About SMS Short Codes

A short code is a specialized 5 - 6 digit phone number that offers businesses another way to improve brand recognition with fast delivery speeds and throughput when sending text messages in bulk. U.S. customers on a Standard plan, Premium plan, or a Legacy plan with Mailchimp Pro may be eligible to use a short code for SMS and MMS sends.

In this article, you’ll learn about SMS short codes.

Things to know

Here are some things to know.

• Short codes are available as an add-on feature for customers in the US with a Standard plan or higher, and require a SMS credit plan.
• For anyone applying for an SMS program, short codes can be requested after registration. If you’re already enrolled in a SMS program and want to request a short code, you must have an active SMS marketing program, with SMS credits.
• You must be an account Owner or Admin to purchase SMS credits and request a short code. Learn more about the different user levels in Mailchimp.
• Carrier application reviews for a short code can take between 8 to 12 weeks. If you have an account manager, they’ll work with you through this process. For those without an account manager, our Customer Support team can assist you.

About short codes

SMS short codes are 5 - 6 digit phone numbers that can be used to send and receive text messages. They are designed for businesses or non-profit organizations with large audiences, or who send SMS text messages frequently, to help them communicate with customers, members, and supporters.

There are two short code types that you can use—a Random short code or a Vanity short code. A Random short code has 5-6 numbers that are randomly generated and assigned to you for sending SMS or MMS. A Vanity short code is also 5-6 numbers long and, based on availability, can be customized to something that’s easier to remember. An example of a Vanity short code would be “74992,” which spells out “PIZZA” on a keypad.

To get an SMS short code, businesses or organizations go through a multi-step process including the submission of an application and leasing the Short Code from the Short Code Registry. The Short Code Registry is a US database of all SMS short codes in use that’s managed by the Common Short Code Administration (CSCA), which is governed by CTIA, the wireless trade association, on behalf of U.S. wireless carriers.

The application must include information about your business or organization and how it plans to use the short code. The application is reviewed to see if the proposed use of the short code complies with applicable rules and regulations, including wireless carriers’ strict requirements for the use of Short Codes.

Benefits of using a short code

• Short codes are most beneficial when sending your message to a large number of contacts.
• When using a short code, you have a phone number that’s easier to recognize. This recognition can create trust between you and your recipients.
• With a short code, you’ll notice improved delivery speed for your text messages. They have a higher throughput that allows for faster sends than a regular long number. Throughput is the delivery rate of a message within a specific amount of time.

Request a short code

From the SMS application

When requesting a short code, you’ll choose between a Vanity short code and a Random short code. Once you’ve decided which type of short code you want, submit your request to get started.

To request a short code while filling out your SMS application, continue through the application with a 10DLC number and once your application is submitted, visit the SMS settings page to upgrade to a short code.

With an existing SMS program

If you already have a Mailchimp SMS program set up and meet the requirements, visit the SMS settings page. Click Request a short code to submit your request.

If your Short Code application is approved, as you transition from your previous number, your customers need to receive a final message from your previous phone number and a welcome message from the new short code. Before using the short code, you’ll need to activate it. This is important because once your short code is activated, your previous Mailchimp SMS phone number will be deactivated. Help and opt-out messages will no longer be sent from the previous phone number once it’s been deactivated.

You’ll start getting billed for the short code on the next billing cycle after you’re approved

Short code compliance

Using Short codes for SMS marketing is subject to compliance with applicable laws (federal, state and local laws), industry standards and wireless carriers requirements. This means you and your marketing team must be familiar with all applicable compliance requirements before starting a short code marketing campaign, including those in this section.

Text message senders must have consent from recipients to receive SMS marketing messages, provide clear opt-out options for recipients, and not send messages with content that falls under our disallowed use cases. The guidelines and regulations for sending SMS disqualify some industries from using SMS and SMS short codes.

Just like with email spam, there are laws and organizations that protect SMS recipients from spam messages. The Telephone Consumer Protection Act (TCPA) is one of the primary federal laws that applies to automatic means for communicating via text messaging.

The Cellular Telecommunications Industry Association (CTIA) is a governing body that you also need to pay attention to. The CTIA created the short code format and maintains the short code registry. The CTIA can report violations of their rules to short code mobile carriers, who can then suspend or shut down a short code. It’s your responsibility to understand TCPA and CTIA guidelines and what’s required to remain compliant.

After you have a short code, you don’t have to obtain a new opt in from your contacts.

Cancel your short code

When you cancel your short code, it’ll go into effect immediately and access to the phone number and credits will be lost. You’ll have until the next billing cycle to reactivate if you want to restart your SMS program and maintain your current phone number and credits. If you don’t reactivate before the start of the next billing cycle, you’ll have to reapply for a new number. No refunds will be issued since a full term’s been used.

If you pause your Mailchimp account or downgrade to a different marketing plan, your short code number will be canceled and you’ll have to reapply for a 10DLC.

If you have a pending short code application and you'd like to cancel it, contact our Customer Support team. You can keep your 10DLC while withdrawing your short code application.

To cancel your short code, visit the Monthly plans or credits page in your account.