What is a vanity short code?

A vanity short code is a custom 5- or 6-digit number that spells out a recognisable word or uses consecutive or recurring numbers that are easy to remember.

For example, a custom bike brand may want the vanity short code “29253” to spell “CYCLE.” That way they can display or send messages like, “Text DEAL30 to CYCLE to get a 30% discount from now until December 23.”

Unlike randomly assigned short codes, you can select your vanity short to match your brand or products in some way. Note that short codes are only available in the US, Canada, United Kingdom, and New Zealand.

How to apply for a vanity short code

  1. Choose your vanity short code: Availability may vary by country, as each maintains its own list of vanity short codes. For example, in the US, you can check the Short Code Registry to see if the one you want is available.
  2. Complete an application form: You’ll need to fill out an application form for every country where you want to use your vanity short code. Applications can vary, but generally, you’ll need to submit information about your brand, your desired vanity short code, and how you intend to use it.
  3. Submit your application: Submit the completed form to all relevant carriers.
  4. Wait for carrier review: Carriers will review your application and either approve or deny it.
  5. Test your vanity short code: 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.
  6. Receive 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

  1. Memorability: A vanity short code is more memorable than a random short code, making it easier for subscribers to recognise your number.
  2. Brand alignment: Vanity short codes can better reflect your brand identity than a random short code. For example, if you run an online clothing store, you might choose a vanity short code like “FASHN” or “STYLE.”
  3. Less carrier filtering: Since short codes require pre-approval, carriers trust messages from short codes more than other number types. If you have “risky” content (e.g., mentions of money), carriers will be more lenient with short codes and less likely to filter your texts. 

Ready to apply for your own vanity short code? Make it easy with Klaviyo. Sign up today and let Klaviyo handle much of the process for you, so you can start sending SMS messages that generate revenue.

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