What Is a Shortcode in SMS Marketing? An Easy Explanation

In the dynamically advancing world of digital communications, SMS marketing continues to hold the status of the most powerful method for a business to create a personal connection with a consumer. It is fast and one-on-one and reaches users on a platform they have subscribed to-their cellular phones. If you have ever gotten an advertisement text from 12345 or 56789, you have witnessed a shortcode in action.

So, what exactly is a shortcode in SMS, and why are businesses stretching their application so much across Kenya and beyond? Let's get all this sorted in a very simple manner.

What Is a Shortcode?

To put it simply, a shortcode is a phone number of much less length than usual used for sending and receiving SMS or MMS messages. These codes are generally 4 to 6 digits long and are put together to ensure easier recall and faster typing.

Shortcodes are generally useful for big mass communication in SMS marketing, alerts, verification messages, and interactive services. Unlike traditional long numbers (standard phone numbers), shortcodes are optimized for high-volume messaging, making them ideal for businesses, governments, and organizations wanting to reach many people at once.

Types of Shortcodes

The primary types of SMS shortcodes are the following:

Dedicated Shortcodes— A business owns this shortcode and places advertisements under the sole use of this code. This is a premium offering granting complete brand control, customization, and the capacity of running multiple campaigns on one number.

Shared Shortcodes—-  One and the same shortcode can be used by different businesses, distinguished by different keywords. For example, a particular shortcode might be given the keyword "PIZZA" by one company and "BANK" by another.

Why Are Shortcodes Used in SMS Marketing?

Besides being just short numbers, shortcodes play an important role in implementing any SMS marketing campaign. Here is the reason why:

1. High Deliverability

Since shortcodes are recognized and trusted by the telecom networks, they are rarely blocked. Thereby, it assures that deliverability rate much higher than long codes or normal phone numbers.

2. Quick and Scalable

They are designed and optimized for handling high volumes of traffic, delivering thousands or even millions of messages per minute. It's great for huge campaigns or emergency alerts.

3. Easy to Remember

Small numbers are easy to memorize and respond to. This is helpful, especially when you advertise the code on TV, radio, or billboards from which people do not have much time to remember the number.

4. Interactive and Versatile

Shortcodes can be activated for two-way communication; consumers can send keywords such as "JOIN" or "OFFER" to their shortcode to receive promos, subscribe to services, or participate in contests.

Common Use Cases for Shortcodes

• Promotions & Discounts: "Text DEAL to 12345 to get 20% off your next order."
• Customer Feedback: "Rate your experience. Text RATE to 67890."
• Event Registration: "RSVP for our event. Text ATTEND to 11223."
• Surveys & Polls: "Vote now! Text YES or NO to 44556."
• Authentication & OTPs: Shortcodes are used by banks and payment apps to send secure one-time passwords.
• Notifications: Emergency alerts are sent by governments and institutions using shortcodes to reach a large body of people quickly.

Compliance and Trust

Shortcodes are heavily regulated by telecom authorities to prevent any misuses. Users have to opt-in to receive messages from a shortcode, and they should always be given the opportunity to opt-out, which is usually done by texting short commands such as "STOP" or "QUIT".

Due to these strict regulations, people tend to trust short coded messages more than the ones from regular numbers. This develops credibility for your brand, subsequently leading to higher engagement.

Shortcode vs. Long Code: What’s the Difference?

Length: Shortcodes are 4-6 digits; long codes are 10+ digits.

Speed: Shortcodes send thousands of messages per second; long codes are slower.

Use Case: Shortcodes are for marketing campaigns; long codes are better for person-to-person communication.

Cost: Shortcodes are more expensive but provide better scalability and engagement.

How to Get a Shortcode in Kenya

The process of acquiring shortcodes in Kenya routinely entails applying through a licenced SMS service provider; the latter then takes further action to coordinate with mobile network operators. The process entails:

• Choosing a shared or dedicated shortcode
• Selection of keywords for your campaign
• Setting up message content and automation rules
• Making sure that it adheres to telecom regulations

It is always recommended to join forces with an SMS provider, to help simplify the whole setup and setting management process.

Why WaveSMS Is Your Ideal Partner for Shortcode Services and More

If you’re set on taking your business messaging one notch higher, WaveSMS is ready to bring your dream to life. We provide comprehensive and fully reliable Shortcode Services in Kenya catering to businesses of any size or industry. These shortcode solutions are trusted by businesses across the country for brand promotions, customer engagement, and alerts. 

And there’s still more. WaveSMS also gives you:

Bulk SMS Services in Kenya: Reach thousands at once with a high-level delivery rate and very affordable rates.

Best Bulk Voice Messaging in Kenya: Send pre-recorded voice messages for that personal feel.

WhatsApp Business API in Kenya: Communicate with your customers through interactive and secure chats.

Best USSD Services in Kenya: Deliver quick, menu-based mobile services that work on any phone.

Best Ringback Tone Services in Kenya: Promote your brand while somebody gets through to a call...