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Today is the 5 year anniversary of the shortcode in Canada!

by Phil Barrett

Mobile carriers in CanadaIt’s hard to believe that shortcodes for SMS or “text messaging” is only 5 years old in Canada.

It’s also hard to believe that many marketers are still largely ignorant as to what or how SMS marketing can be incorporated into a multi-channel campaign.

For those who think SMS is not yet ready for the masses, consider this:

  • 10.1 billion SMS messages were sent in Canada last year – over 1 billion in December alone
  • That’s more than double (~4.3b) from 2006
  • Which is more than double (~2.1) from 2005
  • There are over 20 million Canadians with at least one mobile device now
  • Penetration of mobile is as high as 80% in urban areas

SMS marketing is already a mass medium.

Mobile messaging is evolving. MMS (or multi-media messaging) is finally going mainstream. Rogers now has an all you can eat plan for $15 / month. 2d codes are also coming to a broader audience as a few local mobile shops are working on some retail pilots.

Tonight the CWTA is putting on a party celebrating 5 years of text messaging in Canada.

I’ll also be celebrating what is to come!

  • Ruaridh Anderson

    Short Codes (text messaging via an approved – dedicated network) has been around in Canada since 2001. SMS technology itself will be 20 years old in 2012 and its still the killer app for mobile.

    We began using Short Codes with Rogers Wireless in 2001 – for reality TV show Popstars – running a txtagotchi game. 10 years ago.

    Then in July 2003, the carriers offered the Common Short Code – an inter-carrier (universal) text number via the CWTA.

    The use of Common Short Codes in marketing became mainstream in 2004, when Short Code providers [MyThum, Impact, Lipso and Magnet Mobile Media] began to retail them to Canadian marketers.

    Short Codes have been around a longer time abroad – especially in the Europe, UK and Australia.

    The success of Common Short Codes – worldwide – is down to that fact its the “only quick way” to 100% validate an end users opt in – via automatic number capture/verification. With Short Codes a brand has a “safe/legal” option to manage a contactable and permission based end user database.