Google further states that app developers are the ones responsible that their chosen ad networks or affiliates abide by these terms. What Google's trying to do here is prevent developers from tricking users into downloading apps by spoofing a system dialog box.
In a bid to make apps safer and crack down on malicious apps, Google's third bullet point above means that apps must have a user's permission to tap into SMS services. Some shady developers use SMS to promote their app by spamming the user's contacts, while others use it to drive up charges on a user's account.
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