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SMS and RCS senders

This article will walk you through important concepts involved in sending phone numbers with Braze.

Types of SMS and RCS senders

RCS-verified sender

An RCS-verified sender is a visual representation of your brand that includes a brand name, logo, optional caption, and verified badge. This provides the RCS-verified sender a significant advantage over SMS codes in terms of establishing user trust.

![An example RCS-verified sender in an RCS message called “Cat Failz Cafe”.]/docs/pt-br/assets/img/rcs/rcs_sender.png?118e0d09dc5398c2a40ff0f774b554f8{: style=”max-width:60%;”}

Details
Pros and cons
Pros
Establishing trust
RCS-verified senders are far more effective at establishing user trust than SMS codes given their highly visual nature as well as their explicit verification by the carrier.


Rich messaging features
RCS-verified senders enable messages to be sent with richer messaging capabilities than SMS, including rich media, like image files and interactive buttons.
Cons
Novelty and dynamic nature of the market
RCS is a relatively new protocol, meaning that carrier coverage, deliverability, and pricing are evolving at different rates in different regions. However, Apple’s recent agreement to support RCS means that the vast majority of smartphone users are now reachable by this protocol.

Higher cost of rich messaging
RCS messages that use a lot of rich messaging capabilities tend to cost more per message than SMS messages. This isn’t surprising given the benefits of rich features, but can be important to note for your marketing budget.

SMS short codes

A short code is a memorable 5-6 digit sequence that allows senders to send messages at higher rates than long codes. This makes short codes perfect for high-volume time-sensitive sending.

Details
Length Access Throughput MMS enabled 1-way vs. 2-way
5-6 digits 8-12 week application 100 messages per second or more Yes 2-way
Pros and cons
Pros
Speed and scalability
Short codes offer speed and scalability with sending rates of 100 segments per second, 6,000 segments per minute, 360 thousand segments per hour, and 1 million segments per 2 hours. Short codes can reach such high rates due to the vetting that is required during the short code application process.

MMS enabled for some short codes
Some short codes can support MMS, also known as Multimedia Message Service, allowing you to send messages containing multimedia assets (JPEG, GIF, PNG) to mobile phones. For more information on MMS at Braze, refer to About MMS.
Cons
Short codes are available in fewer countries
Short codes are currently available in certain countries, including the US, UK, and Canada.

Longer application process
An involved application process where use cases must be outlined in great detail is required. This is necessary to support deliverability because after granted a short code, carriers will audit short codes but will not filter messages allowing for higher sending rates. The length of this process varies depending on the country.

Higher cost
Short codes cost more than long codes and take longer to get approved for. However, after you have a short code, you are considered “pre-approved” to send messages at better, faster rates and are subject to less scrutiny during the sending process, as you will have gone through all of the checks during your application for the short code.

SMS long codes

A long code is a standard phone number used to send and receive voice calls and SMS messages. Phone numbers are typically called “long codes” (10-digit numbers in many countries) when comparing them with SMS short codes (5-6 digit numbers).

Details
Length Access Throughput MMS enabled 1-way vs. 2-way
10 digits 4-6 week application (can be shorter or longer for different countries) In the US, throughput depends on your 10DLC trust score; in international markets, throughput can vary or be increased in some circumstances. Yes 2-way (depending on where you’re sending)
Pros and cons
Pros
Can be used immediately to send messages (for certain countries)
Long codes provide a localized and personal customer experience when sending messages for person-to-person use cases. Unlike SMS short codes, acquiring a long code is a fairly quick process for some countries. (For other countries, it takes as long as or longer than a short code.). Long codes can also be set as a fallback number if a short code fails.

Greater availability worldwide
Long codes are available in over 100 major countries worldwide. Please reach out to your Customer Success Manager or Braze support for a list of available countries.

MMS enabled for certain countries
Supports MMS, also known as Multimedia Message Service, allowing you to send messages containing multimedia assets (JPEG, GIF, PNG) to mobile phones. For more information on MMS at Braze, check out our documentation here.
Cons
Slower sending speeds
Long codes do not match the speed and sending of short codes. SMS sending rates are dependent on your 10DLC trust score in the US.

SMS vanity short codes

A vanity short code is a 5-6 digit phone number that is specifically selected by a brand. Vanity short codes are branded and easier for consumers to remember, though are typically more expensive. For example:

  • The NYC health department has a vanity short code of 692-692 which spells out NYC-NYC on a telephone keypad.
  • Amazon uses a short code of 262-966 which spells out AMA-ZON for shipment tracking updates.
  • PayPal uses a short code of 729-725 that spells PAY-PAL for text message commands.

Details
Length Access Throughput MMS enabled 1-way vs. 2-way
5-6 digits 8-12 week application 100 messages per second Yes 2-way
Pros and cons
Pros
Speed and scalability
Short codes offer speed and scalability with sending rates of 100 segments per second, 6,000 segments per minute, 360 thousand segments per hour, and 1 million segments per 2 hours. Short codes can reach such high rates due to the vetting that is required during the short code application process.

MMS enabled
Supports MMS, also known as Multimedia Message Service, allowing you to send messages containing multimedia assets (JPEG, GIF, PNG) to mobile phones. For more information on MMS at Braze, refer to About MMS.
Cons
Short codes are not available everywhere
Short codes are currently available in only the US and Canada (CA).

Longer application process
An 8-12 week application process where use cases must be outlined in great detail is required. This involved process is necessary to support deliverability because after granted a short code, carriers will audit short codes but will not filter messages allowing for higher sending rates.

Higher cost in the US
There isn’t an additional cost for short codes in CA, but in the US, short codes cost more than long codes and take longer to get approved for. However, after you have a short code, you are considered “pre-approved” to send messages at better, faster rates and are subject to less scrutiny during the sending process, as you will have gone through all of the checks during your application for the short code.

SMS alphanumeric sender ID

Sender IDs are the short or long codes that appear at the top of an SMS message that denotes who the message was sent from. If a user is unfamiliar with a Sender ID, they may opt to ignore these messages altogether. Through the use of alphanumeric sender IDs, users are able to quickly identify who they are receiving messages from, increasing open rates.

Alphanumeric Sender IDs allow you to set your company name or brand (such as “Kitchenerie” or “CashBlastr”) as the Sender ID when sending one-way messages to mobile users. They may be up to 11 characters and accepts upper (A-Z) and lower (a-z) case letters, spaces, and digits (0-9). There may not be only numbers.

Details
Length Access Throughput MMS enabled 1-way vs. 2-way
Up to 11 characters Available immediately if pre-registration is not required Varies depending on country No 1-way
Pros and cons
Pros Cons
  • No additional charge to implement
  • Improves brand awareness
  • Increases SMS open rates
  • Matches sending speed of phone numbers inside the subscription group
  • Available immediately if pre-registration is not required
  • Two-way messaging is not supported
  • Not all countries support this feature
  • Some countries require an additional approval processes
  • MMS is not enabled

For more information on Alphanumeric Sender ID, please reach out to your customer success manager.

SMS-enabled toll-free number

A toll-free telephone number, or a freephone number, is a telephone number that is billed for all arriving calls instead of incurring charges at the originating telephone subscriber. Toll-free numbers in the US and Canada are SMS-enabled, where subscribers are charged for incoming and outgoing texts.

Details
Length Access Throughput MMS enabled 1-way vs. 2-way
10 digits 2-4 week application Depends on your approval and can be raised by paying more No 2-way
Pros and cons
Pros Cons
  • Must be registered before sending.
  • Toll-free numbers are only the US and Canada
  • MMS is not enabled

Besides these differences, know that a brand will usually have one short code, but multiple, back-up long codes, depending on how many recipients they plan to send SMS.

SMS sending phone numbers

Short and long codes are the phone number from which you send messages to your users or customers. They can be 5 to 6-digit short codes, or 10-digit long codes. Each type of code offers specific benefits and all factors should be considered before choosing whether you want a short code, what type of short code you might want, in addition to the long code you will already be assigned.

How do I get an SMS short code?

Going through the short code application process can be a long process. However, it can be a worthwhile one! If you’d like a short code, reach out to your onboarding manager or other Braze representative and let them know. After you do, they’ll apply for you—they’ll ask for some basic information that will help you qualify. Then, all there is to do is wait!

Short code application

While Braze is responsible for actually applying for the short code, there is some information that we need from you. We recommend reviewing these questions before you reach out to Braze.

Regulations require that there are responses to all opt-in, opt-out, and help/info keyword responses. You will need to let us know the specific message flows (the responses you want to send to users after they send a keyword) that you want for the following situations.

Flow Needed Type Example
Opt-In

Double Opt-In		 SMS Welcome to our SMS system! Reply "YES" to receive updates from our company. Respond "STOP" to opt-out and "HELP" for more info.
Opt-In Website Hi there, would you like to sign up for SMS? Text "START" to "23456". Or, enter your number below.
Opt-Out SMS Sorry to see you go! If this was a mistake, text back "UNSTOP". Text "HELP" for more information.
Help N/A Our company is a company that does this and that. For more info on the company, let us know here. Or, you can contact support at 1-800-111-1111.

Depending on your situation, you may need to provide more or fewer flows like the ones listed in the preceding table. You’ll also have to let us know three general examples of messages you plan to send via SMS - feel free to ask your Braze representative for guidance.

You also must inform us, regardless of which number you use, of how many messages per month you plan to send.

SMS Application-to-Person 10-Digit Long Codes (A2P 10DLC)

A2P 10DLC refers to a system in the United States that allows businesses to send Application-to-Person (A2P) type messaging via a standard 10-digit long code (10DLC) phone number. 10-digit long codes have traditionally been designed for Person-to-Person (P2P) traffic, causing businesses to be constrained by limited throughput and heightened filtering. This service helps alleviate those issues, improving overall message deliverability, allowing brands to send messages at scale including links and calls to action, and helping further protect consumers from unwanted messages.

All customers who currently have and/or use US long codes to send to US customers are required to register their long codes for 10DLC. This application process takes 4-6 weeks. To read more about the specifics of 10DLC and why it’s required, visit our dedicated 10DLC article.

Frequently asked questions

How does RCS message throughput compare to SMS message throughput?

RCS message throughput is not as strictly defined or carrier-controlled as it is with SMS. Because RCS messages are sent over data networks rather than the traditional cellular signaling channels used by SMS, RCS doesn’t rely on fixed network-imposed limits like SMS does.

Do RCS-verified senders support high message throughput like a short code?

No. RCS-verified senders don’t have the option of a separate high message throughput.

Can an RCS-verified sender be shared across multiple subscription groups?

No. Similar to an SMS sender, an RCS-verified sender can only be used with a single subscription group.

Can an SMS fallback sender be shared across SMS subscription groups?

No. SMS fallback senders can only be used with a single subscription group.

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