SMS short code marketing uses a five or six digit number to send and receive texts at high volume, typically for national consumer brands running keyword campaigns on television, radio or packaging. For most companies of 10 to 250 people selling services, a short code is more number than they need, and a registered local or toll-free number does the same job with less cost and lead time. This article explains how short codes differ from other sender types, how to decide which you need, and how to set up the right sending number on the levelpartner.ai platform.
The sender types
Short codes
A short code is a five or six digit number leased for business messaging in a specific country. It is built for throughput: very large sends in a short window, and memorable keywords such as "text GUIDE to" a number. Approval takes weeks and involves a detailed review of your use case, and the lease is a significant ongoing cost. People cannot call a short code.
Local long codes
A local long code is an ordinary phone number with a local area code. In the US, business texting from these numbers runs under a registration system for application-to-person messaging, in which you register your brand and your campaign use case. Once approved, they suit conversational and moderate-volume sending, and people can call them as well as text.
Toll-free numbers
Toll-free numbers can also be verified for business texting in the US. They suit national businesses that want one number for the whole country and somewhat higher volume than a typical local number.
UK sender IDs and mobile numbers
In the UK, businesses often send from an alphanumeric sender ID, which shows your business name but cannot receive replies, or from a mobile-style number that supports two-way messaging. Short codes exist in the UK too, but service businesses rarely use them.
How to decide
Ask three questions. Do you need replies? If yes, a short code adds little and a long code or UK mobile number suits you. Do you send tens of thousands of texts in a single hour? If no, you do not need short code throughput. Will you advertise a keyword nationally on mass media? If no, a memorable short number does not pay for itself.
For agencies, consultants, mortgage brokers and real estate firms, the answer is almost always a registered local number per region or office, which also looks familiar to the people you text. For a broader view of where texting fits, see deciding what SMS should do in your business.
Suppose the group sends around 8,000 texts a month across five offices, mostly viewing reminders and replies to enquiries. A short code would take several weeks to approve and could cost more each quarter than the group's whole messaging usage. Five local numbers, one per office, registered under one brand, would carry that volume comfortably and let buyers call the office that texted them. The volume is an assumption.
Before you start
- Your legal business details as they appear on official registers, for brand registration.
- A plain description of the messages you will send and how people opt in.
- A sample of two or three messages for each use case.
- A link to the form or page where people give consent, and your privacy policy.
- Access to Settings in the platform.
For US local numbers, register your brand and then your messaging campaign under Settings > Phone System > Trust Center before you send marketing texts. Approval comes first; sending comes after.
How to get a sending number
Buy a local or toll-free number in the country your customers are in, then complete any registration it needs.
- Click Settings, then select Phone System.
- Open the Phone numbers tab and click + Add Number.
- Select Add Phone Number.
- Select the Country and click Filter.
- Filter by digits, capability and local or toll-free type.
- Select the number and review its capabilities and monthly price.
- Click Proceed to Buy and complete any verification prompts.
- Confirm the purchase.
What a registered number replaces
It replaces unregistered sending, which carriers increasingly filter, and personal mobiles, which keep conversations out of the CRM. If you are moving from a standalone bulk sender that used a shared short code, a dedicated number gives you your own reputation rather than one shared with other senders.
Time it takes
Buying a number takes minutes. Registration review can take from a few days to a few weeks depending on the carrier and the completeness of your submission. Plan it before a campaign, not the week of.
The mistake most people make
Choosing a short code because it looks professional. For service businesses, a short code can look like an automated system, and people cannot ring it back. A local number with your business name in every message feels like a firm, which is what you are. For the sending practices that protect any number type, see rules that keep messages delivered.
Submitting a vague use case description. Registrations are often rejected for saying "marketing" with no detail. Describe who you text, why, how they opt in, and include real sample messages.
When a short code is right
If you are a national brand running a keyword on television or radio, expect very high response bursts, and do not need people to call back, a short code is the right tool. It is also worth considering if your one-way volume genuinely exceeds what registered long codes and toll-free numbers can carry. For large-volume sending on standard numbers, read sending bulk SMS responsibly, and for conversations that start from your number, running two way SMS.
Troubleshooting
Registration is rejected. Business details do not match official records, or the use case is vague. Correct the details and resubmit with clearer sample messages.
Texts deliver to some networks only. Registration may still be pending on some carriers, or content is being filtered. Check the registration status and remove public link shorteners.
UK recipients cannot reply. You are sending from an alphanumeric sender ID. Switch to a number that supports two-way messaging for conversational use.
Frequently asked questions
Do I need a short code for SMS marketing?
Almost never for a service business. A registered local or toll-free number handles the volume most firms send.
Can people call a short code?
No. Short codes are text only, which is one reason service businesses prefer standard numbers.
How long does number registration take?
From a few days to a few weeks, depending on the carrier and how complete your submission is.
Can I use one number for several countries?
No. Use a number local to each country so recipients recognise it and local rules apply correctly.