Short Codes Explained

DEDICATED SHORT CODES

Taking cues from Asia and Europe, U.S. wireless carriers created the CSCA (Common Short Code Administration) as an entity to regulate access to the SMS channel and protect our mobile devices from SPAM and unsolicited marketing.

Short Codes ensure that consumers remain in control of their experiences by providing them a trusted method to ‘Opt-In’ and ‘Opt-Out’ of mobile marketing campaigns or alert services from their phone.

A Common Short Code is a 5 or 6 digit abbreviated phone number - e.g. 74700. Leasing a short code is similar to leasing a domain name. Carrier-assigned short codes can be leased from the CSCA for $1,500 quarterly. If you want to pick out the numbers of your short code (i.e. choose a vanity code), the CSCA charges $3,000 quarterly.

Short Codes identify the content providers to both the carriers and consumers. Unlike with e-mail (where you simply lease a domain name and start sending people e-mail messages), all short codes are initially black-listed from carrier's networks. Each Short Code program has to be independently approved, provisioned, tested, then certifed by each wireless carrier to gain access to that network. Carriers conduct regular audits to ensure ongoing compliance of each short code on their networks and they can easily block programs that don't follow their rules.

SHARED SHORT CODES

A short code can be shared by multiple content providers if the program is managed by an approved Short Code Application Provider like SUMOTEXT with a system capable of maintaining carrier compliance while differentiating between program traffic through the use
of unique keywords.

However, due to the growing number of programs being run over shared short codes, wireless carriers continue to tighten requirements for the application providers who offer these services. As such, SUMOTEXT thoroughly reviews all new programs and regularly reports new programs and their associated keywords to wireless carriers.

RULES FOR COMPLIANT SHORT CODE PROGRAMS

  Consumers must ‘Opt-in’ to a short code program from their mobile device before they can be sent anything. Even an initial message that asks for permission is considered SPAM.

  Consumers must ‘double' opt-in (confirm their intent to subscribe by replying "YES" to a welcome message) to any short code program that charges fees - or - to any standard rated program when the subscriber opts-in from a web form.

  All subscription or alert services that will have recurring messages (even standard rated programs) must provide a compliant opt-In confirmation message. That message must contain: 1) The content provider's name, 2) the program description, 3) the intended frequency of alerts (e.g. "Max 8msg/mth"), 4) the rate/cost disclosure (e.g. "Msg & Data rates may apply."), and 5) instructions for how to quit the service or get help (e.g. "Reply STOP to end or HELP for help").

  All short code subscription services with recurring messages (even standard rated programs) must contain “Reply STOP to opt-out” in each and every message sent from the system. This is a requirement for both premium and standard rated programs.

  All short code programs must support the universal commands STOP, QUIT, END, CANCEL, UNSUBSCRIBE, STOP ALL, and HELP.

NOTE: There are many other short code requirements and some are different for each carrier. Be sure to choose an application provider with an intelligent system designed to format and process messages differently for each carrier network.

To experience a carrier-compliant opt-in process: Text a Keyword to a Short Code:

  Text Staffing To: 74700
  Text HR To: 74700
  Text Retail To: 74700
  Text Food To: 74700