This document provides definitions and explanations of key terms related to SMS and text messaging. It discusses SMS technology, the structure and limits of SMS messages, and different types of SMS such as peer-to-peer, commercial, and campaigns. It also covers topics like shortcodes, longcodes, opt-in/opt-out processes, aggregators, application providers, and wireless operators. Diagrams are included to illustrate SMS traffic flows and how various entities interact in the SMS ecosystem.

1. VISUAL
TERMS &
GLOSSARY
REPRESENTATION
SMS
text messaging

2. SMS Simple Messaging Service
Simple Messaging Service technology enables
sending and receiving of text messages to and
from mobile phone devices and applications. It
can also carry binary data (Enhanced
Messaging Service).
!
The text can comprise of words and alpha. Each
short message is up to 160 characters in
length or 70 Unicode characters.
Definition
你好世界 ‫ﺍاﻟﻌﺎﻟﻡم‬ ‫ﻣﺭرﺣﺑﺎ‬ Wallpaper
Animation
Ringtone

3. MT aka Short Message Mobile Terminated Point to Point
Definition
SM MT is an incoming short message from the
network and is terminated in the mobile hand
set.
Hello World
Hello
World

4. MO aka Short Message Mobile Originated Point to Point
Definition
SM MO is an outgoing short message
originated in the mobile handset and forwarded
to the network for delivery.
aka Inbound Message
Confirm
Confirm

5. TYPE OF SMS - PEER TO PEER
Mobile Phone Number Mobile Phone Number
to
Messages Clear
Reply
Mike, no luck,
conference
room is
booked solid
16302348763
aka Intra Operator SMS Messages

6. TYPE OF SMS - COMMERCIAL
SHORT CODE
Mobile Phone Number(s)
to
Machine & Software

7. SMS TRAFFIC PATH
Wireless
DeviceCellar
Tower
Wireless
Operator
SMSC
Email
Servers
SPAM
Filters
Long
code
Messaging
Aggregator
Gateway
Application
Provider
Wireless
Device
Shortcode
Messaging
COMMERCIAL
PEER TO PEER

8. TYPES OF COMMERCIAL SMS
Standard Messaging Service
Text messages will be deducted from a monthly texting allowance
(Unlimited or 200/500 text messaging package).
Premium Messaging Service
Monthly subscription fee charged to end user’s wireless bill plus
standard messaging charges apply. Note: Wireless operators
are no longer accepting applications for such a service.
Free to End User Service
Ability to receive text messages without a text message package
or additional text messaging fee is NOT applied.

9. SMS CAMPAIGN
Definition
Form of marketing that allows you to interact with your target
audience. Unlike email campaigns, each SMS campaign must be
approved by Wireless Operators.
Details
Since short code traffic bypasses Wireless Operator’s SPAM filter,
Wireless Operators enforce that you send only content that they
have approved.
aka Text Campaigns
Fees
$500 Campaign application fee applied by an aggregator
$500 T-Mobile provision fee applies
$500 Metro PCS provisioning fee applies
$150 Sprint provisioning fee applies

10. SHORTCODE aka short number
Special 5 to 6 digit phone numbers that power
SMS mobile text campaigns.
Most likely you’ve been
exposed to “short codes”
when companies send text
alerts for delivery notifications,
banking transactions or big
media brands like ‘American
Idol’ who create text message-
based voting.

11. TYPES OF SHORTCODES
Dedicated Generic
Randomly generated five to six digit number dedicated to one
organization to use exclusively for their SMS campaign
(Leasing fee $500 per month through CSCA)
Dedicated Vanity
Custom patterned five to six digit number dedicated to one
organization to use exclusively for their SMS campaign
(Leasing fee $1,000 per month through CSCA)
Shared
Shared among an SMS provider’s customers and uses cookie
cutter SMS campaigns. (No cost to you. Your SMS provider pays
$500 per month to CSCA)

12. SHORTCODE SMS traffic explained
It’s more expensive than long code, but this is a legal way of sending commercial SMS traffic

13. 2-WAY VIA DEDICATED SHORTCODE
You have a 2-way conversation with
your end users. No restrictions.
OPEN
conversation
….reply for any questions.
Text your location to 305424.

14. 2-WAY VIA SHARED SHORTCODE
Your endusers must type a KEYWORD
before starting/respond to a
conversation.
….reply KEYWORD plus question.
Text KEYWORD plus your location to
305424.
RESTRICTED
conversation

15. KEYWORD
A KEYWORD is a word that
you send into a shortcode
to initiate the SMS
conversation with an
organization
A KEYWORD is a tool you
use to define your
responses to the keywords
that subscribers send to
you.
for Enduser for Organization
A word or name used to distinguish a
targeted message within a Shortcode

16. KEYWORD TYPE - REGULATORY
Enduser MO: HELP, INFO
Shortcode Response: {SMS campaign name} {Alert description}. Get help
{option 1} and/or {option 2}. Msg&Data rates apply. {Message frequency}.
Reply STOP to cancel.
Compliance KEYWORDS are required words
used by industry regulators to audit SMS
campaigns.
Enduser MO: STOP, CANCEL, REMOVE, QUIT, UNSUB, UNSUBSCRIBE
Shortcode Response: You are unsubscribed from {SMS campaign name}
{Alert description}. No more messages will be sent from {shortcode}. Reply
HELP for help or {Optional contact information}

17. KEYWORD TYPE - OPEN
Open KEYWORDS are words used by
organizations to engage the enduser;
such as Opt-In and Triggered alerts
Different rules apply for types of SMS
campaigns. Consult your SMS provider
for your campaign needs.

18. LONGCODE aka long number
10 digit phone number or virtual mobile number
that powers peer to peer SMS communications.
NOT supported by US wireless operators nor
industry governing body. Therefore, subject to
SPAM block by the wireless operator without
notice.
($0 to $1 per month to lease a long code. When a number gets
blocked, a new virtual number is generated for your traffic.)

19. LONGCODE SMS traffic explained
Not supported by US wireless operators nor industry governing body. Therefore, subject to
SPAM block by the wireless operator without notice.

20. OPT IN
CTIA RULE
All organizations are require to get prior written
consent before SMS can be started to any mobile
number in US and Canada. All SMS campaigns must
be submitted with a proper Opt In/Out flow or SMS
campaign application will be rejected.
FCC.GOV
After October 16, 2013, you are required to get prior
written consent before you send any prospect or
member a marketing campaign.

21. OPT IN RECURRING CAMPAIGN
Enduser
Keyword
Opt
In MOBILE
OPT
IN CONFIRMATION
CALL
TO
ACTION
Text
2SMS
to
35842
to
receive
daily
2sms
buz
forecast
Wireless
Device
CALL
TO
ACTION
HANDSET
VERIFICATION
MOBILE
OPT
IN CONFIRMATION
OPTION 1
OPTION 2

22. OPT IN ONE OFF
CONFIRMATION
&
CONTENT
DELIVERY
CALL
TO
ACTION
Wireless
Device

23. OPT OUT
CTIA RULE
You MUST allow end user to manage their SMS
campaign subscription via website or customer service
(IVR or Live).
!
You MUST honor STOP reply to a shortcode and MUST
stop all communications to that mobile number.
!
All Opt In/Out records must be recorded and stored
for minimum of ONE year.
also - CANCEL, QUIT, UNSUB,
UNSUBSCRIBE, END, and REMOVE

24. OPT OUT OPTIONS
Messages Clear
Reply
62346
or
OPT OUT

25. AGGREGATOR
Definition
An SMS aggregator maintains direct
connections to the major wireless carriers.
They deliver their customers' text messages,
which they aggregate, through their
gateways. An aggregator allows you to go to
one place to connect to all of the wireless
carriers.

26. AGGREGATOR SMS GATEWAY
Aggregators do NOT supply and maintain a Shortcode
Messaging
Server
Your
Messaging
Application
Bulk
Messaging
Aggregator
Wireless
DeviceCellar
Tower
DOMESTIC
Wireless
Operators
SMSC
Wireless
DeviceCellar
Tower
INTERNATIONAL
Wireless
Operators
SMSC
INTERNATIONAL
WIRELESS
CONSOLIDATOR
Internet

27. APPLICATION PROVIDER
Definition
Entities provide services to businesses to
build campaigns and engage customers
through both dedicated and shared short
codes with text message promotions and
alerts.

28. APPLICATION PROVIDER SMS GATEWAY
Database
Customer
Messaging
Facility
Application
Provider
(Do
It
All)
Cellular
Tower
Internet
Wireless
Carrier
SMSC
Aggregator
Wireless
Device
DO IT ALL

29. APPLICATION PROVIDER SMS GATEWAY
Database
Customer
Messaging
Facility
Application
Provider
Production
Cellular
Tower
Internet
Wireless
Carrier
SMSC
Firewall
Gateway
Aggregator
A
Gateway
Aggregator
B
Application
Provider
Failover
Database
Application
Provider
Contingency
Database
Cloud
Global
SMS
Consolidator
A
Global
SMS
Consolidator
B
Wireless
Device
Middleman between an Aggregator and a Wireless Carrier BUT closes a technical gap between you and the aggregator
VALUE ADD

30. WIRELESS OPERATOR
Definition
They are the folks that you buy your mobile phone
from and pay your monthly mobile phone bill to.
!
They own your mobile number, and they have full
control of all content that travels through their
network.
!
They also have their own version of SMS products.

31. Wireless
Device
Wireless
Operator
SMS
NetworkInternetBusiness
Messaging
Application
Wireless
Operator
Business
SMS
Gateway
WIRELESS OPERATOR BUSINESS SMS
Offered by a major wireless carriers only -add on to existing
wireless business account.

32. GET MORE HELP
FROM VICTORIA & NATHAN
support-us@2sms.com
http://www.2sms.com
1-877-276-7266

33. –Victoria Roberts
2sms is an enterprise SMS application provider. We
help great companies navigate the SMS industry and
integrate SMS into their existing communication
system to engage people and then turn that
engagement into revenue.