Branded short links are a powerful way to build trust, improve deliverability, and increase click-through rates in your SMS campaigns and automation. Instead of sending long, generic, or third-party links, you can use a short link that carries your brand’s name.
In Omnisend, this means your clients see links that clearly come from you, not from a random domain. This article lists all the steps needed to use branded SMS short links.
Before You Begin
The use of branded SMS short links is free for all Omnisend users.
Without a custom SMS domain, you are using the Omnisend shared domain by default. Your short links show 0snd.com as the link domain. You can check how Link Replacement works in SMS.
Setting Up SMS Short Links
To use the branded SMS short links, you must set up and verify a custom domain for SMS. Similar to setting up a domain for your emails, you should verify your domain through your DNS provider.
⚠️ Critical warning: Do NOT use your primary website domain for branded SMS short links, as this can affect your store or email performance. Your main domain should already be tied to your email authentication (SPF, DKIM, DMARC). Using it for SMS short links as well may cause domain reputation conflicts, which could hurt your email deliverability.
Instead, use one of these options for SMS links:
A subdomain, e.g., 'sms.yourbrand.com'.
A shortened version of your store name, e.g., 'omnsnd.com' instead of 'omnisend.com'.
Follow the steps below to add and verify your branded SMS short link domain:
Step 1. In order to sign your domain, go to your Store settings → Domain → Add Domain.
Step 2. Select the option to add a domain specifically for your SMS branded short links, then click continue.
Step 3. Enter the desired name for your new domain.
As previously mentioned, you can use a subdomain (e.g, sms.yourbrand.com) or use a shortened version of your brand name (e.g, exmpbrndname.com)
Step 4. Add the two CNAME records to your DNS provider's settings page.
The verification process can take up to 48 hours. Make sure all records are in place to avoid repeating the process if issues occur.
Once your domain/subdomain is verified, you must assign it to your SMS short links.
Branded Short Links in Campaigns
To use branded SMS short links in your campaigns, you need to enable the automatically shorten links toggle.
Branded Short Links in Automations
For SMS messages in Automations, click the SMS message box and check the 'automatically shortened links' box on the right-hand menu.
FAQ
What happens if I uncheck the shorten links option?
If you disable the “Automatically shorten links” toggle, long URLs will be sent as-is. This may increase message length and cost.
What if my domain gets unverified?
The verification process may take up to 48 hours, depending on your DNS provider. If the domain stays unverified, you may need to double-check how the CNAME records were added in your DNS panel. Generally, when the domain is still not verified, Omnisend will fall back to our shared domain until your branded domain is ready.
Can I use more than one branded domain for SMS short links?
You can add and verify different domains in your Store Settings. However, currently, you can only assign one domain/subdomain for branded SMS short links at a time.
Will changing my SMS short link domain affect old links I’ve already sent?
No. Previously sent links will continue to work. Only new messages will use the updated domain.
Do branded short links impact my SMS sending costs?
Yes, in a positive way. Shortened links reduce the total number of characters, which reduces the cost of your SMS message.
Any other questions on your mind? Reach out to our support team through the in-app chat or at [email protected] – our team is available 24/7.