When you rent a keyword, you’ll be using a short code (eg.33339) that is shared between organizations. Hence the affordable pricing.
When you rent a dedicated short code, you will have sole access to the short code, allowing you to create unlimited keywords at no additional cost. The monthly rental for a dedicated short code can range between $500 - $1000.
If you’re starting out with SMS marketing, renting specific keywords is more cost-efficient.