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Choosing The Right Application-To-Person Number Type

Aaron Alter is the CEO and cofounder of Telgorithm. As application-to-person (A2P) messaging has been established as a powerful customer communication tool, software providers now face a more nuanced challenge in selecting the right type of A2P number to support their customers' business goals. With more choices, software providers need to refine their approach in choosing the right messaging number type for each customer use case. In March 2025, I explored how organizations can make every business text count and how A2P has created a level playing field across short code, toll-free and 10-digit long code (10DLC) numbers in terms of throughput. Now, it's important to determine how software providers can help their customers make smarter, more strategic decisions about the types of numbers they use and why that matters more than ever. Short Codes Vs. Toll-Free Vs. 10DLC • Short Codes: Numbers with typically five or six digits, suited for large national campaigns. However, they typically come with high setup costs and more strenuous onboarding. • Toll-Free Numbers: Recognized, trusted numbers traditionally used for voice calls, offering high deliverability for alerts and customer support. • 10DLC: Local 10-digit numbers that mimic standard mobile numbers, offering fast onboarding and cost efficiency. When presented with these viable options, it can be difficult to select one. A High-Level Comparison Of Toll-Free And 10DLC By Use Case Although short codes remain a viable option for certain messaging programs, most software providers today are choosing between toll-free and 10DLC numbers for their A2P messaging needs. And yet, confusion often arises around the differences between the two and how to select the right one. The key is to focus on the intended use case first. Some examples include: • Appointment Reminders: Local numbers feel more personal and reduce the risk of being mistaken for spam. • Two-Factor Authentication (TFA): Toll-free numbers have historically been the top choice, as vetted numbers help avoid filtering, although 10DLC numbers are also now vetted through registration. • Customer Service Messaging: Customers often trust local numbers and are more likely to engage with them. • Payment Alerts: Either toll-free or 10DLC numbers are suitable. However, local numbers may be better for localized businesses and toll-free numbers for broader customer bases. Other considerations: • Onboarding Time: 10DLC can typically start in one to three business days, whereas toll-free numbers may take longer due to verification and approval steps. • Cost: 10DLC typically offers the lowest cost per message. Toll-free numbers can be significantly more expensive per message. • Throughput: All number types support high throughput, but carrier-specific rate limits still apply. • Local Branding: 10DLC is preferred for a local presence, whereas toll-free numbers have historically been recognized for commercial use. Choosing The Right Messaging API Provider For Your Business Once you've chosen the best number type for your use case, the next step is finding the right partner to support it. Your messaging API provider plays a key role in registration, compliance and delivery. When evaluating providers, consider the following: • Providers should have a deep understanding of the nuances of short code, toll-free and 10DLC number types so they can best offer strategic guidance. • All A2P numbers require registration and compliance. The right provider will offer responsive, human support without adding cost. • Each carrier allocates rate limits differently, and managing throughput effectively ensures message delivery. Your provider should help optimize this on your behalf. The A2P ecosystem is more capable than ever, which is why exploring your options and optimizing the right choice for your business is imperative. As a business, it's important to align the number type with the use case, then find a partner who can help manage the technical side and monitor regulatory changes. Success in business messaging is about making the smartest choice based on your customers' goals. Forbes Technology Council is an invitation-only community for world-class CIOs, CTOs and technology executives. Do I qualify?