What is a short code?

A short code is a 5- or 6-digit phone number businesses use to send SMS and MMS messages to their subscribers. Short codes are easier to recognise than standard 10-digit codes.

There are two types of short codes:

  1. Vanity short codes: These are custom codes that usually spell out a word or phrase. For example, Target’s vanity short code is 827438, which spells out the company’s name on a phone keypad.
  2. Random short codes: Random codes are more affordable than vanity codes, but aren’t as recognisable.
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The benefits of using a short code

Businesses often choose short codes because of the following:

  • Faster message delivery: Messaging your target audience is up to 10x faster with short codes than with long codes or toll-free numbers. This makes short codes ideal for businesses that frequently send messages to their audience, like ecommerce or retail companies.
  • Recognisable brand image: People often perceive businesses that use short codes as more professional and trustworthy. Plus, subscribers can verify an SMS short code in a directory, which boosts a company’s credibility.
  • Less filtering: Because getting a short code involves a strict approval process, carriers aren’t as strict about filtering messages from them, which gives businesses more freedom with their content.

How to get a short code for your business

If you’d like to use short codes to send messages to people on your SMS list, follow the steps below:

1. Choose a marketing platform

Marketing automation platforms like Klaviyo offer a handy short code application form and a detailed checklist to help you obtain your code hassle-free.

You can easily choose between a vanity code or a random one and start using it for SMS marketing in no time. If you want a vanity short code, visit the US Short Code Registry to see available options and avoid requesting codes that have already been taken.

2. Prepare text message examples

The short code approval process requires sending text message examples to mobile carriers. Because some content is prohibited, it’s a good idea to check the requirements before sending the examples you plan on using in your SMS marketing strategies.

You’ll need to prepare an example of an opt-in method (as people need to give explicit consent to receive your messages) and a few example messages. You’ll also need to provide data related to your business, such as name, address, tax ID, and contact information.

3. Wait for approval

Receiving short code approval can take several weeks. Once your application status changes, you’ll receive a notification in your marketing platform.

To utilise short codes for SMS marketing, sign up for Klaviyo. Besides helping you obtain short codes, Klaviyo helps you create and manage SMS marketing campaigns with:

  • Forms: Get your subscribers’ consent to receive SMS messages.
  • Segmentation: Divide your audience into groups based on specific criteria to ensure they receive relevant messages.
  • Automation: Automate sending SMS messages to different audience segments to reduce manual work and enhance efficiency.
  • Templates: Use pre-made email and SMS templates to write effective and personalised messages.
  • AI: Get help writing messages, performing A/B testing, and making smarter decisions for your business with AI-powered marketing tools and features

Additional resources