Alert Solutions Blog

Using a Short Code for Your Next Mobile Campaign? Read This First!

Posted by Philip Young on Thu, Feb 26, 2015 @ 12:02 PM

Businesses love sending out mobile campaigns with short codes. They are easily remembered, help to establish brand identity, and can be exclusive if dedicated to one organization.

But they may not be as easy as they look.

Starting a mobile campaign via short code requires a lot of preparation. The short code needs to be procured and licensed. And because of the level of intrusiveness, the legalities surrounding mobile campaigns are stricter than other messaging channels. Businesses need to be fully aware of these laws.

Short code compliance standards put in place by mobile carriers also need to be met:

Opt-in requirements*
Just as in traditional mobile campaigns, you cannot send unsolicited SMS text messages from short codes. You must have consent from each recipient:smsshortcode
  • Mobile opt-in – (when your short code receives an opt-in request directly from a mobile phone)
A double opt-in process is recommended, so that you can confirm the subscribers’ intent. The confirmation should describe the nature of the mobile campaign and the message frequency.
  • Non-Mobile opt-in – (when a recipient provides their mobile phone number, such as through a landing page)
A double opt-in process is required. The confirmation should follow a similar flow as described above.
 
HELP and STOP*
Mobile carriers require your short code mobile campaign to accommodate HELP and STOP requests:
  • HELP - A HELP response should describe the nature of the mobile campaign, a support line and the message frequency.
  • STOP - A STOP request, or opt-out request, must be handled promptly. An opt-out confirmation must be sent to the recipient and no more SMS text messages may be sent.

*The above pertains to short codes used in the United States. For information about using an international short code, please contact us for more details.

To learn more about our SMS text messaging capabilities, download our SMS text messaging brochure.

Topics: compliance, SMS text messaging, SMS Best Practices, mobile marketing, short code

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