The Cellular Telecommunications & Internet Association's (CTIA) carrier members have launched common short code (CSC) capability via five-digit numbers, opening the way for marketers and brand managers to better engage consumers via SMS.

For marketers, the new cooperation on short codes could provide a platform for the first truly user-friendly cross-carrier campaigns in the U.S., since short codes are easier to remember than the 10-digit phone numbers used in peer-to-peer SMS traffic.

The news could also make it easier to deploy large-scale short code campaigns that charge premium rates for participation. Premium rate SMS has long been touted as a way for carriers to earn incremental revenue in partnership with content providers and other brands interested in mobile marketing.