Within the A2P Messaging world, companies and organizations sometimes find it tricky to know which type of number will deliver the best results. Organizations can start out using a channel like the “OG” of messaging, short codes, or relative newcomer, 10DLC, and then realize they aren’t the right channels for all of their use cases. Or they might discover that text messaging is actually their best communications channel, and they want to double down on it, meaning that they need to increase the volume of texts beyond what is cost effective with their current telephone numbers. Whatever the reasons for change, it’s important to get educated on each channel.
In this article, we’re focusing specifically on organizations that currently use 10DLC for SMS. 10DLC is one of the most effective channels for connecting with subscribers, customers, patients, and users, and many organizations can use 10DLC indefinitely with consistently high results. Other organizations, however, may eventually reach a point where Toll-free SMS starts to look appealing.
So, how can you best evaluate when it’s time to make the leap from 10DLC to Toll-free SMS? Let’s find out.
Five things to consider when evaluating 10DLC vs. Toll-free SMS
Cost structure differences
There are significant differences in cost between 10DLC and Toll-free SMS. While the cost to acquire a toll-free number is more expensive than acquiring a 1`0DLC number, toll-free verification is essentially free, while 10DLC registration costs money.
And not only does the initial registration carry a price, but the ongoing registration fee for each 10DLC campaign means an additional monthly line item to figure in. When you look at the math, senders who own a large number of 10DLC campaigns can actually save money by switching to toll-free!
Trust vs. localization
Toll-free numbers are, in general, widely trusted by consumers, especially when they are also voice-enabled. Healthcare providers rely on high levels of trust with their users, and using Toll-free SMS for messages such as notifications and two-factor authentication can reinforce that trust. Yosi Health uses Toll-free SMS as part of its mission to improve patient engagement and humanize clinic visits.
In addition, organizations can pay for toll-free vanity numbers that reflect their brand, giving users and customers a highly visible and easy number to remember.
For smaller organizations that want to maintain a local presence, 10DLC makes sense. 10DLC numbers use familiar area codes and are generally targeted to people within a smaller geographic area than toll-free numbers.
Time to onboard
Both Toll-free SMS and 10DLC take time to verify or register. In Bandwidth’s most recent survey of Toll-free vs. 10DLC lead time, the difference in toll-free verification and 10DLC registration was negligible.
No matter which option is the right call for any particular organization, remember to factor in time to verify toll-free numbers or register 10DLC campaigns. In other words, organizations should understand that preparing and executing on a messaging campaign requires lead time—and, ideally, a good partner who can help navigate the process. Dental Intelligence has found navigating an ever-evolving messaging landscape much simpler with the help of Bandwidth’s support team (and the handy Toll-free Verification API!)
Handset delivery receipts
Toll-free messaging provides handset-level delivery confirmations, meaning you know that an individual mobile device has received a message. 10DLC, on the other hand, only provides carrier-level delivery confirmations, so you’ll know an end-user’s carrier has received the message, but you won’t know if it actually made it to their phone.
Throughput
10DLC has throughput limits based on how campaigns are registered, while toll-free and short codes do not face carrier volumetric limitations. A platform’s throughput capacity therefore depends on how the provider allocates capacity. Bandwidth allocates capacity at the account level, so a customer would be able to send as fast as the channel their using allows and as fast as their account allows.
This model is not meant to hinder the amount of messages that a customer can send. Providing throughput at the account level allows Bandwidth customers to send messages without concern that other Bandwidth customers will affect their throughput.
Some organizations may not have strong feelings about throughput rates, and 10DLC might be more than sufficient for their needs once they make a one-time request. But for organizations that need the assurance of high throughput rates, it could be valuable to get special approval on a toll-free number. MEA Financial worked with the Bandwidth team to ensure its messages meet the needs of its customers without unnecessary lag time.
Of course, it’s always an option for organizations to use a combination of channels. A large enterprise with local affiliates or offices could use a toll-free number for national messaging blasts and a 10DLC number to personalize outreach in a particular region. Some companies use short codes for notifications and 2FA and direct customer service needs through either Toll-free SMS or 10DLC. Every organization is unique, and engaging a trusted partner to find the right solution—or solutions—is critical for long-term success.
If you or your customers are struggling to find the right combination of A2P Messaging solutions to deliver the results they need, reach out to a Bandwidth messaging expert today.
