For an even more personal touch, send SMS using a local, standard 10-digit phone number.
Use them against a scaled-down number of subscribers. You get a number for your area code for personalization and are even able to forward call-backs to your business phone.
In addition, these are used by you and only you. To compare, Shared Codes are where other users are also sending messages and receiving them through that number.
Since only you use this code and it’s dedicated to you, there are no restraints on what keyword you use other than that you can only use it once at a time.