How-To Complete the US Short Code Program Brief

THIS IS INTENDED TO HELP CUSTOMERS COMPLETE THE U.S. SHORT CODE "PROGRAM BRIEF" ON THE VONAGE GCN PORTAL

Overall, there are five (5) sections to complete a Short Code Program Brief:

What’s described below:

• Get Started
• Section 1 - Program Brief Website
• Section 2 - Short Code Request
• Section 3 - Program Information
• Section 4 - Campaign Types
• Section 5 - Example Alerts Section
• Click Save and Submit

Getting Started

Hello and welcome to Vonage’s Short Code messaging program!  Once we get a short code activated with the wireless carriers, you’ll have access to a nationwide, super fast, very reliable, SMS and MMS 2-way messaging service available at all times to communicate with your customers (or members, employees, systems, etc…).

Your Vonage Account Manager will need your company’s name, contact name and email address to get started. You’ll receive an email with a link to begin filling out the Program Brief for your short code. One Program Brief per short code. The link’s access is valid for 14 days only, so as time goes by, just notify your Account Manager and they’ll resend the link to the Brief if needed. Your previously saved information will be visible when you re-open the Brief, as long as you've clicked "Save" on the bottom of the form.

Activation Timing Expectations

Once we internally approve a Program Brief, we send it to get pre-approved by the carriers. Sometimes we receive a comments back that require updating the Program Brief to comply with program rules.  After pre-approval, Vonage leases the short code on your behalf and subscribes it to your account. Vonage also supports Customer Managed short codes where you lease the code directly from the short code registry, rather than Vonage leasing the code. After the code is leased and subscribed, we set-up and test the messaging application's keywords and officially submit the Program Brief and short code Lease Receipt to the carriers to get in the activation queue. 

After submission to the carriers, the time-line to activate the short code is between 3-6 weeks, averaging 22 days in 2H23.  The carriers review each content provider's website, terms, privacy policy, promotional call-to-action with user opt-in consent disclosure and message content. Each carrier independently tests the messaging application by texting the keywords to Opt-In, HELP and STOP to the short code. If the Mobile Terminated message response on the handset matches the Program Brief approved copy, the code is activated.

Section 1 - Program Brief Website

When you click the link on the email, you will be redirected to the “GCN Tool” (gcn.vonage.com). 

The Short Code Program Brief is a form that will be presented with a request for information:

Along with the content provider's company name, address and contact information, other information is requested, along with estimated monthly SMS/MMS message volumes for the program.

The email address field may be the Reseller's name if the reseller is responsible for getting the short code activated.

Save

At any time, just scroll to the bottom of the form and click “Save” to save your work progress! 

Section 2 - Short Code Request

Here, we ask for short code information.

Will you be bringing a short code with you?  

Choose “No” if this is brand new short code.  

If this is a short code migration, then choose “Yes”. In the Program Summary field, note the aggregator's name the code is currently on if migrating (such as Genesys, Cisco WebEx/IMI Mobile, Infobip/OpenMarket, Kaleyra/mGage, Sinch /SAP, Soprano, Syniverse, Vibes, Twilio).

Do you need a random number or vanity number?  

Vanity short codes have higher monthly lease fees compared to random codes. 

Choose “Random” if you want the system to pick a 5 or 6 digit short code number. 

If you would prefer to select your own 5 or 6 digit short code number (enter your top choices) and choose “Vanity”. 

Vonage will check if the number is available prior to moving forward.  

You can check for a specific short code number’s availability by visiting https://www.usshortcodes.com/find-short-code and searching for a code. As an option, if you'd like to lease your own short code, Vonage can just route the messages for your program.

Short Code billing type

We recommend choosing "Standard rate" billing since most mobile phone plans are activated with unlimited message bundles.

“Free-To-End-User” (F2EU) is not recommended since it charges a higher rate per message to the sender and the user does not notice the courtesy. However, F2EU billing is required for "Emergency" related applications, since the three largest carriers can route messages with priority treatment.

Will this program contain Protected Health Information (PHI) in the SMS message body?  

Choose “Yes”, only if your program requires HIPAA healthcare privacy and security compliance.  

Otherwise, choose “No”.

Short Code features

Choose “SMS” for text messaging programs only.  

Choose “SMS and MMS” if you plan to send text and picture images, clips or vcards over the short code. 

To activate a MMS program, in Section 4’s “Campaign Type”, select “Marketing”.  Then in Section 5’s “Marketing Campaign”, fill-in the MMS program information and upload an image for testing.

Overall, MMS content is available on AT&T, T-Mobile, Verizon and US Cellular is coming on-line too (approximately 99% of the U.S. messaging market).

Section 3 - Program Information

Here, we ask for short code program information.

Program Name

Provide the short code program name here.  Keep in mind, the carriers are looking for consistency in program communications. 

We recommend all SMS messages sent to mobile handsets begin with the Program Name as the message-header (ie: the first characters of the text message). 

This provides immediate recognition to the end-user and helps the short code avoid potential issues that may arise from random content audits performed by the carriers. 

For example, “Co Alerts: “ occupies the first 11-characters of a text message including a space after the colon. The fewer characters the better in the message header since there's a total of 160-characters per text message segment. Yes, we do support multi-segment (concatenated) messages to deliver longer message lengths too.

Program Summary

Provide the short code program details here. A sentence each for the who/what/where. The who (what type of end-users, ex. students, customers, employees...), the what (what type of content, ex. alerts, URLs that link to browser, downloads) and the where (ex. ads, website, poster...) of the program.  

For example, “Company X will use short code XXXXX to send text messages to opt-in restaurant customers. Users will see promotions to opt-in to the program on dining table tent-cards and by texting in the keyword JOIN. We will send marketing alerts about upcoming promotions and desserts.”

Is there an Opt-In URL? 

Choose “No”, if the opt-in method is Mobile Originated (ie: if the user texts a keyword from their mobile handset to the short code to start). 

Choose "Yes", if opt-in to the program uses a website, mobile website or mobile application and provide the site URL address. 

If the opt-in site is not yet available, then provide a screenshot (even if it’s just a mock-up) of how it will look for an end-user to opt-in to the program. 

For example, a online Call-To-Action with opt-in disclosure includes: Company brand name/logo. Program description. Message frequency varies. Message and data rates may apply. Reply HELP for info and STOP to cancel. For complete Terms and Conditions click here and for Privacy Policy click here.

SMS Terms and Conditions URL

Provide a URL for end-users to read the “SMS Terms and Conditions”.  If a URL is not yet available, then a screenshot must be attached. 

The link to the “SMS Terms and Conditions” page should include all of the following 7 items:

Program Name: Brand identification and logo on the page

Program Description: A sentence overview

Pricing: "Message and data rates may apply"

Frequency: Either state “Message frequency varies”  or "One message per request" (be consistent)

Help: "Reply HELP for info" Option to add a second Customer Care contact. If a phone number to call, it must be a Toll-Free Number

Stop: "Text STOP to cancel” Cancel can be substituted with end or opt-out

Add: “Carriers are not liable for any delayed or undelivered messages"

Privacy Policy URL

Provide a link to the company’s Privacy Policy.

The carriers prohibit sharing of SMS opt-in user data commercially with third-parties in the Privacy Policy.

If you share customer data with third-parties, please add to the policy and abide by the following sentence "All the above categories exclude text messaging originator opt-in data and consent; this information will not be shared with any third parties.

Target Test Date

Provide a date in the future when the program is expected to be ready for testing certification and activation by the wireless carriers.

Target Launch Date

Provide a target launch date for the program.

Customer Care contact information

Provide a Care URL, email address and/or toll-free number. 

At least two of three options must be provided for Customer Care.  Better to support a Toll-Free Number.

Section 4 - Campaign Types

Campaign Type

Please, select the type of campaign to run on the short code. 

Options include “2FA” (Two Factor Authentication, also called One-Time-Password), “Alerts” and “Marketing”.

MMS campaign information should be filled out using the “Marketing” campaign type.

The example below is  based on choosing an “Alerts” type campaign. 

Section 5 - Example Alerts Section

Here, we ask for alert campaign information.

Is this campaign a one time alert or recurring alert?  

Choose “Recurring” if the end-user will receive multiple messages after they opt-in. 

If the campaign provides only a one-time, single message, then select “One Time”.

Where will the Call to Action (CTA) be found?  

Provide the location where the end-user will be made aware of the program? 

For example, on the company website, or on an ad banner that says to text a keyword to join, or at a retail store location on a flyer, or outdoor billboard, etc... 

It is mandatory to provide a screenshot of the CTA. 

What will the CTA say?  

The disclosure language the end-user will see when they opt-in to the program should include:

Program Name: Brand identification and logo on the page

Program Description: A sentence overview

Pricing: "Message and data rates may apply"

Frequency: Either state “Message frequency varies”  or "One message per request" (be consistent)

Help: "Reply HELP for info, STOP to cancel”

View: Privacy Policy (link or spell out such as https://www.program.com/PP)

View: SMS Terms (link or spell out such as https://www.program.com/terms)

What keyword will be used to test opt in?  

Provide a single keyword that the end-user will text to opt-in.

It’s mandatory to provide a keyword for carrier activation testing.

Try to refrain from using the word "Test” as part of a keyword since carriers only review active campaigns.

What confirmation message will be sent to users that opt in?  

Provide the response the end-user will receive on their mobile handset after they text the keyword to opt-in?

Limit the opt-in confirmation message to 160-characters in length.  While large carriers accept longer messages (multiple segments), smaller carriers only accept 160-characters.

The Mobile Terminated confirmation message must include:

Program Name: Brand identification message header

Program Description: Standard greeting

Pricing: "Msg&data rates may apply" or "Message and data rates may apply"

Frequency: "Msg freq varies" or “Message frequency varies”  or "One message per request" (be consistent)

Help: "Reply HELP for info, STOP to cancel” 

Provide two examples of the “Alert” message that will be sent to your recipients:

• Sample “Alert” message 1:
• Co Alerts: Deal of the day! Use coupon 25OFF to receive 25% off your entire purchase.  Visit https://companyalerts.com for more info. Text Stop to cancel.
• Sample “Alert” message 2:
• Co Alerts: ...

What message will be sent to users that send the keyword HELP?  

• It’s mandatory for the campaign to reply to all “HELP” keyword requests. 
• Example HELP response.  “Co Alerts: For more info, call 1-800-XXX-XXXX, or visit https://www.companyalerts.com  Text Stop to cancel.”

What acknowledgement message will be sent to users that send Opt-Out keyword STOP (as well as END, QUIT, CANCEL and UNSUBSCRIBE should all be supported)? 

• It’s mandatory for the campaign to reply to all “STOP” opt-out keyword requests, even if a number is not subscribed to the program.  
• The program should recognize ALL five of the Opt-Out keywords. 
• The final opt-out confirmation message should say that “opt-out was successful and that no further messages will be delivered.”
• Example “STOP” response.  “Co Alerts: You have been opted-out and will no longer receive any messages from us. Sorry to see you go. Reply HELP for help.”
• If you set-up the keyword START, you can add to the Opt-Out response "Reply START to opt-in again."

Click "Save" and "Submit"

• Click “Save” to store all information (make sure to click Save!).
• Complete the Program Brief by clicking “Submit Review”. 
• The Program Brief will be reviewed by the Vonage operations team and will either be submitted for pre-approval to the carriers, or returned seeking further information to move forward.