Long Code Vs Short Code: Which One to Choose as a Business

Every business is unique, and your communication strategy should reflect that.

SMS stands out for its high engagement and cost-effectiveness, and it lets you reach hundreds of contacts with just a few cents per message.

It fosters two-way conversations and allows customers to interact at their convenience.

If you're convinced SMS is your go-to, your next choice is the type of phone number: short or long code.

Each offers distinct advantages and features, which is why you have to pick the one that best suits your needs.

What is a Long Code?

A long code is a standard 10-digit phone number used for SMS messaging, including voice calls and text messages.

These allow businesses to send SMS and MMS messages to customers with local numbers.

An SMS long code is popular for one-to-one messaging and often used in customer service, mass notifications, and emergency alerts.

Long code phone numbers like 10DLC in the U.S. market are designed to handle sending SMS messages to multiple recipients, though not at the same volume as short code messages.

Many businesses opt for toll-free numbers for SMS marketing to reach customers across regions without incurring additional costs.

Long code messaging is a cost-effective option for smaller companies looking to send SMS in a more personalized manner.

With long code numbers, businesses can maintain a consistent sender ID across their channels.

Pros of SMS Long Codes

Long codes allow for conversational messaging, which enables real-time, two-way communication with customers.

This is ideal for customer service and time-sensitive messages, where maintaining the same number for both calls and texts is essential.

Toll-free numbers provide additional flexibility, letting businesses send SMS messages without customers incurring charges.

The low cost of long codes makes them a cost-effective choice for small businesses and local customers looking to integrate text messaging into their marketing strategy.

The setup process is straightforward, with no need for complex vanity short codes or carrier vetting.

Long codes are an excellent option for personalized, two-way messaging with a number consistent across all communication channels.

Cons of Long Codes

Despite their benefits, long codes have limitations. They generally have lower throughput compared to shortcodes.

For instance, while toll-free numbers can handle up to 1,200 texts per minute, long codes may not be suitable for extremely high-volume campaigns.

However, many businesses can still send hundreds of thousands of texts per month effectively with long codes.

An SMS long code can send texts in batches rather than individually, contrary to the belief that they only handle one message at a time.

This batch processing allows long codes to manage moderate volumes of messages, although they might not be as efficient as shortcodes for very rapid delivery needs.

Long codes may be subject to spam filters, which could affect message delivery.

However, it's important to note that these filters are primarily concerned with message content rather than the type of sender.

Thus, whether you use a long or short code, messages that violate SMS content regulations will still be filtered out.

On top of that, they are less effective in marketing channels requiring high visibility, such as opt-in programs, where short code numbers are often preferred.

What is an SMS Short Code?

An SMS short code is a 5-6-digit number used to send text messages in high-throughput messaging campaigns.

These codes are ideal for mass marketing and promotional efforts, allowing businesses to send more messages quickly. 

A dedicated short code is exclusively assigned to one business and provides full control over the communication strategy and text marketing. 

Short codes are often used with a vanity short code for brand recognition.

Carriers vet these codes through the short code registry to ensure compliance and effectiveness in large-scale messaging.

Pros of SMS Short Codes

SMS short codes offer significant advantages for businesses, particularly those with high-volume messaging needs.

Their high throughput allows businesses to send up to 60,000 messages per minute, equating to approximately 1,000 messages per second when using a shortcode.

This makes them ideal for mass marketing campaigns due to their ability to handle large volumes of messages rapidly.

A short code also enhances brand recognition, especially when using a vanity short code that aligns with the brand's identity.

Better delivery rates are another key benefit, as they are less likely to be flagged by carriers' filters, ensuring messages reach their intended recipients.

Most businesses find that short codes provide a more reliable channel for sending messages, especially when time-sensitive communication is critical.

Cons of Dedicated Short Codes

The most significant drawback is the higher cost associated with obtaining and maintaining a dedicated code, which can be prohibitive for small businesses.

The setup process for a short code is time-consuming, often taking several weeks as the carrier vets the application and ensures compliance.

Unlike toll-free number or long code, these cannot be linked to a specific area code, which may limit their appeal for localized marketing efforts.

As of approximately two years ago, support for shared shortcodes has been discontinued.

Businesses now have two primary options for using shortcodes: vanity shortcodes, which are custom and memorable, and random shortcodes, which are assigned at random and lack personalization.

Despite these challenges, businesses that require reliable, large-scale messaging find dedicated short codes to be a valuable investment.

Key Differences Between Long Codes and Short Codes

Short codes can send thousands of messages per second, which is why they're ideal for high-output campaigns.

In contrast, long codes have a lower throughput, suitable for one-to-one communication but not mass messaging.

Long codes are more cost-effective, especially for a small business, with lower setup and maintenance costs.

Short codes, particularly dedicated short codes, are more expensive due to higher fees and longer setup times.

While short codes offer greater capacity, long codes are a budget-friendly option for businesses looking to text enable their communication channels.

Long Code Use Cases

• Customer Support: Long codes are ideal for handling customer inquiries and support via text messages. Businesses can receive calls and send SMS messages from the same number to guarantee seamless communication.

• Appointment Reminders: You can use long codes to send personalized appointment reminders to customers. This is a great way to make sure customers receive timely updates without the need for mass messaging.

• Notifications: Long codes are perfect for sending important notifications, such as service updates or delivery confirmations. They allow businesses to reach customers in a direct and personalized manner.

• Personalized Messages: For tailored communication, long codes offer a cost-effective way to send SMS texts that feel personal and direct.

Short Code Use Cases

While the use cases for short code can also be addressed with 10DLC or toll-free numbers, opting for short codes may be beneficial if your company’s budget allows for it

• Mass Marketing Campaigns: Short codes are designed for large-scale campaigns so businesses can send thousands of texts while customers receive discounts.

• Two-Factor Authentication: Short codes are commonly used for two-factor authentication, which provides a secure and fast way to verify user identities via SMS.

• Voting and Contests: For interactive campaigns like voting or contests, short codes offer an easy way for customers to participate using texts.

• Large-Scale Promotions: Use short codes to run large-scale promotional campaigns, sending offers and discounts to a broad audience in a short amount of time.

Can You Have a Hybrid Approach with SMS Messages?

Yes, businesses can adopt a hybrid approach by using both. Yes, businesses can adopt a hybrid approach by using both long and short codes.

This strategy allows businesses to manage personalized communication and customer support through a long code. 

With shared shortcodes no longer supported, all shortcodes are now dedicated, which allows for two-way conversations similar to a long code.

Businesses can also leverage shortcodes for large-scale campaigns, taking advantage of their higher throughput for rapid message delivery.

This way, businesses can engage customers in the same way across different messaging needs.

Industry-Specific Recommendations

#1: Retail

Retailers benefit from using short codes for promotional campaigns, which allows them to send high-output texts efficiently.

Discounts, flash sales, and event notifications are easily delivered through short codes.

For customer service, long ones are ideal for enabling personalized support and handling customer inquiries through texts directly and consistently.

#2: Healthcare

In healthcare, long codes are used for maintaining personalized patient communication.

Appointment reminders, prescription updates, and general inquiries can be managed effectively using long codes.

This ensures patients receive important information in a timely and secure way.

#3: Financial Services

For financial institutions, short codes are used for sending secure notifications and performing two-factor authentication (2FA).

Long is more popular for customer support, as it provides a reliable channel for handling account inquiries and customer service in a more personal and secure way.

#4: eCommerce

eCommerce businesses can benefit from a hybrid approach, using short codes for large-scale promotional texts like sales alerts.

Meanwhile, long codes handle customer support and order-related inquiries.

This combination allows for efficient communication and makes sure that promotional and service-related texts are delivered effectively to customers.

Compliance and Security Considerations for Long Code Vs Short Code Texting

When using long or short codes for text messaging, compliance with regulations such as GDPR and TCPA is important.

GDPR ensures that personal data is handled securely and with consent, while TCPA regulates SMS marketing practices to protect consumers from unsolicited texts.

Both often require adherence to carrier-specific rules for high-output messaging so texts are not flagged as spam.

For sensitive industries like finance and healthcare, securing mobile phone numbers and adhering to compliance standards is vital to protect data and maintain trust.

They must align with rigorous marketing strategy guidelines and security measures.

How to Choose the Right One for Your Business

Selecting between long and short codes involves evaluating your business’s size, budget, and objectives.

If your messaging needs are relatively modest, a long code offers a cost-efficient solution for personalized marketing communications and customer support.

For businesses with high-volume messaging requirements, short codes provide the capacity for mass campaigns and extensive SMS marketing efforts.

If your budget allows for a larger investment, SMS short codes offer higher throughput compared to long, supporting extensive marketing strategies and high-impact campaigns.

While short codes do not provide additional features beyond what long codes offer, their superior throughput makes them suitable for handling large volumes of texts efficiently.

Opt for a long code if your focus is on customer service, appointment reminders, or text messaging that requires direct, two-way interaction.

But, choose short codes for large-scale promotional activities, two-factor authentication, or large-scale customer engagement.