement to reply to the message or

perform some other action.SMS messages sent will always have a priority level and may have an associated action. Different messages sent throughout the course of a full transaction may have different priority levels and required actions. For example, a message may have a normal priority and require a response on the part of the recipient. Or an SMS may have a critical priority and not require a response on the part of the recipient. An example of a normal priority service that requires a response is a service that notifies a customer that routine test results have been returned and they should contact their doctor for more information. A critical priority service that does not require a response or specified action may be a service which provides a severe weather warning that is current for the next day.

3.3.5 Templates

The following tables show the required headers, footer and message body standards for messages sent on behalf of the Queensland Government to customers.



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Message Header

Properties Content Example StandardsMaximum Allowed Characters

Normal Priority (both action required and no action required).

From QGOV servicename From QGOV BreastScreen

Header message must be followed by a carriage return before the message body (carriage return is one character).

Total: 25 characters

servicename: 12 characters

Critical Priority (both action required and no action required).

CRITICALID From QGOV servicename

REMINDER from QGOV Quitline

Header message must be followed by a carriage return before the message body (carriage return is one character).

Total: 34 charactes

servicename: 12 characters

CRITICALID: 12 characters

Table 2: SMS Header Templates and Standards



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Message Body

Properties Content StandardsMaximum Allowed Characters

Normal Priority – no action required.

and

Critical Priority – no action required

- Message must contain the following phrase:

Do not reply

- Messages that direct the customer towards more information must use one of the following phrases:

For more info call xxxxxxxxxx

OR

For more info visit www.qld.gov.au/xxxxxx

- Apply discretion when using reserved header and footer terms. Care must be taken to avoid ambiguity when using reserved header and footer terms within the message body.

Presentation of phone numbers should preferably follow a consistent layout. The following is prescribed:Area code+phone number. No spaces should be used between the area code and phone number or within the phone number.

Critical Priority: 91 characters

Normal Priority: 100 characters

Normal Priority – response required

and

Critical Priority – response required

- If the service requires that the recipient provide notification of receipt, but no further action, the message body must include the following phrase:

Pls reply OK

Or, if for some reason the sending number can not be replied to:

Pls SMS OK to xxxxxxxxxx

Message body must not use any terms reserved for headers and footers only, as per the glossary

Messages that have a normal priority and require an action on the part of the customer must give an appropriate timeframe (for example, 24 to 48 hours)

Messages that have a critical priority and require an action on the part of the customer must conform to the timeframes given in the glossary below.

Critical Priority: 91 characters

Normal Priority: 100 characters



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Message Body

Properties Content StandardsMaximum Allowed Characters

- If the service requires the recipient to undertake further action, the message body must include one of the following phrases:

Pls call xxxxxxxxxx

OR

Pls SMS xxxxxxxxxx

OR

Pls email [email protected]

OR

Pls visit QGOV Counter

OR

Pls visit xxxxxxx

Table 3: SMS Body Templates and Standards



Message Footer

Properties Content Standards Maximum Allowed Characters

All messages requiring subscription / or the ability to unsubscribe (see below)

To unsubscribe SMS STOP to xxxxxxxxxx

OR

If the service allows, the following can be used as the message footer:

Reply STOP to unsubscribe

If the SMS being sent is a one-off service, and the customer will not receive any more messages from the Queensland Government in relation to this service, the message footer can be eliminated.

35 characters

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Table 4: SMS Footer Templates and Standards

Opt in and opt out responsesFor many government messages an opt out option will not be appropriate, such as emergency alerts. However, SMS messages of a commercial nature must include the ability to opt out from receiving further messages (refer to Spam Act considerations in section 3.1.3 of this document). When a customer opts in to a service, they must receive an SMS acknowledging that they have signed up to the service. The opt in message must clearly identify the service the customer has signed up to, so as to differentiate it from other Queensland Government services the customer may also subscribe to. The opt in confirmation message must provide a phone number that the customer can call or a website to visit if they have any queries about the service, such as the security or privacy of their information. Finally, the message must conclude with a statement informing the customer how to opt out of this SMS service.

The opt in message must read as follows:

Thanks for subscribing to QGOV servicename. For queries about this service, pls call number or visit www.qld.gov.au/xxxxxx. To unsubscribe, SMS STOP to this number

The opt out message that is sent when a customer chooses to discontinue participating in a service must confirm to the customer that they have unsubscribed from the service. The opt out message should also re-iterate how to contact the Queensland Government if they have any queries about the service.

The opt out message must read as follows:

You have unsubscribed from QGOV servicename. For queries about this service, pls call number or visit www.qld.gov.au/xxxxxx



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Acronyms terms and reserved words

The following tables contain further explanation of the reserved words, acronyms and short forms used in the message templates in previous sections. They also specify allowed usage, which indicate where in a message the reserved words can be used (i.e. the header, body or footer) or which category of message they can be used in (i.e. critical or normal priority messages).

Identifier Allowed Values Allowed Usage

CRITICALID 1. Pls respond2. URGENT3. ATTN4. WARNING5. REMINDER

1. Pls respond must only be used for any time critical message which requires a response from the recipient. 2. URGENT must only be used for any time critical message which requires a response from the recipient within the next one to two days. Messages must not be sent to customers requiring a response in less than a day. SMS would normally be complementary to another channel at this point in a business process.3. ATTN (short for ATTENTION) must only be used for any messages which do not require a response from the customer, but are community wide notifications of an event or situation within the next two to five days. 4. WARNING must only be used for messages that do not require a response from the customer, but are community wide notification of an event or situation within the next one to three days. 5. REMINDER must only be used for messages that are a reminder of a service, event or situation that takes place within the next one to five days. REMINDER can be used when a response is required from the customer (either an acknowledgement or a request to rebook an appointment) or when no response is required.

action Describes the follow up action that the SMS recipient is being asked to undertake in order to continue the service delivery.

Must only be used in the message body, when requesting that the recipient provide a response and/or undertake further action.



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Identifier Allowed Values Allowed Usage

Available actions are:

1. Call (i.e. call a number)2. SMS (i.e. send an SMS to a number)3. Email (i.e. send an email to a given

email address)4. Visit (i.e. the customer is asked to go to

a specific location, such as a Queensland Government agency counter or Queensland Government online).

servicename Acronym or short form version of the service that the customer has subscribed to. Depends on the agency’s fit-for-purpose analysis. The service name must be representative of the service. This ensures that the customer can easily recognise SMS messages that are sent in relation to this service. The service name must be concise enough to fit into the restricted character space available.

Must be used in the opt in and opt out messages to clearly indicate to the customer which service they have subscribed to (or unsubscribed from).Must be used in the message header of each SMS sent to the customer in relation to the specific service.May be used in the message body if the servicename is relevant to the message being sent to the customer.

Table 5: Message Identifiers and Allowed Meanings



QGEA

Table 6: Allowed Usage of Reserved Words and Phrases



Reserved Word/Phrase Allowable Usage

STOPWhen used in the message footer, the word STOP must only be as the word to send to a designated Queensland Government number in order to opt out of the service.

DO NOT REPLYThe phrase DO NOT REPLY must only be used in messages where a reply is required from the customer. It must be used in the message body, i.e. after the header and before the footer.

OKThe word OK must only be used in the message body as the required response from a customer when the only action required from them is to notify that they have received the SMS.

REBOOKThe word REBOOK must only be used in the message body as a required response from a customer if they wish to re-schedule an appointment.

CANCELWhen used in the message footer, the word CANCEL must only be used as a required response from a customer if they wish to cancel and not rebook a scheduled appointment.

QGEA

3.4 Ensure the security of customer information

3.4.1 DescriptionCustomers receiving or sending messages via SMS must be confident their information is treated as confidential and their privacy respected. Messages sent and received via SMS must conform to the Queensland Government’s information risk profiles and comply with the Queensland Government’s privacy legislation. Further, the information that customers provide in order to register for SMS services must be kept secure as per the guidelines in the QGAF.

3.4.2 RationaleMany of the services provided by the Queensland Government involve confidential and sensitive information. In order to gain access to some services and information, customers must provide proof of identification. In order for SMS services to respect the confidentiality and sensitivity of information, agencies must ensure that they have a process in place which establishes a protocol for determining that the customer is the correct person to gain access to the service or information. This process will be established on a per-service basis. The complexity of the business process above should be considered when determining the suitability of using SMS for service in question.

3.4.3 Key considerationsAs standard, SMS messages are not encrypted when transmitted from the phone tower to the customer’s handset. Further, some handsets (such as the iPhone) can display the content or sender of an SMS as it is received, not just that an SMS has been received. This information could potentially be a breach of customer’s privacy if the SMS contained sensitive or confidential information. As such, any service that relates to confidential information must ensure that customer privacy is a high priority.

Agencies must ensure that the security measures adopted are appropriate for the information transmitted. Agencies can uphold the security of customer information through the following:

clearly articulate the requirements for identity confirmation upon registering for a service

apply appropriate measures to ensure the validity of a customer’s identification

include a validation step in the registration process, as confirmation of the customer’s intent to receive the message

ensure that personal contact details are stored securely

ensure that contact lists are up-to-date by reviewing contact databases on a bi-annual basis

provide authentication that the customer is the appropriate person to continue a service transaction

maintain the anonymity of customers when appropriate, for example through the use of case numbers instead of customer names, or by indicating to the customer that more information can be accessed through other means (such as email or phone)

ensure that SMS services meet the relevant information security (IS18) requirements

ensure that SMS services comply with the Queensland Government’s Privacy legislation.

For more information, refer to IS18.

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3.4.4 Supporting tools and methodsAny agency wishing to use SMS capabilities as a service delivery option must undertake the QGAF process. Refer to the QGAF for further information.

3.5 Use Smart Service Queensland for public facing SMS service provision

3.5.1 DescriptionAs indicated in the QGEA Policy Service Delivery Provider – Online and Phone Channels, Smart Service Queensland is the mandated provider of public facing online and phone services for all agencies of the Queensland Government. The Towards Q2 Through ICT Implementation Plan 2009-2014 has identified that a centralised provider of customer-centric services will drive consistency, cost efficiencies and further enable service integration. The default position for agencies is to opt in. Unless mutually agreed in writing with Smart Service Queensland, should an agency wish to opt out of Smart Service Queensland’s SMS service provision, it must prepare a supporting business case to the Government Chief Information Officer and gain an exception to this policy using the normal exception processes.

3.5.2 RationaleUsing a whole-of-Government SMS service provider, such as Smart Service Queensland, ensures consistent service delivery across all agencies and allows agencies to benefit from economies of scale. It also provides opportunities to integrate service and information delivery across multiple channels. Smart Service Queensland is best placed to provide a service delivery infrastructure which supports and effectively enables these services.

3.5.3 Key considerationsAgencies that do not to make use of Smart Service Queensland’s SMS service offer must still comply with branding, security and accessibility issues. In circumstances where an agency has been granted an exception from using Smart Service Queensland as the SMS service provider, it is required that they use the whole-of-Government SMS Standing Offer Arrangement so whole-of-Government economies of scale are not eroded.

3.5.4 Supporting tools and methodologiesThe standard and the supporting materials provide the requirements and advice to agencies utilising SMS as a service delivery option. For further information on any supporting tools or methods for implementing SMS services, contact Smart Service Queensland.



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4 Summary implementation adviceThe following provides summary implementation advice, which will help to ensure that agencies meet the requirements outlined earlier.

Ensure that the customer knows that they are receiving an SMS from the Queensland Government: This must be done by ensuring that the appropriate Queensland Government branding is at the start of each message sent to a customer. The addition of privacy and legal information at the end of the message, or information on how to access this, can also reassure the customer that the information is from the government. Further, ensure that the message uses clear and concise English, and only uses the acronyms or short form words that have been identified as appropriate in section 3.3.4 of this document.

Opting in or out of services must be simple: The process of opting in or out of services must be simple and easy to gain access to. Customers may wish to opt in or out of services through one of a number of service delivery channels, such as email, phone or online. Depending on the service or the target segment the agency is aiming for, any of these may be appropriate.

Clearly notify the recipient if they need to provide a response: If the service delivery requires the recipient to notify the agency that they have received the SMS, or the recipient needs to take action to further the service, this must be clearly indicated to the customer. The next step (as well as the service delivery channel that the customer needs to make use of) must be clearly stated to the customer.

Clearly advise the customer where they can source more information, if required: In any situation where the customer requires more information or has received an SMS as one step in a service delivery process, the customer must be made aware of how they can easily gain access to the information or undertake further steps in the service. Ensure that any website links sent to the customer are correct, and that they are directed to the correct phone number, counter or email address to gain further service.

Comply with existing Queensland Government policies and legislation. For example privacy, record keeping and information security: The requirement for agencies to comply with Queensland Government policies and legislation is no different in the use of SMS as a service delivery option than if for example, other delivery mechanisms were used such as email, forms or letters. Customers must be confident that their information is secured and privacy maintained in accordance with published and agreed conditions. SMS messages may be considered public records and as such be subject to Queensland Government record retention and disposal policies and practices.

4.1 Compliance and variationWhile the templates in section 3.3.5 of this document are intended to be general enough for use in most situations, it is expected that agencies may have additional service options which require variations to the template. This may occur due to agencies changing their service offerings in the future, or technological changes allowing for different services to be provided. The advice above is intended to provide agencies with an understanding of the reasoning behind the templates. This will ensure that any variations will be compliant with branding requirements and respect identified customer needs.

Agencies wishing to use templates which have different branding or do not use the privacy and opt out statements described in section 3.3.4 of this document must first consult with



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Smart Service Queensland as to why they cannot adopt the Standard and may need to gain a formal exception from its use.

The process for using an alternative SMS service provider to Smart Service Queensland is covered in section 3.5 of this document.

Agencies may seek further information regarding access to and information about the adopted/implemented SMS technology from Smart Service Queensland. The information will include specific SMS capabilities and technical specifications regarding hardware, databases and supporting applications.

5 Issue and reviewThis standard is published within the QGEA and is administered by the ICT Policy and Coordination Office. It was developed by the ICT Policy and Coordination Office and Smart Service Queensland and approved by the Queensland Government Chief Information Officer on 22 December 2010.

This QGEA standard will be reviewed on a two yearly basis. The next review date is December 2012.



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Version historyVersion Date Author Description

0.0.1 22 June 2010 Penny Drennan Initial draft.

0.0.2 28 June 2010 Penny Drennan Second draft.

0.0.3 28 June 2010 Anup Takle Updates from internal review.

0.0.4 30 June 2010 Anup Takle Template change and updates from internal review.

0.0.5 7 July 2010 Penny Drennan Updates from internal review.

0.0.6 9 July 2010 Penny Drennan Third draft.

0.0.7 12 July 2010 Penny Drennan Updates from Smart Services Queensland review.

0.0.8 13 July 2010 Penny Drennan, Anup Takle Draft for stakeholder review.

0.0.9 14 July 2010 Penny Drennan, Anup Takle Draft including stakeholder feedback.

0.0.10 14 July 2010 Maria Karatzis Updates from Smart Service Queensland.

0.0.11 19 July 2010 Sharon Valuch Updates from Smart Service Queensland.

0.0.12 20 July 2010 Penny Drennan Updated from Smart Service Queensland feedback.

0.0.13 20 July 2010 Anup Takle, Penny Drennan

Updated from Smart Service Queensland feedback.

0.0.14 21 July 2010 Penny Drennan Consultation version.

0.0.15 23 July 2010 Penny Drennan, Anup Takle Updated from consultation feedback.

0.0.16 26 July 2010 Penny Drennan, Anup Takle Updated from consultation feedback.

0.0.17 27 July 2010 Clayton Ford Updated from internal feedback.



0.0.20 29 July 2010 Sharon Valuch Update from internal feedback.

0.0.21 30 July 2010 Clayton Ford Update from internal feedback.

0.0.22 2 August 2010 IPCO Updated to new QGEA template.

0.0.23 17 August 2010 Clayton Ford Update IPCO feedback.



0.0.26 27 August 2010Policy Governance, ICT Policy and Coordination Office

Program Director, Policy Governance, ICT Policy and Coordination Office.

0.0.27 27 August 2010Policy Governance, ICT Policy and Coordination Office

Program Director, Policy Governance, ICT Policy and Coordination Office.

0.1.0 31 August 2010 ICT Policy and Whole-of-Government consultation.


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Coordination Office

0.1.1 22 November 2010 Clayton Ford Update based on whole-of-Government

consultation.

0.1.2 30 November 2010

Policy Governance, ICT Policy and Coordination Office

Minor edits and final document review.

1.0.0 December 2010 DG, DPW Approved


Final v1.0.0, December 2010 of 29PUBLIC

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