Shortcode is essentially a pull-sms service that has applications for lead generation, to provide information on demand, polling / voting in events and reality shows. It is used by advertising agencies, media companies, radio stations, bulk SMS, TV channels, marketing savvy companies for campaigns, contests etc. for lead generation. It is often backed by campaigns in print or electronic media. Advertising agencies prefer to use it as the response to their advertising campaign is measurable on parameters like numbers, time, effectiveness etc.