1. What are Common Short Codes?
2. Who uses Short Codes?
3. Does this work on all mobile phone carriers?
4. How much does it cost consumers to send a text message to a short code?
5. Isn’t this SPAM?
6. What is a Common Program?
7. I am an alternate service provider or marketer. How do I obtain a common short code?
8. What are the requirements to obtain a Short Code?
9. What are the standard lead times for the launching of new programs?
10. How much do Common Short Codes cost?
11 . Is there a specific format for Short Codes?
12 . If I lease a Common Short Code, are there rules I must follow?
13. How long can a text message be?
14. Can I charge any price I want for my application?
15. How long do I have the code?
16. How should I advertise the Short Code?
17. How do I get a list of available short codes?

1. What are Common Short Codes?
Short Codes are numbers to which a text message can be sent, in order to participate in some type of automated application. These applications include information retrieval, TV and radio voting, direct response marketing and purchasing of goods or services.

Short Codes are typically shorter than the 10-digit mobile phone numbers used for text messages sent from one individual to another. They are easier to remember and easier to type than 10-digit numbers.

Common Short Codes are codes that have been activated on all or most mobile phone networks for the same application or service. In Canada, the industry is making efforts to make available 5- and 6-digit codes that will normally be activated on all of the networks. 4-digit codes are currently held in reserve and may be made available in the future.

2. Who uses Short Codes?
Short Codes are obtained by alternate service providers or marketers who wish to offer unique applications to mobile phone customers. These alternate service providers access mobile phone customers via a connection directly or indirectly to the mobile phone operators’ text messaging networks.

3. Does this work on all mobile phone carriers?
Yes. Common Short Codes will generally be activated on all mobile phone networks. While the vast majority of Short Codes will be activated on all of the networks, the service providers can retain the right to not participate in a particular program.

4. How much does it cost consumers to send a text message to a short code?
The price of the content or application is determined by the application owner subject to mobile phone operators’ discretion.

In addition to the individual operator, standard text messaging rates apply and mobile service providers could possibly program several additional premium price points to facilitate a more rapid launch of programs. Applicants should consider choosing from the following price points:

$0.00, $0.15, $0.25, $0.50, $0.75, $1.00, $1.25, $1.50, $1.75, $2.00, $3.00, $4.00, $5.00, and $10.00.

While applicants are free to propose end user charges that differ from these suggested price points, some carriers may require additional lead time to accommodate different price points.

The holder of the Short Code must inform customers of cost to send a text message to the Short Code in question in promotional materials, in the “Terms and Conditions”. Otherwise, customers will usually expect the cost to be the same as sending a text message to another wireless user.

The applicant must also inform the operators of end user pricing at the time the request for subscription is made.

5. Isn’t this SPAM?
No. The Canadian mobile phone industry requires that customers “opt-in” to a program before any messages are sent to mobile phones. This policy will be strictly enforced and companies not abiding by this code of conduct will have their Short Codes revoked thereby preventing their ability to send text messages to customers.

6. What is a Common Program?
Two or more competing carriers participating in a short code program constitute a “common” program making the program eligible for use of the common codes.

7. I am an alternate service provider or marketer. How do I obtain a common short code?
Contact the Canadian Wireless Telecommunications Association (CWTA). The CWTA has been chosen to make the Common Short Codes available on behalf of the operators, maintain a current inventory of codes in-use and codes available, and to be the principal point of contact to parties interested in obtaining a common short code.

Phone 613-233-4888 and ask to speak with a member of the Short Code Team or send an email to shortcodes@cwta.ca.

8. What are the requirements to obtain a Short Code?
I) Short Codes can only be assigned to specific programs so detailed information regarding the program must be provided, as well as the specific number of Short Codes required for the program, and the desired price for the subscription or application. Service providers retain the right to refrain from participating in any particular program.

II) You will need to establish SMPP (Short Message Peer to Peer Protocol) connectivity with wireless carriers either directly or indirectly. SMPP is language by which the servers that host SMS applications and the Short Message Service Centres (SMSC) speak to enable two-way SMS. The CWTA has contact information for each of the carriers and for numerous aggregators with connections to the carriers’ networks.

lll) Two or more mobile phone operators must agree to participate in your program or application.

IV) For the short code to be provisioned on a wireless network, a satisfactory bilateral commercial agreement must be created with the wireless carriers in question.

V) A deposit equal to the first three months of the lease fee is required at time of application.

VI) You must adhere to the industry's code of conduct and other rules outlined in the document "Canadian Common Short Code Application Guidelines".

9. What are the standard lead times for the launching of new programs?
It is recommended that applications involving aggregators that already have direct connectivity to the carriers normally allow a minimum of 30-45 days from the time the application is approved until launch of the program.

10. How much do Common Short Codes cost?
The CWTA will lease Short Codes for a monthly fee of $500 for each of the first 3 months. Following the deposit period, monthly fees will be reduced to $350 per month, starting in month 4, for each consecutive month thereafter. The deposit is due at the time of application and is a non-refundable fee equal to the first 3 months ($1,500 + 5% GST) in Canadian funds. Submitted applications will not be considered until the deposit is paid in full. The fees apply as of the assigned date that the codes are to be activated on the network.

11 . Is there a specific format for Short Codes?
Short Codes are to be five or six digits in length and cannot include zero or four as a leading digit. Five and six digit Short Codes will be used as part of the inter-carrier initiative. Four digit codes may be made available in the future.

Generally speaking, codes in the range of 10,000 to 999,999 will be made available with some exceptions. Codes in the range 40,000 to 49,999 and 400,000 to 499,999 are restricted to the private use of the carriers. CWTA can check the availability of codes.

12 . If I lease a Common Short Code, are there rules I must follow?
Yes. In addition to providing information about the program or application you wish to offer customers (to which the mobile phone operators must agree to participate), you must follow the industry’s code of conduct.

13. How long can a text message be?
The maximum length of a text message, including spaces, is 136 characters, unless otherwise specified by the Administrator.

14. Can I charge any price I want for my application?
Yes, subject to the ability of the mobile phone operators to bill this price on your behalf. You must inform the operators of the end user pricing at the time you submit your program information, and you must inform customers of pricing prior to use of the application.

15. How long do I have the code?
The Short Code will be assigned for the duration of the program or application that you propose to offer, to a maximum of 1 year. Prior to the expiration of the lease and assuming the Common Short Code program and account are in good standing, the CWTA will offer the leaseholder the opportunity to renew the lease for a maximum of 12 months.

16. How should I advertise the Short Code?
Once assigned, we recommend that when you advertise the Short Code, you should include the spelling of the numeric code, to avoid as much confusion as possible. For example, advertising the Short Code “CWTA” should be accompanied by “2982”. This is especially important when the Short Code includes both letters and numbers.

Also, when advertising the Short Code, refer to the words “text messaging” rather than “SMS”. More people are familiar with the term “text messaging”, and this too will reduce confusion for your customers.

17. How do I get a list of available short codes?
Please contact the CWTA to obtain more information. Telephone 613-233-4888 and ask to speak with a member of the Short Code Team or email shortcodes@cwta.ca.

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