Before you submit an application for a short code in Canada, review the process. The linked document explains how to make sure your application details are compliant.

Short code-specific requirements in Canada

Carriers have specific requirements for short code owners, and they must review your use case and campaign details, including specific language, opt-in, and responses, to ensure you’re compliant. Shared short codes are not supported. 

To prepare for a short code application, take these four steps.

1. Update your Terms and Conditions page to reflect carrier-required language.
2. If you use a web form for opt-in, make sure it contains carrier-mandated verbiage.
3. Review your keyword responses. Your short code must accept certain predefined keywords for opt-in, opt-out, and help, and your short code must respond with predefined, approved messages to each keyword.
4. Submit an application describing your short code usage details and chosen keywords and keyword responses. Check our documentation.

How to ensure your Terms and Conditions page is compliant

Carriers insist that specific language be present on your publicly available Terms and Conditions page. In your short code application, you must submit the URL to your Terms and Conditions page, and it must include the following elements and language:

• A brief description of what you’re using the short code for. For example: 

We send alerts to users who have registered on our site and opted in to receive SMS alerts.

• A short description of how new users can opt in to your services. You can use keyword, web, or paper opt-ins but you must describe each.
• Keyword opt-in. We recommend that you use an opt-in keyword associated with your brand or campaign rather than a generic keyword such as START or JOIN. For example:

Text PLIVO to 75486 to subscribe to our notifications services.

• Web opt-in: Signing up through a web form. Example description:

Users can subscribe to our notifications services while registering an account through the website or changing your notifications preferences in the account settings.

• Paper opt-in: Signing up from filling out a physical paper form at a store/kiosk. Example description:

Users can subscribe to our notifications services by completing the membership form at XYZ stores.

• Opt-out and Help/Info keywords in BOLD including the short code digits. For example:

You can cancel the SMS service at any time by texting "STOP" to XXXXX. When we receive a "STOP" message, we will send one last confirmation message to confirm the subscription status, after which no more SMS messages will be sent.

For more information, text "HELP" to XXXXX. When we receive a “HELP” message, we will provide instructions on how to use this service and how to unsubscribe.

"ARRET"  XXXXX. Lorsque nous recevons un message "ARRET", nous envoyons un dernier SMS de confirmation pour confirmer le statut de l'abonnement, après quoi plus aucun SMS ne sera envoyé. 

Pour plus d'informations, envoyez simplement "AIDE" par SMS à XXXXX. Lorsque nous recevrons un message "AIDE", nous vous fournirons des instructions sur la façon d'utiliser ce service et comment vous désinscrire.

• The following statement, verbatim:

Carriers are not liable for delayed or undelivered messages.

• A “message and data rates” statement, accompanied by a “message frequency” statement. For example:

As always, message and data rates may apply for messages sent and received. You will receive approximately three messages per week. If you have questions about your text or data plan, please contact your wireless provider.

• A link to your privacy policy page.
• A support email address and phone number that short code message recipients can use to contact you.

Example messaging policy section for a Terms & Conditions page

Plivo offers an SMS messaging service. You can opt in to our services by texting “PLIVO” to 75486. You may choose to opt in to our SMS messaging service at your own discretion, and you may opt out at any time. We will communicate with you via SMS for the purposes of service alerts and notifications. We may also send promotional messages. 

Carriers are not liable for delayed or undelivered messages.

As always, message and data rates may apply. You will receive an average of five messages per week, but we may occasionally exceed this number. If you have questions about your text plan or data plan, please contact your wireless provider.

You can cancel the SMS service at any time. To cancel, text "STOP" to 75486. We will respond with a single message to confirm that you have been unsubscribed. After this, you will no longer receive SMS messages from us. 

You may, at any time, text "HELP" to 75486 for a brief help message. We will respond with instructions on how to use our service as well as how to unsubscribe. You may also contact Plivo support at +1 (877) 555-1212 or email us at support@plivo.com. You can view our privacy policy.

Guidelines for web-form opt-in

Carriers look for specific language on the opt-in web form. You must provide a link to your web form or a screenshot of the form with the application. The web form must include these four elements: 

1. Opt-out and help keywords in BOLD capital letters.
2. The short code that will be used to send messages.
3. The frequency at which the end users will receive messages.
4. Link to the Terms and Conditions and privacy policy pages.

For example:

You will receive up to five messages per day. Message and data rates may apply. Text HELP to 75486 for help. Text STOP to 75486 to cancel. See our SMS Terms of Service and Privacy Policy.

Guidelines for keywords

The service must support keywords for opt-in, opt-out, and help. When a user texts any of the supported keywords, the service must have an auto response that contains specific language around the messaging frequency and message rates.

For example:

Keyword: PLIVO

Response: Thank you for subscribing to Plivo’s notification services. Reply HELP for more information. Reply STOP to cancel. Message and data rates may apply. Message frequency may vary per user.

Keyword: HELP

Response:  Plivo: For HELP, email us at support@plivo.com. Text STOP to cancel. Message and data rates may apply. Message frequency may vary per user.

Keyword: STOP

Response:  Plivo: You have been unsubscribed from xxx and will no longer receive messages. Reply HELP for help. Reply PLIVO to resume services.

Keyword: AIDE

Response: Plivo : Pour obtenir de l'AIDE, vous pouvez nous envoyer un email à support@plivo.com. Textez STOP pour annuler. Des tarifs message et data peuvent s'appliquer. La fréquence des messages peut varier selon l'utilisateur.

Keyword: ARRET

Response: Plivo : Vous avez été désabonné de xxx et ne recevrez plus de messages. Répondez AIDE pour obtenir de l'aide. Répondez PLIVO pour reprendre les services.

Keyword: INFO

Response: Pour obtenir de l'INFO, vous pouvez nous envoyer un email à support@plivo.com. Textez STOP pour annuler. Des tarifs message et data peuvent s'appliquer. La fréquence des messages peut varier selon l'utilisateur.

Before you submit an application for a short code in the US, review the process. The linked document explains how to make sure your application details are compliant.

Short code-specific requirements in the US

Carriers have specific requirements for short code owners, and they must review your use case and campaign details, including specific language, opt-in, and responses, to ensure you’re compliant. Shared short codes are not supported. 

To prepare for a short code application, take these four steps.

1. Update your Terms and Conditions page to reflect carrier-required language.
2. If you use a web form for opt-in, make sure it contains carrier-mandated verbiage.
3. Review your keyword responses. Your short code must accept certain predefined keywords for opt-in, opt-out, and help, and your short code must respond with predefined, approved messages to each keyword.
4. Submit an application describing your short code usage details and chosen keywords and keyword responses. Check our documentation.

How to ensure your Terms and Conditions page is compliant

Carriers insist that specific language be present on your publicly available Terms and Conditions page. In your short code application, you must submit the URL to your Terms and Conditions page, and it must include the following elements and language:

• A brief description of what you’re using the short code for. For example:

We send alerts to users who have registered on our site and opted in to receive SMS alerts.

• A short description of how new users can opt in to your services. You can use keyword, web, or paper opt-ins but you must describe each.
• Keyword opt-in. We recommend that you use an opt-in keyword associated with your brand or campaign rather than a generic keyword such as START or JOIN. For example:

Text PLIVO to 75486 to subscribe to our notifications services.

• Web opt-in: Signing up through a web form. Example description:

Users can subscribe to our notifications services while registering an account through the website or changing your notifications preferences in the account settings.

• Paper opt-in: Signing up from filling out a physical paper form at a store/kiosk. Example description:

Users can subscribe to our notifications services by completing the membership form at XYZ stores.

• Opt-out and Help/Info keywords in BOLD including the short code digits. For example: 

You can cancel the SMS service at any time by texting "STOP" to XXXXX. When we receive a "STOP" message, we will send one last confirmation message to confirm the subscription status, after which no more SMS messages will be sent.

For more information, text "HELP" to XXXXX. When we receive a “HELP” message, we will provide instructions on how to use this service and how to unsubscribe.

• The list of participating carriers. For example: 

Participating carriers include AT&T, Boost Mobile, T-Mobile, Metro by T-Mobile, Verizon Wireless, and UScellular.

• The following statement, verbatim: 

Carriers are not liable for delayed or undelivered messages.

• A “message and data rates” statement, accompanied by a “message frequency” statement. For example:

As always, message and data rates may apply for messages sent and received. You will receive approximately three messages per week. If you have questions about your text or data plan, please contact your wireless provider.

• A link to your privacy policy page.
• A support email address and phone number that short code message recipients can use to contact you.

Example messaging policy section for a Terms & Conditions page

Plivo offers an SMS messaging service. You can opt in to our services by texting “PLIVO” to 75486. You may choose to opt in to our SMS messaging service at your own discretion, and you may opt out at any time. We will communicate with you via SMS for the purposes of service alerts and notifications. We may also send promotional messages. 

Participating carriers include AT&T, Boost Mobile, T-Mobile, Metro by T-Mobile, Verizon Wireless, and UScellular. Carriers are not liable for delayed or undelivered messages.

As always, message and data rates may apply. You will receive an average of five messages per week, but we may occasionally exceed this number. If you have questions about your text plan or data plan, please contact your wireless provider.

You can cancel the SMS service at any time. To cancel, text "STOP" to 75486. We will respond with a single message to confirm that you have been unsubscribed. After this, you will no longer receive SMS messages from us. 

You may, at any time, text "HELP" to 75486 for a brief help message. We will respond with instructions on how to use our service as well as how to unsubscribe. You may also contact Plivo support at +1 (877) 555-1212 or email us at support@plivo.com. You can view our privacy policy.

Guidelines for web-form opt-in

Carriers look for specific language on the opt-in web form. You must provide a link to your web form or a screenshot of the form with the application. The web form must include these five elements:

1. Opt-out and help keywords in BOLD capital letters.
2. The short code that will be used to send messages.
3. The frequency at which the end users will receive messages.
4. The list of participating carriers.
5. Link to the Terms and Conditions and privacy policy pages.

For example:

You will receive up to five messages per day. Message and data rates may apply. Text HELP to 75486 for help. Text STOP to 75486 to cancel. Supported carriers: AT&T, Boost Mobile, T-Mobile, Metro by T-Mobile, Verizon Wireless, and UScellular. See our SMS Terms of Service and Privacy Policy.

Guidelines for keywords

The service must support keywords for opt-in, opt-out, and help. When a user texts any of the supported keywords, the service must have an auto response that contains specific language around the messaging frequency and message rates.

For example:

Keyword: PLIVO

Response: Thank you for subscribing to Plivo’s notification services. Reply HELP for more information. Reply STOP to cancel. Message and data rates may apply. Message frequency may vary per user.

Keyword: HELP

Response:  Plivo: For HELP, email us at support@plivo.com. Text STOP to cancel. Message and data rates may apply. Message frequency may vary per user.

Keyword: STOP

Response:  Plivo: You have been unsubscribed from xxx and will no longer receive messages. Reply HELP for help. Reply PLIVO to resume services.

Short codes procured through Plivo are set for autorenewal by default, ensuring continuous activation and avoiding expiration without manual intervention.

To discontinue short code usage, please contact Plivo support. Upon receiving your decommissioning request, we will promptly unrent the short code and confirm the discontinuation of rental charges. If you fail to inform Plivo support about discontinuing the short code you will continue to be charged rental fees.

Decommissioned short codes cannot be reactivated. For new short code requests, please refer to Getting Started with Plivo Short Codes.

A short code is a five- or six-digit number that businesses can use to send and receive SMS messages. Short codes are an excellent choice for high-volume application-driven messaging. With a short code you can send up to 100 messages per second toward US numbers and up to 10 messages per second for Canada, and short codes are carrier-approved for application-to-person (A2P) and promotional messaging, and thus bypass carrier content filtering.

Short codes support sending SMS and MMS messages in the US and SMS only in Canada, but they aren’t suitable for all use cases. All A2P messaging in the US and Canada must adhere to certain content and use case guidelines. Any short code application submitted for prohibited categories will be rejected. 

US short codes

In the US there are two types of short codes: random and vanity. 

Random short codes are assigned by the Common Short Code Administrator (CSCA), the governing body that controls short code ownership and usage in the US. 

A vanity short code is a number you choose for branding purposes or because it’s easy to remember — such as 22222 or a short code that “spells” something, like 75486 (PLIVO). Business requests for specific vanity short codes can only be fulfilled subject to availability. Vanity short codes have a higher monthly rental cost than random ones.

Canada short codes

In Canada, short codes are assigned by the Canadian Telecommunications Association (CTA). The straightforward purchase process allows users to select a short code that aligns with their brand or campaign without being limited by predefined categories. Like US vanity short codes, Canadian short code requests are subject to availability.

Acquiring a short code

Any Plivo customer can submit a short code application. Here’s how the process works.

• Read up on application guidelines for the US or Canada.
• Download and complete an application form for the US or Canada, depending on where you want to use the short code. Ensure you carefully follow all the guidelines specified in the form to prevent delays or rejection of your application.
• File the document in a ticket with our support team. We’ll review your application; you might be asked to provide additional information. This process usually takes no more than a week.
• After our team vets your application, you must add the necessary funds to your account so that we can procure the short code. 

Carriers typically require upfront leasing payments in minimum three-month intervals. To streamline the process, we collect these fees when you submit your application. The fees must cover both the one-time setup fee and advance payment of the rental fee for the initial three months for the US and four months for Canada, counting from the beginning of the application process onward, not from the time it goes live. These fees are nonrefundable and still apply if your short code application is rejected by one or more operators. 

• Plivo will purchase the short code on your behalf and submit the application to all operators. 
• Individually, operators will review the application, along with any associated websites or mobile apps, and either approve it or return it with questions or concerns. Plivo will work with you to meet operator requirements, but we cannot guarantee that operators will approve the application. During this stage, the short code will be integrated into the carrier's network and undergo testing. This process may take six to eight weeks, as multiple carriers are involved in the review.
• Once the short code is tested and approved by all operators, it will go live and we will configure it for your account.

Disclaimer: Plivo does not have control over carrier regulations, nor can we interpret laws, rules, or regulations. While we do assist in addressing short code compliance issues with the carriers, we strongly recommend seeking legal counsel to ensure adherence to applicable laws, regulations, and your company's specific practices. Each carrier reserves the right to suspend short code service for any user at any time.

Porting a short code 

In addition to renting a new short code, you can also port an existing short code from your current provider to Plivo. When porting a short code, we must submit a new application to the operators with Plivo as the messaging provider. 

To proceed with a US port-in request, we need a three-month payment receipt. If payments were made on a quarterly basis, we need one receipt. If the payments were made on a monthly basis, we need three receipts. The receipt must be the most recent receipt with all the correct information.

We also need the authorization of the short code in CSCA. This is generally completed by your current short code provider straight from the CSCA customer portal without anyone needing to submit legal documentation. 

To proceed with a Canada port-in request, we need a copy of the approved short code application from your current provider. If they’re unable to furnish it, contact the Canadian Telecommunications Association to obtain the necessary copy.

For both the US and Canada, we may request a migration letter on your company letterhead. If we do, our support team will provide you with a letter template.

Once we have all of these details, we’ll submit the porting application to the carrier. Throughout the porting process, your current provider will continue to support services on the short code. When the application is approved by the operators, a port-in date will be set. On that date, the short code will go live with Plivo. To avoid downtime, the operators allow a short grace period where traffic will flow through both Plivo and the previous provider.

Short codes can only message users within the countries in which they’re provisioned, so if you don’t have recipients in Brazil, don’t obtain a short code in the country.

Brazil short codes are five digits long. Only standard (random number) short codes are available.

Messages from short codes in Brazil are Free To End User (FTEU). 

Before you send messages from a short code you must obtain express consent from end users to receive messages. You may not use short codes for campaigns for which you have not obtained express end user consent. This includes friend-to-friend invitation-based campaigns, as well as opt-ins obtained through lead generation. In addition, all messaging campaigns and content is subject to the terms of Plivo’s Acceptable Use Policy. 

If you wish to give up a short code you must provide 35 days notice, after which you will no longer have access to it or be charged for it.

If you don’t use a short code for an extended amount of time, regulators may disconnect it without any prior warning.

Short code content regulations

This table shows what types of content you may and may not send via short codes. 

Other short code regulations

In addition to content type, Brazil imposes other restrictions on short code messaging.

Brazil regulatory bodies

• National Regulatory Authority — ANATEL

• National Phone Numbering Plan — Plano de Numeração Brasileiro

• Telecom, Digital and/or Electronic Communications Regulations

  • Telecommunication Services Organization 

  • Telecommunication Services Regulation

• Do Not Disturb

  • Não Me Perturbe (Telecommunications and Financial)

  • Não Me Ligue (São Paulo)

How to obtain a short code

To apply for a short code in Brazil, create a support ticket with this information:

• Use case — the main purpose of the short code

• Traffic type — promotional or transactional

• Anticipated monthly traffic volume

• Estimated traffic start date

• Content — sample SMS texts. Include any URLs that will be sent to end users.

• Link to your privacy policy page

• Link to your terms and conditions page

• Company name and link to web page

• Your account ID

Note : Short code type. All short codes in Brazil are FTEU.

Once we have your information we’ll submit it to our downstream carriers. Short code approval may take up to four weeks. From the end of November through mid-January Brazil carriers freeze provisioning, so applications made during that time take longer to be approved.

Pricing

ETA of the process

Short codes can only message users within the countries in which they’re provisioned, so if you don’t have recipients in New Zealand, don’t obtain a short code in the country.

New Zealand short codes are four digits long and come in two types: Free to End User (FTEU) and standard. 

• Messages to and from a FTEU short code are always charged to the organization that owns the short code, so your text messages don’t need to include language like “standard charges apply.” 
• If you send messages from a standard short code and you expect a reply, you must include “standard charges apply.” If the message contains a URL, you must include “data charges apply.” To be safe, we recommend that if no response is needed you add something like “No Text Reply” at the end of the message. You can abbreviate these messages if necessary to fit within the limits of a text message as long as you preserve their meaning.

Before you send messages from a short code you must obtain express consent from end users to receive messages. You may not use short codes for campaigns for which you have not obtained express end user consent. This includes friend-to-friend invitation-based campaigns, as well as opt-ins obtained through lead generation. In addition, all messaging campaigns and content is subject to the terms of Plivo’s Acceptable Use Policy. 

Short code content regulations

This table shows what types of content you may and may not send via short codes. You can find complete use case restriction details in the TCF Mobile Messaging Service Code [PDF].

Other short code regulations

In addition to content type, New Zealand imposes other restrictions on short code messaging.

Short code opt-in/opt-out requirements

Opt-ins must follow the guidelines in section 18 of the TCF Mobile Messaging Services Code [PDF]. Opt-outs must follow the guidelines in section 17.

New Zealand regulatory body

New Zealand Telecommunication Forum

How to obtain a short code

To apply for a short code in New Zealand, create a support ticket or send an email to support@plivo.com with this information:

• Company name
• Company address
• Requestor
• Full name
• Position
• Phone
• Mobile
• Email
• Address
• Service details
• Name of the service/promotion
• Short description of the public facing brand — what industry you’re in and what services you provide
• Go-live date
• Message content provider
• Fully describe the proposed message service
• Mobile terminating (MT) message example and if applicable mobile originating (MO) message example
• Process to opt in and a screenshot or URL of the whole opt-in form, not just the opt-in section. The opt-in box must be unticked. Opt-in needs to say, ‘‘I want to receive discounts, appointment reminders, and updates via automated texts from [program name] at the phone number I provide. This is not a condition of receiving goods or services. Message frequency varies. Text STOP to opt-out. Reply HELP for help. Responses will incur the following per-message charge — Vodafone, Spark, Skinny: $0.20; 2 Degrees: $0.09
• Process to opt out
• Cost of the service (standard or free to end user (FTEU))
• Request type (new, existing, migration)
• How the service will be advertised
• Expected volumes daily and weekly
• Peak times and expected volumes
• 0800/0508 number for user queries and helpdesk email
• Website for user reference

Once we have your information we’ll submit it to our downstream carriers. Short code approval may take up to three weeks. From the end of November through mid-January New Zealand carriers freeze provisioning, so applications made during that time take longer to be approved.

Pricing

Plivo charges a setup fee of $156 (USD) and a recurring monthly fee of $156. 

Carriers in the US or Canada may conduct audits to assess the compliance of short code campaigns. They may raise audits for cases that deviate from registered use cases or involve noncompliant traffic, such as prohibited use cases or messages sent to users who have not opted in to receiving SMS messages. Carriers also prohibit using the same short code for multiple brands, which is treated as a shared short code.

While Plivo endeavors to maintain compliance, audits are beyond our control, and carriers and mobile network operators in the United States and Canada retain the right to suspend short codes and disallow any use cases found noncompliant.

Factors leading to audits

Carriers perform random reviews of traffic through organizations’ short codes and may perform a full-scale audit if they encounter 

• Deviations from registered use cases
• Non-functional opt-out mechanisms
• Unresponsive mandatory keywords
• Required linked content (such as opt-in language, terms and conditions, and privacy policy pages) missing from the business’s website

Mitigating noncompliance risks

If your short code is found to be noncompliant during an audit, Plivo’s team will work with you to address and remedy the situation. Typically, carriers give you 48 to 72 hours to resolve compliance issues. Failure to address the issues within the specified timeframe puts your short code at risk of suspension.

Short codes enable businesses to send and receive text messages at scale. Plivo offers short code rentals in four countries:

• United States
• Canada
• Brazil
• New Zealand

What is a short code?

A short code is a special phone number designed for high-volume messaging. In the US, short codes are typically five or six digits long, making them easy to remember. Businesses commonly use short codes for SMS marketing, two-factor authentication (2FA), customer surveys, and other use cases. Short codes can handle massive messaging traffic, making them an excellent choice for businesses with large customer bases.

Getting started with Plivo short codes

To get started with Plivo short codes, first sign up for a Plivo account, then follow the registration process See this pageed in this table for the country in which you want to register a number.

Once you’ve obtained a short code, you can use it for both outbound and inbound messaging. For instance, you can use it with Plivo’s SMS API to launch messaging campaigns, or configure it with a Plivo application to receive incoming messages to process with an auto-responder.