Learn the difference between 10DLC vs. toll-free messaging and which is best for your ISV to best serve your customers.
Choosing the right messaging solution is crucial for independent software vendors (ISVs) that need to integrate effective communication systems into their applications. And in today’s mobile-first world, engaging with customers through SMS is more important than ever.
The two most popular messaging options are 10DLC (10-digit long code) and . Each has its strengths and unique applications depending on your business’s needs.
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To help you understand which is best for you, we’ll discuss how ISVs can get set up with Telnyx and give you a comprehensive comparison of 10DLC vs. Toll-Free numbers to help you decide which is best for your business.
Before getting into the details of different messaging types, we need to cover account setup for ISVs.
At Telnyx, we typically see ISVs split into two scenarios:
This second setup requires a more complex arrangement, which is typically split into the following two options:
Standard accounts are the recommended and most common option for ISVs that allow users to send their own traffic. In this scenario, your ISV has a single account but creates separate messaging profiles and numbers for each customer.
These accounts are typically less complex to manage, though ISVs will need to employ Usage Reports or a similar per-Messaging profile to help you separate charges per individual customer.
Note: Telnyx plans to offer billing controls on a per-message-profile basis in late 2024.
Managed accounts allow ISVs to create a single master account with managed sub-accounts for each customer.
This setup can be cleaner for many ISVs, as it allows for total separation of billing. However, it can become unwieldy at scale since you need to complete all the same checks—such as Level 2 Verification—for each managed account.
To learn more about the differences between Standard and Managed Accounts and which is right for you, check out our complete guide.
Choosing between 10DLC and toll-free messaging ultimately depends on your customers’ needs. If they prioritize local engagement and cost-effective targeted campaigns, 10DLC might be the right choice. However, if they need to send high volumes of messages reliably and quickly, toll-free messaging is likely the better option.
Both methods offer robust solutions for ISVs looking to enhance their communication strategies. And you can send messages with either using Telnyx Messaging API. With quick and easy setup and high throughput for both 10DLC and toll-free messaging, Telnyx is an ideal solution for ISVs who want to make sure every customer message gets delivered smoothly.
Once you’ve decided how to manage your accounts, the next question is whether you should use 10DLC or toll-free numbers for messaging.
When your ISV is deciding between 10DLC and toll-free messaging, you should consider factors like volume, cost, and likelihood of customer engagement to find your best fit. Below, we’ve provided definitions for 10DLC and toll-free messaging, as well as a comparison of their features.
10DLC numbers are designed specifically for commercial SMS and MMS use (A2P messaging). They support higher message throughput than traditional long codes and offer improved deliverability with fewer carrier filtering issues.
10DLC is beneficial for businesses seeking a local presence because it allows them to send SMS from a number that looks like a standard personal phone number.
Toll-free messaging uses toll-free numbers (e.g., 800, 888) to send SMS and MMS messages. Historically, these numbers have typically been associated with customer service and support. But recently, they’ve been adapted for mass texting purposes.
Toll-free numbers support a high volume of messages and have higher throughput limitations than 10-digit long codes for SMS.
However, understanding the definitions of these messaging types doesn’t give you enough information to make a decision for your ISV.
To help you understand which messaging type best fits your ISV’s needs, we’ll discuss their main differences.
10DLC numbers offer send rates that are generally sufficient for most business needs. Carriers have approved these numbers for business use, reducing the risk of messages being blocked or filtered as spam.
On the other hand, toll-free numbers can handle higher volumes of SMS messages at faster rates. This ability makes them ideal for businesses that need to send large volumes of messages quickly during peak times.
10DLC campaigns require a registration process with carriers, which includes fees for brand registration and campaign use. These costs can add up, especially for businesses running multiple campaigns.
Toll-free messaging usually involves a flat per-message rate without the additional costs associated with carrier registration. This pricing can be more cost-effective for businesses sending high volumes of SMS messages.
However, as a general rule of thumb for ISVs, 10DLC often works out to be more affordable if you send more than several thousand messages per month per brand. It costs between $25–$50 for the initial setup of a single brand, campaign, and number in your first setup. Then, it costs between $3–11 per month per campaign.
10DLC numbers provide a local feel, which can enhance customer engagement and trust, especially for businesses targeting specific geographical areas.
Conversely, toll-free numbers might not provide the same local presence but are often associated with professional and established businesses, which can enhance credibility.
While the above comparisons can give you a general idea of the differences between 10DLC and toll-free messaging with any provider, here’s a snapshot of how costs and registration can differ with Telnyx:
*There are volume constraints for toll-free MMS. Telnyx recommends using 10DLC for MMS when conducting large-scale sends.
The differences between 10DLC and toll-free messaging mean that each has ideal use cases. Depending on your ISV’s customers, you might want to offer one over the other in different situations.
10DLC messaging is typically best when businesses need to rely on familiarity and a personal touch to connect with customers. It’s ideal for:
On the other hand, toll-free messaging is best for situations where volume or urgency is a top priority:
| 10DLC | Toll-free | |
|---|---|---|
| Registration cost | $4 base fee + $15 per campaign (up to 49 numbers per campaign) + $15 Brand vetting fee (optional but highly recommended) More details here | $0 |
| Monthly cost | $1 per number + $2–10 per month per campaign | $1 per number |
| Paperwork involved | 3 registration submissions More details here | 1 registration submission More details here |
| Typical Telnyx cost per message part | $0.004 | $0.0055 |
| Approval times for numbers (as of April 2024) | 3 business days | 5 business days |
| Works with sub-accounts | Yes | Yes |
| MMS support | Yes | Yes* |
| Other benefits | Local numbers (e.g., by state) | Free inbound calling |
Still not sure whether to use 10DLC or toll-free numbers? Take our quiz to find out which is best for your ISV.
Once you understand which messaging type is best for your ISV, you’ll probably be wondering how to set up your account.
As detailed in our table above, registering 10DLC and toll-free numbers requires different information. Although the processes are different, you can set up either within the Telnyx Mission Control Portal.
Toll-free setup is much simpler than 10DLC and involves just one step: Number registration.
You can register each number separately via a single form (or in bulk via the Telnyx Toll-Free Verification API). Unlike 10DLC, there are no Brands or Campaigns. However, it’s still important to register numbers per customer and use case.
As with all messaging, there are best practices to ensure delivery and compliance for all customers:
For more information about messaging compliance, check out our in-depth guide.
Contact our team to learn how using the right messaging type can boost your customers’ engagement and visibility. Or visit our support docs for more detailed information on 10DLC and toll-free setup.
