No more Shared Shortcodes. What happens now?

No more Shared Shortcodes. What happens now?

Shared Shortcode Support is Ending

The fast paced world of mobile messaging is ever-changing and evolving. This time around, the change is huge. Recently, AT&T announced that effective immediately, no new shared shortcode programs will be issued. In addition, after AT&T launches it’s new “10DLC”, or 10 digit long code solution, they will no longer support current shared short code programs. While the timeline is not exactly clear, the changes seem to be happening swiftly.

For anyone not familiar, a shared shortcode enabled businesses to operate text messaging campaigns at a reduced cost by sharing the same code amongst multiple other businesses.

AT&T’s decision is likely due to the prevalence of spam text messages on shared shortcodes. Undoubtedly, other carriers will soon follow AT&T’s lead in ending shared shortcode messaging. We should expect a lot of change in this area and businesses should plan accordingly, soon.

What are the alternatives?

With shared shortcodes phasing out, you are probably wondering what options your business has moving forward. Here are some to consider:

Dedicated Shortcodes

Leasing your own shortcode is a great way to continue your message campaigns in the same manner, appearance and reliability as was experienced with shared shortcodes. The flip side is that provisioning your dedicated shortcode can be expensive, the process that can take months and your monthly lease will be $500-$1000. Though, it is important to note that a dedicated shortcode will ensure the best delivery rate and speed possible.

Toll-Free (TETF)

Text Enabled Toll-Free (TETF) numbers are a cost effective means of running text messaging campaigns. You get your own dedicated toll-free number that operates in a similiar manner as a shortcode and it costs only a few dollars. Plus you can still send high volumes with good delivery speed.

Ten Digit Long Code (10DLC)

This is not yet an option but will be soon. This is AT&T’s solution to ending shared short codes. The 10DLC product will be a A2P (Application to Person) solution for businesses that will allow higher volumes and better delivery speed than traditional long codes.

Traditional long codes were P2P (Person to person) solutions that did not work well with high volumes; the messages got caught in spam filters, delivery was slow, codes were shut down often etc. This was because the traditional long code was meant for person to person messaging.

10DLCs will be different as there will be verification processes to obtain a code, in hopes of mitigating spammers. As this product has not been released yet, we’re not sure of what the pricing will be, but it is certainly a technology to keep an eye on.

Next Steps

Now that you are caught up on the changes in the mobile industry with regard to shared shortcodes, make sure to consider the alternatives, choose a solution and get ready to make the switch!

Need help? Have questions?
Feel free to reach out to us at TextBoom any time!

Rob Woodward III

Rob Woodward III

General Manager at TextBoom
Rob Woodward III has been a part of the mobile marketing industry for 12 years. He is a father of three with a passion for technology, design, development and marketing.
Rob Woodward III

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