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In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device".

Marketing through cellphones' SMS (Short Message Service) became increasingly popular in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content.

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A custom sender ID, also known as an alphanumeric sender ID, enables users to set a business name as the sender ID for one way organisation-to-consumer messages.There are 5 key components to SMS marketing: sender ID, message size, content structure, spam compliance, and message delivery.A sender ID is the name or number that identifies who the sender is.To avoid sharing numbers with other senders, and for brand recognition and number consistency, leasing a dedicated virtual number, which are also known as a long code or long number (international number format, e.g. Senders can choose from a list of available dedicated virtual numbers from a bulk SMS provider. Some numbers, often called Gold numbers, are more easy to recognise, and therefore more expensive to lease.Senders may also get creative and choose a vanity number.This is only supported in certain countries and are up to 11 characters long, and support uppercase and lowercase ASCII letters and digits 0-9.Senders aren’t allowed to use digits only as this would mimic a shortcode or virtual number that they don’t have access to.These numbers spell out a word using the keypad, like 1-(123)-ANUMBER.Dedicated virtual numbers also enable features like SMS keywords from their bulk SMS providers that help senders create comprehensive inbound marketing and automated campaigns.These are usually more expensive and are commonly used by enterprises and governmental organisations.For mass messaging, short codes are preferred over a dedicated virtual number because of their higher throughput, and are great for time-sensitive campaigns and emergencies.

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