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What is a Vanity Short Code?

 

In the video above, Tatango CEO Derek Johnson explains what is a vanity short code. Prefer to read instead? No problem, please see the post below. You can also find answers to all of your SMS marketing questions in our Q&A video library, click here to browse.

What is an SMS Short Code?

Before we jump into vanity short codes, let’s define what an actual short code is. A short code is a five to a six-digit phone number that allows a brand to communicate to a consumer. There are two different types of short codes. One is referred to as a vanity short code and the other, a random short code. A random short code is also referred to as a generic short code or a non-vanity short code, as there are a few different names for a random short code.

What is the Difference Between a Vanity and a Random Short Code?

A vanity short code is a five to a six-digit number that is selected specifically by the brand and typically has some sort of aesthetic appeal (e.g. 007007, 411411, 12345, etc.). For example, a vanity short code may have repeating numbers, or consecutive numbers, like the example below. Some brands prefer a vanity short code that spells something when you look at the keypad on the mobile phone. Brands typically prefer a vanity short code as it is easier for a consumer to remember when they see a brief advertisement on television or a billboard.

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A random short code is something that you can’t choose, it is given to you and it’s given at random. A random short code may not be as aesthetically pleasing as a vanity short code or as easy to remember, but it is just as functional. The best practice in SMS marketing is choosing the vanity short code, as it’s easier to remember, it looks better, and it’s just an all-around better solution.

How Much Does a Vanity Short Code Cost?

Short codes are leased for a monthly fee. There is a cost difference between a vanity and a random/generic short code lease. A vanity short code is leased for $1,000 per month and a random/generic short code is leased for $500 per month. The vanity short code is twice the price as it is chosen by the brand and is easier for the consumer to remember. A random short code is half of the price because it is assigned to the brand and they have no control over the way it looks.

Ready to lease a short code? Check out our video on how to get an SMS short code; click here to learn more.