Overview
Long Codes
Also known as 10-digit long codes, or 10DLCs, long codes are 10-digit numbers typically used for lower-volume, conversational messaging, such as customer support.
Short Codes
Short codes are 5- or 6-digit numbers designed for high-volume, time-sensitive mass messaging, such as marketing campaigns, with faster delivery but higher costs.
The Disadvantages of Long Codes
1. Throughput Limits
Some carriers impose limits based on daily or minute-ly message rates sent. For now, if a 10DLC client hits their limit, the message will be queued until their limit “frees up.” In other words, any message over the limit will be queued for send after the limit refreshes.
2. Lack of confirmed delivery receipts
“Delivery” receipts for long codes indicate that Wunderkind has passed the text message on to the carriers. Unlike short codes, it does not mean the text has been delivered to the subscriber. The Wunderkind Analytics team is aware; however, keep this discrepancy in mind in the event potential performance implications arise.
| Long Codes | Short Codes | |
| Throughput | ~1 message per second, though some providers allow higher rates | 100 messages per second or more, depending on the carrier and code type |
| Compliance | Easier to set up than short codes, but still subject to regulations like carrier guidelines and the Telephone Consumer Protection Act (TCPA) | Highly regulated and requires approval processes with carrier, reducing the risk of being flagged as spam |
| Brand Recognition | Less memorable than short codes, so typically not used for mass marketing campaigns. |
Since short codes are easier to remember, they are often used in consumer-facing applications. |
| Volume | Hundreds to a few thousand messages per day | Thousands or millions of messages per day |
FAQ
Am I eligible to apply for a long code (10DLC)?
- New clients in the US/UK are eligible to apply for a long code if their expected list size at the end of their first year using Wunderkind Text is 15k subscribers or less.
My brand is eligible; does that mean I should definitely apply for a 10DLC instead of a short code?
- It is up to you and our Sales team to weigh the pros and cons of a short vs. long code before deciding which application to pursue.
If my brand applies for a long code during onboarding, does that mean I can’t switch to a short code down the road?
- Wunderkind does not recommend that brands switch from a long code to a short code (or vice versa) once live with Wunderkind Text. Brands that switch will not only need to re-start the application process but also notify their entire subscriber list about the new number after the switch is complete.
- That said, under special circumstances, we can support brands who switch codes while live with Wunderkind Text. Reach out to your rep for more details.
Does Wunderkind support long codes internationally?
- Currently, long code support is only available in the US and UK. We are currently working to extend long code support to CA.
I’ve decided to apply for a long code instead of a short code. What are the next steps?
- No additional work is needed on your side. Wunderkind Support will request a 10DLC from our aggregator on behalf of your brand and set it up in the Wunderkind system during onboarding.
Are 10DLCs and toll free numbers the same? Does Wunderkind support toll free numbers?
- No, 10DLCs and toll free numbers are not the same, although both numbers are 10 digits long. Wunderkind does not currently support toll free numbers for text, although it is on our product roadmap.
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