SMS keywords allow customers to use a singular shortcode (eg. 60777) in conjunction with a Keyword, to send messages to you. These are useful if you are running multiple campaigns, as all responses are segregated on your portal, allowing you to see who has responded to what keyword. In addition, you can apply separate auto-responses, content, frequency and forwarding options on each keyword you use.
Keywords are designed for marketing use, or for customers to easily contact you for information on certain services/products you may offer.
You are provided a generic keyword for free when you sign up. If you wish to have a customised keyword or multiple keywords, then these carry an additional rental charge for each keyword.