The purpose of creating a keyword is to build a list of customers’ cellphone numbers. A list of cellphone numbers is created automatically when a customer texts the keyword to the your phone number. The customer is said to be “opting in” or “subscribing” to the list. For example, a marketer might invite subscribers to a list by adding the following to displays in the client’s location, to traditional advertisements, and more:

Text Pizza to [your number] for great deals from Lou’s Pizza!

In this example, the customer texts “Pizza” to your phone number and they’re on the list.