What are Short and Long SMS Codes and 13 Tips for Setting Them Up

We work with many marketers in both B2B and B2C companies and one thing is for sure; most are evaluating, if not already doing SMS marketing aka text messaging. It makes good sense. We’ve all read the stats about how much time people spend on their mobile phones and how SMS is a great communication channel to reach your customers with an average of 98% of texts being read. Alas, know your audience. SMS makes sense for many companies to communicate with their customers but not all. And, there are strict SMS compliance regulations to adhere to such as CAN-SPAM and Telephone Consumer Protection Act (TCPA) which you can read all about Textline’s SMS Compliance Checklist.

For those of you evaluating SMS for your marketing programs, it helps to understand how it works. We wrote this post to help you understand what short and long SMS codes are, costs to get them, and how to set them up with the expected timelines. We found that many marketers didn’t know about the costs and process involved in implementing SMS. Knowledge is power so here you go!

Oh and SMS software providers will ask you a few questions to provide you an accurate quote such as your estimated annual SMS send volume, if you want short and/or long codes and how many of each. Or, if you already have short and/or long codes, you can migrate them to the new SMS software provider.

What are Short and Long SMS Codes?

Short SMS codes are 5-6 digits and are best suited for high-volume, one-to-many text messaging, such as:

• Mass marketing campaigns
• Promotional updates
• Text to win sweepstakes
• Text to vote surveys
• Emergency alerts

Short codes are also a good choice for businesses that need to send messages to a large number of customers quickly and reliably. 

You must apply to lease a random short code or a vanity aka dedicated short code. Random short codes cost less to lease than dedicated short codes. You’ll need to check the U.S. Short Code Directory to find out which codes are available for lease. If you want to send SMS to recipients outside the U.S., you’ll need to apply and register in each country separately. Your SMS software provider will typically help you fill out and submit the registration forms.

Long SMS codes are 10 digits and include a 3-digit area code. They are better suited for one-to-one text messaging with customers such as:

• Appointment confirmations and reminders
• Order confirmations
• Shipping notifications
• Two-factor authentication messages
• Customer support inquiries

Long codes are also a good choice for businesses that need to send messages to a smaller number of customers or that need to have a more personal touch. They are sometimes referred to as 10DLC which stands for “10-digit long code.”

Like short codes, you must apply and pay to register a long SMS code through The Campaign Registry aka TC. You have to fill out two registration forms: brand and campaign. Again, your SMS software provider will typically help you fill out these forms and must submit them to TCR for you. TCR explains this in more detail here.

Here is a table that summarizes the key differences between short and long SMS codes:

Feature	Short SMS codes	Long SMS codes
Length	5-6 digits	10 digits
Messaging volume	High volume: 400 messages per second	Low volume: 30 messages per second
Use cases	Mass marketing, promotional updates, emergency alerts, text to win sweepstakes, text to vote surveys	Appointment reminders, order confirmations, shipping notifications, two-factor authentication messages, customer support inquiries
2-Way Messaging	Supported	Supported
Voice Capability	Not supported	Supported
Cost for Codes	More expensive. $500/month/random short code $1,000/month/dedicated short code	Less expensive. ~$10/month/long code
Timeline to Implement	Longer: 2-3 months	Shorter: 2-3 weeks

Ultimately, the best way to choose between a short and long SMS code is to consider your specific needs and use cases. If you need to send high-volume messages to a large number of customers, then a short code is the best option. If you need to send personalized messages to a smaller number of customers, then a long code is the best option. And, keep in mind that you may need both.

Tips for Setting Up Short and Long SMS Codes

Once you decide if you’ll use short codes and/or long codes, you need to set them up. Here are tips for doing so:

Short SMS codes:

• Choose a memorable keyword. This is the word or phrase that customers will text to your short code to opt in to receive messages from you. Make sure it is easy to remember and relevant to your business.
• Get approval from your carrier. The carrier must approve your short code before you can start using it. This process can take several weeks, so be sure to start planning early.
• Use a reputable SMS software provider. An SMS software provider will help you manage your short code and create and send effective text message campaigns. Some examples are Twilio, Textedly, Textline, Sinch, etc. Some marketing automation platforms that offer SMS are Eloqua, Marketo, Salesforce Marketing Cloud Engagement etc.
• Promote your short code. Once you have a short code, let your customers know about it. You can promote it on your website, social media, and in your marketing materials.

Long SMS codes:

• Choose a local number(s) if your business is regionalized. This will help to increase the trust of your customers and make it more likely that they will respond to your messages.
• Set up a dedicated line. This is especially important if you are sending a large volume of text messages. A dedicated line will help to ensure that your messages are delivered quickly and reliably.
• Use a two-factor authentication (2FA) process. This will help to protect your customers from spam and phishing attacks.

Tips for both short and long SMS codes:

• Obtain opt-in consent before launching SMS. There is no SMS warming process required like there is with a new email IP address but some consider the process of obtaining SMS opt-ins a flavor of SMS warming. It really isn’t at all like email IP warming though. Point is: you cannot legally text someone without their opt-in consent first. They can opt-in via a text-to-join campaign where they sign up by texting a keyword to your number such as “JOIN”
• Add SMS opt-ins to your website forms wherever you ask for a phone number (and consider adding phone numbers to your forms that do not have it). Ensure there is an opt-in checkbox that they have to click and that explicitly states they give your company permission to send them SMS messages
• Create clear and concise SMS messages. Text messages are limited to 160 characters, so make sure your message is to the point and easy to read.
• Personalize your messages. Address your customers by name and include relevant information in your messages. This will help to make your messages more engaging and effective.
• Include a call to action. Tell your customers what you want them to do, whether it is to visit your website, make a purchase, or sign up for a webinar.
• Track your results. Use analytics to track your SMS delivered, click-through, and reply rates. This will help you to see what’s working and what’s not.

Conclusion

By following these tips, you can determine if you need short and/or long SMS codes then set them up to effectively reach your customers, give them a great experience, and grow your business.

Need help determining where to start or how to use SMS to improve your marketing? Contact Us and one of our Marketing SMS Experts will be happy to help.

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