When getting started with short message service (SMS) marketing, your first thought might be to use your regular business cell number. After all, it’s right there in your pocket, and it won’t cost you anything extra to send messages. Seems like a no-brainer, right?
Not so fast. Using your own number might seem like the easiest option, but it can create problems quickly. That’s because carriers have strict rules about who can send bulk texts and how those messages should look.
So, what’s the solution? To stay on the carriers’ good side, you need to choose between a long code or short code number. Here’s what you need to know to make the right call for your business.
Understanding short code numbers
Short codes are 5-6-digit mobile phone numbers made for high-volume SMS marketing. They allow your text messages to bypass the usual digital traffic jams, with high throughput speeds of up to 400 messages per second (MPS). This means you can send out massive campaigns in minutes, reaching thousands of subscribers with just a few clicks.
Plus, short codes support two-way SMS and multimedia messaging service (MMS), so you can send rich media and actually hear back from your customers. Just keep in mind that this level of performance comes with a premium price tag. You’ll also need to pack a little patience, as the approval process takes up to 12 weeks to get fully up and running.
Types of short codes
You’ve likely seen these SMS codes in action whenever a brand asks you to “Text SAVE to 55555” to snag a limited-time offer. But did you know that there are 3 different types of short codes?
- Shared short codes: An older, budget style where multiple businesses used the same number. They’re now phased out because a single spammer could get the number blocked for everyone.
- Dedicated short codes: A number that belongs entirely to you. You have full control over your brand’s reputation and never have to worry about another company affecting your deliverability.
- Vanity short codes: A custom dedicated number that you get to handpick, like 74637 (SHOES) for a shoe store. They’re the easiest for customers to remember and can help reinforce your brand identity.
Pros and cons
Whether you choose dedicated or vanity codes, these numbers come with clear benefits, but there are a few trade-offs to consider.
Pros
Here’s where short codes stand out:
- Designed to handle mass texting with ease
- Strong deliverability with less risk of carrier filtering
- Support two-way SMS and MMS messaging
Cons
But there are some downsides:
- Longer setup and approval process with carriers
- Higher up-front and ongoing costs compared to other options
- No voice support, limiting customer communication
Understanding long code numbers
Long codes are standard 10-digit phone numbers, but they’re set up differently for business texting. If you want to use your current number, it must first go through application-to-person (A2P) 10-digit long code (10DLC) registration.
The payoff for registering? You get to keep all the functionality customers expect from a regular number. Long codes support voice calls, two-way texting, and MMS, all from that same number. So, there’s no need to juggle multiple business lines.
The application process is quick and easy, too. You simply register who you are and what you’re texting about with the Campaign Registry. They’ll complete a quick vetting process in 2-3 weeks and assign a trust score. Carriers like T-Mobile use these scores to determine your messaging limits and throughput (up to 30 MPS).
If you need to move even quicker, you can sign up for a toll-free number instead. You get all the same benefits, but even less waiting, as the application process usually takes 1-2 weeks.
Types of SMS long codes
Long codes come in 2 common formats, each with its own look.
- 10-digit long code (10DLC): Looks exactly like any other local number in your area, such as (555) 123-4567. If you already have a business number, there’s a good chance it can be registered and used for messaging.
- Toll-free numbers: Starts with a toll-free prefix, like 800, 888, 877, 866, or 833, such as 800-123-4567. These numbers are easy to recognize, especially since they can spell out words or phrases, like 1-800-SHOP-NOW.
Pros and cons
Long codes can work well for most businesses, but they’re not the right fit for every situation.
Pros
These are the main benefits of using long codes:
- Lower cost compared to short codes
- Faster setup and approval process
- Supports voice, two-way texting, and MMS
Cons
Here’s where long codes fall short:
- Lower sending limits and speeds
- Message limits can vary by carrier
- More likely to be filtered or blocked
Key differences between short codes and long codes
While many factors can influence your decision, weighing these key differences can help you choose the best option for your unique business goals.
- Sending speed: At up to 400 MPS, short codes run circles around long codes, which can only reach about 30 MPS.
- Two-way communication: Both types of numbers offer two-way texting and MMS, but only long codes are voice enabled.
- Customer experience: Short codes feel more like automated messaging, while long codes create a more human touch with a recognizable 10-digit number.
- Overall cost: Long codes are the more cost-effective option, with lower setup fees and monthly costs than short codes.
- Setup process: Short codes can take up to 12 weeks for approval, but you can get started with toll-free long codes in 1-2 weeks.
If you need to send high-volume campaigns, a short code is the way to go. However, if you’re just starting out, have a smaller budget, or want to keep the same number for all texts and phone calls, a long code is the perfect choice.
Most businesses start with a long code to test the waters and get a feel for SMS marketing. As your efforts grow and you need to send larger campaigns more quickly, you can always upgrade to a short code to take your messaging to the next level.
Set your SMS marketing program up for success
Which code will you choose? Short codes and long codes each have their strengths when it comes to sending text messages. Consider your business needs, budget, and goals, then pick the code that will best support your SMS marketing efforts. No matter which option you pick, you’re now ready to connect with your audience and get people excited to hear from you.