In the ever-evolving landscape of business communication, understanding the tools at your disposal is crucial for effective customer engagement. Two messaging options that we support at HubSpot are short codes and long codes, specifically the 10DLC (10-digit long code) numbers. While both work well for most use cases, they come with distinct characteristics that can significantly impact your messaging strategy. Below, we outline the key differences between short codes and long codes, helping you make an informed decision for your business needs.
Need a refresh on how to create and send SMS messages in HubSpot? Check out this article.
Key Differences Between Short Code and Long Code 10DLC Numbers:
- Length and Format:
- Short Code: Typically 5-6 digits long, designed for high-volume messaging.
- Long Code (10DLC): A standard 10-digit phone number, resembling traditional local phone numbers. Great for franchise businesses, realtors etc, that want to have a local presence.
- Messaging Volume:
- Short Code: Ideal for sending a large number of messages; can handle thousands of messages per second and experiences less filtering by carriers due to the lengthy registration process.
- Long Code (10DLC): Supports lower messaging volumes; generally suited for one-to-one communication (like sales) or smaller campaigns. 10DLC is unique here in that it has what is called a Trust Score. This is calculated by a 3rd party with your application and assigns you a throughput threshold (see table below). This can catch out business sending to larger lists if they receive a low score. The MPS (messages per second) varies from 12 MPS to 225 MPS, which is a huge window.
- Use Cases:
- Short Code: Best for marketing campaigns, promotions, and time sensitive alerts due to its high throughput capability.
- Long Code (10DLC): Is still good for promotional sending but may experience slower sending or more filtering. It is great for customer service, two-way communication, and personalized interactions.
- Cost:
- Short Code: More expensive to set up and maintain
- Long Code (10DLC): Generally more cost-effective
- Compliance and Regulations:
- Short Code: Subject to specific regulations and carrier approval; often requires compliance with strict guidelines. Can take up to 12 weeks.
- Long Code (10DLC): Must also adhere to regulations but may have more flexible compliance rules depending on usage. It takes about 2-3 weeks to register
- Brand Recognition:
- Short Code: Easily recognizable and associated with brands; often used in advertising.
- Long Code (10DLC): May not be as recognizable for marketing purposes, but offers a more personal touch.
Lets take a look at some of the key components side by side.
Number Breakdown
| 10DLC | Short Code | |
| Example | 312-478-6798 | 45267 or 456298 |
| Messaging Type | *A2P & P2P | A2P & P2P |
| Replies & Reply Management | Yes | Yes |
| Voice Capable | Yes (not supported yet) | No |
| Vetting Process | Yes | Yes Extensive |
| Approval & Set-up | 3-5 weeks | 8-12 weeks |
| Throughput (MPS)Messages per second | Low - HighDependant on *trust score applied to brand at registration | High |
| MMS | No | Yes in Q4 2024 |
| Cost | $75 p/m | $$$1,500 p/m |
| Segment count included in monthly add-on | 1000 | 0 |
| EIN needed | Yes | Yes |
| International Sending | Canada Only- (slow) | No |
| Available outside US | No | No |
| Filtering by carriers | Yes | Yes/ not as common |
| Registration process | In-app | Through Product Team Manual: With support from HubSpot team |
| Opt-in confirmation message required | No | YesThis means for every opt in a confirmation message will automatically be sent |
Definitions:
For more information on 10DLC, registrations and how it is managed see the TCR (The Campaign Registry) website for reviewing campaigns HERE
*The following information may change over time but is accurate as on Jan 2025
Trust Score (10 DLC only):
Trust score is applied to a brand at the time of registration, it is given to the brand by the Campaign Registry (third party) and there is no control over this with ESP’s. This score does NOT change over time, it is static.
Trust score affects the throughput of a campaign (how fast you can send/Messages per second). Depending on your score, you’re given an MPS which is spread across the 3 major carriers evenly.
| 10DLCTrust Score | Total MPS towards major US networks | AT&T | T-Mobile | Verizon |
| score 1-24 | 12 | 4 | 4 | 4 |
| score 25-49 | 12 | 4 | 4 | 4 |
| score 50-74 | 120 | 40 | 40 | 40 |
| score 75-100 | 225 | 75 | 75 | 75 |
One other note is that T-Mobile further limits sending volume based on Trust Score, if a campaign goes over the daily limit applied, they will not deliver the messages and you will be charged for those segments.
| 10DLCTrust Score | T-mobile limits | Note roughly 33% of all your recipients will typically be T-mobile customers, so if you are sending more than 3X of the following numbers you will see filtering |
| score 1-24 | 2000/day | 6k cut off |
| score 25-49 | 10,000/day | 30k cut off |
| score 50-74 | 40,000/day | 120k cut off |
| score 75-100 | 200,000/day | 600k cut off |
A2P:
Application to Person
The process of sending a mobile message to a mobile user via a business application. This is usually automated and used for use cases like marketing, service, security etc.
P2P:
Person to Person
These are mobile messages sent between 2 individuals. They are sent directly to the other party via text message with a mobile phone or through a supported business interface.
Segments
These are an industry standard. They are a body of 161 characters that make up a mobile message. These are what are charged for by the service provider/HubSpot. Messages can run over 161 characters, and in those cases you would be charged 2+ segments.
Please check out our P&S Catalog for more information regarding pricing for segments
Choosing a number is important; While both numbers can work for promotional and transactional use cases there are still important factors in making a decision. We hope this guide has given you some clarity on what works for you and your business. Please contact the HubSpot sales team or your support rep if you want to dig into these questions further.
Summary of key considerations:
Short Codes
*Important: For every opt-in there’s a regulatory requirement to send a confirmation SMS to each contact that has been opted in and this consumes your monthly segments. This will be automated in our systems. This needs to be considered in the set up of each number.
- Common use cases: Promotional, account notification, mission critical updates
- High volume/ short-timeframe (limited time sales/weather updates/market related updates)
- Highest deliverability
- Thorough application process so lower carrier filtering
10DLC
- Local number for businesses or franchisees for higher trust and engagement
- High deliverability (but can see some more carrier filtering)
- Faster vetting process
- Lower cost
- P2P messaging
- Throughput can vary based on trust score
We hope this was helpful for you! Share your feedback or questions in the comments below!