So you want to use text marketing, but you are not sure if you should get a toll-free SMS number, a shortcode, or a local number? Well, we’ve got you covered in this post, and we’ll explain the differences and advantages of each type.
For example, both shortcode and toll-free numbers can be very effective for SMS based on the right use case. A shortcode is often the right option for high-volume messages, like appointment reminders or verification messages. Or maybe you want to start a customer interaction, have better engagement, and use two-way communication with text messages and transfer them to a phone call, in which case a toll-free phone number is a better option. Vanity toll-free numbers reinforce brand recognition for branded interactions for visibility and make your messages immediately identifiable.
With that background, let’s dive deeper into each type of SMS marketing number:
Short Code phone numbers in SMS marketing
Shortcodes are addresses of 5 or 6 digits typically used by larger businesses for communicating with consumers at high volume (e.g., airline flight delays, banking account alerts, shipping company delivery notifications, school delays, etc.). The shortcode platform was developed to accommodate higher volume SMS traffic with upfront consumer protections from unwanted messaging traffic and review procedures to ensure the appropriate use of the SMS marketing platform.
In the United States, the Common Short Code Administration (CSCA) operates the cross-carrier short code registry. The CTIA Short Code Monitoring Handbook offers best practices and other guidelines for conducting A2P messaging campaigns using shortcodes. Shortcodes are not subject to carrier filtering. In fact, shortcodes are the only way to ensure the deliverability of your messages without the risk of them being filtered by carriers.
Due to their high throughput, shortcodes are subject to a strict set of requirements. The CTIA has a list of rules that all shortcode programs must follow. For example, there are specific language requirements you must include in your advertisements, terms page, and messages. Interpretation and enforcement of these rules vary from carrier to carrier. Shortcode programs are subject to random compliance audits conducted by carriers and the CTIA — your shortcode could get shut down if it doesn’t meet their standards. In short, shortcodes have the most oversight and compliance of the three types.
Toll-Free phone numbers
A Toll-free short message service (toll-free SMS) is used to send text marketing messages from toll-free numbers, including 800, 888, 877, 866, 855, 844, and 833, to other mobile phones. For businesses with an existing toll-free phone number, you can text-enable it. Having the same number for both voice and mass text messaging means a better user experience for your customers.
Toll-free text messaging works best when your use case is person-to-person, such as customer support or sales, with both the sender and the recipient having a conversation via text. However, because toll-free numbers can support a higher throughput of text messages per phone number than traditional ten-digit numbers, some businesses choose to use toll-free numbers for one-way communications like alerts and notifications as well.
Use cases suited to toll-free SMS marketing,
Customer support
Marketing communications
Both the sender and recipient have a conversation via text marketing messages
Time-sensitive alerts and notifications
Group messaging with appropriate opt-out capabilities.
Short Code or Toll-Free SMS marketing?
Though shortcodes both send and receive messages, the reality is that shortcode SMS is routed through a different infrastructure than toll-free SMS. Consequently, the deliverability of these two forms of communication can differ widely. If your goal for SMS texting is marketing, then the toll-free number is a better solution than trying to go the shortcode route.
A responsible communications provider should have a series of checks and balances built into its contract process to ensure that the toll-free SMS marketing channel remains spam-free.
If it sounds like it’s a good fit for you, try it out today!
Local Phone Numbers in SMS marketing
Depending on your needs, audience size, and marketing strategy, you may prefer getting a local phone number for your SMS marketing. Reasons to consider a local phone number include:
If you are primarily targeting a local area. This way, people feel more comfortable responding to you when they see a local number.
With a local phone number — you can choose your desired area code ###-555–5555 as well.
You should know that the number of text messages sent from a single local number is limited to around 100 unique recipients per day.
If you like to send MMS /images ( text messages with pictures), be aware that the image will be sent as a link when using the local number option versus the full image available with the toll-free number. Most modern smartphones show a preview of the image link. Click to learn more.
If you’re on a tight marketing budget - Pony Express HQ offers one free local phone number (unlike competitors, who charge a recurring monthly fee)
So that’s a wrap on the differences between toll-free SMS, shortcodes, and local phone numbers when considering what to use for your SMS marketing.
Got questions? Leave us a comment below.
Happy texting!
Pony Express HQ 💬