Custom domain for shortened URLs

Overview

When using the trackable short link feature in Sinch Engage, links are automatically shortened to 22 characters using our default regional domain targets:

• APAC: nxt.to
• EMEA: nxe.to
• US: stx.to

You can customize this default link to use your organization's own domain or subdomain while preserving full link tracking and analytics. For example, a default link such as https://nxt.to/1234567 (or https://stx.to/1234567) can display as https://sms.mybusiness.com/1234567.

Using a branded custom domain reinforces your brand identity in outbound messaging and boosts recipient click-through rates by establishing immediate sender trustworthiness.

Regional URL Shortener Targets

Sinch Engage operates across three regional instances. You must point your CNAME record to the target domain matching your specific account region:

How It Works

When a contact clicks your branded short link, the request is handled in three simple steps:

1. Custom Domain Forwarding: The recipient clicks your branded URL (e.g., sms.mybusiness.com/xyz123). Your DNS CNAME record seamlessly forwards the traffic to the Sinch Engage shortener in your region (nxt.to, nxe.to, or stx.to).
2. Click Tracking: Sinch Engage securely records click metadata for your campaign reports (including timestamp, device user agent, and link preview unfurling).
3. Instant Redirection: The recipient is immediately forwarded to your intended destination landing page.

The entire process happens in milliseconds without any noticeable delay to the recipient.

Setup Process

Setting up a custom domain involves a brief collaboration between your technical team and Sinch Engage Support.

Step 1: Submit Your Initial Request

Submit a request to our support team indicating that you intend to configure a custom domain for shortened URLs. Include your Sinch Engage account ID and your regional instance (APAC, EMEA, or US).

Step 2: Configure Your DNS CNAME Record

Add a CNAME record within your DNS provider (e.g., Cloudflare, GoDaddy, AWS Route 53) pointing your selected subdomain to the appropriate regional shortener domain.

DNS Configuration Reference

• Host / Name: Your chosen subdomain (e.g., sms or links for sms.mybusiness.com)
• Type: CNAME
• TTL: 3600 (or Automatic / Default)
• Target / Value: Select based on your account region:
  • APAC accounts: nxt.to
  • EMEA accounts: nxe.to
  • US accounts: stx.to

Note: We strongly recommend using a dedicated subdomain (such as sms.yourdomain.com or click.yourdomain.com) rather than your root/apex domain (yourdomain.com), as root domains typically conflict with existing root A or MX records.

Step 3: Verify DNS Propagation

Once the CNAME record is configured and propagated, test it by opening your subdomain in any web browser (e.g., visit http://sms.mybusiness.com).

• A successfully routed DNS record will return a plain page displaying:

  ShortUrl.Redirector v.1.1.0-XXXX

• Seeing this message confirms that traffic is successfully reaching the Sinch Engage shortener service.

Step 4: Submit Details Back to Sinch Engage

Once verification is complete, provide the following details to our support team:

1. Account ID(s): The Sinch Engage account ID(s) where you want this custom short domain activated (located under Account > Account Settings in your Sinch Engage dashboard).
2. Account Region: APAC, EMEA, or US.
3. Full Custom Domain: The complete hostname you configured (e.g., sms.mybusiness.com).
4. Fallback / Home Page Redirect URL: The web address where users should land if they navigate directly to the root of your subdomain without a link hash (e.g., https://www.mybusiness.com).
5. Technical Contact Information: Name and email of your technical administrator in case configuration adjustments are required.

Once received, our engineering team will complete domain binding and notify you as soon as trackable links begin generating with your custom domain.

Frequently Asked Questions (FAQs)

How long does setup take?

Provisioning involves manual configuration and SSL certificate generation by our engineering team. Please allow approximately 5 to 10 business days once your CNAME is verified and submitted.

What recipient data is collected during click tracking?

To provide campaign analytics within the Sinch Engage platform, the service captures:

• Original Sinch Engage Message ID
• Recipient phone number
• Short link URL accessed
• Full destination URL
• Click timestamp
• User Agent and IP address
• Unfurl status (differentiating between automated social/messaging previews and genuine human clicks)

Sinch Engage uses this data strictly for in-product reporting and campaign analytics.

Are third-party tracking libraries or cookies used?

No. We do not place cookies or embed third-party tracking scripts when expanding short links.

How secure is the custom short domain service?

• No Public Directory: The redirection service maintains no public endpoints allowing users or external crawlers to enumerate or list active hashes or target URLs.
• Large Entropy Space: Link hashes use a cryptographic space exceeding 3.5 trillion possibilities.
• Edge Protection: Regional entry points (nxt.to, nxe.to, and stx.to) are protected by web application firewalls (WAF) and rate-limiting safeguards.
• PII Best Practice: As with all URL shortener platforms, do not pass unencrypted Personally Identifiable Information (PII) within query strings, as query parameters may be stored in browser histories and intermediate proxy logs.