SMS Short Code and Long Code: Difference in features

Difference 1: Changes in anatomy As their names suggest, long codes form a longer set of digits as compared to short codes and can be used to send and receive texts, faxes and make calls. SMS long codes are 10 digit numbers and are tied to an area code, for e.g. (212) 221- 2929. These are typically used to send customers texts about their order dispatches, making it seem like the update is being received directly from the delivery boy. SMS short codes, on the other hand, are 5-6 digits (look like ‘69488’ which Pizza Hut uses) and can only be used to send and receive SMSs, not faxes or calls. Difference 2: Speed of sending/receiving SMSs A major disadvantage with SMS long codes is related to the number of messages which can be sent per second. With a limit of one message per second, long codes are used primarily for person-to-person communication. In contrast, SMS short codes can be used to send 40 messages per second and are typically used for high volume messaging like voting on TV shows.

Difference 3: Inbound to Outbound text ratio According to carrier regulations, the ratio of inbound to outbound text traffic should be better than 1:3 for SMS long codes. There is no such restriction in place for short codes. A point to keep in mind here is, carriers filter duplicate messages sent per minute from both long codes and short codes.

A duplicate message is the one which has the same recipient, Sender ID and message content. If the same text content (like a marketing message) is going to multiple receivers from a long code, there is a high probability that the long code might get blocked by the carrier. However, in the case of short codes predefined content for a text, which is approved by all the major carriers, can be sent to multiple people; irrespective of the quantity or sending frequency.

Difference in use cases

Typically, a long code is used by courier companies, banks, airlines and other service sectors for customer service related communication. Here are a few use cases-

• A courier company could use a long code to inform a customer that their package is out for delivery
• A bank could text clients their account balance every month
• An airline can reply to a passenger’s seat preference request

SMS short codes are most often used by companies for marketing and security or organizations for urgent information dissemination. Short codes are used for-

• Marketing promotions- To send ads, coupons, sales alerts and other promotional information. In fact, if you are based out of the US, it is mandatory to have a short code to send marketing texts
• Two factor authentication- This is because a message sent via an SMS short code is likely to be delivered quicker
• Alert notifications like hurricane warnings or flight delays- Again due to the reliability aspect of short codes

Comparing their acquisition process 

Acquiring a long code for your business is easy – just fill up a form online or make a call and you can start texting within a day. In contrast, getting a short code may take 6-8 weeks because it needs to be registered and the US Common Short Code Administration (CSCA) and carriers, both need to approve your application. However, we at Screen Magic always have pre-approved short codes which can be implemented within a week or two, depending upon your use case and texting content.

Coverage

Long codes can be used globally, but don’t support delivery receipts, so a business won’t know for sure if the message has been received by the intended recipients unless they respond. However, with SMS-Magic, delivery status can be seen for long code as well. Overall, long codes are not considered to be very stable from a technical or legal standpoint. On the other hand, short codes are country specific and provide delivery receipts, which are useful in cases like two factor authentication, and when SMS delivery is critical. They are considered to be reliable in both aspects- technical & legal.

Which code should you use?

If a business is looking for a cheap, easy way to send and receive messages, mainly for support or conversational use and not for bulk messaging, with a low level of security- then it should choose long codes. However, if you are looking to send SMSs mainly for marketing campaigns and willing to invest in a slightly expensive but robust, long term SMS strategy, then short codes are for you. Get started with buying an inbound number here.

Types of Short Code

Shared Short Codes are Short Codes that are shared with other companies. Thus, multiple marketing campaigns are run on a single Short Code – simultaneously.

How would you identify responses to your campaign?

Each company sharing the Short Code is assigned a unique keyword which is mentioned in the campaign advertisements. Every customer is expected to use that unique keyword while participating in the text campaign. Thus, each text campaign is differentiated based on the use of this unique keyword in the text response sent to the shared Short Code. For example, Pete’s Pizza and Shirley’s Spa share the Short Code 25435. As part of his campaigns, Pete asked his customers to respond with the keyword ‘PIZZA’ whereas Shirley asked her clients to revert with the keyword ‘SPA’. Their customers respond with the respective keywords as communicated to them, enabling the messages to be delivered to Pete and Shirley accordingly.

Getting a shared code is quicker because it has already been certified for use by multiple companies. It is also a more affordable option since the leasing and maintenance costs are shared across companies. A shared Short Code is hosted by an aggregator.

On the other hand, a dedicated Short Code is used exclusively by one company. So, you would be the only one paying for setup and other costs. Most big brands go for this option to enable easy customer recall and reinforce their brand. There are two types of dedicated Short Codes –

1. Random dedicated Short Code – a randomly assigned Short Code based on availability, such as the one used by Papa Murphy- 90421
2. Vanity Short Code – a specific number that you pick. Usually vanity Short Codes are picked to reinforce the brand message or to facilitate easy recall. For example 711711 used by 7-Eleven or 888222 used by Chipotle’s

A well planned SMS Short Code strategy can prove to be extremely beneficial and lucrative when implemented well. Here are the 5 steps to get you started –

1. Set your campaign goals

Short Codes are excellent for text marketing whether you plan to send advertisements, coupons, information about sales, or other promotional messaging. In the United States, you must use a U.S. Short Code. As Short Codes are country-specific, they operate only within the country in which they are registered and can be responded to only by the numbers located within the country.

What do you want to achieve with your text campaign? If you want customers to respond to your CTA, Short Code’s the code for you.

Imagine you’re a mortgage provider called McGill Mortgages and want to generate qualified leads. One way of doing that is to run a contest with a prize that would attract qualified leads. For instance – you may offer to pay the winner’s mortgage for a month, subject to a cap,  every time a player hits a home run in the World Series. As a grand prize, you may offer to pay the winner’s mortgage for a year, again capping the amount. You advertise your Short Code in your advertising across all the media channels you use so that viewers can immediately reach for their phones and text you the keyword – HOME.

Here’s what your ad says-

After a viewer enters the contest, you can ask him questions like his name, zip code, mortgage amount, email address, through a series of texts, to qualify his entry for the Grand Prize. This information can help you nurture leads after the contest is over.

Hi, Thanks for participating in the McGill Mortgages Home Run Contest. Read T&C here (link). Reply YES to take part in the Grand Prize lucky draw! -Al

2. Apply for a Short Code

Once you’re clear about your objectives for the text marketing campaign. the next step is to get your Short Code. The US Common Short Code Administration (CSCA) assigns Short Codes for 3, 6, or 12 months. They will need your campaign details while assigning you a Short Code, hence the importance of the first step above – goal setting. Since the CSCA takes a non-refundable fee in advance, regardless of whether carriers choose to activate your Short Code, it is important to apply correctly the first time.

3. Getting approval and Short Code setup

It can take anywhere from a few days to a few weeks to get approval, depending on a range of factors including the type of code you have applied for. SMS-Magic can serve as your main liaison during this process. We will also set up your Short Code so that you can start sending and receiving texts.

4. Consultation and best practices

What should be your text content strategy? You can run campaigns to generate leads, nurture them, engage customers and encourage them to become loyal customers.   Pro tip – Visit our Use Case Library for industry wise sample texts and campaign flows. You may also contact our text consultants to create any customized text marketing drips to implement on your CRM.

5. Analysis

Stating the obvious, one needs to track campaign performance to see whether it is fetching the desired results. For instance, McGill Mortgages needs to keep track of the number of entries it received for its World Series contest via texts, compared to entries from the internet. In our health reports, one can see the number of incoming texts received within a particular period, the delivery rate of outbound SMSs, etc.

To summarize, a Short Code enables 2-way communication between you and your customers and when used smartly, can power a brand ahead of its competition. It acts like the fuel that powers your SMS machinery and is a great way to get your customers to remember your brand, so they can engage with your campaign, the way you want them to.

Finally, if your organization needs help getting started with Short Codes, check out our page contact us.