If you’re looking to implement SMS, consider the type of SMS number you want to use. Each type has its own usability rules and caveats that are summarized below.
10-digit long code Number #
This is the default type of number Gladly configures for SMS. A “long code” number will allow you to send and receive SMS and MMS messages, but you must be mindful of your messaging volume when using this type. To control spam, carriers like AT&T and Verizon can filter messages from these numbers if the volume is high. We suggest you limit the number of messages sent from this type of number and be sure you are sending clear and concise information without links in your SMS messages. Carriers filter or block messages for several reasons. There is no guaranteed way to allow numbers or unblock traffic once filtered, so we suggest you consider purchasing a toll-free SMS number or shortcode to send more than 100 SMS/MMS messages daily.
- For more information on SMS best practices from a carrier perspective, please read this article
. - For more information on why carriers may block traffic from a long code number, please read this article .
Toll-Free Number #
A toll-free SMS number can be used to send/receive SMS from a toll-free number (8XX) to a mobile device. Toll-free messaging works best with person-to-person communication, such as Customer support or sales. However, because Toll-free numbers can support a higher throughput of messages per phone number than traditional long code numbers, some businesses use toll-free numbers for one-way communications like alerts and notifications. You can also enable a toll-free number for Voice to streamline your SMS and phone experience for Customers. Use cases with large SMS marketing messages are unacceptable for toll-free numbers.
Short Code Number #
A shortcode is a five or six-digit telephone number used to send and receive SMS and MMS messages in higher volumes than long code numbers. Wireless carriers individually audit every shortcode for its intended use in an approval process that typically takes eight to twelve weeks. Shortcodes are, therefore, not subject to carrier filtering and are the only way to ensure the deliverability of your messages without the risk of a carrier blocking traffic from your phone number.
Due to the potential for shortcodes to send a high volume of messages, tighter restrictions are placed on the language of the letters sent, including in advertisements and terms pages. The CTIA has a list of rules that all shortcode programs must follow, and carriers are responsible for enforcing these rules and can conduct random compliance audits.
Examples of applications best suited to a short code include marketing communications, large one-to-many notification bursts, time-sensitive alerts, and high volumes of one-to-one transactional notifications. You can also purchase a vanity short code for branding purposes, so your SMS number is easy for Customers to remember.
Please see the CTIA Short Code Best Practices 
and the CTIA Short Code Monitoring Handbook for more information on using shortcodes.
Choosing The Right Number #
Toll-Free vs. Short Code #
The most important thing to remember when choosing between a toll-free and short code number is that they rely on different infrastructure and spam filters. You will need to ensure that a toll-free SMS Channel remains spam-free, for example. You will also need to weigh the importance of guaranteed deliverability vs. maintaining all the requirements of short code messaging.
Costs #
Random short codes cost $11,000 per year, per number, with a one-time setup fee of $1,000. A TFN costs less than $1.00 and would cost less than $1.00. Vanity short code, meaning you get to select the number, costs an additional $16,500 annually.
Short codes are dedicated to you; no other companies can use them.
Contact Gladly Support If you want to purchase a short code to use for SMS.
