Choosing Between Shortcodes and Long Numbers for Campaigns
TL;DR:
- Shortcodes are 5-6 digit numbers that work best for high-volume campaigns and promotions
- Long numbers look like regular mobile numbers and suit two-way conversations
- Shortcodes cost more but get better recognition and engagement rates
- Long numbers are budget-friendly and feel more personal
- Pick shortcodes for broad reach, long numbers for customer service and dialogue
When you're setting up a messaging campaign, one of the first decisions you'll face is whether to use a shortcode or a long number as your sender ID. Both have their place, but they serve different purposes.
Understanding Your Options
Shortcodes are those brief 5-6 digit numbers you see from big brands. Think of the numbers you text to enter competitions or get promotional updates. They're designed for one thing: sending messages to lots of people quickly.
Long numbers look just like regular mobile phone numbers. They're what you'd use if you wanted your messages to feel like they're coming from a real person rather than a marketing system.
When Shortcodes Make Sense
Shortcodes shine when you need to reach a large audience fast. They're built for:
- Marketing campaigns that go out to thousands of contacts
- Promotional messages where you want instant brand recognition
- Competitions and contests where people need to remember your number easily
- Any campaign where quick recognition matters more than personal connection
The main advantage is memorability. A 5-digit number sticks in people's minds much better than an 11-digit mobile number. This makes shortcodes particularly good for campaigns where you want people to text you back later.
Shortcodes also tend to get better delivery rates and engagement. Recipients recognize them as legitimate business messages rather than spam.
When Long Numbers Work Better
Long numbers are your go-to choice for:
- Customer service conversations
- Appointment reminders and confirmations
- Follow-up messages after purchases
- Any situation where you want to encourage replies
- Smaller campaigns where personal touch matters more than scale
The key benefit is that long numbers feel conversational. When someone gets a message from what looks like a mobile number, they're more likely to treat it as a genuine communication rather than marketing.
They're also significantly cheaper to set up and run, making them perfect for smaller businesses or campaigns with tight budgets.
Making Your Choice
Your decision usually comes down to scale and purpose. Ask yourself:
- Are you sending to more than a few hundred people regularly?
- Do you need people to remember your number for future use?
- Is brand recognition more important than personal connection?
- Can you justify the extra cost for better engagement rates?
If you answered yes to most of these, go with a shortcode. If you're focusing on customer relationships and two-way conversation, a long number will serve you better.
Remember, you're not locked into one choice forever. Many businesses use both: shortcodes for marketing campaigns and long numbers for customer service.
FAQs
When should I definitely use a shortcode?
If you're running large promotional campaigns, competitions, or any situation where you need people to remember and text your number later. The memorability factor alone often justifies the extra cost.
Are long numbers suitable for marketing campaigns?
Yes, but they work better for smaller, more targeted campaigns. If you're sending to under 500 people and want responses, long numbers can be very effective.
How much more do shortcodes cost?
It varies by provider, but shortcodes typically cost several times more than long numbers in both setup and ongoing fees. Factor this into your campaign budget early.
Can I switch between shortcodes and long numbers?
Yes, but remember that each has its own number, so your audience will see different sender IDs. This can affect brand recognition if you switch frequently.
Jargon Buster
Shortcode – A 5-6 digit number used for high-volume messaging campaigns, designed for easy recognition and memorability
Long Number – A standard mobile phone number format used for messaging, typically 10-11 digits depending on your country
Sender ID – The number or name that appears as the sender when someone receives your message
Two-way messaging – Campaigns where recipients can reply to your messages and you can respond back
Wrap-up
The choice between shortcodes and long numbers isn't complicated once you understand what each does best. Shortcodes excel at scale and recognition, while long numbers win on cost and personal connection.
Most successful messaging strategies use the right tool for each job rather than trying to force one solution to work everywhere. Start with your campaign goals and budget, then pick the sender number type that supports those objectives.
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