All three let a business text customers legally. The differences are in how they look on the customer’s phone, how long approval takes, how much volume they handle and what they cost.
| 10DLC | Toll-free | Short code | |
|---|---|---|---|
| Looks like | (949) 555-0142 | (833) 555-0199 | 55555 |
| Registration | Brand + campaign | One verification | Carrier application |
| Typical approval | Days to ~3 weeks | A few business days | ~8–12 weeks |
| Monthly number cost | About $1–2 | About $2 | About $1,000+ per quarter |
| Best for | Local businesses, reminders, two-way chat | Support lines, notifications, steady volume | Large promotions, keywords, very high volume |
10DLC: the default
A 10DLC number is a normal local number registered for business texting. Customers see a familiar area code, can reply naturally, and can even call it if you enable voice. It is the cheapest to run and fits most local businesses: clinics, salons, contractors, restaurants and nonprofits. Sending limits depend on how your brand is vetted, and are plenty for most small and mid-size senders. More on how 10DLC works.
Toll-free: simple and steady
A toll-free number (800, 833, 844, 855 and so on) goes through a single verification instead of a brand and campaign. It is often approved faster and handles steady volume well. It reads as a company line rather than a local one, which suits customer support, order updates and national businesses. Unverified toll-free numbers are blocked from texting, so verification is not optional.
Short code: built for scale
A short code is a 5- or 6-digit number, either random or a vanity code you choose. It is built for very high throughput and keyword campaigns (“Text JOIN to 55555”). The carrier application is the most detailed of the three and takes about two to three months. The lease is the big cost, around a thousand dollars a quarter for a random code and more for a vanity code. For most businesses it only makes sense at large volume.
How to choose
- Texting customers you know, from a local presence? 10DLC.
- Mostly support and notifications, maybe nationally? Toll-free.
- Hundreds of thousands of messages, keywords on posters or TV? Short code.
Not sure? Start with 10DLC. It covers the widest range of needs, and you can add a toll-free number or short code later without losing anything.