Texting 101: What's Your Number?

Texting 101 - Twitter

In order to send and receive MMS, SMS, or WhatsApp Messages from your CRM or marketing automation platforms using an application like Mogli, you need to register at least one phone number. Regardless of your platform or provider, you have three main choices of the type of number you select, each with their own pros and cons. These are standard (also sometimes referred to as 10 digit long code (DLC), toll-free, and short-code.

In this post we’re going to cover the basics of each type of number that your organization can use to send text messages through. This number may also be referred to as a gateway by industry insiders and other technical support resources that may help you get started. 

Since these numbers will be used to send messages through an application (such as Mogli and Salesforce), also known as A2P (application to person) messaging, all vendors will require your organization to register your use cases. Your message sending volume may be capped depending on the number type and its registration status.

Be sure to consult with a solutions expert to determine the right type or mix of numbers (or gateways) for your situation.


Standard - 10 Digit Long Code (10DLC)

This is the base phone number that we’re all familiar with consisting of an area code, exchange, and the extension. If you have a mobile or landline number in North America this is the phone number you have. As you might expect, this is the lowest cost option for sending text messages through a messaging application such as Mogli. 

In most cases your messaging application will include a 10DLC number. For Mogli specifically you can see the total number of gateways that can be added with different plans here. With the lowest speed and throughput of numbers available, 10DLC numbers are best used for 1:1 conversations, notifications, and messages triggered through automations by specific activities, rather than applications that attempt to send multiple messages at the same time. Messages send at a rate of approximately 1 SMS message per second.

10DLC with Intelligent Area Code Route

This option adds some additional functionality on top of a standard 10DLC package. The concept behind Intelligent Area Code Routing is fairly simple and straightforward. When messages are sent out from a messaging application like Mogli, the recipient gets their message from the area code geographically closest to the area code of their mobile number. 

This feature also makes it possible to create a sticky sender, so that your recipient always receives messages from the same number when sending from the Intelligent Area Code Route. Maintaining this feature on your account incurs a monthly rental fee on each 10DLC number that uses it. There are no increases to message delivery speed and this should not be used to send bulk messages.

httfHigh Throughput Toll-Free (HTTF)

High Throughput Toll-Free (HTTF) numbers use a 8XX area code designation, and can be used for bulk message delivery. As the name suggests, these numbers allow messages to be sent at a much faster rate than a standard 10DLC, which again makes it the best option for messages sent to multiple recipients at the same time.

Actual message volume and delivery speed rates achieved with HTTF will vary and can be affected by your A2P platform or application, your gateway provider, and the type of message you are sending (SMS will deliver more quickly than MMS). In general HTTF should enable message delivery at least 4-10 times faster than a 10DLC.


A shortcode is typically a five or six-digit number, and is the highest-cost number type to use. The shortcode does deliver the highest available level of throughput for message delivery. All gateway providers conduct extensive vetting and verification for the intended use of a shortcode, which greatly reduces carrier filtering. This in turn leads to both faster delivery and fewer blocked messages. 

If you need to send messages right away, you may want to start with a 10DLC since the review and verification process for a shortcode is also the most extensive and involved for the sender. 

Shortcodes cannot be used until they are fully registered which takes between 8-12 weeks. You should take this timeline into consideration when determining when to begin your application process.

Be sure to find the requirements for application registration and review with all your potential vendors if you use a shortcode to ensure you have everything needed to start the process ready to submit.

In addition, for an additional cost, your organization can request a vanity number that may reflect your name or a word related to your mission.

Stay tuned for our next post in the Texting 101 series for more information about the number approval process and why it is so important.

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