What is Short Code vs. Toll-Free vs. 10DLC?
A comparison of the three main phone number types for business SMS — short codes (5–6 digits), toll-free numbers (1-800 style), and 10DLC (standard 10-digit numbers) — each with different throughput, costs, and requirements.
What is Short Code vs. Toll-Free vs. 10DLC?
When setting up a business SMS program, one of the first decisions is which phone number type to use. There are three main options in the US: short codes, toll-free numbers, and 10DLC (10-Digit Long Codes). Each has distinct characteristics around throughput, cost, setup time, and use cases.
Short codes are 5–6 digit numbers (like 55444) that support the highest message throughput. Toll-free numbers (1-800 style) offer moderate throughput at lower cost. 10DLC numbers are standard 10-digit phone numbers registered for A2P messaging — the most common choice for businesses starting SMS programs.
The right choice depends on your volume needs, budget, timeline, and use case. Many businesses use a combination — a short code for high-volume opt-ins and a 10DLC number for conversational commerce.
How does Short Code vs. Toll-Free vs. 10DLC work?
Short codes offer throughput of 100+ messages per second, making them ideal for high-volume sends like flash sales or time-sensitive drops. They cost $500–$1,000/month to lease and require 8–12 weeks for carrier approval. Short codes are shared (used by multiple brands) or dedicated (exclusive to one brand).
Toll-free numbers (e.g., 1-800-555-1234) offer moderate throughput (up to 40 MPS after verification) at lower cost. They require toll-free verification, which takes 1–3 weeks. Good for businesses that want higher throughput than 10DLC without the cost of a short code.
10DLC numbers are standard 10-digit phone numbers registered through The Campaign Registry (TCR). Throughput varies based on trust score (typically 1–75 MPS). Setup takes 1–5 days. Cost is low (standard phone number pricing). 10DLC is the default choice for most businesses starting SMS programs.
Why does Short Code vs. Toll-Free vs. 10DLC matter for DTC brands?
Choosing the wrong number type can bottleneck your SMS program. If you're running time-sensitive drops to a large list, a 10DLC number with low throughput may not deliver messages fast enough — by the time the last subscriber gets the text, inventory may be sold out.
Conversely, paying for a dedicated short code when you're sending 1,000 messages per week is unnecessarily expensive. The right number type matches your current volume and scales with growth.
For SMS commerce, the number type also affects the customer experience. Short codes (like 55444) are easy to remember and type. 10DLC numbers look like regular phone numbers, which can feel more personal in conversational commerce. Many brands use short codes for opt-in (easy to promote) and 10DLC for ongoing commerce conversations.
Key points
Short codes: highest throughput
100+ MPS, ideal for high-volume sends. $500–$1,000/month. 8–12 week setup. Best for large-list promotions and opt-ins.
Toll-free: middle ground
Up to 40 MPS. Lower cost than short codes. 1–3 week setup. Good for moderate-volume businesses wanting better throughput.
10DLC: most common
1–75 MPS based on trust score. Lowest cost. 1–5 day setup. Default choice for most businesses starting SMS.
See Short Code vs. Toll-Free vs. 10DLC in action with AudienceTap
AudienceTap is the text-to-buy platform that powers short code vs. toll-free vs. 10dlc for DTC brands.
Related terms
10DLC Registration
10DLC (10-Digit Long Code) registration is the carrier-mandated process for businesses to register their brand and SMS campaigns before sending A2P messages through standard 10-digit phone numbers.
A2P Messaging
A2P (Application-to-Person) Messaging refers to text messages sent from a business software platform to individual consumers — as opposed to person-to-person texts between individuals.
SMS Deliverability
SMS Deliverability is the rate at which sent text messages successfully reach recipients' devices, affected by carrier filtering, number reputation, content quality, and compliance standing.
Short Code vs. Toll-Free vs. 10DLC FAQ
Most businesses start with 10DLC — it's the fastest to set up (1–5 days), lowest cost, and sufficient for most sending volumes. As your list grows and you need higher throughput, you can add a toll-free or short code number.
Yes. Many brands use a short code for keyword opt-ins (easy to promote) and a 10DLC number for commerce conversations. AudienceTap supports short codes 55444 and 33777 for opt-ins alongside dedicated commerce numbers.
For a 10,000-subscriber drop: a short code (100 MPS) delivers in ~2 minutes. A toll-free (40 MPS) in ~4 minutes. A 10DLC (10 MPS) in ~17 minutes. For time-sensitive drops, this difference matters.
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