Short Codes
Short codes, typically 5-6 digits compared to the 10 digits in other types, are special telephone numbers designed for high-throughput messaging. Short codes come with guaranteed high throughput, starting at 100 messages per second (MPS), unlimited message volume, and the lowest amount of carrier filtering. Because of this, short codes are best suited for high volume, critical messages.
This unparalleled throughput and delivery does come at a cost. Number leasing fees for short codes are significantly higher than its two counterparts, Toll-Free and 10DLC numbers. Short codes were built for large-scale messages, and do not support voice functionality. Furthermore, in order to preserve a trusted channel and a low filter rate, short-codes require an application process that takes 6-10 weeks to approve.
When to Use a Short Code
Short Codes are best for high volume notifications such as letting customers know that a bill is ready, or an order was accepted. Because Short Codes have the highest delivery, and highest throughput they are best for urgent, large-scale alerts, such as account verification (one-time passwords), fraud alerts, and emergency notifications. In these use cases, messages are often mission critical, so the additional costs are worth the increased deliverability.
Outside of alerts and notifications, short codes are commonly used for promotional messaging. Businesses are able to send high volumes in short timeframes with high deliverability, making a Short Code a great option for limited time discounts or flash alerts to consumers.
A2P 10DLC
Application-to-person 10-Digit Long Code, or A2P 10DLC, provides the capability to send SMS/MMS over local landline phone numbers. A2P 10DLC numbers offer high throughput and high delivery rates while providing your brand with a local identity. With A2P 10DLC you can leverage local numbers with recognized area codes (geomatching) to increase trust and engagement with your customers. A2P 10DLC can also be voice-enabled.
Similar to short codes, A2P 10DLC numbers also have a mandatory registration process to ensure compliance with industry policies. This process can take up to 3-5 weeks due to secondary industry vetting. Throughput on A2P 10DLC is variable. The registration process results in a Trust Score, which dictates the maximum throughput allocation and volume of messages. Depending on your brand and use case you could receive anywhere between 3 and 180 MPS.
When to use A2P 10DLC
The strongest attributes of 10DLC are the ability to text-enable existing business phone numbers and they are the only number type to provide you with a local identity. It is a great number for use cases where localized, personalized communication is valued. This includes scenarios like providing a messaging platform to realtors where a local area code brings trust and credibility into their transactions, and franchises that want local numbers for each of their offices.
It is also the best number for proxy conversations, allowing you to provide anonymity to members of the service industry in scenarios like last-mile delivery conversations or ride-share applications. A2P 10DLC numbers allow consumers to communicate with service industry members to identify lost items or provide additional delivery items over voice and messaging platforms, providing a better customer experience.
Toll-Free
The last US messaging number type is toll-free, the most flexible number type. Toll-Free numbers are capable of sending high volume SMS/MMS communications and are capable of being voice enabled. Because they can be used across use cases and communication channels, they provide your company with a singular number for all your communication needs, creating a consistent experience for your customers.
Toll-Free numbers give you optionality, so if you are unsure of your use cases they can be a great starting point. Toll-Free numbers start at 3 MPS and for qualifying customers can reach throughput levels that rival Short Codes (also referred to as High Throughput Toll-Free). Additionally, there are no limits on the total volume of messages you can send.
Toll-Free numbers can be provisioned instantly and have the lowest friction when it comes to the onboarding process. These senders have a mandatory verification process to improve trust and decrease filtering. This process typically takes approximately 5-14 days for approval. The wait is worth it, however, because verifying your number will help you see lower filtering when you are applying best practices around opt-in and message content.
When to use Toll-Free
Toll-Free numbers provide your company with a universal brand identity. This, combined with their flexible nature makes toll free numbers particularly suited to support/sales lines where customers can call in or text in to get the support they need. Having the same brand identity lends itself to being a great number for sending out customer satisfaction surveys (e.g. how would you rate your experience today?).
In practice, Toll-Free numbers are also used for a variety of other use cases that require a high volume of messages to be delivered including marketing messages and notifications.
