5 things you need to know about shortcodes

Whether you call them shortcodes or something else, you know what they are. Shortcodes are just short phone numbers which are used to send and receive text messages and MMS. They were designed to be easier to read and remember than the standard 10-digit mobile phone number. Here’s what you need to know about them:

1. In Australia, they are 6-8 digits long and always begin with ’19′.

2. Shortcodes are designed to enable contact with many people, all at once. They are a method of communication with a database, not just personal contacts. Shortcodes are not mobile phone numbers- they operate instead from computers. They are most commonly used to replace a call centre number (1800/1300 number) or another method of contact between businesses and their customers.

3. Shortcodes are usually hosted by one company and used by many. The host supplies their shortcode to several companies and organisations by giving each their own keyword. An interesting example of such a host is TXT2GET, a leading mobile marketing company who boost advertising response and provide exact measurability of ad results. They recently supplied their shortcode 19 33 33 to Leading Edge Computers, under the keyword ‘LEC.’ To enter the draw to win a computer, customers texted ‘LEC’ to 19 33 33. This campaign gave Leading Edge triple the number of entries than that usually received from their paper-entry competitions.

4. You’ve definitely seen a shortcode in action before. They are popular for voting on T.V. shows such as Australian Idol and Big Brother; and are also commonly used in ads for ringtones and other phone products. Shortcode use has since expanded into the charity sector. Leading charities such as the Red Cross now let customers donate money by sending an SMS to their specific shortcode. Shortcodes can also be used to send out regular texts to subscribers (think event updates from venues and news feeds from media companies).

5. Shortcode use is controlled by strict regulations. In Australia, the rates of shortcodes are governed by Communications Alliance Ltd and WMC Global. Above all, the customer always needs to opt into a shortcode’s contact database before they can be contacted. Additionally, they need to always have a way of opting out and receiving more information about the shortcode’s host.

The shortcode is a simple way to communicate with lots of people all at once. It distributes your message to those who actually requested it. Shortcodes are easy to use, easy to remember, and accessible to anyone with a mobile phone.

This article is written by Andrew Campbell, the Country Manager of TXT2GET, a leading mobile marketing company. For more tips and tricks about shortcodes, visit the TXT2GET website.

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