Key Takeways
- Short codes are ideal for high-volume, time-sensitive messages and marketing campaigns, offering speed, reliability, and memorability.
- Long codes are better suited for personalized, two-way communication and customer service interactions, being cost-effective and flexible.
- Short codes have higher throughput and are prioritized by carriers, ensuring faster delivery, while long codes have lower throughput and may face delivery delays.
- Short codes are more expensive and require longer setup times due to carrier approval, whereas long codes are cheaper and quicker to set up with minimal approval.
- Both short and long codes must comply with regulations like TCPA, with short codes being more commonly used for mass notifications and long codes for direct, one-on-one communication.
The average SMS marketing response rate is 45%, compared to email's average response rate of less than 10%. Short and long codes serve as the foundation for sending these SMS messages, and understanding the differences between them is crucial for businesses aiming to leverage SMS for marketing, customer service, or any other form of communication.
This article explores what short and long codes are, the key differences between them, the pros and cons of each, the types of brands using them, and how to choose the best option based on your requirements.
Short Code vs Long Code: Quick Comparison Table
| Feature | Short Code | Long Code (10DLC / Toll-Free) |
|---|---|---|
| Length | 5-6 digits | 10 digits |
| Throughput | 100-500 MPS | 10-200 MPS |
| Cost (first year, US) | $12,000-$18,000 | $1,200-$3,000 |
| Setup time | 8-12 weeks | 2-4 weeks |
| Two-way conversation | Limited | Native |
| Memorability | High | Low |
| Best for | High-volume marketing, contests, banks | Most businesses, customer service, B2B |
What is a Short Code?
A short code is a 5-6 digit phone number used primarily for sending and receiving SMS and MMS messages. Short codes are used for high-volume messaging campaigns: marketing promotions, alerts, and two-factor authentication. They are easy to remember and can be either shared (used by multiple brands) or dedicated (used exclusively by one brand).
What is a Long Code?
A long code, also known as a virtual mobile number (VMN), is a standard 10-digit phone number used for person-to-person (P2P) communication and application-to-person (A2P) messaging. In the U.S., long codes typically run on A2P 10DLC. Long codes are used for two-way customer service interactions, appointment reminders, and lower-volume messaging where a response from the recipient is required.
Differences Between Short and Long SMS Codes
- Length and Format: Short codes are 5-6 digits, easy to remember. Long codes are 10-digit phone numbers.
- Use Cases: Short codes for high-volume marketing, mass notifications, and SMS verification. Long codes for lower-volume P2P-style communications and two-way interactions.
- Throughput: Short codes 100-500 MPS. Long codes typically 10-200 MPS with 10DLC; 1 MPS on un-registered long codes.
- Speed and Delivery: Short codes are prioritized by mobile carriers. Long codes are not, which can lead to slower delivery in peak periods.
- Cost: Short codes more expensive ($1,000-$1,500/month leasing fees plus carrier approval). Long codes cheaper ($1-$5/month per number plus 10DLC registration).
- Setup Time: Short codes 8-12 weeks. Long codes 2-4 weeks.
- Carrier Compliance: Short codes require carrier approval and CTIA/TCPA compliance. Long codes need 10DLC registration in the US.
- Memorability: Short codes easier to remember. Long codes harder but fine for one-on-one communication.
- Two-Way Communication: Short codes primarily one-way. Long codes ideal for two-way interactions.
- Geographic Reach: Short codes country-specific. Long codes can be used across borders.
- Reliability: Short codes near 100% delivery due to carrier prioritization. Long codes slightly lower delivery if used for high-volume campaigns.
Pros and Cons of a Short Code
Pros:
- High Throughput: Capable of sending large volumes of messages quickly.
- Memorability: Easy to remember, beneficial for marketing campaigns.
- Carrier Support: Prioritized by carriers, ensuring faster delivery and higher reliability.
- Compliance: Often comes with pre-approved templates that comply with carrier regulations.
Cons:
- Cost: More expensive to lease and maintain compared to long codes.
- Setup Time: Requires a longer setup period, including carrier approval, which can take several weeks.
- Limited Interactivity: Generally used for one-way communication, not ideal for interactive two-way messaging.
Pros and Cons of a Long Code
Pros:
- Cost-Effective: Generally cheaper to obtain and maintain than short codes.
- Two-Way Communication: Ideal for interactive messaging and customer service interactions.
- Quick Setup: Faster setup time without the need for carrier approval.
- International Reach: Suitable for global communications without the need for different short codes in different countries.
Cons:
- Lower Throughput: Not designed for high-volume messaging, which can lead to delays.
- Spam Risks: More likely to be flagged as spam by carriers, affecting delivery rates if used incorrectly.
- Less Memorable: Ten-digit numbers are harder for customers to remember compared to short codes.
- Carrier Restrictions: Carriers may restrict the use of long codes for certain types of messaging, particularly marketing campaigns without 10DLC registration.
Types of Brands Using Short and Long Codes
Short Codes:
- Retail and E-commerce: Promotions, discounts, and marketing campaigns.
- Financial Institutions: OTPs and transaction alerts.
- Healthcare: Appointment reminders and health alerts.
- Government and Emergency Services: Mass notifications and emergency alerts.
- Entertainment: Voting, competitions, and event notifications.
Long Codes:
- Customer Service: Handling inquiries and support requests.
- Small Businesses: Localized marketing and communication with a smaller customer base.
- Appointment-Based Services: Scheduling and reminder messages.
- Education: Communicating with students and parents on a more personal level.
- Professional Services: Client communication and follow-ups.
How to Choose What's Best for Your Business
When deciding between short codes and long codes, consider the following factors:
- Message Volume: High-volume messaging fast = short codes. Lower volume, interactive = long codes.
- Budget: Short codes more expensive due to leasing costs and setup fees. Alternatively, work with an SMS API provider like Message Central to share a short code or use pre-approved 10DLC routes.
- Use Case: Marketing and alerts = short codes. Customer service and two-way = long codes.
- Memorability: Recall-heavy campaigns = short codes. Personal communication = long codes.
- Geographic Reach: International audience = long codes (or country-specific short codes per market).
Use Cases of Both Short and Long SMS Codes
Short Code Use Cases:
- Marketing Campaigns: Promotional offers, discounts, product launches.
- Alerts and Notifications: Time-sensitive alerts like weather warnings, school closures, security alerts.
- Authentication: OTPs for secure login and transaction verification.
- Voting and Contests: Polls, contests, surveys.
Long Code Use Cases:
- Customer Service: Handling customer inquiries, providing support, troubleshooting issues.
- Appointment Reminders: Medical appointments, salon visits, service appointments.
- Personalized Communication: Engaging with customers one-on-one for feedback.
- Order Updates: Order confirmations, shipping updates, delivery notifications.
- Two-Way Interaction: Reservations, bookings, consultations.
Regulatory Compliance
Both short and long codes must comply with regulations such as the Telephone Consumer Protection Act (TCPA) in the U.S., which mandates explicit consent from recipients before sending marketing messages. In the U.S., long codes also require A2P 10DLC registration. In India, both require DLT registration.
Conclusion
Choosing between short codes and long codes depends on your specific business needs, budget, and communication goals. Short codes are ideal for high-volume, time-sensitive messages and marketing campaigns due to their speed, reliability, and memorability. Long codes are better suited for personalized, two-way communication and customer service interactions, offering a cost-effective and flexible solution. Most businesses today choose long codes via 10DLC for the cost and flexibility advantages. Get in touch with Message Central for guidance on which fits your business.
Frequently Asked Questions
What is the difference between SMS short codes and long codes?
Short codes are 5-6 digit numbers optimized for high-volume one-way messaging like marketing and OTPs, with carrier-prioritized delivery and 100-500 MPS throughput. Long codes are 10-digit numbers that look like regular phone numbers, support two-way conversation, are cheaper to provision, and run on A2P 10DLC in the U.S.
Are short codes more expensive than long codes?
Yes. Short codes typically cost $12,000-$18,000 in the first year (leasing plus carrier approval). 10DLC long codes typically cost $1,200-$3,000 first year. For most businesses sending under 1 million SMS/month, long codes are the financially correct choice.
Can I use a long code for marketing in the US?
Yes, with A2P 10DLC registration. After registering your brand and campaign with The Campaign Registry, long codes can be used for marketing SMS at throughput levels close to short codes.
