By default a short link ends in a random code, like go.esmsafrica.io/Ab12Xy. A custom back-half replaces that with something meaningful, like go.esmsafrica.io/launch.

How to set one

When you create a link, fill in the Custom back-half field. Use letters, numbers, hyphens and underscores (1–64 characters). If the back-half is already taken on that domain, you'll be asked to pick another.

Tips

  • Keep it short and readable — go.esmsafrica.io/june-sale beats a random code in an SMS.
  • Use consistent naming for campaigns (e.g. promo-ke, promo-ng) so your analytics stay tidy.
  • Pair a custom back-half with a branded domain for fully on-brand links like go.yourbrand.com/launch.