If you were interested in getting yourself a commercial shortcode, there is only one way you could get one. You would have to apply and register with the Common Short Code Authority (CSCA, www.usshortcodes.com). It’s interesting that there are numerous aggregators, a variety of wireless carriers, but only one place to get a commercial short code! The CSCA (Common Short Code Administration) has the shortcode gig locked down much like how the DMV is the gatekeeper to our license to drive. The big difference is that they’re not a government agency, but still are immune to any kind of competition. (What a great business to be in!)
Recently, the CSCA has changed their application process for PSMS and standard rate shortcodes. Not only are you paying the leasing fees, but now you must complete a very thorough application process. There was a time in the not so distant past where applying for a shortcode was a simple process and the application requested information on how the shortcode was being used, who was leasing it, and how it was advertised. There were other tidbits of information requested, but they were all relevant to leasing the shortcode. You would then go on to pay your fees and begin the long haul of work with an aggregator to get your shortcode certified with the Carriers.
Now the CSCA application process has become its own beast. The CSCA is requesting all sorts of information about the proposed campaign that really should be managed on a Service Provider or Carrier level. They even go as far as requesting what keywords are being used on the shortcode! How is a brand to know what keywords it will be using when trying to obtain the lease of the shortcode while still being months away from having the code certified and then an actual campaign launched! Could this possibly be the CSCA’s attempt to maintain their domination of the shortcode skies?