Which Messaging Channels Should I Use? 🤔

Not sure which messaging channel is right for your business? 🧐 We’ve got you covered! Below, we cover the pros and cons of 10DLC, Short Code, Toll Free, and RCS messaging. If you’d like to check out the webinar that inspired this post, watch it Here.

10 DLC:

• Pros:
  • Local, easily-identifiable number
  • Inherently conversational
  • Appears to be communicating with a person, not a machine
  • The cheapest messaging option
  • The setup process is quick

• Cons:
  • Susceptible to filtering
  • The review process can be inconsistent

• Best for:
  • Local and regional businesses
  • Conversational messaging
  • Personalized communication

Short Codes:

• Pros:
  • High throughput
  • Virtually no filtering
  • National reach
  • Conveys that you’re an established business

• Cons:
  • Expensive (short codes costs hundreds or thousands of dollars to lease)
  • Difficult approval process
  • Not inherently conversational

• Best for:
  • Established national brands
  • high-volume messaging
  • Time-sensitive alerts

Toll-Free Numbers:

• Pros:
  • National presence
  • Higher throughput than 10 DLC
  • Can appear more personalized than short codes

• Cons:
  • Can be shut down without notice based on content
  • More expensive than 10 DLC
  • Lacks local presence

• Best for:
  • Businesses needing a balance of throughput and personalization

RCS:

• Pros:
  • Rich media capabilities
  • Read receipts
  • Typing indicators
  • Enhanced user engagement

• Cons:
  • Not fully launched
  • Currently limited to large enterprises
  • Complex vetting and approval process

• Best for:
  • Future-oriented businesses
  • Those seeking a richer messaging experience (expect wider availability soon)

Actionable Insights:

• Consider your business needs: Evaluate your message volume, target audience, and communication goals
• Prioritize personalization: Tailor your messages to individual recipients for better engagement
• Optimize for filtering: Avoid spammy language and practices to ensure your messages reach your audience
• Stay informed about RCS: This emerging channel offers exciting possibilities for the future of business messaging

Audience Q&A Highlights:

• Q: I operate an automotive chain in 6 cities. Should I use one short code or several 10 DLCs? A: It depends on your messaging strategy. For personalized, community-focused messages, 10 DLCs (one per location) are recommended. For broader, brand-focused messaging, a short code might be suitable.

• Q: My company sends low-volume messages all at once for merchandise drops. Which channel is best? A: Short codes are ideal for ensuring simultaneous delivery to a large audience.

• Q: I want 10 DLC but don’t know what information to submit. I represent a larger organization but have my own company. A: Register with the parent company’s legal name, and your company as the DBA name. Use your company’s EIN.

• Q: I heard toll-free messaging is essentially spam. Is that true? A: Toll-free messaging has a bit of a bad rap. That reputation is not representative of the channel, particularly with newer guidelines.

• Q: How does RCS compare to WhatsApp? Will it actually launch? A: RCS is native to phones and integrated into messaging apps, unlike WhatsApp, which is an OTT (over the top, aka outside of the carrier network) app. RCS offers similar rich media capabilities. It’s expected to launch widely later this year.

• Q: I’m an SMS reseller (CRM). What channels should I offer? A: Start with 10 DLC, as it’s the standard for SMBs and the mid-market. Gather customer feedback to determine demand for other channels. In any event, you can leverage omni-channel APIs for easy integrations.

• Q: You talked about filtering. Can you explain it more? A: Filtering happens at the messaging provider, DCA, and carrier levels. They use AI to identify potentially spammy messages based on keywords, formatting, and content.

• Q: How can I avoid my messages being filtered? A: Avoid spammy language (especially in financial services), excessive capitalization, and certain keywords related to SHAFT (sexual content, harassment, alcohol, firearms, tobacco).

• Q: As a CRM, can we make the 10 DLC approval process easier for our customers? A: Yes! Offer templated submissions, remove unnecessary fields, provide clear guidance, and offer personalized support during the process.

Want to learn more? Stay tuned for upcoming webinars on specific topics like campaign approvals, throughput, and creating a strong use case.