10DLC vs short code vs toll-free: How to choose the right number + Quiz
Learn the key differences between 10DLC, short codes, and toll-free numbers for SMS campaigns. Discover which option is best for your business goals and budget.
Want to take your SMS campaigns to the next level? But before you send those cleverly crafted messages into the world, let’s choose the right number.
The type of number you choose can significantly impact deliverability, brand perception, and even the types of campaigns you can run.
The primary options available—10DLC, short code, and toll-free numbers—each offer distinct features and advantages, catering to different business needs and objectives.
In this blog, we’ll define these number types, compare their key aspects, and show the ideal use cases for each, empowering you to make an informed decision and craft SMS campaigns that truly resonate.
What is an SMS short code?
An SMS short code is a five- to six-digit mobile number businesses use to send and receive SMS and MMS messages.
Short codes are easy to remember, making them highly effective for marketing and promotional campaigns. Messages sent from short codes are instantly identifiable as business communication, which ensures customers don’t mistake them for spam. Additionally, they enable rapid message delivery, which is particularly beneficial for high-volume campaigns.
Ideal for: contests, promotions, and reaching huge audiences.
What is 10-digit long code?
A 10-digit long code (10DLC), or A2P 10DLC, is a 10-digit phone number used for business messaging in the US.
Compared to short codes, 10DLC numbers are easier and quicker to set up and come with lower setup and monthly costs. They support a wide range of business messaging applications, contributing to their growing popularity. However, using a 10DLC requires a special registration process and adherence to US messaging guidelines.
Ideal for: personalized offers, appointment reminders, two-way conversations, and other customer-focused initiatives.
What is a toll-free number?
Toll-free numbers have distinct three-digit area codes (e.g., 800, 888, 877, and 866), allowing callers to reach businesses without being charged. Widely used for customer service, they can also handle all types of A2P messaging (application-to-person), including marketing.
Ideal for: building trust, offering customer support via text, and even receiving calls.
Examples of messages sent from a 10DLC, short code, and a toll-free number.
How do 10DLC, short codes, and toll-free numbers compare?
To choose the best number type for your SMS campaigns, consider the following questions:
- Who do you want to reach with your messages? Is your target audience local, national, or international?
- What features do you need? Do you need MMS, call forwarding, or other specialized capabilities?
- How many messages will you send per month? Will it be hundreds, thousands, or tens of thousands?
- How quickly do you want to start sending? Some number types have longer setup times.
So, let’s look at how they compare:
Cost
- 10DLC: Offers the lowest setup and monthly costs, making it an economical choice for small to medium-sized businesses.
- Toll-free numbers: Have moderate costs that vary depending on the volume of messages and additional features like voice services.
- Short codes: Involve the highest setup and monthly fees because of their premium capabilities and extensive vetting process, which ensures high throughput and reliability.
Setup and registration
- 10DLC: Features a relatively straightforward and quick setup process, typically taking a few days to a week, with a required registration to ensure compliance with carrier regulations.
- Toll-free numbers: Offer a semi-complex setup, usually within two weeks, with a simple registration process for messaging.
- Short codes: Require a more complex setup that can take several weeks because of the rigorous carrier approval process necessary for high-volume messaging.
Branding
- 10DLC: Offers a local presence, enhancing trust and familiarity with recipients in specific regions.
- Toll-free numbers: These are widely recognized and trusted for business communication, providing a professional and authoritative touch.
- Short codes: These are highly memorable and recognizable, ideal for branding and promotional activities that aim for high visibility and impact.
Other key factors of 10DLC, short codes, and toll-free numbers
| 10DLC | Toll-free number | Short code | |
|---|---|---|---|
| Digit length | Ten digits long | Ten digits long | 5-6 digits long |
| Messaging model | A2P and P2P | A2P | A2P |
| Voice | Enabled, US and Canada | Enabled, US and Canada | N/A |
| Brand vetting | Required | No | Required |
| Campaign approval required | Yes | TFN registration required | Yes, only in the US |
| MMS | Yes, the US and Canada | Yes, the US and Canada | Yes, US only |
| Keywords | Opt-in, opt-out, and help | Stop, unstop, opt-in, help – network managed | Opt-in, opt-out, and help |
Which type of SMS number is right for your business and use case?
// Example 1: National retail chain with customer support focus
In this scenario, you are a large retail chain with stores nationwide that want to launch an SMS-based customer support campaign. You want to project a professional image and allow customers to quickly reach out without incurring charges.
Why are toll-free numbers the right choice?
National accessibility: Toll-free numbers are recognizable and accessible anywhere in the country.
Professional image: Toll-free numbers convey legitimacy and trust.
Two-way communication: They support both inbound and outbound SMS.
Call forwarding: They offer customers the option to call for urgent issues.
// Example 2: National contest
You’re planning to promote a new product with a nationwide contest. You anticipate a high number of entries and need a solution for massive message throughput.
Why are short codes the right choice?
Memorability: Short codes are easy for customers to remember and text, increasing participation in the contest.
High throughput: Short codes are designed to handle high volumes of messages, ensuring that all entries are received promptly and without delays, even during peak times.
Keyword recognition: Short codes work well with keyword-based campaigns, allowing the brand to track entries and segment participants.
Brand awareness: To reinforce brand recognition, your brand can customize the short code to align with your campaign (e.g., “Text SNACK to 12345”).
Broad reach: Short codes are accessible to customers on all major mobile networks.
// Example 3: Wellness platform
You operate a wellness platform that connects users with local yoga studios, fitness instructors, and wellness practitioners. You want to help these businesses engage their clients through SMS reminders, class updates, promotional offers, and personalized tips, all while ensuring reliable delivery and maintaining a professional image.
Why is 10DLC the right choice?
Affordability: Cost-effective for small businesses.
Personalization: 10DLC allows personalized messaging tailored to each customer.
Higher throughput: 10DLC offers timely delivery of promotional messages.
Compliance and deliverability: 10DLC is designed for business messaging and complies with carrier regulations, ensuring better deliverability and reducing the risk of messages being filtered as spam.
Professional identity: Your clients can use local area codes for their 10DLC numbers, enhancing their credibility and establishing a local presence.
Quiz: What number is right for you: 10DLC, short code, or toll-free?
Your score is: 0
10DLC is likely the most suitable option. This suggests a focus on cost-effectiveness, personalized communication, and local/regional reach.
Both 10DLC and toll-free could be good choices. This indicates a balance of needs, and the final decision should be based on specific priorities like brand recognition (toll-free) or cost-effectiveness (10DLC).
Toll-free is likely the preferred option. This suggests a higher priority on brand recognition, national/international reach, and potentially higher messaging volume.
Since you have selected high message volume and your main goal includes alerts and notifications, you could also consider short codes. They are ideal for high-volume, broadcast-style messaging, especially for alerts and notifications. However, they are typically more expensive than other options.
Note: This quiz is designed to be a fun and engaging way to explore your SMS messaging options. It isn’t legal or professional advice.
For personalized guidance on choosing the ideal messaging solution for your business, please don’t hesitate to reach out to our Infobip experts. We’re here to help!
Conclusion
The examples above illustrate that the ideal SMS number type depends heavily on your specific goals and audience.
By carefully evaluating your needs and understanding the strengths of each number type, you can confidently choose the perfect tool to enhance your SMS campaigns and drive better results.
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