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How to Pick the Right Number for Your SMS Marketing Efforts

Should your business use a dedicated short code, toll-free number or a 10-digit long code? In this article, we'll walk you through how to make a decision.

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Text messages are an easy, cost-effective way to get in touch with your customers, employees, fans, or any other group of people. But hang on! Before you send your first message, it’s worthwhile to take the time to figure out what type of number is right for you.

You have three options: a toll-free number, a long code, or a dedicated short code. All of these can send and receive messages, but they differ in a few key ways. Here are some questions you should ask yourself before you select a number:

  • How often do I plan to send messages?
  • What type of messages do I plan to send?
  • How will people sign up for my messages?
  • Do I want to send MMS messages?

Your answers to these questions will help guide your decision. Let’s start by talking about the most common choice—toll-free numbers.

Toll-Free Numbers

By default, every SimpleTexting account comes with a dedicated toll-free number. This is because it’s the most versatile type of number. They’re approved for mass messaging and 2-way communication. Toll-free numbers have a high throughput, meaning they can be used to send many messages at once.

If you’d prefer to use a toll-free number you already own, we can text-enable it! This can usually be done in under 48 hours.

Let’s talk about keywords. These are short words or phrases people can text to your number to join your list.

Because toll-free numbers are long, many businesses prefer to have their customers subscribe to messages with an online web form—as opposed to keywords. However, there are two easy workarounds if you plan to use keywords often.

  1. You can purchase a number that includes your business name from a third-party site such as (starts at $23/month). For example, you could get a vanity number like 1-800-MY-PIZZA. You’ll also have the ability to pick between a 1-800 number or 1-833, 844, 855, 866, 877, or 888. Another benefit that offers is the ability to forward calls to another number.
  2. You can make it easy for visitors to your site to sign up for your text messages with our free mobile sign-up widget. When they click a button, their native text app opens with the keyword and number prefilled. All they have to do is tap send.

📌 Key info about toll-free numbers:

  • Useful for mass messaging and 2-way communication
  • Perfect for promotions, alerts, customer service or support
  • You can import your existing contact list
  • Quick, easy setup
  • Can be used for sending/receiving SMS and MMS

Local Phone Numbers and 10-digit Long Codes

Another inexpensive option is to use a standard 10-digit number. Yes, just like your landline or VoIP number. If you already have one that you’d like to use, we can text enable it! Calls will go through as usual, and texts will be routed directly to our platform.

Many businesses choose this option because they’re able to send texts from a recognizable area code. Long codes are perfect for 1-on-1 customer service, support, and sales conversations. They can also be used to send text blasts to groups.

📌Key info about 10-digit long codes (10DLC):

  • You can select a local area code for added familiarity
  • Good for customer service, support or appointment reminders
  • Quick, easy setup

10DLC is a messaging solution that allows businesses to send a high-volume of SMS from a local number. You can learn more about 10DLC here.

Dedicated Short Codes

A dedicated short code is a 5- to 6-digit long number that only your business can use. Because of their cost and set up time, few companies choose to use a dedicated short code.

To lease your own dedicated code can run your business anywhere from $500-$1500 a month. This cost is set by the Common Short Code Administration, which oversees all short codes in the U.S.

If you plan on sending a significant amount of messages, it may be worth the investment.

We have years of experience provisioning short codes and can help make the process as smooth as possible. From completing your service approval form to testing your short code, we’ll be there for you every step of the way.

📌 Key info about dedicated short codes:

  • Most expensive option
  • Mass messaging and 2-way communication
  • Short, easy-to-remember number
  • Ideal for keyword opt-in
  • Can be used for sending/receiving SMS and MMS

Comparing Your Options at a Glance

In the end, your choice will come down to your budget, intended use, and whether you plan on using mass texts, 1-on-1 messaging for sales and support, or both. The chart below will give you a quick overview of your options.

  Toll-free Dedicated short code 10-digit long code
Format  10 digits     5-6 digits 10 digits
Primary Use Hybrid Mass texting 1-on-1 comms, mass texting
Throughput Medium High High
Setup Cost Low High Low
Setup Time Minutes Weeks Days

FAQ About Switching Phone Numbers

We get asked a lot of questions about switching numbers. While it’s easy to change the number associated with your SimpleTexting account, the implications differ depending on what number you were using, and what number you plan on switching to. It’s essential to be aware of what they are before you make any decision.

No. The only number that involves additional fees is a dedicated short code. 
Switching numbers does not disrupt your current lists at all. However, some of our customers decide to send a campaign to their contacts to let them know that they recently changed their number.
After text enabling your number, you’ll still receive voice calls from customers just as you always have. Texts from customers will go straight to SimpleTexting.
Yes it is possible to add multiple local numbers to your account. You can learn more about our multi-number feature here. 

Ready to Pick a Number?

Whether you’re just getting started with texting or want to provision a dedicated short code—we’re here to help. Get in touch with our support team by clicking the chat bubble at the corner of your screen. We’re happy to answer any questions you have and get you up-and-running with the right number in no time.

Alfredo Salked
Alfredo Salked

Alfredo leads the marketing team at SimpleTexting. In addition to writing about SMS, he also talks about it—literally. Our how-to videos are narrated by him.

More Posts from Alfredo Salked
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