CellTrust Going Mobile Glossary

CellTrust's Going Mobile Glossary

Gateway
One single point of integration providing access to carriers (nationaly or globally) for two way communication.

Standard Rates
Standard Rate Messaging is the cost the end user incurs from their carrier for each SMS received or sent from their cell phone.

Opt-in, Opt-out
End user the opportunity to explicitly engage (opt-in) or dis-engage (opt-out) in a SMS program - or to have their cell phone number placed on an opt-out list.

Premium SMS
Charging the end user through the carriers billing system, the end user's cost is reflected on their monthly cell phone bill.

Double Opt-in
When an end user agrees to engage in a Premium SMS transaction, the content provider sends a confirmation requesting them to authorize the transaction before the content is delivered.

Short Code
When two persons send a text message to each other, they will see each other's number as the sender. Short Code also known as CSC or Common Short Code are 5-6 digit strings of numbers used to send SMS messages to cell phones from an application. The end user can also send a message to a short code to be delivered to an application. It is much easier to remember and identify a short code than a telephone number. A short code can also be what is called Vanity Short Code whereby it reflects the mobile program's brand or a concept on the alpha-numeric keypad (such as short code #466453 for GOOGLE).

Long Code
Long Code are 10 digit strings of numbers previously used by carriers to send SMS messages in North America. International carriers often continue to use Long Code.

WAP
Wap, or Wireless Application Protocol, is the internet protocol used by mobile phones to create web pages and applications to be displayed on mobile phones. Wapsite A WAP Site is a website that can be displayed on a mobile device. It is widely used used to send a link to the handset to download rich content (such as ringtones, wallpaper, video clips) or engage users in completing a form (lead generation) and browsing data.

Keyword
A keyword is the first word in an incoming message which defines a program or campaign on a short code. Using text processing techniques, mobile applications look at the first word and forward the message to the respective URL in a thrid party application, or save it under an account and execute a series of predefined actions (such sending an auto-response message, generating a coupon, etc.)

As shared short codes are used by multiple customers, keywords are used to uniquely identify each customers’ mobile initiative. Each customer selects one or more unique keywords during registration. For example, if you are using the shared short code 32075 and own keyword WKRP, you would instruct your customers to “Text WKRP to 32075 to register for our U2 ticket giveaway”. The CellTrust Gateway will identify any incoming message that starts with WKRP and perform the required routing based on your configuration. With outgoing messages, the keyword you have specified is added to every message. This will help your customers identify the message is from you.