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Im Derek Johnson with tatango.com. And today, Im going to be talking about shortcodes and keywords. Both are part of text message marketing and really a critical part of text message marketing. So lets first start off with shortcodes. A shortcode is a five to six-digit phone number that is used by brands to communicate to their customers. So theres two kinds of shortcodes though. Theres a vanity shortcode and a non-vanity shortcode. A vanity shortcode is a shortcode that the brand picks specifically. And as you can see from some of these examples here, a lot of brands will pick a phone number that looks really good because its easy to remember, easy to type into the mobile phone. So 313-10 is, Im guessing, a vanity phone number. 256-66, thats most likely a vanity phone number. Things like 237-687 most likely are not a vanity phone number because its not only six numbers, which is more than five obviously, so its a little harder to remember. Plus theres no like symmetry in th
