Twitter started at a podcasting company Odeo. The company board members had a "daylong brainstorming session." During the meeting, Jack Dorsey introduced the idea of one person using an SMS service to communicate with a small group. At first, they called this project "twttr". It fit the five-character length of American SMS short codes and sounded like "Flickr". At first, the developers planned to use "10958" as a short code. Later they changed it to "40404" because it was easier to remember and type. Dorsey sent the first Twitter message at 9:50 PM Pacific Standard Time (PST) March 21, 2006. The first tweet was, "just setting up my twttr."