QR Code Content Types
QR codes can trigger different actions on smartphones depending on their content format. Understanding these formats helps you create codes that work seamlessly and provide the best user experience. This guide covers all major content types with practical examples.
URLs
URLs are the most common QR code content. When scanned, the device offers to open the URL in a browser. This simple format powers countless applications from marketing to restaurant menus. Basic format: Simply encode the complete URL including the protocol. "https://example.com" opens that website. Always include https:// or http://—some scanners don't assume the protocol. Keep URLs short when possible. Each character increases code complexity. A 200-character URL creates a much denser code than a 30-character one, requiring larger physical size for reliable scanning. Consider URL shorteners for long links, but balance against user trust—some people don't click shortened URLs from unknown sources. Use HTTPS when possible. Many mobile browsers and apps warn users about HTTP links, which creates friction. More importantly, HTTPS protects users from interception on public WiFi. For tracking and analytics, add UTM parameters: https://example.com/landing?utm_source=qr&utm_medium=print&utm_campaign=spring2024. This lets you measure QR code campaign effectiveness in analytics tools. Deep links to apps use custom schemes: myapp://action/parameter. If the app is installed, it opens directly to the specified content. Combine with a fallback URL for users without the app using platform-specific smart links (iOS Universal Links, Android App Links). For print materials, consider what happens on different devices. Test that the landing page works on iOS and Android, various screen sizes, and different browsers. A QR code that leads to a broken experience is worse than no code at all.
WiFi Credentials
WiFi QR codes let users connect to networks by scanning, eliminating the need to type long passwords. They're perfect for guest networks, cafes, hotels, or any situation where you share network access. The format is: WIFI:T:security;S:networkname;P:password;; where T is the security type, S is the SSID (network name), and P is the password. The trailing semicolons are required. Security types: WPA (covers WPA, WPA2, WPA3), WEP (legacy, avoid if possible), nopass (open networks without passwords). Example for a WPA2 network: WIFI:T:WPA;S:MyHomeNetwork;P:MySecurePassword123;; Special characters in SSID or password must be escaped with backslash: ; for semicolon, : for colon, \ for backslash, " for double quotes. A password like "hello;world" becomes: P:hello;world Hidden networks add H:true to the string: WIFI:T:WPA;S:HiddenNetwork;P:Password;;H:true;; This tells the device to connect even though the network doesn't broadcast its SSID. When the user scans, most smartphones (iOS 11+, Android 10+) automatically offer to connect to the network. Older devices may simply display the text without the automatic connection offer. Security considerations: Anyone who scans the code gets your password, so don't use this for networks where you need to track individual users or revoke access. For guest networks with regularly changing passwords, dynamic QR codes (via URL shortening services with update capability) can be updated without reprinting. For businesses, consider creating a dedicated guest network with QR access rather than sharing your main network credentials. This provides convenience while maintaining security boundaries.
Contact Cards (vCard)
vCard QR codes encode contact information. When scanned, smartphones offer to add the person to contacts. They're ideal for business cards, conference badges, and any situation where contact exchange happens. Basic vCard format: BEGIN:VCARD\nVERSION:3.0\nN:Last;First\nFN:First Last\nTEL:+1234567890\nEMAIL:[email protected]\nEND:VCARD. Each field on a new line (\n in the encoded data). Common fields: N: name (Last;First;Middle;Prefix;Suffix), FN: formatted full name, ORG: organization, TITLE: job title, TEL: phone (add ;TYPE=CELL or ;TYPE=WORK), EMAIL: email address (add ;TYPE=WORK), ADR: address, URL: website. Multiple values use semicolons: TEL;TYPE=CELL:+1234567890 followed by TEL;TYPE=WORK:+1987654321 adds both numbers. Similarly for multiple email addresses. vCard version affects compatibility. Version 3.0 is widely supported. Version 4.0 adds features but some older devices struggle with it. For maximum compatibility, stick with 3.0. Keep vCards minimal for smaller QR codes. Include essential contact info—name, phone, email—rather than complete address and biography. Each additional field increases code complexity. Social profiles can be included in newer vCard versions: X-SOCIALPROFILE;TYPE=linkedin:https://linkedin.com/in/username but compatibility varies across devices and contact apps. For business cards: place the QR code where it's easy to scan, include a brief note explaining what scanning does, and ensure the physical card still has essential info for people who won't scan. Not everyone uses QR codes, and some professional contexts still prefer traditional contact exchange.
Phone and SMS
Phone and SMS QR codes enable quick communication by pre-populating dialer or messaging apps. They're useful for customer service numbers, emergency contacts, and marketing campaigns requesting text responses. Phone numbers use the tel: URI scheme: tel:+1234567890. Scanning opens the phone dialer with the number pre-filled. The user still needs to tap "Call"—the code doesn't automatically dial, which would be a security nightmare. Use international format with country code for maximum compatibility: tel:+1-555-123-4567. Leading + followed by country code (1 for US/Canada) ensures the number works regardless of where the user is located. Hyphens are optional but improve readability. SMS messages: sms:+1234567890 opens the messaging app with the recipient pre-filled. Add a message body with: sms:+1234567890?body=Hello%20from%20QR! Body content should be URL-encoded (spaces become %20). Alternative SMS formats exist: some systems use sms:+1234567890&body=... (ampersand instead of question mark) or sms://+1234567890/... (double slashes and slashes). The question mark format has the best compatibility, but test on your target devices. For marketing SMS campaigns, pre-fill a keyword that triggers an auto-response: sms:+1234567890?body=SUBSCRIBE. The user just has to hit send. This is common for loyalty programs and mailing list signups. MMS (picture messages) is technically possible but poorly supported. Stick to SMS for reliability. USSD codes (like *123#) for mobile services don't work reliably in QR codes across all devices. If your use case involves USSD, provide the code as text instead. Verify phone numbers work before printing thousands of codes. A simple transcription error in a widely distributed QR code is an expensive mistake to fix.
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