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Types of SMS codes and services

Choosing your SMS code correctly is an essential part of your SMS messaging campaign. To do so, consider these three main factors:

  • projected send volume
  • desired throughput
  • the budget

In simplest terms, decide the maximum audience size you want to impact with an SMS campaign to match the best code type.

This article explains the differences between the types of SMS codes and services available in the US and in other countries.

Two-way messaging

A two-way SMS service allows users to send and receive an SMS from a dedicated number through a web messaging platform (like Acoustic Campaign). This allows brands to easily interact with their actual and prospective customers, engaging in real time conversations.

To execute 2-way messaging, you can choose from the following codes:

  • dedicated short code
  • toll free numbers
  • 10 digit-long code
  • messaging service

Short codes

A short code is a special 5-to-6 digit telephone number designed for two-way SMS customer communication. There are two main types of short codes: shared and dedicated. 

Short codes are registered with wireless carriers. They provide high technical capabilities, including a fast message throughput (the number of messages sent per second), and are not subject to carrier filtering. These features make them perfect for sending high-volume or time-sensitive messages.

Dedicated short code

A dedicated short code is unique to only one business while a shared short code can be used by many businesses. They offer many advantages:

  • You can get creative with your SMS mobile keyword – the choice is not limited by other brands using the same code.
  • They help you stay consistent in your communications. In case you want to migrate your SMS service, you can do it without changing the mobile number and avoid confusion among customers.
  • They can become a vital part of brand recognition and security, just like a company URL.
  • When you use a dedicated short code for your SMS campaigns, a customer is unlikely to opt out of your programs unintentionally.
  • You are in full disposal of the code throughput.
  • You can customize your STOP and HELP messages.
  • Roaming agreements between the US and Canadian networks would allow text messages over dedicated short codes to be delivered to US Mobile numbers roaming in Canada. However, the messages may be delivered to the handset via alternative short code(s) rather than the one assigned to a US brand.
  • The wait time for provisioning of a dedicated short code is 8 to 12 weeks.

Vanity short codes

If you want to customize your SMS communications further, you can order a vanity short code, which is a number of your choice. Vanity codes make sense when there’s a 5 or 6-digit number that resonates with your brand in some way. You can make it easier to remember for your customers. A non-vanity short code is randomized. 

The pricing difference between a vanity and random dedicated short code comes down exclusively to the access per month.

Shared short codes discontinued in the US

According to the 2021 regulations, shared short codes are being discontinued. None of the major carriers are approving new shared short codes. 

Timelines are not definitive when it comes to banning existing shared short codes. In case any significant compliance issues occur on a shared short code, it will be immediately suspended or terminated, depending on the carrier policy.

In preparation for this change, we have made our text messaging options more robust. You have the following options to choose from:

  • Continue using your current SSC until the end of contract, as long as the code isn’t suspended or terminated by the carrier. 
  • Switch to a dedicated short code.
  • Set up a 10DLC number, which provide a middle ground between DSC and TFN in terms of throughput and cost.

Though short codes both send and receive messages, the reality is that short code SMS is routed through a different infrastructure than toll free SMS. As a result, the deliverability of these two forms of communication can differ widely.

Toll free numbers (TFN)

A toll free number is a 10-digit number that begins with one of the following area codes: 800, 888, 877, 866, 855, 844, or 833. This type of number supports one-way and two-way messages. The wait time for provisioning of a toll free number is 5 to 10 working days, which is the quickest out of all available SMS codes.

Because of their low throughput, toll free numbers work best in person to-person communication and transactional messaging, such as customer support or sales, with both the sender and the recipient having a conversation via text. Common use cases to use with toll free numbers include internal alerts, following up on a customer service call. 

Roaming agreements between the US and Canadian networks would allow text messages over a toll free number to be delivered to US mobile numbers roaming in Canada.

Short code or toll free number?

When deciding between a short code and toll free SMS, the important thing to keep in mind is that they rely on separate sets of infrastructure and spam filters. A responsible communications provider should have a series of checks and balances built into its contract process to ensure that the toll-free SMS channel remains spam-free.

10-digit long code (10DLC)

10DLC numbers are local 10-digit phone numbers (example: 402-230-3000) that can support a high volume of text messages. They must be registered exclusively to your business. They offer a variety of mass SMS features with the most affordable cost. Long codes have existed for a long time, but they were typically reserved for what is known as person-to-person messaging, not intended for an application to send. Now you can incorporate them in your marketing tactics with Acoustic Campaign.

What you need to know about 10DLCs:

  • They are dedicated numbers registered to only one business at a time. This will make SMS marketing even more of an effective anti-spam channel. 
  • They offer better deliverability than toll-free numbers because they are sanctioned by mobile carriers and therefore are not subject to the same strict filtering. 
  • The number of codes you will need depends on the throughput (messages per second) you are trying to achieve and "localization" strategy. You might want to have different codes for customers located across different area codes.
  • After registering a brand, you need to register a campaign. Campaigns can be for a declared use case (meaning you have chosen a specific non-marketing use case), for a marketing use case, or mixed (a combination of multiple use cases).
  • 10DLCs are relatively new, so carriers are in the process of developing their throughput guidelines. Currently, it varies from carrier to carrier. T-Mobile determines throughput by setting a daily messaging limit for each brand while AT&T and Verizon sets a messages per second limit. Minor carriers determine the throughput based on the throughput you receive from major carriers, limited to 30 MPS.
  • They require carrier vetting and registration by The Campaign Registry. Upon registration, this entity uses an algorithm to assign a trust score to each business. Your trust score, combined with your campaign type, will determine your messaging throughput allocated to the campaign.
  • You should consider the same compliance regulations that apply to short codes (consent, opt-out, content).
  • The wait time for provisioning of a 10DLC is 3 up to 4 weeks.

Common use cases to use with 10DLC numbers include account notifications, customer care, delivery notifications, marketing, public service announcements.Acoustic_DedicatedVSLongCodes_Graphic.png

10DLC localization

If you're looking for customizing your SMS messaging according to a geographic area, 10DLC provides certain flexibility in terms of localization. You can select a 10DLC including an area code (404, 470, 678, 770 etc.) for the area (state, county, city) you're targeting with your SMS campaigns.

We recommend requesting a few possibilities in order of preference as there's no guarantee of availability of the selected area code. If none of your preferences are available, we would reach out and work with you on finding the best possible option.

Example:

Atlanta has four area codes, so probably a 10DLC including this area code will be available. You can also specify a particular area code if you have one in mind and it'll be acquired if available.

However, certain area codes can be in short supply such as 310 (Los Angeles) or 212 (New York) so it is best to provide a selection of area codes in order of preference instead.

Messaging service

A messaging service is a container for multiple message senders, such as short codes, long codes, or alpha sender IDs. It helps you organize available codes across campaigns, for example, define the same set of STOP keywords for all senders. It also offers intelligence and content features, such as automatic number selection depending on the country or region the end user is in.

The messaging service is set up by the provisioning team. Once the service is up and running, you will see it in the list of available codes under a given name, e.g. Acoustic_Messaging_Service. When you create an SMS program, the name of your messaging service will appear on the list of available codes in the drop-down menu.

Alpha sender ID

The alpha sender ID is the alphanumeric identifier for an SMS campaign sender. It consists of maximum 11 characters, depending on the country.

The alpha sender ID supported by Campaign is based on how mobile operators support sender IDs in a particular country. Local mobile operators may require advanced registration of an alpha sender ID. Keep in mind that some local markets require a prefix that will impact the length of your alpha sender ID. Provisioning will highlight this need if required. 

Unless local mobile operator requires registration of an alpha sender ID for a given client, your provisioned alpha sender IDs may also be used by others to send outbound SMS messages to your users. Acoustic doesn't take any responsibility for it.

Instead of using the short or long code number as the sender ID, you can replace it with a specific, more familiar name for your company's sender ID. You can request a custom alpha sender ID, the friendly name that appears on the recipient's mobile device. Your organization can have unlimited custom alpha sender IDs.

Request the custom alpha sender ID

Before you submit the SMS send, you can request a custom alpha sender ID by opening a support case. Depending on the country, carrier provisioning time is 7-14 days or longer. You will be charged for the initial provisioning and setup of an alpha sender ID for an entitled country. For additional alpha sender IDs for the same entitled country, there is no additional setup cost except for possible outside mobile operator charges.

Note: The same conditions apply when you set up a campaign/automated message.

Custom alpha sender ID requirements

  • The alpha sender ID must include up to 11 alphabet characters and digits (example: 'Companyname') with minimum 1 alphabet character (example: 'A').
  • Characters can include only numbers and letters (example: a-z, A-Z, and 0-9). 
  • Alpha sender IDs are case sensitive, which means "a" and "A" are treated as different characters.
  • For an alpha sender ID in India, use 6 alphanumeric characters.
  • In Spain, alpha sender ID can include ".".
  • If the alpha sender ID is numeric, it can contain up to 16 digits (example: a phone number).

Shared short code

A shared short code is a special 5-to-6 digit telephone number designed for two-way SMS customer communication, shared by multiple brands at the same time. 

The way to determine which message goes to which brand is through keywords – a specific word or phrase. Each business using a shared short code is assigned a different keyword to make sure the right messages reach the right customers. To opt in to an SMS campaign and interact with messages sent using a shared short code, the recipients need to include a keyword in their message. The businesses using the same short code share the lease together.

One-way messaging

It would seem logical that if a country supports two-way messaging, then it definitely supports one-way messaging, but that’s not the case.

Think of one-way messaging as messages with no option to reply through SMS, including “STOP”, ”HELP” or any other, based upon the way the code is provisioned and message types supported by a selected country. Messages are typically sent with an alphanumeric sender ID. When an alpha sender ID isn’t supported, the messages will show as a random number.

How to check available SMS codes

If you want to see the list of SMS codes provisioned for your organisation, follow the first steps of creating an SMS program, for example: Text to join. When you choose an outgoing and incoming SMS code, you'll see all the codes in the drop-down menu. mceclip0.png

 

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