What Are Sms Short Codes And Are They Beneficial?

Short Codes are memorable, five digit numbers that have been specifically designed to be easily read and remembered

. Aside from the obvious benefit of being significantly shorter than longer, standard telephone numbers, they also provide a direct response for TV, radio, internet and print advertising. Thus they are particularly useful, and widely implemented, for voting, submitting feedback and donating to charity. Customers can also use them to request more information in order to obtain a more timely response from the company, a quality of service which is often unachievable from companies overburdened with telephone enquiries. The immediacy with which both customer and company are able respond to each other also makes the use of Short Codes very appealing for outdoor advertising such as on vehicles and bus stops.

Companies have two choices when opting to provide a Short Code for their customers: a dedicated Short Code or a shared Short Code. Purchasing a dedicated Short Code gives the buyer the advantage of exclusivity because the number then belongs solely to them. This is of particular value to companies with a well-known brand because the subscriber immediately knows who has contacted them. Some brands may even choose to go further and lease a vanity code which spells out a word. While individuality might be an enticing prospect, dedicated codes are substantially more expensive, thus making the shared Short Code the more cost-effective option. In order to buy a shared code, you must register a Keyword on the number thereby differentiating the company from other businesses and allowing an overlap of the number itself.

Short Codes are further divided into the following three categories: standard rate, free text and premium. The cost of the Short Code depends on the type chosen. As the name suggests, the standard rate Short Code requires the consumer to pay their standard rate for a message as stipulated by their network provider. Free text on the other hand is the equivalent of an 0800 number with the company bearing the cost. Finally, if the company chooses to make their Short Code premium, they can decide how much the consumer pays, although choosing this option is not without difficulties. Premium Short Codes have tougher regulations, excessive monthly ongoing costs and high-set up fees. It is also noteworthy that many consumers falsely assume that using Short Codes is very expensive, a misconception which has probably come about because some companies charge more than a standard text with a premium Short Code. Therefore, it is vital that companies, who use standard rate or free Short Codes because they want to communicate more readily with customers, ensure that the cost of responding to their Short Code is clearly advertised.

by: Lisa Hall

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