SMS Short Codes
Everything you need to know about SMS short codes & short code texting.
What is an SMS Short Code?
A short code is a 5 or 6 digit phone number that is used to send text messages at scale. Short codes are capable of sending extremely high volumes of text messages in a short period of time. This makes them the optimal choice when looking to reach large audiences.
People can opt into SMS marketing programs by texting a word or phrase known as a "keyword" to a short code. They are meant to be shorter than normal phone numbers to make the opt-in process easier.
The Different Types of Short Codes
There are two different types of short codes used for mass text messaging; random and vanity. They’re the exact same in terms of their functionality and capabilities. The only differences are the number and associated costs.
Random Short Codes
Random short codes are just what you may think. When applying for a new code, you have no control over what the number will be. A random 5 or 6 digit text number is given to you. Most short code texting done today is with random codes as they are the cheapest of the two options. We’ll cover short code pricing further down.
Vanity Short Codes
Vanity short codes, like customized license plates, allow you to choose your own number. They are customized phone numbers intended to provide easy recall for people. An example of a vanity SMS short code is 888111 or 222444. Some brands select numbers that correspond with their brand name when using a phone’s alphanumeric keypad.
While they may be easier to remember and can provide brand recognition, vanity short codes cost more than random short codes. The U.S. Short Code Registry charges a premium for you to select and maintain the number of your choice.
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Let's TalkSMS Short Codes vs. Other Texting Numbers
There are several differences between SMS short codes and other types of numbers used for text message marketing. The alternatives are toll-free and 10DLC numbers.
Short codes are only 5 or 6 digits vs. the others that are 10. This makes opting into texting programs simpler because the number is easier to remember and quick to type out. However, marketers can use tools like tap-to-join links and QR codes to make it very easy for people to subscribe to a text program despite the length of the number.
Short codes are the most expensive with a monthly cost between $500 and $1,000 depending on whether it’s a random or vanity code. There are varying fees for commercial 10DLC and toll-free numbers but they are significantly less than short codes, while toll-free is generally free to use.
You can usually count on better delivery with SMS short codes. They typically send at much faster speeds. Short codes are also not subject to the same level of content and spam filtering as the 10-digit alternatives, reducing the chance that messages will be blocked. In order to provide better delivery and less filtering, short codes have a more rigorous registration process. This process typically takes about 4 weeks or more during which the number is not available for use.
| Short Code | Toll-Free | 10DLC |
| 5 or 6 digits | 10 digits | 10 digits |
| $500 - $1,000 per month | Free | $10 per month |
| 500+ messages per second | 25-50 messages per second | Typically the slowest option |
| No carrier filtering | Carrier filtering | Carrier filtering |
| 4 to 5 week approval time | Same day to 48 hour approval time | 1 to 5 day approval time |
Benefits of Your Own SMS Short Code
While having your own short code represents an additional cost to your text marketing initiatives, there are several benefits that make them worthwhile.
Higher Deliverability Rates
Short codes are approved by carriers after an upfront screening process. This allows short code messages to be delivered without carrier content filtering and spam blocks that can sometimes hamper other types of sending numbers.
Increased Response Rates
Short codes bring more credibility to your brand when you are texting. Subscribers have learned to trust the messages that they are receiving from short codes. It’s a sending number that the most recognizable brands in the world often use.
Reach More People Faster
Short codes allow you to send at a much higher volume. This allows you to send more messages in a day, but also ensures the messages you send are received at the time you intended.
How to Get an SMS Short Code
There are several steps to securing your own short code, but SlickText can handle all of it for you.
The first thing we need to do is lease the code from the U.S. Short Code Administration. If you’re looking for a vanity short code, we’ll search the available numbers for you and attempt to get your ideal number. We make the first lease payment at this time. Leases are typically paid for on a quarterly basis.
When we initially lease the short code, it's not yet ready to send messages. The next step is to have it provisioned and approved by all of the wireless carriers. This part of the process can take several weeks, but SlickText employs techniques that can greatly reduce the time this takes.
The approval process starts when we work with you to complete and submit a short code application. Once all of the carriers have approved the application, we activate it in your SlickText account, and you can begin sending text messages.
How We Secure a Short Code
- Help you decide between a random or vanity short code
- Lease a code from the U.S. Short Code Administration
- Submit your short code application to all cellular carriers
- Monitor and respond to carrier questions until approval
- Activate the short code for messaging
SMS Short Code Pricing
In the world of short code texting, codes aren't sold, they are leased. What you are paying for is the right to use it. While most SMS services bake the cost of a dedicated code directly into their monthly service fee, they are normally paid for on a quarterly basis.
The cost of an SMS short code varies only by whether it's random or vanity. Typically you will see vanity codes run between $500 and $1,000 more than random ones.
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Random Short Codes
$500 /month
Vanity Short Codes
$1,000 /month
Securing an SMS short code requires a one-time carrier setup fee and a minimum plan price of $350 per month unless otherwise noted.
SMS Short Code Compliance & Rules
When it comes to short code texting, compliance is critical. The good news is that being compliant is not difficult. There are two different sets of rules when it comes to short code text messaging: The CTIA's rules and the TCPA rules.
CTIA Short Code Compliance
The CTIA is a nonprofit trade association that represents the wireless carriers in the United States. Similar regulating groups exist in other countries. For example, the Canadian Telecommunication Association administers short codes in Canada through its txt.ca program. The CTIA was set up to develop, maintain, and enforce best practices for short code texting. They actively audit SMS short code programs in the US to ensure companies are following the rules and to protect consumers. They are largely focused on things like making sure people who are receiving texts have opted in, SMS marketing programs are disclosing the correct compliance verbiage, and that short codes are sending content that's not in violation of their guidelines.
TCPA Short Code Compliance
The TCPA, or the"Telephone Consumer Protection Act", is the set of laws in the United States that restrict telephone solicitations, including voice calls and text messaging. In Canada, the CASL, or Canada’s Anti-Spam Legislation, regulates the sending of a commercial electronic message, or CEM. The core focus of these laws is to prevent consumers from receiving unwanted spam texts and phone calls. There are potentially large financial consequences for sending text messages to people who have not opted in, so it's critical that your short code texts are only to people who have explicitly consented to receive them.
SMS & MMS Short Code Texting
Short code texting is very similar to any other type of SMS or MMS. The only difference is that with short codes, you can send much larger text broadcasts and the message content is not typically filtered. This is because the sender using the short code and their content has been pre-approved by the wireless carriers during the provisioning process.
With short code texting, you're bound to the same 160 character limits as normal. With MMS, you have access to 1,600 characters and can send all sorts of multimedia including pictures, animated GIFs, videos etc. Also note that if you want to send multimedia messages, your short code will have to be set up for MMS specifically. Short code MMS doesn't have to be enabled when you first provision the code. It can be done at any time, although it's best to do it when it's first set up.
Opting In & Out of Short Codes
Opting into a short code is fairly straightforward. Technically, you’re not opting into a code, you’re opting into a text messaging program that uses an SMS short code as its number. In most cases, people opt into SMS marketing programs by texting a keyword to a specific short code. When this happens, you’re consenting to receive future texts. When opting in, you should receive a confirmation text letting you know that you’re subscribed.
Opting out is also very simple. All short code texting services are required to process special opt out keywords that unsubscribe people from future messaging. If you text STOP, CANCEL, END, UNSUBSCRIBE or QUIT to any SMS short code, you will be unsubscribed and receive no further message. You should also receive a one-time automated response confirming that you’ve opted out.
Short Code Geo-Restrictions
SMS short codes do not work universally in every country. They have to be provisioned for each country that you want to send and receive text messages in. This is because each country has a different set of carriers and network operators to provision your code.
As an example, if you wanted to secure the short code 888111 for use in the United States, you’d also have to provision the same code in Canada. Doing this would give you full North American short code coverage. It would also create a seamless short code texting experience. You would, however, be responsible for the cost of two codes. One for each country.
SMS Short Code Services
Before you get started with short code texting, it's extremely important that you find a solid short code service to work with. Most people looking to get started with their own code will work with an SMS marketing service to get it provisioned. Naturally, that service also becomes the platform provider they use for their text messaging.
Make sure that your short code service offers easy-to-use software, has plenty of features, and is backed by excellent support. Messaging quality is also a big deal when selecting a service to host your SMS code. Text messaging is not a commodity and some services have poor deliverability. This means your texts aren't making it to your subscribers. Be sure to have a conversation with each SMS service you evaluate about their short code text quality.
Moving a Short Code
If you already have a short code and want to switch from one mass texting service to another, you can certainly do so, regardless of what anyone tells you. Some text messaging services may make it seem difficult or even tell you that it's not possible to transfer SMS short codes, however, that couldn't be farther from the truth. The fact is that it's totally doable and the wireless carriers are completely fine with it.
Every short code transfer will depend on who your current texting service is and who their SMS aggregator is. The good news is that most short code moves can be done with little to no downtime. If done correctly, your subscribers won't even notice the change.
Who Uses SMS Short Codes?
Hundreds of enterprise brands rely on SlickText short codes for our scalability, high-quality message delivery, and turnkey platform. Organizations who seek out SMS automation capabilities often partner with us. We exist for those who are serious about SMS marketing.
Apply for a Short Code15,000+ brands rely on SlickText to power their SMS marketing.
Common Short Code FAQs
There's a lot to understand before moving forward with a dedicated SMS short code. If you're like most, you'll have outstanding questions that need to be answered before choosing a service and getting started. Here are some of the most common questions we get regarding SMS codes and short code texting.
- How much does an SMS short code cost?
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The cost of a dedicated short code will vary based on whether it’s a random or vanity code. Random short codes cost $500 per month, while vanity short codes will cost you $1,000 per month.
- What’s the difference between a random and vanity short code?
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Random short codes are chosen at random and you're assigned a 5 or 6 digit text code. Vanity short codes are text codes in which you can choose from a list of available numbers. Both short code types are 100% equal in terms of their functionality and capabilities.
- How do you text a short code number?
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Texting a short code is just like texting other phone numbers. The only difference is that the text codes are shorter.
- Can any business get an SMS short code?
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Most organizations will have no problem getting their own dedicated short code. However, the carriers do have some strict rules about what message content is prohibited.
There is a well-known acronym in the world of SMS called "SHAFT." It stands for sex, hate, alcohol, firearms, and tobacco. If your text messaging program promotes content related to these or other "risky" topics, you may have more difficulty getting your short code application approved. You can work with your SMS short code service to better understand your options.
- What is a short code audit?
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A short code audit happens when a carrier or auditing agency on behalf of the carriers tests your short code. Audits sometimes discover violations that require a resolution. Violation severity depends on the issue. It could be anything from forgetting to include opt-out instructions when people opt in to your text code to sending message content that violates carrier guidelines. The majority of short code audits are minor issues and simply require you to update basic verbiage.
- How long does it take to get a short code?
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The industry average timeline for provisioning a short code is between 6 and 8 weeks; however, with our strong carrier relationships and best practices we consistently activate our client's short codes up to 2 to 3 weeks faster.
- What are the alternatives to using a short code?
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A great alternative to using a dedicated short code is a 10-digit toll-free number. Toll free numbers are free, nearly immediately available, and can send at high speeds. They are the next best option if you’re not willing to pay for a dedicated short code.
- How fast can short codes send text messages?
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One of the benefits of SMS short codes is that they can send text messages at extremely high speeds. This is referred to as "messages per second" or "MPS." Often, short codes can send 500+ messages per second.
- Do short code sms messages get filtered by the carriers?
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Typically, no. There is currently no systemic filtering of short code text messages. This is because your message content is pre-approved during the application process. If the carriers receive high spam complaints or there is an "audit" on your short code, they may conduct a review of your message content.
- How do I unsubscribe from a short code?
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All short code texting services are required to process special “opt out keywords” that will immediately take you off any texting list that uses a short code. If you text STOP, END, CANCEL, QUIT, or UNSUBSCRIBE to any SMS code, you should receive an immediate response confirming that you’ve been opted out.
Why Choose SlickText as Your SMS Short Code Service?
With all of the group texting solutions out there, why would you choose SlickText as your SMS short code service? There are hundreds of reasons. Here are a few:
A Hassle-Free Provisioning Process
We take the hard work out of provisioning your own SMS short code. From obtaining the code itself, to submitting the carrier applications and getting it connected, everything is handled by us, for you.
Lightning Fast Throughput
While some services will limit your short code's throughput or send rates, our platform is built on an incredibly strong infrastructure that can support sending hundreds of text messages per second per code.
Better Deliverability
Some SMS services save money by using low quality methods to send your messages. That just leaves people not getting your texts. We use the best possible North American messaging routes to ensure your text messages are delivered.
