A system and a method are disclosed for enabling 2-way mobile interactions between merchants and consumers using text messaging (short message service (SMS) messaging). The system supports an SMS text keyword (or keywords) per merchant, which consumers can text to an SMS short code expressing a particular intent. The merchant's account on the system can then respond with specific information back to consumers depending on rules defined on the system for each word or sequence of words being sent in the SMS message. Consumers can be sent subscription text messages based on the intent of the consumer.