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 by organizations to send text messages at scale. People opt into SMS marketing programs by texting a word or phrase known as a "keyword" to a short code. They are specifically meant to be shorter than normal phone numbers to make the opt in process easier.

Additionally, SMS 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.

The Different Types of SMS Short Codes

There are two different types of short codes used for SMS marketing; random and vanity. They’re the exact same in terms of their functionality and capabilities. It all comes down to the number and associated costs.

Random Short Codes

Random short codes, also referred to as "non-vanity 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, just like license plates, give you the option of choosing what your number will be. You can choose between a 5 or 6 digit number as well. Vanity codes are more expensive than random because the U.S. Short Code Registry charges a premium for you to select and maintain a number of your choice. Vanity codes are more favorable as you can select numbers that are easier to remember and thus makes texting to join easier. An example of a vanity SMS short code is 888111 or 222444.

Ready to get started with a short code?

Let's Talk

Shared vs. Dedicated Short Codes

If you’ve been reading up, you’ve likely come across the topic of shared vs dedicated short codes. Historically, shared codes have been the most commonly used however with new industry changes happening, dedicated codes are now the only available option. Let’s dig deeper.

Dedicated Short Codes

Dedicated short codes, now the only available option, are ones that are used by a single brand or organization. In the past, you typically saw dedicated codes being used by larger companies or ones that could support the additional cost.

Having a dedicated short code gives you full control over the messaging content that’s sent through your number. Unlike codes that are shared, you don't have to rely on your short code texting provider to monitor the messaging and ensure the other text programs are compliant with laws and regulations. This protects the integrity of your short code and helps to minimize the risk of being shut down by the cellular carriers.

View Short Code Pricing

Sample text message from an SMS short code

Shared Short Codes No Longer Available

Shared short codes, now no longer available, are simply ones that were used by multiple organizations or brands. Short codes were normally shared because of their cost. Sharing gave companies the ability to launch SMS programs at more affordable rates.

Mass texting services historically made use of shared codes for most of their users. This, however, has begun to change. The cellular carriers have updated their messaging guidelines and have decided to ban the use of shared short codes towards the end of 2021. They’ve chosen to do this for several reasons but primarily to help identify and stop individual spammers. All organizations using shared SMS codes will eventually need to switch to a dedicated short code or ten-digit phone number in order to continue sending text messages.

Short Codes vs. Other Texting Numbers

There are several differences between SMS short codes and other types of numbers used for SMS marketing. The alternatives to a short code are toll-free and 10DLC numbers.

Short codes are only 5 or 6 digits vs. others that are 10. This makes opting into texting programs simpler as the number is easier to remember and quick to type out.

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. Toll-free and 10DLC numbers are free or have minimal cost. SMS codes also send at much faster speeds; up to 20 times faster in some cases.

While messages sent from normal 10-digit numbers are subject to carrier spam / content filters, SMS short code texting is not typically filtered. There’s a 6 to 8 week approval process when securing a short code and part of that process is vetting the sender and texting program so messages don't need to be filtered.

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 send speed	~50 messages per second send speed	~10 messages per second send speed
No carrier filtering	Carrier filtering	Carrier filtering
Approval process required	No approval process	Approval process required
6 to 8 week approval time*	Available instantly	48 hour approval time

*While 6 to 8 weeks is the industry average for getting a short code approved and provisioned, we consistently make it happen up to 2 weeks faster.

Benefits of a Dedicated SMS Short Code

While dedicated short codes represent an additional cost to your text marketing or bulk SMS initiatives, there are several benefits that can make them worthwhile.

Choose Your Own Number

Make opting into your SMS marketing program even easier with a vanity SMS short code. Having a memorable, easy to read number will have a meaningful impact on your opt-in performance and engagement rates.

No Keyword Restrictions

Do you need a specific keyword… or a large volume of keywords for your text marketing program? A dedicated SMS short code gives you the flexibility to use any keyword possible and an unlimited number of them.

Control Your Messaging

With dedicated short codes, you're in full control of what types of SMS messages are being sent on your number. Maintain a spotless image without worry of brand confusion or carrier violations by sharing with others.

Dedicated Throughput

For SMS programs that require high levels of throughput, either inbound or outbound, dedicated short codes provide the support and scalability you need to send large text message blasts at scale.

How to Get an SMS Short Code

Getting your own short code can be complex as there are several steps from beginning all the way to having it up and running. The good news is that SlickText will handle 100% of it for you at no additional charge. With that said, it's still helpful to understand what the entire process looks like for securing your own 5 digit text number.

First we need to decide what type you're looking to acquire. This will be either a random or vanity short code. Next we lease the code from the U.S. Short Code Administration.

Note that we said "lease" and not "purchase". Short codes are never purchased. They are always leased and typically on a quarterly basis.

After the short code has been acquired, it's just a number that doesn't do anything... yet. The next step is to have it provisioned with all of the cellular carriers. At this point we begin submitting applications to all of the individual carriers requesting that they activate the code on their networks.

Once all of the carriers have approved it, we officially activate it and you can begin sending text messages.

The industry average timeline for this process is between 6 and 8 weeks however with our unique carrier relationships we're consistently activating SMS short codes up to 2 weeks faster.

SlickText Handles the Process For You

Decide between a random or vanity short code
Acquire a code from the U.S. Short Code Administration
Choose an SMS service to use it with
Submit short code applications to all cellular carriers
Wait for all applications to be reviewed and approved
Connect the short code to your SMS service

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.

Interested In Getting Started? Let's Talk!