A short Uniform Resource Locator (URL) is a web address that has been shortened. If you have a very long web address or link that you'd like to use in a text message campaign, it can take up a lot of character spaces. A short URL lets you still reach the same destination while taking up less space. This is important when you're sending out an SMS/MMS marketing text campaign since you'll be using less of your 160 characters on the link and more for your actual message. Besides keeping your message length to a minimum, short URLs also create a “cleaner look” for your marketing messages