Let’s start with the obvious. What exactly are “short codes”?



Short codes are like shortened phone numbers. They are typically 4 to 6 numbers (or characters) that can receive text messages. Marketers looking to expand their reach with mobile technology use them as a way to entice consumers to engage with their products and/or services.



If you’re still scratching your head, let me throw out a recent example. If you’ve ever tuned in to MTV’s popular show, America’s Best Dance Crew, you may recall seeing a sequence of numbers while host Mario Lopez instructs you to text in your “crew” choice to that number. Voila: short codes!



Well, voting on reality show contestants is just the tip of the iceberg. Several companies have caught onto this relatively easy engagement tool and are attracting customers by inviting them to participate in anything from polls, surveys, games, chat and so on.



For the companies involved, this technology can provide an extension of other forms of advertising or it could be a stand-alone option to lure customers. Either way, if popular, companies have the potential to elicit significant engagement for relatively low cost.



As for consumers, this mobile trend could be seen as bothersome or benign depending on the relationship you have with your phone. Relationship, you say? Why, yes! While some people may simply be using their cell phones to talk on the go, most people have caught onto texting, watching videos and/or browsing the Internet.



With that in mind, let’s discuss the possible pitfalls children could encounter when engaging in short code messaging programs.



First, there is the simple cost of participation. A short code program’s cost varies. Either the customer is charged the standard text message rate stipulated by the wireless carrier or the program can come at a premium, which is any cost above $0. Premium charges may only be assessed if the user of a phone, such as your child, goes through a double opt-in process. (All short code programs allowed by Verizon include instructions on how to opt-out of the service at your discretion.)



The good news is that Verizon provides parents with tools that can help create the right experience for your family.



Content Filters and Conversation



Exposure to inappropriate content is another concern parents might have. Short code programs run the gamut in terms of offerings, from games to ringtones to chat programs. Luckily, Verizon Wireless offers parents the option of free content filters. Every short code program has a rating of C7+, T13+, YA17+ or M18+ associated with it. These content filter rating levels give parents the option to allow content appropriate to the age of their children. Additionally, premium short codes (or “SMS”) can be blocked by going to “My Verizon.”



While Verizon is proud to be the only wireless carrier to offer age-appropriate content ratings, parents have the ultimate authority and responsibility of their children’s safety and proper cell phone usage. That’s why we encourage parents to set aside time to speak directly with their kids about services like short code messaging. Learn more for yourself and then share your knowledge, unique viewpoint and the expectations you have when it comes to their safe use of technology.