What is mobile originating?

Mobile originating (MO) indicates a message was sent from a customer’s mobile device to an application like a marketing automation platform via the mobile network provider. MO messages are typically delivered using the Short Message Service (SMS) protocol, which allows brands to interact with potential customers.

In mobile marketing, MO SMS messages establish two-way communication between brands and subscribers by letting them reply to promotional texts. MO messages turn the traditional one-way communication model into a dialogue, enabling customers to opt-in for further updates from your brand, including promotions, discounts, and personalized offers.

How do MO messages work?

Here’s an example of what an MO message looks like in practice:

  1. Your brand sends a promotional message to your SMS subscribers, instructing them to reply using a dedicated keyword to trigger an action.
    1. Example: “Send DISCOUNT to 1234 for a 30% discount on all sweaters now!”
  2. Your subscribers send an MO message that contains the keyword DISCOUNT to a short code 1234.
  3. They receive an SMS reply from your brand confirming the automated action they consented to.
    1. Example: “Congratulations! You’ve just won a 30% discount on sweaters in all our stores!”

In the above example, the second step in the sequence is a typical MO message. This SMS message originates from the subscriber’s device and is sent to an application using a specific short code and a keyword.

What is the difference between mobile originating and mobile terminating messaging?

Mobile terminating (MT) refers to messaging that originates from an application or a brand and terminates (is delivered) on a subscriber’s mobile device. It can be a standalone message or part of a message sequence as a response to an earlier sent MO message. 

In the example above, the keyword sent to a short code 1234 triggers an MT SMS message confirming that the subscriber is eligible for a discount.

Ready to create two-way communication channels and connect with your audience? Sign up for Klaviyo and improve the customer journey using automated flows triggered by subscribers’ actions. Save time with Klaviyo’s 60+ pre-built automated flows and easily integrate short codes and custom keywords or create multi-channel strategies by combining SMS and emailing efforts.

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