Here come voice-enabled shortcodes

Brand looking for new ways to interact with consumers, pay attention: voice-enabled shortcodes are on their way to the UK wireless market. As explained today on New Media Age, the voice-enabled shortcodes will enable consumers to use the same number for anything from texting to a company, calling an interactive voice (IVR) service or making a personal call.
If you really want to know the true, I don’t get what voice-enabled shortcodes are. Could someone explain it to me? Thanks