> ## Documentation Index > Fetch the complete documentation index at: https://docs.tracklysms.com/llms.txt > Use this file to discover all available pages before exploring further. # Glossary > Definitions of key terms Key terms and concepts used in Trackly SMS. ## Numbers ### 10DLC 10-Digit Long Code. A standard local phone number registered for A2P (application-to-person) messaging with carrier-approved campaign registration. ## A ### Automated Mode A send mode where Thompson Sampling automatically selects the best-performing creative for each contact, balancing exploration of new creatives with exploitation of proven winners. ### Audience A saved set of filter conditions defining which contacts should receive a message. Audiences can be dynamic (evaluated at send time) or static (fixed set). ### Attribution The process of linking conversions back to the messages that drove them. Trackly uses first-click attribution. ### Attribution Window The time period after a click during which conversions are attributed. Default is 7 days. ## B ### BYOC Bring Your Own Carrier. Using your own SMS provider credentials instead of Trackly-provisioned numbers. Configure webhook forwarding from your provider to Trackly. ### Blast Mode A send mode where you manually select message variants and their percentage distribution. ### Bot Detection Filtering automated clicks (from security scanners, crawlers, etc.) to ensure accurate metrics. ## C ### Campaign See Schedule. ### Carrier The mobile network operator (e.g., Verizon, AT\&T, T-Mobile) that delivers messages to recipients. ### Click Rate The percentage of sent messages that resulted in a link click. Calculated as Clicks / Sends × 100. ### Contact A phone number in the system. Contacts can be subscribed to multiple lists. ### Conversion A tracked sale or action attributed to a message click. ### Creative A reusable message template with placeholders for links. ### Creative Studio LLM-powered tool for generating SMS message copy and interstitial landing pages using AI. ## D ### DNC Do Not Call. A compliance status indicating a contact should not receive messages. Contacts can be flagged as DNC and filtered via audience conditions. ### Delivery Rate The percentage of sent messages successfully delivered to handsets. ### Dynamic Audience An audience that's evaluated at send time, so its membership can change. ## E ### EPC (Earnings Per Click) Revenue divided by clicks. Indicates traffic quality. ### E.164 International phone number format: +\[country code]\[number]. Example: +14155551234 ## F ### Failed Message A message that could not be delivered, stored in the dead-letter queue (FailedMessage collection) with the failure reason. Discord alerts are sent for failed messages. ### Frequency Capping Limiting how often a contact can receive messages within a time period. ## I ### Interstitial An intermediate landing page shown between an SMS link click and the final destination URL. Used for compliance messaging, bot filtering, or pre-sell content. Three modes: custom, list\_default, and none. ## J ### Journey An automated sequence of messages triggered by an event (like joining a list). ### Journey Enrollment A contact's progress through a journey, tracked step by step. ## L ### ListContact The subscription relationship between a Contact and a SendingList. ### Long Code A standard 10-digit phone number used for SMS. ### LTV (Lifetime Value) Total revenue attributed to a contact or cohort over time. ## M ### MSISDN Mobile Station International Subscriber Directory Number. Technical term for a phone number. ### ML Selection Machine learning-based automatic selection of the best creative for each contact. ## O ### Offer An affiliate promotion with a tracking URL and payout information. ### Opt-Out When a contact unsubscribes by replying STOP or similar. ### OTP One-Time Passcode. A single-use verification code sent via SMS for phone number verification or two-factor authentication. ## P ### Postback A server-to-server notification of a conversion from an affiliate platform. ### Preview Page An intermediate page shown before redirect to filter bot clicks. ## R ### RPS (Revenue Per Send) Revenue divided by sends. Key efficiency metric. ## S ### Schedule A campaign configuration specifying what to send, to whom, and when. ### Segment A unit of SMS billing. Standard SMS = 160 characters per segment. ### Sending List A phone number configuration including provider credentials and subscriber list. ### Short Code A 5-6 digit number used for high-volume SMS. ### Short Link A shortened, trackable URL (e.g., trk.ly/abc123). ### Static Audience An audience with fixed membership, not re-evaluated at send time. ## T ### TCPA Telephone Consumer Protection Act. US regulation governing SMS marketing. Trackly enforces TCPA quiet hours (8 AM - 9 PM local time) for US numbers. ### Thompson Sampling A Bayesian machine learning algorithm used in Automated Mode to balance exploration (testing new creatives) with exploitation (favoring proven performers). Optimizes for Revenue Per Send. ### Toll-Free Number (TFN) An 1-800 style number that can be used for SMS. Also abbreviated as TFN. ## V ### Variant A message version within a campaign, used for A/B testing. ## W ### Wait Step A journey step that pauses for a specified duration. ### Webhook An HTTP callback that delivers event data in real-time. ### Welcome Journey An automated sequence that triggers when contacts join a list. ### White Label A branded version of the Trackly SMS platform deployed under a custom domain with custom branding, colors, and logo. ## Next Steps Understand platform entities See the full platform overview