Dear Reader:
As communication professionals, change is the only constant.
If the 2000’s were the dawn of person-to-person text messaging – think handset to handset – it wasn’t until 2010 that carriers rolled out application-to-person (A2P) texting. That enabled platforms and other services to send higher volumes of messages to smartphones, and kicked off a wave of carrier changes to adapt.
As the 2020’s roll on, I’m more excited than ever to see what our Commio partners are building with omnichannel communications. While voice is and will continue to be a critical channel, end-users expect to be able to send a text to address many of their needs.
That’s why we put this eBook together, titled “20 Ways to Get Your Text Message Across,” featuring the latest information explaining the why’s and how’s of A2P text messaging. In this guide, you’ll see why using local phone numbers (known as 10DLC or long code) are quickly gaining on short codes in popularity to deliver more messages, faster, and with reduced filtering.
While toll-free numbers are still a great choice to send high-volume A2P messages, long codes are now part of the A2P universe and may deliver better engagement because they’re recognizable as local numbers.
As you read this guide, it’s important to consider which type of messaging works best with your use case. Short codes are just that – short – and easy to remember as part of your brand. While toll-free and long codes may fit the bill if high capacity is important.
I’d be remiss if I didn’t talk about the elephant in the room. This year was the first that every newcomer to texting had to get their brands and campaigns registered, vetted, and approved before sending could begin. New short codes take the most time to get approved, 15 to 30 days on average, while long codes may be approved in as little as 20 minutes. Toll-free may take a week or more to go through the process.
No matter which format you choose, plan for a registration and review cycle in your launch plan, and be absolutely thorough in your registration process. A carefully filled-in application, complete with a link to your updated privacy policy covering your use of opt-in information as well as your tax ID/EIN information, is key to speeding your approval through on the first try.
With carrier surcharges, application and review fees, plus potential penalties for misuse changing every month, it’s vital to work with us at Commio to stay up-to-date and take the confusion and high costs out of texting. We’re here to help you take advantage of this seismic shift in communications to leverage smartphones as a key part of your customer experience.
See also: eBook Introduction | Short Code | Long Code | Toll-Free Messaging | Opt-In Lists | Messaging Rules | Delivery Receipts (DLRs) | Messaging APIs
