Understanding the difference in SMS shortened links

You will learn 

Learn about the differences between the various types of SMS shortened links: the default Klaviyo link, branded Klaviyo link, and branded custom link. 

Before you begin

There are 3 available types of SMS shortened links in Klaviyo: 

• A Klaviyo link
• A branded Klaviyo link 
• A branded custom link

Note that branded Klaviyo links only work for 90 days after being sent. If a recipient clicks on a link after 90 days, it will not work.

The table below shows an example of what these links might look like for a company called “James Black.”

To add a shortened link to a message, simply paste the link you want into the Message content box and do not uncheck the box labeled Automatically shorten links. 

Branded Klaviyo link vs. branded custom link

The main advantage of using a branded subdomain or domain is is that the link shows that it's coming from your business.

Branding

A subdomain is like a branded prefix. It shows your brand name at the beginning, followed by what looks like a normal shortened link in Klaviyo. For example: 

• Klaviyo link: klv3.io/382aNpW5
• Branded Klaviyo link: jblck.klv3.io/382aNpW5

Branded custom links mean links in your SMS messages look like any other link to your website. The only difference is that they are shorter than normal, not showing the specific page they are linking to. 

• Normal website link: JamesBlack.com/catalog/signed-jerseys
• Branded domain: sms.jamesblack.com/xxxx

Sender reputation

With branded custom links, you have more control over your specific deliverability and sender reputation. These URLs have their own domain, and thus individual sender reputations. 

Both regular and branded Klaviyo links use a shared domain. In general, this doesn’t have a large impact on SMS deliverability; however, if you have concerns over your deliverability or SMS sender reputation, it is recommended to request a branded custom link. 

Character count

Branded Klaviyo links are always longer than the default Klaviyo URL, since branded links include extra characters as well as the full Klaviyo URL. 

When it comes to branded custom versus branded Klaviyo links, it depends on what you use. 

Let’s look at this using the James Black example above. 

• Example where the branded custom link is more characters
  • Custom: sms.jamesblack.com (18 characters)
  • Klaviyo: jblk.klv3.io (12 characters) 
• Example where the branded Klaviyo and custom links are equal
  • Custom: sms.jamesblack.com (18 characters)
  • Klaviyo: jamesblack.klv3.io (18 characters)
• Example where the branded Klaviyo link is more characters
  • Custom: sms.jamesblack.com (18 characters)
  • Klaviyo: jamesblackSMS.klv3.io (21 characters)

Note that the max subdomain length is 20 characters. 

Time to set up or edit

The process of creating a branded Klaviyo link is simple and fast. They are also available as soon as you create them. 

As for branded custom links, the process can take up to 14 days to complete. It is also recommended that you are familiar with the technical details of how your website is hosted (e.g., your DNS provider).

Further, you can update and manage your branded Klaviyo link, whereas you must contact Klaviyo support to make changes to your branded custom link. 

Additional resources

• How to create a branded shortened link for SMS
• Understanding and reviewing your SMS deliverability