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What is Vanity Short Code? -Clickipedia

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What Vanity Short Code is: A personalized short code that mobile users can dial to reach you via text message for promotions, requests or other specified purposes.

What Vanity Short Code looks like: BBELL=22355

Why Vanity Short Code matters: Personalizing a code, which you want users to remember, will likely improve the chances of a mobile user recalling (and then dialing) the code to engage with your brand.

The bottom line: Optimizing your communications efforts can reduce friction and increase recall—thus user engagement and even conversions.