A short link saves space in the message and can make a long web address easier to read. It may also support campaign measurement, but it should never conceal an unexpected or unsafe destination.
Make the link trustworthy
Use a service and domain the recipient can associate with the sender. The surrounding text should explain what will open. Avoid chains of redirects through several domains and test the result on a phone.
Plan campaign tags
UTM parameters can describe channel, campaign and content in website analytics. Use consistent names and never place a phone number, email address or other personal data in the URL.
Resolve link tracking
A recorded click is personal data when it can be associated with a recipient. Explain the processing, establish the lawful basis and retain the data only for as long as the purpose requires.
Retain control of the journey
Decide who owns the short link, how long it should work and what happens after the campaign. Avoid important service links expiring unexpectedly. If the destination moves, check the redirect so recipients still arrive at the correct and secure location.
Short is not more important than clear
An extremely short, unfamiliar link may save characters while weakening trust. Consider the complete message length and choose a link that is concise without concealing context. Intellipush tools can help check message segments and plan campaign tagging before delivery.
A relevant next step
Choose the right working method
Compare the portal, API and tools before deciding how SMS should fit in.
