• By Charlie Davies
• SMS Marketing

SMS Shortcodes vs Long Codes: Which Should Your Business Use?

Choosing between SMS shortcodes and long codes significantly impacts your messaging capabilities, costs, and customer experience. Both serve SMS marketing purposes but excel in different scenarios with distinct advantages and limitations. Understanding the technical differences, use cases, costs, and compliance requirements helps you select the right option for your business needs. This comprehensive guide explains everything you need to know about shortcodes versus long codes.

What Are SMS Shortcodes?

SMS shortcodes are 5-6 digit phone numbers designed specifically for high-volume messaging. Examples: 12345, 654321. Shortcodes enable keyword campaigns—customers text words like "JOIN" or "DEALS" to your shortcode to opt in. They're used by major brands for text-to-win contests, voting systems, donation campaigns, and high-volume marketing. Shortcodes come in two types: shared (used by multiple businesses, lower cost) and dedicated (exclusive to your business, higher cost but better branding). Approval process takes 6-12 weeks and requires carrier vetting.

What Are Long Codes?

Long codes are standard 10-digit phone numbers that look like regular mobile numbers. Examples: (555) 123-4567. They function like normal phones—customers can call or text them. Long codes enable two-way conversations, support voice calls for customer service, work great for local businesses wanting local numbers, and can be set up instantly (no approval wait). They're ideal for conversational SMS, appointment reminders, customer support, and moderate volume messaging. Most modern SMS platforms provide long codes as standard.

Key Differences: Shortcodes vs Long Codes

Number format: Shortcodes are 5-6 digits versus long codes' standard 10 digits. Messaging volume: Shortcodes handle 100+ messages per second; long codes handle 1 message per second (though this limitation is easing). Setup time: Shortcodes require 6-12 weeks approval; long codes are instant. Cost: Shortcodes cost £500-1,500/month; long codes cost £5-25/month. Voice capability: Only long codes support phone calls. Memorability: Shortcodes are easier to remember but long codes feel more personal. Carrier filtering: Shortcodes have higher deliverability due to pre-approval; long codes face more filtering risks. International use: Long codes work globally; shortcodes are country-specific.

Cost Comparison: Shortcodes vs Long Codes

Shortcode costs: Shared shortcode £500-800/month, dedicated shortcode £1,000-1,500/month, setup fees £500-2,000, carrier registration fees vary by country, and message costs 0.5-2p per SMS. Total first-year cost: £8,000-20,000.

Long code costs: Number rental £5-25/month, no setup fees typically, no carrier registration, message costs 1-3p per SMS. Total first-year cost: £100-400.

For businesses sending under 100,000 messages monthly, long codes offer dramatically better value. High-volume senders (500K+ monthly) may justify shortcode investment.

Best Use Cases for Shortcodes

Shortcodes excel for specific applications. Mass marketing campaigns reaching millions—think major retail brands during holidays. Text-to-win contests and sweepstakes requiring simple keyword entry. Voting and polling at scale—reality TV shows, awards, surveys. Donation campaigns for charities and non-profits. Alert systems sending emergency notifications to large populations. Brand campaigns where memorability matters—"Text PIZZA to 12345." High-volume transactional messages like bank alerts or flight updates. Mobile coupons and loyalty programs at enterprise scale. If you're sending 500,000+ messages monthly or need maximum brand recognition, consider shortcodes.

Best Use Cases for Long Codes

Long codes work better for most scenarios. Small to medium business marketing (under 100K messages/month). Two-way customer support conversations requiring personal touch. Appointment reminders and confirmations. Local businesses wanting local area code numbers. International messaging to multiple countries. Conversational commerce and sales. Quick deployment needs—launch today instead of waiting weeks. Mixed voice and SMS communication. CRM integration for personalized 1:1 messaging. Budget-conscious businesses needing cost-effective solutions. Most businesses fall into these categories, making long codes the practical choice.

Compliance and Approval Requirements

Shortcode compliance: Requires detailed application to carriers, 6-12 week approval process, strict content guidelines and restrictions, program brief describing exact use case, sample messages for carrier review, ongoing monitoring and audits, and potential rejection if use case changes. One violation can lead to immediate shutdown.

Long code compliance: Instant activation with no approval, same TCPA/GDPR compliance as shortcodes, carrier filtering based on content and volume, potential for number blocking if spam detected, and more flexibility in messaging approach. Both require proper opt-in consent, clear business identification, and easy opt-out mechanisms.

Deliverability and Filtering

Shortcode deliverability: Pre-approved by carriers ensures 98-99% delivery rates. Minimal spam filtering due to vetting process. Higher throughput enables massive volume. Consistent delivery performance.

Long code deliverability: Subject to carrier spam filters. Delivery rates typically 95-97% when following best practices. Volume limitations to prevent spam classification. Newer regulations improving long code reliability. Use of 10DLC (10-Digit Long Code) registration enhancing deliverability for businesses. Proper opt-in practices and content quality maintain good delivery rates.

Emerging Option: 10DLC (10-Digit Long Code)

10DLC bridges the gap between shortcodes and traditional long codes. It's a registered long code verified for business messaging with higher throughput (75 messages/second vs 1/second), improved deliverability approaching shortcode levels, lower cost than shortcodes (£20-50/month), faster approval than shortcodes (1-2 weeks), and support for higher volumes than unregistered long codes. 10DLC is becoming the standard for US business messaging. Most SMS platforms now offer 10DLC registration as part of setup. It provides shortcode-like performance at long code pricing—best of both worlds for many businesses.

Making the Right Choice for Your Business

Choose shortcodes if: you send 500K+ messages monthly, you're a major brand needing recognition, you run mass voting/contest campaigns, budget allows £1,000+ monthly, you can wait 6-12 weeks for approval, and you need guaranteed high deliverability.

Choose long codes (or 10DLC) if: you send under 100K messages monthly, you need quick deployment, budget is under £100/month, you want two-way conversations, you need voice capability, you serve multiple countries, you're a small-medium business, and you value flexibility and cost-effectiveness.

For 80%+ of businesses, long codes or 10DLC provide better value and capabilities.

Transitioning Between Shortcodes and Long Codes

Some businesses start with long codes and upgrade to shortcodes as volume grows. Migration considerations include: informing subscribers about number change well in advance, running both numbers in parallel during transition (costly), updating all marketing materials and website references, maintaining opt-in records through transition, and re-registering keywords on new shortcode. Reverse migration (shortcode to long code) rarely makes sense given sunk costs. Plan for growth when choosing initially.

Platform Considerations

Not all SMS platforms support both options. Verify before committing. Questions to ask platforms: Do you offer shortcodes, long codes, or both? What are the monthly fees for each? Is 10DLC registration available? How long does setup take? What's the message throughput capacity? Do you handle carrier registration? What's your average deliverability rate? Can I upgrade from long code to shortcode later? Choose platforms with flexibility to scale as your needs evolve.

Quick Reference Comparison Table

• • Cost: Shortcode (£1K+/month) vs Long Code (£10-25/month)
• • Setup Time: Shortcode (6-12 weeks) vs Long Code (instant)
• • Volume: Shortcode (millions/day) vs Long Code (thousands/day)
• • Voice: Shortcode (no) vs Long Code (yes)
• • Memorability: Shortcode (high) vs Long Code (medium)
• • Deliverability: Shortcode (98-99%) vs Long Code (95-97%)
• • Approval: Shortcode (complex) vs Long Code (simple)
• • Best For: Shortcode (enterprise) vs Long Code (SMB)

Frequently Asked Questions

Can I use both a shortcode and long code?
Yes. Some businesses use shortcodes for mass campaigns and long codes for customer service conversations. However, this doubles costs and complexity.

Will customers notice or care which type I use?
Most don't notice the difference. Shortcodes feel more "official" while long codes feel more personal. Both work effectively for messaging.

Is 10DLC really as good as shortcodes?
For most business needs, yes. 10DLC offers 90% of shortcode benefits at 10% of the cost. Only ultra-high-volume senders (millions monthly) truly need dedicated shortcodes.

Conclusion

The shortcode versus long code decision depends on your volume, budget, timeline, and use case. While shortcodes offer maximum deliverability and throughput, their high cost and lengthy approval process make them impractical for most businesses. Long codes, especially 10DLC registered numbers, provide excellent performance at affordable prices with instant deployment. For most small and medium businesses, long codes or 10DLC offer the best value. Reserve shortcodes for enterprise-scale operations sending millions of messages monthly.

Ready to choose the right SMS number for your business? Evaluate your volume, budget, and timeline, then select the option that aligns with your needs and growth plans.