As customer engagement through text messaging continues to grow, brands increasingly seek ways to balance messaging volume, cost, and personalization. In response to this demand, Wunderkind has introduced support for long codes—also known as 10-digit long codes, or 10DLCs—for clients in the US and UK. This offering makes it easier for new clients with lower-volume messaging needs to reach audiences through personalized, conversational text marketing at a lower cost.
Here’s a closer look at what long codes bring to the table, how they differ from traditional short codes, and why they may be the right choice for your brand’s text messaging needs.
What Are Long Codes, and How Do They Differ from Short Codes?
Long codes are 10-digit numbers typically used for lower-volume, conversational messaging, such as customer support. Long codes are optimized for conversational text interactions, so brands can use a format that feels more familiar and encourages open, two-way communication with their customers. On the other hand, short codes are 5- or 6-digit numbers designed for high-volume, time-sensitive mass messaging, such as marketing campaigns, with faster delivery but higher costs.
Some of the key differences between long codes and short codes include:
– Volume and Throughput Limits: Long codes are ideal for lower-volume messaging, handling anywhere from hundreds to a few thousand messages daily. This volume makes them ideal for one-on-one conversations or specialized customer support. Some carriers impose limits based on daily or by-minute message rates sent. For now, if a brand using long codes hits its throughput limit, the message will be queued until the limit “frees up.” In other words, any message over the limit will be queued for send after the limit refreshes. Conversely, short codes support higher messaging volumes, often thousands or even millions of messages per day, making them the preferred choice for large-scale marketing campaigns.
– Cost and Setup: Long codes come with a lower price tag compared to short codes. Additionally, the provisioning process for long codes is much faster, taking about 10 business days compared to the 90-day application process often required for short codes.
Why Choose Long Codes? Benefits for US and UK Clients
With the addition of long code support, Wunderkind clients in the US and UK have a new avenue to engage their audiences. Long codes are especially advantageous for brands with smaller subscriber lists or those seeking a cost-effective, conversational messaging solution.
Here are the primary benefits of long codes for Wunderkind Text clients:
1. Faster Setup: With long codes, brands avoid the lengthy provisioning process associated with short codes. This means clients can get up and running with Wunderkind Text faster, enabling more agile onboarding and quicker access to text capabilities. For companies looking to roll out a new messaging strategy, long codes offer an ideal, low-friction start.
2. Lower Costs: For brands working within budget constraints or with lower message volumes, long codes offer a more affordable alternative. Clients pay a fraction of the typical setup cost and monthly fees associated with short codes, making long codes ideal for brands looking to experiment with text or maintain a conversational presence without the high costs of mass text marketing.
3. Personalized and Conversational Messaging: Long codes allow for more personalized, back-and-forth communication with customers. The familiar 10-digit number format can make recipients feel like they’re engaging in a more direct conversation, which is perfect for customer support interactions and tailored follow-ups.
Considerations for Brands Using Long Codes
While long codes provide distinct advantages, they may not be the best fit for every brand or campaign type. Here are a few factors to consider:
– Volume Restrictions: Brands anticipating high message volumes might encounter throughput constraints. Since long codes have a lower throughput rate (around one message per second), companies with large-scale campaigns may still prefer short codes for high-speed, high-volume outreach.
– Message Delivery Receipts: Unlike short codes, long code functionality cannot verify whether a message was delivered to the recipient’s device—only that it was passed to the carrier. For brands that rely heavily on delivery metrics, this distinction is important to consider, though Wunderkind’s Analytics team remains vigilant about monitoring and mitigating any potential performance implications.
– Geographic Limitations: Currently, Wunderkind does not support long codes outside of the US and the UK. We are working to expand this support to Canada and other countries.
How to Get Started with Long Codes on Wunderkind Text
For new Wunderkind clients in the US and UK, getting started with long codes is simple. Eligible brands (generally those with expected subscriber lists of 15,000 or fewer) can apply for a long code during onboarding, with Wunderkind handling the setup process. This streamlined onboarding means brands don’t have to invest extra resources or effort to implement their 10DLC.
Brands should assess their audience size, messaging needs, and desired communication style when deciding between long codes and short codes. For brands with smaller subscriber lists needing flexibility, lower costs, and conversational engagement, long codes provide a strong solution for reaching customers effectively.
The Future of Wunderkind’s Text Capabilities
With support for long codes now available in the US and UK, Wunderkind is continually expanding its text capabilities to offer more options that cater to brands’ unique engagement strategies across the globe. Long codes allow brands to leverage Wunderkind Text for meaningful interactions with customers while staying within budget, positioning them for success in today’s digital marketplace. Wunderkind Text equips brands with versatile tools to engage customers on their terms. As the market for text message marketing continues to grow, Wunderkind remains committed to innovating and providing clients with options that support diverse messaging needs.