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Short Message Services or Text messaging is a profitable source of  revenue for mobile operators, since the bandwidth required to transmit the 160 characters in a SMS is much lower than that required for a voice call. For many contests or marketing events, the target audience is asked to call a four digit or five digit number - the common short code (CSC). This is a lucrative source of  revenue for mobile operators.

Advertising through mobile phones is popular, since the marketer can send their message to a specific audience and  most people check their  SMS messages regularly. Mobile phones have a ten digit number which is difficult to remember, so many marketers use a CSC which can be easily remembered by their customers.

An application has to be made for a CSC to each mobile provider, who may provide it on payment of a fee. The CSC is usually allotted on a first come first serve basis. CSC which contain the same digit repeatedly (e.g 2222) are more popular as they increase the effectiveness of  a campaign. The mobile user will be asked to send a particular message to the CSC , where it is processed further.

Usually the CSC is common for all mobile service providers for a marketing campaign or promotion, so that customers with different mobile service providers can call the same number. They are widely used for voting in TV popularity contests. CSC is also used for other services - to collect points, to take part in a contest, to ask for information or a brochure, ordering products or services.

Many mobile service providers charge a premium rate for messages sent to or from a CSC . It  is usually 4-6 times the cost of  a standard SMS. The additional revenue is shared by the mobile service provider with the content provider