I was more curious about the business of the middleman in this process, and I looked into it earlier today. This particular short code operator, mGive (http://w

I was more curious about the business of the middleman in this process, and I looked into it earlier today. This particular short code operator, mGive (http://www.mgive.com/ http://www.mgive.com/) focuses on charities and was launched 2 years ago. I'm guessing this is their first big exposure. Wikipedia has the basics of setting up a new short code: "Common short codes in the U.S. are administered by NeuStar, under a deal with Common Short Code Administration - CTIA. Short codes can be leased at the rate of $1000 a month for a selected code or $500 for a random code." (from http://en.wikipedia.org/wiki/Short_code http://en.wikipedia.org/wiki/Short_code) More info here: http://www.mmaglobal.com/shortcodeprimer.pdf http://www.mmaglobal.com/shortcodeprimer.pdf