What is SMS Keyword Campaigns?

An SMS Keyword Campaign is a marketing tactic where a brand promotes a specific keyword that customers text to a phone number or short code to take an action — typically opting in to the brand's SMS list. For example, "Text COFFEE to 55444" or "Text JOIN to 33777."

Keywords serve as the entry point to an SMS program. They can be promoted across any channel — social media, email footers, in-store signage, packaging inserts, event materials, and podcast ads. This versatility makes keyword campaigns one of the most flexible list growth tactics available.

Beyond opt-in, keywords can also trigger specific automations: a promotion, a product recommendation, entry into a contest, or access to a specific drop. The keyword acts as a trigger that starts a conversation between the brand and the customer.

A brand sets up a keyword on their SMS platform, associating it with a specific phone number or short code. When a customer texts that keyword to the number, the platform triggers a predefined response — typically a welcome message confirming opt-in, followed by the first message in a welcome series or the promised promotion.

Keywords are case-insensitive and can be configured with fuzzy matching to handle typos. A brand can set up multiple keywords for different campaigns, segments, or channels — "COFFEE" for their coffee buyers, "WINE" for wine club members, "VIP" for exclusive access.

AudienceTap supports two short codes for keyword opt-ins: 55444 and 33777. Brands promote these in their marketing materials, and when customers text the keyword, they're automatically added to the brand's subscriber list and enter the appropriate welcome flow.

Keywords make SMS opt-in frictionless. The customer doesn't need to visit a website, fill out a form, or download an app. They just text a word from wherever they are. This low friction makes keywords effective across offline channels where digital forms aren't practical — events, retail, packaging, billboards.

For restricted industries where paid advertising is limited, keyword campaigns are especially valuable. Cigar brands can't run Facebook ads, but they can put "Text HERF to 55444" on social posts, lounge signage, and packaging inserts. The keyword bypasses advertising restrictions entirely.

Keywords also provide clean attribution for list growth. You can assign different keywords to different channels and track exactly where each subscriber came from.