What is a Short Code?

Short codes, also known as short numbers, are special 5-6 character telephone numbers that are used as destinations for SMS text messages. The logic behind short codes is that they would be ‘easier’ to remember for most people who want to subscribe to a particular mobile messaging campaign. Common Short Codes (CSCs) are those short codes that work across mobile carriers.

SMS Short Codes provide an easy way to quickly and easily add mobile marketing to an overall communication and marketing strategy.  Short codes are widely used for value-added services such as television voting, ordering ringtones, charity donations, subscribing to contests, and mobile services.

Messages sent to short code numbers are generally billed at a higher rate than a standard SMS.

Organizations who want to use short codes typically have two options:

• Procurement of your own Short Code
• Leasing a keyword on a shared short code

Getting Your Own Short Code

In the United States, the Common Short Code process is run by the Common Short Code Administration (CSCA) with support from participating wireless carriers, mobile application service providers (MASPs), and aggregators. Within Canada, you can get a short code from the Canadian Wireless Telecommunications Association who administers the program.

While any company or brand may acquire a short code, the organization must work within the steps and application process outlined by the governing body to obtain their codes. While costs and times vary for obtaining your own short code, within the United States, it can cost $15,000 to $30,000 per year, with the price variance mostly determined by your choice of a random number or a vanity number (think license plates and toll free numbers).

The other big consideration in obtaining your own short code for SMS marketing, is that the time to set up a campaign ranges from 8 to 12 weeks – a period that is often too long for many thinking about mobile marketing.

A few example short codes include:

• Google (46645 or GOOGL)
• GQ Magazine (47624 or GQMAG)
• American Express (692639 or MYAMEX)

Leasing a Shared Short Code

To reduce costs and shorten the processing and application time, many businesses and organizations are leasing a particular keyword or phrase on a Shared Short Code.

A shared short code is one that is used by several brands or companies. In other words, one company may lease the keyword or phrase “New Home” while another might lease “Great Condo” – both using the same short code.

Costs for leasing a short code vary by provider. Should you want to lease your own short code, we can help you with this service. Contact us for details.