A communications service (and components thereof) have one or more communication addresses (e.g. short codes, telephone numbers, IM names/domains, IP addresses, etc.) for receiving text-based messages, a service platform for carry out a number of communication services, and a database of registered subscribers. Subscribers access the database preferably through a web-enabled interface. A subscriber associates a selected communications service with a unique alphanumeric code and conveys the alphanumeric code to other individuals as desired. The individual enters the alphanumeric code as part of a text-based message communicated to the communications address of the service. The service includes logic that receives the text-based messages over the diverse messaging formats and processes the text embedded in each message to extract the alphanumeric code therein. The logic accesses the database to identify the subscriber and communication service that is uniquely associated with the particular alphanumeric code received as part of a given text-based message. The logic then controls the service platform to carry out the communication service that is associated with the alphanumeric code and subscriber. The plurality of communications services supported by the service platform and alphanumeric codes preferably include at least one of voice call functions, voice mail functions, text message functions, text broadcast functions, and media delivery functions.