What is a Short Code?

An SMS short code is a five digit phone number used by businesses to opt-in consumers to their SMS programs, and then used to send text message coupons, offers, promotions, etc. to those customers that had previously opted-in. A consumer interacts with an SMS short code by composing a new text message on their mobile device, and addressing it to the businesses’ SMS short code. For example, the SMS short code for a business can be 83733.

Advertising SMS Short Codes

An SMS short code is usually advertised to consumers; in-store, online, or through traditional advertising channels such as television, radio or even print.

SMS Keywords

The customers that wish to opt-in to an SMS campaign need to know the SMS short code, and the SMS keyword for that specific business. The keyword helps an SMS provider identify which SMS campaign the consumer is trying to opt-in to. Once received, the SMS provider routes the message through the SMS marketing software, which sends back a confirmation text message to the wireless subscriber who originated the message. For example, the SMS short code used a business is 68398, and the SMS keyword can be ‘RICKS’.

Dedicated SMS Short Codes

There are two different types of SMS short codes. The first type is called a ‘Dedicated Short Code’, which means that it will only be used by one business. When it comes to SMS marketing, most large brands have a dedicated SMS short code.

Shared SMS Short Codes

The second type of SMS short code is called a ‘Shared Short Code’, which means that it’s used by many different businesses. In the case of a shared short code, each business sharing a short code would be assigned a unique SMS keyword, which helps an SMS provider determine which SMS campaign a consumer is trying to opt-in to.

For example, if a sushi restaurant and a kids clothing store are both using the same share shared SMS short code; people who want to opt-in to receive SMS messages from the sushi restaurant would text the restaurant’s SMS keyword (SUSHI) and those wanting to opt-in to the kids store would text KIDS to the shared code

WASPA Short Code (Direct Marketing) Rules

To protect consumers against bad apples, the Wireless Applications Service Providers’ Association of South Africa’s (WASPA) Code of Conduct sets out specific regulatory guidelines that govern direct marketing to consumers via an SMS Shortcode / SMS Campaign. To read the WASPA Code of Conduct, click here or email Oxygen8 at [email protected], and a member of the Compliance Team will answer any questions you may have regarding the relevant rules and regulations.

Short Code Messaging

An SMS short code can send both text messages (plain text – 160 characters), commonly referred to as SMS, and multimedia messages (images, videos, long plain text), commonly referred to as MMS. An SMS short code must be provisioned specially with the wireless carriers to send and receive MMS messages.

To rent a short code or to request more information, phone Oxygen8 on +27 11 218-5600 or email [email protected]. Alternatively, visit www.oxygen8.com.