It only takes a few numbers to change the game. Whether you like it or not, the SMS shortcode, a set of 5 or 6 numbers behind which lies a potential impact often greater than more common communication channels like social media or emails. This short, direct, and measurable format fits perfectly into a well-thought-out omnichannel strategy. Spotlight on the SMS shortcode, a simple yet powerful tool.
What is an SMS shortcode?
A SMS shortcode is a short number, typically made up of 5 or 6 digits, used to send and receive text messages on a large scale. Unlike traditional phone numbers, it is specifically designed for professional and massive uses, such as marketing campaigns, alert notifications, or interactive services.
There are two main categories:
- The shared shortcode – It is used by multiple businesses with distinct keywords. For example, an event platform, a clothing brand, and a school can all use the same short number 12345, but with different keywords like “CONCERT”, “SALE”, or “INFO” to distinguish their campaigns. This model is more economical but offers less control over brand image and user experience.
- The dedicated shortcode – Reserved for a single company or brand, it allows for complete personalization of the customer experience. For example, a bank can use 36900 solely for its customer communications, such as transaction alerts or verification codes. A retail chain can use a unique number to send promotions, manage loyalty programs or gather customer feedback, without risking confusion with other companies.
Despite its relatively simple appearance, the shortcode requires precise technical and regulatory management: operator approval, legal compliance, careful volume management, etc. It is a professional tool as demanding as it is effective.
Why use a shortcode in a marketing strategy?
The SMS has a major advantage: it is read. And quickly. More than 98% of SMS are opened, often within 3 minutes of receipt.
The shortcode, as a broadcast channel, further amplifies this effect. How? A short number is perceived as more reliable than a long, unfamiliar number, facilitating immediate recognition of the sender. Users also associate shortcodes with serious brands, which helps strengthen the company’s professional image.
Another advantage, this short format allows for smoother interaction: it is easier to memorize, enter, and use to respond.
Finally, the shortcode simplifies compliance with legal obligations, such as the inclusion of the keyword “STOP” or managing double opt-in.
In a marketing strategy, it acts as a direct link, without friction, between the brand and its audience.
Examples of strategic uses of SMS shortcode
The SMS shortcode integrates perfectly into various scenarios:
Encouragement to visit a store or redirect to a website
“Show this SMS in store for a 10% discount.” or “Click here to order.”
Integration on TV spots, radio, or billboards
“Send GAME to 36789 to try your luck.”
Critical notifications (appointment reminders, security alerts, stock-outs)
“Reminder: your debit is scheduled for tomorrow at 9 AM. Reply 1 to confirm, 2 to postpone.”
Real-time interactions
“Send your name and email address to 36123 to receive a free sample.”
Email/SMS reinforcement
“Special offer 50% off: you have 24 hours left to take advantage. Check your email or click here to order directly.”
Whenever immediacy and simplicity are key, the shortcode stands out.
How to choose and manage your shortcode effectively?
Here are the essential questions to ask before launching:
Shared or dedicated? A dedicated shortcode, though more expensive, allows for complete personalization of the customer experience, with better control over incoming and outgoing messages. It is recommended for brands that wish to reinforce their image and conduct large-scale campaigns.
Which keywords? The keyword is the triggering element of the message. It must be short, easy to remember, and representative of the offer or expected action. For example, for a discount campaign, the keyword “DEAL” or “PROMO” is more relevant than “EXCEPTIONALOFFER2025”. A/B testing can be useful to verify the effectiveness of chosen keywords.
How long to use it? Before reserving a shortcode, it’s important to determine if it will be used for a single campaign (e.g., a one-week contest) or in a long-term strategy (e.g., automated customer service or monthly campaigns). Duration influences cost, but also technical and regulatory choices.
What is the expected sending volume? A company that sends a few hundred messages per month will not have the same needs as an e-commerce player that sends hundreds of thousands of SMS. Expected volume will determine not only technical configuration but also the type of shortcode and sending capacity.
Important point: it is also crucial to work with a specialized platform to manage deliverability, tracking, and performance analysis.
Today, the SMS shortcode establishes itself as a very useful differentiation tool. Because it combines performance, simplicity, and immediacy, it can become the central link of a successful omnichannel strategy. Used intelligently, it allows for a more responsive, personalized, and human customer relationship. In short, marketing that goes straight to the point.
