Since the COVID-19 pandemic began, SMS text message marketing has only increased in popularity.
This resulted from overall increased texting among consumers. In fact, about 50 percent of people sent more texts during the height of the pandemic.
Of course, pandemic or not, the value of text marketing is clear. Almost 100 percent of people read all their text messages. Compare that with the average 18 percent email open rate businesses aim to hit.
If you’re beginning to consider SMS text message marketing for your own business, you’ll want to understand 10-digit long codes (10DLC).
Let’s dive into what 10DLC is, as well as four reasons why you should use it in your own text marketing.
What is 10DLC?
In a nutshell, 10DLC is the long-code solution for application-to-person (A2P) business messaging in North America.
Also known as commercial long codes, 10DLC is just a standard 10-digit phone number that supports high-volume messaging that’s required by businesses.
The first version of 10-digit A2P messaging years ago could only handle very low volume and simple one-to-one communications. Demand has helped push for its evolution.
10DLC versus short codes and toll-free numbers
To better understand through comparison, there are three types of numbers:
- Short code, which is a 4- to 6-digit number used for non-consumer (A2P) messaging globally
- Toll-free long code, which begins with an 8 and is available for voice calls but also has been enabled for texts
Each type supports different business needs and desired outcomes.
10DLC best supports a localized, smaller customer base, with typical uses including chat, event-based interactions, service updates, appointment reminders and more. While traditional local long codes send at a rate of 1 message per second and only support sending of a few hundred messages per day, 10DLCs should be capable of sending around 100,000 text messages per month with a send rate of between five and 15 text messages per second. Keep in mind that support for 10DLCs is exclusive to the United States and Canada.
Short codes support an enterprise-level, large-scale customer base, with typical uses including marketing blasts, one-time passwords, fraud alerts, transactional and more. While short codes are appealing, their lease rates are the most expensive and can range from $500 to $1,000 per month or more. Short codes feature unlimited throughput and volume. For example, you can use them to send millions of text messages per day and at rates of up to 500 per second.
Toll-free long codes support either enterprise-level or localized messaging volumes, with typical uses including customer service chat, customer feedback, notifications and more. Its volume capabilities can be more limited, though. Toll-free long codes can only send at a rate of 3 messages per second, though, with the capability of sending a few thousand texts per day.
Short codes do not have voice capabilities, while 10DLC and toll-free do. But 10DLC does not include delivery-receipt capabilities, while short code and toll-free do.
Why use 10DLC in your SMS text marketing?
When compared to short codes, 10DLCs are far more affordable for small businesses. They typically cost only a few dollars per month. Granted, if you have the budget to use both short codes and 10DLCs, definitely do since they both serve different purposes and have different benefits.
Local phone number recognition
10DLC enables businesses to reach customers individually or in mass with a local phone number. This vastly improves user experience and then customer engagement as a result. Think about your own experience as a consumer. Are you more trusting of a local number being used by a nearby restaurant?
Both text- and voice-enabled
10DLCs support voice, which means customers can send and receive text messages on the same number they call you on. Again, this contributes to a better, less-confusing and more-seamless user experience. The better the experience, the better your results.
Higher messaging volume (but not the highest)
10DLC numbers feature a higher messaging volume than traditional long codes and toll-free numbers for about the same cost. They can’t compare to the volume that short codes feature, but depending on your SMS text messaging goals, that might not matter to your business.
SMS text message marketing is a powerful tactic that businesses should be using in their overall digital marketing strategies.
And 10DLCs can help you drive results. Plus, check out our eight tips to write a text message that won’t get ignored. Just make sure that you’re avoiding all carrier violations so that your texts deliver to customers.
DailyStory can help you get started with SMS marketing. Our platform features dynamic audience segmentation, automation features, text carrier violation checker and more. Schedule your free demo with us today.