A Keyword is simply a word that you can rent from Call Loop to build your list by having people text in to our 38470 short code.
For example, "Text LOOP to 38470".
Typically, you would want to acquire a Keyword that resembles the nature of your business or organization. For example, if your business is Joe's Cigar Shop, you may want to secure the Keyword "JoesCigars".
This word will be owned by you and only you, so no one else will be able to acquire this, so long as it remains active on your account.
Here's how a Brewery uses Call Loop Keywords to build their SMS list.