What is a vanity short code?
A vanity short code is a custom, 5- or 6-digit number that your ecommerce brand chooses for SMS communication with customers. Unlike randomly assigned short codes, you can select your vanity short to match your brand name or create a sequence of numbers customers will easily recognize.
Examples of vanity short codes include:
- Recurring digits, such as ‘222333’
- Consecutive digits, like ‘123456’
- Spelling out a word, such as ‘754637,’ which spells out “SKINER” for a skincare brand
How to apply for a vanity short code
- Choose your vanity short code: You can pick a specific number sequence or one that spells out a word, provided it’s available and doesn’t spell out prohibited terms (e.g., 37847 can spell out both “FRUIT” and “DRUGS”). Availability may vary by country, as each maintains its own list of vanity short codes.
- Complete the application form: Fill out an application form by providing detailed information about your ecommerce brand, your desired vanity short code, and how you intend to use it.
- Submit your application: Submit the completed form to the relevant carriers. Each carrier will review your application to ensure compliance with their regulations.
- Carrier review: Carriers will review your application and either approve or deny it.
- Testing phase: Once approved, carriers will provide a short code for testing. During this phase, you may need to implement specific keywords like “HELP” and “STOP” to comply with carrier requirements.
- Final approval: After successful testing, carriers will approve your vanity short code. You can then use it for your SMS campaigns.
3 benefits of using vanity short codes for SMS marketing
- Memorability: A vanity short code is more memorable than a random short code, making it easier for customers to recognize your brand when they receive a message. If your customers instantly make a connection, they may be more likely to open your messages and click on links inside rather than ignore them or treat them as spam.
- Brand alignment: Vanity short codes let you align your short code with your brand identity. For example, if you run an online clothing store, you might choose a vanity short code like “FASHN” or “STYLE.”
- Improved customer experience: Compared to a random short code or a generic toll-free number, a vanity short code makes communication with your brand more accessible. This code can simplify interactions such as checking order status, requesting support, or accessing promotions, increasing overall customer satisfaction.
With a marketing automation platform like Klaviyo, you can easily apply for a vanity short code and start using it to drive the impact of your marketing messages as soon as it gets approved.
Sign up for Klaviyo now and boost customer engagement with customer-oriented SMS campaigns and automated flows that turn your subscribers into loyal customers.