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Tag: long codes

Long Code vs. Short Code Texting: Which is Right for Your Business?

If you’re a business looking to meet the demands of today’s mobile-centric consumer, then text messaging must be included in your overall strategy.

Why texting? Because it’s fast and convenient, and everyone is doing it. According to a study by PEW Research, “on average, 97% of smartphone owners send text messages. During a one-week study, 100% of participants in the 18–29 age range texted at least once during that period (compared to 98% of participants in the 30–49 age range and 92% of participants in the 50 and older age range).”

This presents a huge opportunity for businesses to engage with their customers and differentiate their experience from competitors in a more personal and effective way, as 75% of consumers are ОК with receiving SMS messages from brands (after opting in).

Before businesses start texting with customers, there is one important thing to consider to ensure legal compliance and a great experience for customers, and that is whether to use a short code number or a long code number.

As with anything you do in business, you must have a goal in mind when thinking about texting for both external (customer) and internal (employee) communications. By understanding your needs, you can make a better decision when determining when to use a short code or a long code.

 

What is Long Code Texting and When Should You Use it?

 

SMS Long Codes are traditional 10-digit phone numbers (Ex. 512-501-5940) that are mostly used to send and receive text messages between personal mobile phones.

There are a variety of ways businesses are using long code phone numbers to text with customers. Smaller businesses sometimes use their personal mobile phones, but that approach is not ideal because it’s not efficient and it is difficult to manage.

Businesses that are serious about texting often use a software to send and receive text messages from customers and employees.

When businesses use a texting solution, they are often provided with a long code phone number that they can use for texting. Additionally, some texting providers can enable texting on existing business landline phone numbers, making it easy for customers to communicate either by text or phone call.

 

When should you use long code numbers for texting?

Long code texting is best when used for personal communication both internally and externally. Long codes are not meant for messaging a large group of people as long code text messages are capped at one message per second. This means if you try to send a text message to hundreds of people a day using a long code, most will not receive the message, as it will most likely be marked as spam by cell phone carriers.

 

Common use cases for long code texting include:

  • Appointment reminders
  • Payment reminders
  • Customer service
  • Employee-specific notifications
  • Birthday & anniversary messages
  • Order & shipping confirmations

 

The purpose of long code numbers is for businesses to communicate with customers and employees on a personal level. They should never be used for mass marketing as there are stricter regulations when it comes to consent for receiving messages. This is where short codes come in.

 

What is Short Code Texting and When Should You Use it?

 

SMS Short Codes are traditional 5-6-digit phone numbers (Ex. 370370) that are used by businesses to send and receive mass text messages.

The keyword here is “mass”. As stated earlier, long code text messages are meant for one-to-one communication and are restricted to one message sent per second. With short codes, businesses can send and receive hundreds of messages without issues as they are pre-approved by cell phone carriers to have a higher throughput at around 100 messages per second.

 

When should you use short code numbers for texting?

Short code texting is best when you want to communicate a broad message or emergency alert to a large group of people at once. No, this does not mean that you should spam people with a “special offer”.

Although short codes enable you to reach more people, they also come with tighter regulations for opting-in. With short codes, businesses MUST HAVE proof of consent from recipients stating they are willing to receive text messages from them.

 

Types of opt-in consent for short code texting can be:

  • A keyword opt-in (Ex. Text JOIN to 123456)
  • Checking a box on a website form that gives consent (Ex. I agree to receive text messages from Business X)
  • Filling out a consent form (Ex. Enter your number to subscribe to alerts)

 

A couple of important things to note for opt-in consent is that first, it needs to be documented in your business records. This is to ensure that you can prove consent should someone decide to take legal action claiming a text message is spam. Secondly, you should always include an opt-out message in every short code message you send, giving people a chance to opt out at anytime (Ex. Text STOP to Unsubscribe).

 

Common use cases for short code texting include:

  • Marketing & promotional messages
  • Company news and product updates
  • Job postings
  • Emergency alerts
  • Contests
  • Polls & Surveys

 

Summary

There is no doubt that text messaging will become the main channel for customer communication in the near future. However, businesses need to first understand how they want to use texting, and then decide whether to choose a long code, short code, or both depending on the goals of the business and each department within it.

It’s important to select a texting provider that has experience with both long code and short code texting and can provide you with proper guidance on the best solution for your business and scale as your business continues to grow.

 

Want to learn more about short code vs. long code texting? Schedule a quick 10-minute call with one of our solutions experts today. 

 

Long Code vs. Short Code Texting Comparison Infographic TrueDialog (DOWNLOAD)

 

 

business texting, long codes, short codes

True Dialog Offers Long Codes

While 3Seventy and many other SMS providers offer short codes for sending and receiving SMS, there has been big growth in the need for long codes – especially for certain businesses.  3Seventy offers long codes that are dedicated to each client who signs up for either our Business-Class Free Trial and for anyone with a paid SMS subscription with 3Seventy. SMS messages sent from a long code are usually treated as a standard text message for the end user, which makes them widely accepted as a tool for different mobile messaging campaigns.

If you are unfamiliar with the use of different codes with SMS, then check out this overview that compares long codes with short codes.

Advantages of Long Codes:

  • Cost effective. Long codes cost a little less overall for your messages.
  • Fast setup. There is no waiting period with long codes. They are ready right away.
  • International. Many long codes can be used for sending business SMS messages internationally.

 

True Dialog mobile marketing, short codes, long codes, sms marketing, sms operations, text message marketing, sms api, offers long codes

Whether you are testing out new technologies or just curious about SMS, then long codes are an excellent starting point for your business. We offer for you to use long codes through the 3Seventy platform or our SMS API.

Need more information? Get in Contact with us, and we’ll happily answer all of your questions. 

 

long codes, new feature, SMS Marketing

SMS Long Codes for Operations

As we continue to share the differences between the uses of SMS Short Codes and Long Codes, today we’ll focus on using SMS Long Codes for operational text messages.  If your business is interested in using SMS for operational efficiency, then you’ll want to understand the logistics of SMS and the difference between sending messages on a short code verses a long code.

What is a Long Code?

A long code is a 10-digit phone number, just like your home or cell phone number.  They are designated for P2P (Person to Person) Communications by the wireless carriers. You can read more about Long Codes here.

 

What is a Long Code Used For?

SMS gateway providers such as 3Seventy have created deals or arrangements with the major mobile carriers to send and receive SMS messages over long codes and short codes. The relationship between the SMS gateway provider and the carriers allows for the transmission and reception of a large number of SMS messages to and from a long code, however it moves much slower than a short code (1 message per second vs. 40 message per second)

Knowing this information, the best uses of long codes are for internal and operational SMS. If a business chooses to use it, then SMS can be quickly become an integrated part of their existing platforms. Great uses of SMS long codes include:

  • Employee Communication
  • Customer Service
  • International Communications from the US
  • Triggered Alerts (such as disasters and important events)
  • One-Time Updates and Notifications
  • Highly-localized small business marketing

 

Why Should You use Long Codes for Operations SMS?

SMS Regulation

Long codes are not regulated by MMA and the CTIA (The Wireless Association), so they are often associated with spam messages. So if you are concerned about managing a positive brand reputation, then SMS marketing messages in the US are best delivered via short codes. However, operational messages or those for highly localized communities.

 

Speed of Message Delivery

Short codes win the speed race (sending 40 messages per second compared to 1 message per second). However, those businesses with a small database or only sending one-to-one messages should be perfectly comfortable using long codes.

 

Affordability and Availability

Long codes are much more affordable than short codes – largely because of the lack of regulations  – and they are readily available for setup.  Short Codes can be quick to get on if it is a shared short code, but dedicated short codes can take 4-6 weeks to get setup and approved. Long Codes are a more familiar medium for the customers than short codes.

 

long codes, short code

SMS Short Codes for Marketing

This week we’re looking closely at the differences between the uses of SMS Short Codes and Long Codes.  If your business is interested in using text message marketing, then you will want to understand the logistics of SMS and the difference between sending messages on a short code verses a long code.

What is a Short Code?

A short code is a 5-6 digit phone number that businesses use to send out marketing SMS message from. Read More about Short Codes.

This is an add for A&W Restaurant’s Text Club. They use a Short Code (70626) and a Keyword (Burger) as the means of having customers opt-in for special offers such as a Papa Burger. When the consumer texts in, he or she is subscribing to A&W’s Text Club and agreeing to receive SMS messages from them.

What are Short Codes Used for?

Businesses use several kinds of tools to communicate with consumers. SMS allows businesses to deliver time-sensitive alerts, offers, and other information to consumers. When the communication is initiated from a business application (such as an SMS platform), rather than an individual’s mobile phone, it can be referred to as a A2P Communication (Application-to-Person) SMS. This is the common use for Short Codes.

Short codes are the preferred tool for sending marketing SMS messages. Growth in the use of SMS marketing is expected to continue through 2016. This growing adoption will allow individuals to easily interact with the brands, companies and service providers they value via text message while providing a quick and trusted communication tool for the companies.

Why Use Short Codes for Marketing SMS?

SMS Regulation

Short codes are regulated by Mobile Marketing Association (MMA) and the CTIA (The Wireless Association). These consumer protection regulations require companies using short codes to ask permission (opt-in to subscribe) before contacting an individual. This provides a certain level of value in exchange – protecting the consumer and creating more successful SMS campaigns because trust has been built with the customers using their mobile device.

Speed of Message Delivery

Using a short code allows your business to send large volumes of text messages in a short period of time. Text message providers, like 3Seventy, setup deals with the carriers allowing a large number of messages to go out to consumers from each carrier at a time. This is really important to those businesses with a database of 5,000 or more contacts. Many businesses have millions of contacts in their SMS database, so timeliness is key to the campaign’s effectiveness with customers.

Flexibility for Innovation

Short codes allow for more development flexibility and innovation. Wireless carriers can change, update or add new features to short codes for enterprises without a problem. When you are driving end users to take the same action to interact with your brand, it’s easier to make updates. Plus, application developers can leverage short codes to provide mobile solutions such as a one-to-one chat, triggered alerts, security authentication, and mobile coupons.

 

 

RELATED NEWS: Neustar’s contract with CTIA to manage the CSC registry will end on December 31, 2015.

 

 

 

Best Practices, long codes, Mobile Marketing, short code, SMS Marketing

Use Case: SMS on Long Codes for Small Business

Small Businesses are Tapping Into a Smarter Way to Communicate with customers – Using SMS on Long Codes

 

Pain Point:

A small business, such as a real estate agent, has the on-going communication issue that so many of us have. It’s difficult to pin down your clients and connect with them while they are always on-the-go. Many real estate agents are using SMS (text messaging) to stay in contact real-time with their clients, but doing so from your own phone all of the time is not so simple either. The costs can get out of control very quickly, and agents want the client to still feel the personal / local touch.

Mobile Tool:

SMS from a local Long Code

Use Case:

The local real estate agent has 2 key goals: connecting with new prospects as quickly and easily as possible and staying connected with current clients while in the process of searching for/closing a home. Since young couples and similar home buyers are using their phones more and more (for both work and personal life), it is easy to connect using SMS.

The first goal of engaging prospective home buyers requires some external signage and a series of helpful SMS campaigns. It begins with a “welcome + more info” style campaign for the prospects. When someone drives past a house and sees a sign that reads “Text MOVEIN to 512-123-4567” and takes action, then the automated message back will provide basic info about that agent plus a link to view property details. The real estate agent can also receive a notification or view in a report that a specific contact (based on phone number) texted-in, so she knows to follow-up with that contact.

Sms Long code, mobile for real estate, real estate agent SMS, mobile marketing, Austin TX

 

A different approach to the initial engagement process with a lead is offsite marketing – newspaper ads, social media, website, or other outdoor signage – that lead to a dialog campaign. This SMS campaign utilizes the SMS dialog feature of asking questions to determine the home buyer’s needs and wants. Gathering this data helps the local real estate agent to offer the best possible offerings to the contact/prospective client. Then the information about each contact (called contact attributes) can be synced with the agent’s customer database software for sending smarter and more targeted messages through all marketing channels.

The importance of using a long code, in part, is the experience of seeing a local phone number posted in the advertising rather than a short code (which is associated with marketing SMS). If you are a local business, then it is so key for your customers/clients to feel like they are engaging with a local business and not some giant conglomerate.

 

The second goal of staying connected with current clients uses SMS tools in a more long-term way. Keeping things very simple, an agent can simply use SMS through a platform as a better way for tracking communications. Instead of sending a text from his/her phone, the agent can send SMS from a desktop computer or tablet. The key differentiator in this experience are the improvements to the agent’s long-term reports and tracking communications.

However, a small business that wants something a little more robust can leverage the SMS API to be connected with a CRM system and send text messages using different triggers. When a home buyer completes a step in the buying process, such as putting in an offer, that is tracked in the CRM system, then a SMS message can be triggered by that change in the system. We can set it up in such a way that a pre-set text message is sent to the home buyer when that offer is either accepted or decline by the seller. It is one less step for the agent, while still fulfilling on a protocol.

 

The result of these upgrades is a smoother communication strategy. The small business real estate agent makes small upgrades to the communication plan and process, and in-turn improves the overall experience of buying a home. SMS offers a faster and more affordable approach to client communications while maintaining the local-feel using a long code.

 

long codes, short code, Small Business, use case

Use Case: SMS Chat for Customer Support

Ways companies are improving upon their customer support and direct communications with “customers”

 

Pain Point:

Innovation in the area of customer support. Customers are always on the go, but they don’t necessarily want to chat on the phone or wait on hold to have questions answered. So companies are going beyond the call center, email support, and social media engagement to improve customer support

Mobile Tool:

SMS Chat (a one-to-one messaging feature)

Use Case:

A university wants to accomplish 2 key goals: staying engaged with current students who are disperse across multiple campuses (both on and offline) and introduce prospective students to their programs. University email addresses are used for assignments and staying connected with professors, rather than university-wide announcements. And students are spending more time on their phones than in past years – particularly sending SMS (text messages) or using mobile apps.

To address the first goal of engaging current students, we’ve setup a 411 type of SMS campaign. Using signage throughout the campus, the campaign invites current students to text a keyword (such as “CAMPUS”) to a shared short code (such as 33898*) so they can ask questions and send feedback about the school. When a student texts in, a new SMS Chat session begins with a live person from the campus administration’s support team. This team is equipped to answer questions about the university and document and feedback from students.

Each phone number is used as a way to identify each student as a unique contact. All messages exchanged between the support staff and that student are saved, and can be referenced back to. While the support staff are replying to students from a computer, students have the look and feel of texting with a friend from their own mobile phone. The information can even be synced with the university’s customer database software.

SMS and Email, Integrated Marketing, text message marketing

The result of this upgrade is a more engaged student population. Students feel more empowered to provide feedback to the university and ask important questions about their finances or grades before it becomes a problem.

The second goal of reaching prospective students is an equally interesting prospect for leveraging SMS tools. Many high school students fill out applications online or meet recruiters at college fairs, but they often do not complete the application process or something is missing. Following up with these young people via email is not the most effective way to communicate.

So we will update the online forms to include a mobile phone field (along with SMS compliance content). The prospective student’s information is added to the customer database software, and the call center team can now follow-up with these teens in the fashion they prefer – text messages. Each call center team member can open an SMS Chat with individual prospective students to follow-up on their questions about the university, the application process, or any other burning questions.

 

 

*Note this is not a live campaign, so do not try to text in to see a sample.

compliance, Customer Relationship Management, long codes, operations, short code, Universities and Colleges, use case

SMS: Long Codes Vs Short Codes

If you are relatively new to the mobile world, specifically SMS (text messages), then you may feel unsure about the differences between long codes and short codes. You are not alone, so let’s take a look at what you need to know about long codes, short codes and your SMS campaigns so you can make an informed decision.

Here’s an Overview of Long Codes Vs Short Codes

 

Long Codes
Short Codes
Definition
10-digit phone number for                sending SMS 
5 or 6 digit shorted phone number         exclusively for sending SMS
Speed
Slow: 1 SMS per second
Fast: About 40 SMS per second
Limitations
Carrier regulations do not allow SMS broadcasting.
No limitations
Pricing
Cheapest option
More expensive
Reach
US and International
US Only

 

Long Codes

A long code is a 10-digit phone number, just like your home or cell phone number.  This can work for or against you.

Good: For highly-local companies that seek for the user experience to feel local. Imagine that as you are waiting for the cable installation guy to show up, a local number appears on your phone with the “on our way” text message – it appears that a the installer is a local who took the time to text you, even though it was an automated SMS from a platform. Long codes are also useful for companies trying to reach international customers, whereas short codes cannot be used internationally.*  The other reason for companies to leverage long codes is that they are inexpensive to use.

 

Bad: There are no definitive guidelines for acceptable use of long codes in the US.  This means that there are no best practices or consumer protections, which can lead to spammers abusing SMS. Unlike short codes, long codes are not submitted to carriers or required to go through an approval process.  The biggest issue with long codes is speed –  messaging throughput on long codes is significantly slower than on short codes ( about 1 message per second). So you wouldn’t want to do any large SMS message blasts to a large database on a long code, rather you would best use it for one-to-one messaging.

 

Short Codes

A short code is a 5 or 6 digit phone number designated for text messaging, especially marketing messages.

Good: There are strenuous consumer protection regulations in the US put in place by the Telephone Consumer Protection Act (TCPA). These regulations prevent companies from sending unsolicited marketing messages to consumers. This ultimately leads to a better user experience for customers, because they are demonstrating interest in the company by choosing to opt-in for messages. Short codes are also significantly easier to remember, so promoting a text messaging campaign is thus easier too.

 

Bad: Only a limited number of countries use short codes, so they are primarily for bulk messaging in the US. The cost is higher than a long code, unless you are on a shared short code. Shared short codes are offered by some SMS platforms to reduce the overall cost of text messaging (sometimes even cheaper than a long code).


Key Considerations

Cost

Long codes are cheaper than dedicated short codes, but shared short codes are the best way for you to save money and achieve your goals. It works especially well if you are working with a text messaging provider that already owns shared short codes that have space for your company.

Timing

If you want to be up and running with your text messaging campaign today, then (again) you’ll want to work with a text messaging provider that already owns some short or long codes. Provisioning time for either long or short codes takes time, so keep that in mind. If your company wants a dedicated short code, then plan on 6-8 weeks for provisioning time and be prepared to spend a significant amount of money on it upfront.

Branding

For companies focused on brand recognition, short codes, especially dedicated short codes, are going to be the best choice.  A dedicated short code affirms that no other company can use that code to send messages. The dedicated short code becomes part of your branding and messaging. Taking it a step further, companies can even lease vanity short codes that spell out a specific word or phrase to connect with the brand.  This is helps with the company’s exposure on external media  such as radio contests or billboards, because it is easy to remember and easily aligned with the recognizable brand.

Goals 

If your aim is to create an engaging SMS marketing program that you send to a large and growing list, then working with short codes are probably the best fit. This stays true for both platform and API users. Whereas, your small book shop in a highly localized community setting may only want to use a long code for a few messages with a small list with lots of one-to-one messaging.

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Short Codes: Dedicated vs. Shared

Dedicated vs. Shared short codes?

Before we can compare dedicated short codes to shared short codes we must first learn what a SMS short code is and how it works.

 

What is a SMS Short Code?

In brief, a short code is a 5 or 6 digit number, like a short telephone number, used by businesses for text message purposes.  A business may purchase their own short code or share a short code with other businesses.  If a business purchases their own short code it is considered a dedicated short code, in that it is dedicated solely for the purpose of that business to be able to text message their contacts.  If that company wishes they may allow other businesses to use the same code.  Sharing a short code is usually done in order to reduce the costs associated with owning a dedicated short code, as it can be very expensive (as you will learn later in this article).

How SMS Short Codes Work

Dedicated short codes have a number of “KEYWORDS” associated with that particular number.  When sharing a short code the keyword is what would differentiate one user/business from another.  For example:

  • Joe’s Pizza  and Sam’s Spa share the short code 54321
  • Joe’s keyword was “pizza”
  • Sam’s keyword was “spa”
  • Both Sam and Joe send text messages to their customers cell phones
  • All customers get a text message from the short code 54321
  • When customers reply they must type the keyword a space and then their message.
  • The customer message is then sent to the appropriate business based on whether they replied “pizza” or “spa”
  • “pizza” responses are delivered to Joe, and “spa” messages are delivered to Sam.
If a company decides to keep the dedicated short code to themselves they may use all the keywords for themselves.  Now we have an overview of short codes and how they work let’s take compare shared short codes and dedicated short codes.

Shared Short Codes 

As mentioned above, a shared short code is typically owned by one business and that business allows other businesses to use the same short code to send bulk text messages their customers.  Most often the short code is owned by a text message marketing provider.  The provider will then form text message packages that offers their customers the ability to use their short code, have their own keyword, and an allotted amount of text messages a month for a specified fee.  A typical text message package may include a keyword and specific number of messages a month for a set price.  Because dedicated short codes are difficult to obtain and very expensive to get and maintain, a mobile marketing provider would need to be able to sell these packages to a number of people before their expenses would be covered.

Shared short codes are an excellent way for any size of business to save money on group text messages.  Text message providers usually have a variety of text messaging packages to accommodate the needs of a variety of business needs.  By using this type of service, a business can send an instant text message to a single contact and all the way up to millions of contacts.  Sharing a SMS short code is the most cost effective way to send group text messages.

Dedicated Short Codes  

It would be great if every business could afford their own dedicated short code,  and maybe someday it will be like cell phone numbers and every business will have them.  But for now unless you have an extreme marketing budget the chances of being able to afford your own dedicated short code is probably not in your near future.  The process of getting your own dedicated short code is also very time consuming, do not think it’s like picking a telephone number.  It will take a minimum of months before you are able to meet all the requirements and obtain all of the approvals necessary to start using your new short code.  However, that time period will allow you to get everything (including your own platform) ready so when you get approval you may start sending messages.  Generally speaking most businesses are not in a financial position to afford their own dedicated short code, they don’t have the technological skills to build a platform, and cannot take the time work out all the details.

If a large business is set on having their own dedicated short code, has the money but not the time or technical skills they may opt to have a third party provider assist them.  However, it is still going to be costly and take some time.  Here are just a few things you can expect when trying to obtain your own SMS short code through a third party:

  • A random short code costs about $500.00 a month
  • A vanity short code is about $1,000.00 a month
  • A one-time set up fee of about $3,000.00
  • About $500.00 a month for platform use
  • A minimum of about $2,000 a month, in per message costs
  • A minimum 6 month commitment
  • Any charges from cell phone companies billed to the short code (these are fairly rare and not too expensive, but they do happen)
  • Many may also charge a deposit of about $2,000.00

Keep in mind that whether you choose to get your own dedicated short code or have a third party provider do it for you, it is going to take anywhere from 6-12 weeks to get the provisioning of a new short code approved.

As you can see, there are a number of huge differences when comparing using a dedicated vs. shared short code.  Shared short codes are the most common, most cost effective, and by far the easiest to obtain.  When considering whether to choose a shared or dedicated short code do your research and make sure you are aware of all the pros and cons, chances are the comparisons will have you researching SMS shared short code providers.

*Originally published by SMS Shortcode

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