Vanity vs. Random Short Code

There are two different types of SMS short codes, vanity short codes and random short codes. Derek Johnson, CEO of Tatango discusses the difference between the two, including which one costs twice as much as the other!


Video Transcription

Hi, everyone. My name is Derek Johnson with I’m going to be talking about the difference between vanity short codes and random short codes. First though, what the heck is a short code? That’s really important to understand the difference between the two. A short code is used for marketing purposes to communicate with your clients. Regular phone numbers are seven digits. Short codes are five to six digits, and they’re specifically used for marketing purposes. You can see them on TV shows like “American Idol.” You can see them in restaurants, on billboards. Again, used for marketing purposes.

Now let’s dive into the difference between vanity short codes and random short codes. The first one we’ll talk about is what is a vanity short code? Well, a vanity short code is a set of numbers, five or six numbers, that mean something. I’ll give you some examples right here. The first one is maybe number repetition. 70707, that’s number repetition. The second kind is maybe numbers that mean something in context. 24/7 means you’re all the time, so maybe 247247 could be a vanity short code. The third type of vanity short code is it actually spells something out on a touch pad of a phone or the keypad. This one, 33257, would spell out the word deals on your keypad.

Now let’s talk about random short codes. Random short codes are pretty easy to understand. It’s just five to six randomly picked numbers. Random numbers, 55812, 209264. Just random phone numbers.

Really, though, what’s the difference? When you buy a short code, as an SMS provider or company, you are buying the short code or leasing the short code from a company called NeuStar. The difference is these are $1,000 per month, so about $12,000 per year. These ones, on the other hand, are half the cost. $500 per month or $6,000 per year.

Now hopefully you’re educated on the difference between vanity short codes and random short codes.

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