Syniverse Technologies has revealed that it is powering the web-based registry platform, fully supported by the major regional mobile operators, which underpins the recent launch of the Latin America common short code (CSC) initiative. The project, conceived and administered by the CTIA, gives enterprises, small businesses and brand marketers the unprecedented ability to reach more than 500m mobile subscribers across Latin America via SMS.

Registration applications are now being accepted for both standard and custom CSCs capable of connecting their owners to nearly all mobile subscribers in almost two dozen Latin American countries.

In a region where consumers use mobile devices primarily for messaging and data interactions – rather than voice calls – the CSC program gives brands around the globe access to a consumer-engagement medium capable of reaching this broad, attentive Latin American audience at any time. In fact, CTIA recently noted that more than 68 per cent of wireless subscribers in Latin America use SMS at least weekly, nearly double the rate in many other regions.

“More than 95 per cent of today’s mobile users can send and receive text messages, making shortcodes an ideal channel for brands to connect with target audiences for meaningful two-way interactions,” says Pablo Mlikota, senior vice president, Caribbean and Latin America for Syniverse. “CSCs also are cost effective to implement and provide an efficient return on marketing investment.”

Businesses, brands, and advertising and marketing agencies can use the Syniverse-powered Web-based platform, www.latinshortcodes.com, to search for, register and secure CSCs. Once an organization registers a unique six-digit shortcode, it can use the code to build unified marketing campaigns with consumers across Latin America.

Prior to centralization, shortcode usage in Latin America was largely impractical, requiring marketers to undergo the tedious process of seeking out and leasing a different shortcode from each individual mobile operator in each country.

Shortcode campaigns help organizations create a personalized consumer experience with a strong call to action, either by enabling users to obtain critical or timely information, contribute to a charitable cause, buy content or take part in a range of other interactive activities. Mlikota notes that several CSC applications currently embraced in other regions provide great potential for marketers in Latin America, including sweepstakes, voting campaigns, TV audience participation and mobile coupons.