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Common Short Code
sQuick Review
PART 1: Why Short
Codes?
There are several
ways to send sms messages to sms enabled handsets, including SMTP, GMS
Modem/SIM card, and direct to carrier via Short Code phone number. A
carrier-direct sms communication stream via short code provides the most
reliable, robust, and scalable method for delivering sms traffic. In
addition, and irregardless of the above benefits of direct connectivity,
wireless carriers mandate that any application-driven sms traffic MUST
use a Short Code.
PART 2: Short
Code Campaigns
Short Codes are used
in conjunction with approved Short Code marketing Campaigns. A short
code is not active and sms traffic will not flow until a carrier
CERTIFIES, or approves a short code campaign. Each Tier One carrier
(the big carriers, i.e. Sprint, Cingular, Tmobile, etc.) maintains their
own SMS Short Code Play Book, which contains the rules, restrictions,
requirements, etc. for sending SMS traffic through their network via
Short Code. Consequently, each carrier has to individually certify the
short campaign before the short code is active on their network.
PART 3: Short Code
Certification Process
The Certification
process takes anywhere from 90-120 days to complete depending on the
network. A detailed application for certification is submitted to the
carriers containing all the technical and logistical data pertinent to
the intended use of the Short Code, including, target subscriber
audience, expected numbers of subscribers and utilization, how short
code campaign will be marketed, and most importantly a detailed
description flow of the end user/subscriber's expected communication
experience. Part of the user experience is a carrier-mandated
opt-in/opt-out protocol and best practices support of the SMS keywords
HELP and STOP (also END, QUIT, etc.). Each carrier's certification team
will test out the Short Code application for successful Opt-in routine,
successful STOP response, and HELP response, among other details.
PART 4: Opt-in
Options
Before a carrier
will activate a short code on their network, they want to be convinced
that their wireless subscribers will not be abused by SMS spam or
unsolicited sms messages of any kind. ALL carriers require an Opt-in.
However, there are a few opt-in approaches in use depending on the
application.
Single Opt-in:
Standard for Non-premium SMS traffic (alerts, reminders, non-recurring
traffic).
Double Opt-in: Standard
for ALL Premium SMS traffic (recurring fee-based subscriptions, pay per
chat, pay per vote, etc.)
May become the new standard for all traffic
Verbal Opt-in:
Not usually allowed
Examples:
Single Opt-in:
User wants to receive sms reminder messages from doctor so they send a
DIGITAL request to "join" or "subscribe" (via email, online form,
sending text msg to short code). After a single request they are now
subscribed.
Double Opt-in:
User wants to receive sms reminder messages from doctor so they send
a DIGITAL request to "join" or "subscribe" (via email, online form,
sending text msg to short code). After their first request, and before
they are subscribed, a confirmation SMS message is sent to user and
prompted to confirm their request for subscription. If the user
responds in the affirmative for a second time they are then subscribed.
Verbal Opt-in:
User wants to receive sms reminders messages from doctor so
they VERBALLY request or agree to subscribe and afterwards the user is
subscribed.
Common
Short Codes: Review |
Usage | Best
Practices |
