When businesses consider text messaging for marketing, they face an important choice: Should they use a toll-free number or a local 10-digit long code (10DLC)? Each option has distinct advantages and limitations, and the decision often depends on the specific goals of your marketing campaign. Here, we’ll explore why companies might choose one over the other and how each can support your marketing efforts.
Toll-Free Numbers for Marketing
Toll-free numbers, recognizable by prefixes such as 800, 888, and 877, have long been associated with customer service and broad-reaching communications. However, they’re increasingly being used for texting. Here’s why toll-free numbers can be an excellent choice for marketing campaigns:
Benefits of Toll-Free Numbers
- National Reach: Toll-free numbers are not tied to a specific geographic location, making them ideal for brands with a nationwide audience. Customers across the country recognize toll-free numbers as professional and trustworthy.
- High Message Throughput: Toll-free messaging supports a higher volume of messages per second compared to 10DLC, making it a better option for large-scale campaigns that need to reach many recipients quickly.
- Unified Branding: Using a single toll-free number creates a consistent identity for your business, simplifying communications and building brand recognition.
- Dual-Purpose Functionality: Toll-free numbers can be used for both text messaging and voice calls, allowing businesses to offer seamless customer support alongside promotional campaigns.
- Simpler Registration Process: Toll-free numbers use a verified sender form for registration, which is generally simpler compared to the more complex Campaign Registry (TCR) process required for 10DLC. This streamlined approach makes toll-free a more accessible option for businesses aiming to get started quickly and ensure compliance.
Limitations of Toll-Free Numbers
- Impersonal Perception: Consumers may perceive toll-free numbers as less personal compared to local numbers, potentially impacting engagement rates.
- Stricter Filtering for Marketing: Toll-free numbers are often associated with support or alerts. Purely promotional campaigns may face higher scrutiny unless the number is verified and compliant with carrier guidelines.
- Higher Costs with Most Providers: Many CPaaS companies or carriers charge more for toll-free messaging compared to 10DLC. However, Signalmash charges the same price for toll-free, 10DLC, or even short code messaging, making it a cost-effective solution for businesses.
Local Numbers (10DLC) for Marketing
Local 10-digit long codes (10DLC) are designed specifically for business messaging. They enable companies to use standard local phone numbers for texting, giving communications a more personal and familiar feel. Here’s why local numbers are often preferred for marketing:
Benefits of Local Numbers
- Localized Presence: A local number creates a sense of familiarity and trust. Customers are more likely to engage with messages from a number that appears geographically relevant to them.
- Marketing-Specific Features: 10DLC numbers are optimized for marketing campaigns, with tailored registration options for different use cases such as promotions, notifications, and surveys.
- Cost Efficiency: For many campaigns, especially smaller or regionally targeted ones, 10DLC messaging can be more cost-effective than toll-free messaging.
- Registered Messaging Requirement: All 10DLC messaging requires registration through a 3rd party partner called The Campaign Registry to ensure compliance and improve deliverability. This process can be a bit more cumbersome.
- Scalable for Small to Medium Campaigns: While 10DLC throughput is lower than toll-free, it’s sufficient for most marketing needs, particularly for smaller or segmented campaigns.
Limitations of Local Numbers
- Lower Throughput: For very large-scale campaigns, the message-per-second rate may not meet your needs.
- Complex Setup: Registering campaigns with TCR can be time-consuming, and unregistered campaigns are subject to strict carrier filtering.
- Limited Branding: Using multiple local numbers for a nationwide campaign can dilute your brand identity and confuse customers.
| Feature | Toll-Free Numbers | Local Numbers (10DLC) |
| Audience Reach | Nationwide | Localized and personal |
| Message Throughput | High (ideal for large-scale campaigns) | Moderate (suitable for segmented messaging) |
| Brand Identity | Unified and professional | Localized and approachable |
| Setup Complexity | Easier setup with optional verification | Requires mandatory campaign registration |
| *Cost | Predictable, slightly higher for large campaigns with most providers. | Variable, often more affordable for smaller campaigns. |
| Use Case Suitability | Broad campaigns, time-sensitive messaging | Targeted, local campaigns, customer engagement |
*Note: Signalmash charges the same rates for toll free and 10DLC messaging.
Signalmash: A Unique Approach
Signalmash stands out in the industry by providing:
- Flat Pricing Across All Channels: Whether you use toll-free, 10DLC, or short codes, the cost for text messaging is the same, making it a budget-friendly option for businesses.
- Registered Messaging Only: Signalmash ensures compliance and high deliverability by exclusively offering registered messaging services:
- Verified sender ID for toll-free messaging.
- Campaign Registry (TCR) registration for 10DLC messaging.
This approach reduces filtering and ensures your messages reach their intended recipients reliably and effectively.
Which Should You Choose?
Toll-Free Messaging Is Best For:
- National brands that want a consistent and professional image.
- Large-scale campaigns requiring high message throughput.
- Blending customer support and marketing into one communication channel.
- Time-sensitive promotions or alerts where rapid delivery is critical.
10DLC Messaging Is Best For:
- Businesses targeting localized audiences with a personal touch.
- Small to medium-sized campaigns that don’t require high throughput.
- Marketing campaigns focused on customer engagement and promotions.
- Cost-conscious campaigns where lower messaging fees are a priority.
Combining Toll-Free and Local Numbers
Many businesses find success by leveraging both toll-free and local numbers in their messaging strategy:
- Use toll-free numbers for national-scale campaigns, support, and alerts.
- Use 10DLC for localized promotions and customer engagement.
By understanding the strengths of each option, you can optimize your messaging efforts and ensure your campaigns resonate with your audience.
Choosing the right type of number for your marketing strategy is critical to its success. Whether you opt for the broad appeal of toll-free messaging or the personal touch of 10DLC, Signalmash is ready to help you achieve your business goals.
At Signalmash, we take a consultative approach to ensure that your messaging strategy is not only effective but also compliant. Our messaging consultants are available to guide you through compliance requirements, AI integration, and communications technology tailored to your unique needs. Schedule an appointment with one of our experts today to get started on optimizing your messaging strategy and achieving unparalleled results.