Branding Mobile Destinations?
In a recent blog post on Onedegree.ca , Kate Trgovac raised the question of shortcode squatting. Her comment inspired this post about the value of vanity codes - the 5 or 6 digit numbers that can be used to represent a brand or trademark. For example, PEPSI currently leases the number 73774. (Take a look on your phone for the numbers that spell Pepsi, you’ll see what I mean).
So what about Shortcode Squatting?
There’s really no such thing as squatting on codes in mobile messaging. I can’t say the same about .MOBI sites but I’ll save that for another post. Here are some reasons why shortcode squatting doesn’t exist.
Cost
Applying for a shortcode from the CWTA will cost you $1,500. This initial payment will grant use of the code for 3 months. To maintain the code for month 4 and onward, a monthly lease fee of $350 applies. To squat on the code for a full year will cost about $5,000 (1,500 + (9x 350)) = $4,650), a far cry from the $7.95 that godaddy.com charges for a .com or .mobi domain.
CWTA restrictions
Applying for a shortcode through the CWTA can be a lengthy and sometimes frustrating experience (especially for those brands and agencies that elect not to use an experienced mobile vendor). Your shortcode number request, which must be 5 or 6 digits and cannot start with number 4, will be reviewed by no less than three people before it gets discussed among the carriers. You better cross your T’s and dot you I’s and make sure you actually have Pepsi signed on as your partner, otherwise you’ll never get approval. You can try and be crafty and use the same numbers but brand it a different word, but be warned of this website www.phonetic.com
Branded shortcode vs. branded keyword
I find brands get too preoccupied with the notion of branded shortcodes. My recommendation is always to choose an easy shortcode number like 12345 and use the keyword for branding purposes. (Remember that a mobile call to action incorporates two pieces of information – the destination number and the message. The ‘destination number’ is the shortcode and the ‘message’ is the advertised keyword.). You want something that sticks in people’s minds to encourage multiple interactions, word of mouth and brand/program recall.
So which way is more memorable?
You be the judge:
Text WIN to 73774 (Pepsi)
OR
Text Pepsi to 12345
