An SMS code is the number used to send and receive text messages – much like a regular cell phone number. When launching a text message-based mobile marketing campaign, businesses will be required to choose between an SMS long code and an SMS short code.
We’ve all seen adverts on TV or in the back of magazines that display one of these codes and ask you to text a keyword: “Send the word YES to 12345”.
This process is called an “opt-in.” All those that reply to the code can now be sent further messages, depending on the type of campaign. The first message will often be an automatic response to the keyword.
But which is better suited for this and similar types of mobile marketing? A short code or a long code?
There are positives and negatives to each method which took a closer look at before when we talked about the pros and cons of short-codes and the pros and cons of long numbers, the decision will be dependent on the type of campaign being used and how the rules and regulations apply.
This may differ from country to country, and between individual phone carriers as well. The fact that carriers often alter their individual policies makes it especially daunting for new marketers to get their campaign up and running.
Unless there are exceptional circumstances, mobile marketers should always opt to use short-codes to engage consumers via text message.
They are an officially recognized marketing practice, easier to use on the consumer end, and offer a range of business/billing models.
Regulations are never perfect in any industry, but the short-code rules help to ensure that the industry is free of spam, which creates and overall a better experience for consumers and the brand image of businesses.
Here is some differences between long code and short code: