A hypertext transfer protocol (HTTP) request is used to actuate a secondary communications protocol (e.g., Short Message Service). A server receiving the request may be configured to take actions not specified by the URL associated with the request in response to the characters encoded in the request, such as accessing a secondary communications protocol. The server parses the request to identify action codes and/or content in the request itself, and takes action based on the code or content value. A token code representing a value or fixed number of uses may be utilized in connection with the techniques disclosed herein.