SMS Phone Number Types

  • Updated

When you enable SMS in Act-On, you choose what kind of number your messages are sent from. The options differ by use case, throughput, approval process, and the countries they can reach. Your Account Manager or Customer Success Manager can help you choose based on your marketing goals.

Who does this: The person enabling SMS for the first time - typically an Administrator working with an Account Manager
Time needed: 5 minutes to read; approval and provisioning happen over weeks
Why this matters: The number type sets the ceiling on how fast you can send, which countries you can reach, and how long the approval process takes. Picking the wrong type for your use case means either waiting weeks for a new one or spending Credits less efficiently than you could.
In plain English: Toll-Free and 10DLC are the everyday choices for US and Canadian sending. Short Code is for high-volume marketing campaigns. Alphanumeric Sender IDs are for international sending outside North America.

Toll-Free

  • Type: A US or Canadian toll-free number, typically starting with 800, 888, 877, or similar prefix.
  • Use: Ideal for nationwide reach. Works well for appointment reminders, marketing, and customer service. Sanctioned for higher messaging volumes than standard long codes.
  • Considerations: US/CAN only. Subject to carrier registration as part of the message approval process. Approval can take up to 5 weeks in the US.

10-Digit Long Code (10DLC)

  • Type: A local 10-digit phone number, typically starting with a local area code.
  • Use: Designed for local communication - appointment reminders, regional marketing, and customer service.
  • Considerations: Subject to carrier registration to comply with throughput limits based on sending reputation. An EIN is required for the US. To send to users in multiple countries, you need a separate number registered in each target region. Approval can take up to 5 weeks in the US; international approvals and regulations vary by country.

Short Code

  • Type: A 5 or 6-digit number purpose-built for high-volume messaging.
  • Use: Commonly used for marketing campaigns and alerts. Short codes carry significantly higher throughput than long codes.
  • Considerations: Verification is detailed and can take 6-14 weeks. Short code SMS campaigns must include a toll-free support line or support email address where recipients can reach out. A Letter of Authorization is required, among other requirements. Short codes are country-specific - sending to multiple countries requires a separate short code per region. Short codes also cost significantly more than other number types. If this is your preferred route, discuss with your Account Manager.

Alphanumeric Sender ID

  • Type: A sender ID that uses letters, numbers, or a combination instead of a phone number (for example, "BRANDXYZ"). Limit 11 characters per Sender ID.
  • Use: For marketing and transactional messages outside the US and Canada, in countries where regulations allow businesses to use their brand name in place of a phone number.
  • Considerations: Not permitted in the US or Canada. Approval can take up to 5 weeks. Opt-out replies (or any replies) aren't handled by an alphanumeric ID - you will also need a foreign DLC to handle opt-outs, and the approval process for that varies by country.
Note: Non-profits and government organisations may have additional registration requirements. Message regulations, limits, approval timelines, and costs are subject to change.

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