A Keyword is a unique term (letters and/or numbers) that people can use to communicate with you via a short code. The basic idea is that a customer texts your KEYWORD to your assigned short code. When they do so they are automatically added to your list of contacts.
Keywords are an extremely powerful tool when it comes to building a successful mobile marketing campaign. Keywords allow true, automatic two-way communiction between you and your customers. As we said, they are extremely powerful - and they are our most popular feature.
If you want to polling and voting campaigns, or if you have multiple locations, Sub Keywords are a cost effective way of leveraging a single Keyword for multiple campaigns.