Long Codes vs Short Codes

Major mobile phone carriers created short codes in 2003 to allow marketers to communicate more easily and effectively with consumers. While text messaging has exploded in the past ten years, short codes have not grown accordingly. An expensive and time consuming setup process prevents all but brands with the deepest pockets from marketing via text message. Most small and mid-sized business owners do not know about the availability of long codes, which offer instant setup, affordable pricing, and no carriers to act as middlemen between companies and their customers.

Short code platforms are also unstable, regularly experience long periods of down-time that cause hours of delays in message delivery. Long codes only require that the mobile network itself is up and running.

The 5-digit short code is undoubtedly easier for consumers to remember than a 10-digit long code, and is effective in reaching larger audiences. However, until the industry works through the issues associated with carriers and short codes, the long code is a better alternative for small and mid-sized business owners to implement successful mobile marketing campaigns.

Long codes also enable businesses to personalize communications that offer increased customer satisfaction and user friendliness. For example, campaigns can be set up for the message recipient to have the opportunity to respond with a question or to ask for additional information. A similar short code campaign would require the individual to look up the company phone number and place a telephone call.

Examples of industry long code usage include:

Prescription refills at pharmacies
Placing orders or making reservations at restaurants
Customer surveys
Retail orders
Appointment scheduling for doctors, chiropractors and auto service centers
Help car dealers advertise and provide information about multiple car models
Help realtors market and provide information about multiple property listings

Long Codes

are voice, SMS, and fax enabled
can be accessed from a mobile device, landline, chat window, email or web-based application
are inexpensive, but do not sacrifice quality of service
may be published in directory listings
are saved in contact lists just like traditional telephone numbers.