A sending number, or a sender ID, is a number displayed when an SMS or MMS message is sent to a subscriber or a customer. Aside from helping recipients identify the message’s sender, sending numbers allows brands to take different actions depending on the number they opt for. For example, different sending numbers can be used to collect consent, offer opt-out requests, or create two-way conversation channels.
Types of sending numbers
Based on the location of the recipient, as well as the purpose of your outreach, you can choose between 4 types of sending numbers:
- Long code: The standard 10-digit phone number that follows the North American Numbering Plan, typically used for person-to-person messaging.
- Short code: A shorter, 5- or 6-digit number for sending high-volume marketing messages, alerts, and notifications.
- Toll-free number: A phone number starting with a specific area code, like 800, 888, or 877, that allows customers to text a business about products or services for free.
- Branded sender ID: A customized alphanumeric sender ID with a brand name or company name to increase brand recognition.
How to choose the right sending number for SMS marketing
Depending on your SMS marketing initiatives, decide between a sending number that can either:
- Receive SMS messages
- Build your brand image
While branded sender IDs enhance brand recognition and are perfect for loyalty programs, they don’t support two-way conversations. Most marketing initiatives require using either a toll-free number or a short code.
These sending numbers are not only easy to remember and convenient for your subscribers but also allow you to integrate the following features:
- Double opt-in: Ensures subscribers give explicit consent to receive text messages, reducing spam complaints and unwanted messages and increasing engagement.
- Keywords: Enables customers to text a specific word or phrase like “SALE” or “JOIN” to a designated sending number to opt-in or receive exclusive offers or information. Alternatively, you can provide subscribers with an option to unsubscribe from SMS by replying with keywords like “STOP” or “CANCEL.”
- MMS messaging: Allows businesses to send multimedia messages like images, videos, and GIFs in addition to plain text messages for more engaging and interactive campaigns.
- SMS conversations: Facilitates two-way, customer-triggered communication between businesses and customers, allowing for personalized and real-time interactions.
- Tap-to-text: Simplifies the opt-in process for your audience by enabling them to click on a link or button and automatically send a text message to subscribe.
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