Businesses sending application-to-person (A2P) texts in the US have three sender options: 10DLC (a registered local 10-digit number), a verified toll-free number, and a short code. Each has its own approval process and fits different programs. MyTCRPlus is an independent 10DLC compliance diagnostic platform; it is not a CSP and does not sell numbers or send messages.
Short answer: Use 10DLC for local or location-based messaging and most small and mid-size programs. Use toll-free verification for one national number, especially for customer care and notifications. Use a short code when you need very high volume and can wait for carrier approval. All three require documented consent.
The Three Options at a Glance
| 10DLC | Toll-free (verified) | Short code | |
|---|---|---|---|
| Number | Local 10-digit number | 800, 888, 877, 866, 855, 844, 833 | 5 or 6 digits |
| Approval | Brand and Campaign registration with The Campaign Registry, through your CSP | Toll-free verification of the number and use case, through your CSP | Carrier approval of a leased short code program |
| Identity | Business identity (EIN) or sole proprietor | Business details on the verification form | Business and program brief |
| Typical fit | Local businesses, multi-location brands, most marketing and care programs | National support lines, notifications, one number for the whole country | High-volume marketing, alerts, two-factor at scale |
| Setup time | Days to weeks, depending on vetting and review | Days to weeks, depending on the verification queue | Usually the longest of the three |
| Voice | Same number can take calls | Same number can take calls | Text only |
Fees and limits differ by CSP and change over time. See 10DLC pricing for the 10DLC fee structure and ask your CSP for toll-free and short code quotes.
Toll-Free Verification vs 10DLC
Both paths need you to describe the business, the use case, sample messages and how people opt in. The differences:
- Registry. 10DLC registers a Brand and Campaign with The Campaign Registry. Toll-free verification is a separate process for the number itself; it does not use TCR.
- Identity model. 10DLC links traffic to a vetted Brand, and secondary vetting can raise limits. Toll-free verification attaches the business details to each verified number.
- Local presence. 10DLC numbers show a local area code, which many local businesses prefer. Toll-free shows a national number.
- Unverified traffic. Carriers block unregistered 10DLC traffic and unverified toll-free traffic. Neither option is a way around registration.
For the full side-by-side, including citations from Twilio, Bandwidth and TCR, read 10DLC vs toll-free SMS.
How to Choose
- Do customers know you by a local number? Choose 10DLC.
- Do you need one number nationwide, mainly for support or notifications? Choose toll-free verification.
- Will you send very high volumes or run large campaigns with keywords? Consider a short code.
- Do you run both local locations and a national support line? Run 10DLC for locations and toll-free for support.
- Are you a sole proprietor without an EIN? 10DLC has a sole proprietor path with tight limits. See 10DLC registration for small businesses.
What Every Option Still Requires
- Documented consent that matches the messages you send. See TCPA SMS opt-in requirements.
- A privacy policy with an SMS section and STOP/HELP handling.
- Sample messages that name your brand and match the declared use case.
- A website that supports the business identity.
Run the Use Case Selector and the SMS Message Validator before you submit, whichever option you pick.
10DLC in More Detail
How it works. You register a Brand (your business identity) and one or more Campaigns (each describing a use case, samples, opt-in flow and policies) with The Campaign Registry through your CSP. Once a Campaign is approved, you attach local numbers to it and send.
Strengths. Local presence, voice and text on the same number, support for many use cases, and throughput that can grow with vetting.
Limits. Registration takes preparation, Campaigns must stay within their declared use case, and unvetted Brands start at low limits. See 10DLC registration for small businesses and what is 10DLC.
Toll-Free Verification in More Detail
How it works. You submit a toll-free verification request for each number through your CSP, with your business details, use case, sample messages, opt-in method and, as your CSP requires, privacy policy and terms links. Unverified toll-free numbers are blocked from sending.
Strengths. One national number, no TCR Brand or Campaign registration, and a familiar format for support lines.
Limits. Verification still rejects vague opt-ins and weak websites, a toll-free number does not show local presence, and some audiences respond better to local numbers. Review timing varies by CSP and queue.
Short Codes in More Detail
How it works. You lease a five- or six-digit short code and submit a program brief describing the campaign, opt-in, help and stop flows. Carriers review and approve the program before it can send.
Strengths. Built for high volume, memorable for keyword campaigns ("Text DEALS to 12345"), and widely used for alerts and two-factor codes at scale.
Limits. Usually the most expensive and slowest to launch, text-only, and subject to detailed carrier audits. See short code laws.
Cost and Timeline Comparison
| 10DLC | Toll-free (verified) | Short code | |
|---|---|---|---|
| One-time setup | Brand registration and Campaign vetting fees | Usually little or no verification fee, depending on CSP | Lease setup and approval process |
| Recurring | Monthly Campaign fee plus number rental | Number rental | Monthly or quarterly lease |
| Per-message | Carrier surcharges plus CSP rates | Carrier fees plus CSP rates | CSP rates |
| Time to launch | Days to weeks | Days to weeks | Usually longest |
Exact fees vary by CSP and change over time; compare full first-year cost. See 10DLC pricing.
Choosing by Use Case
| Program | Best fit | Why |
|---|---|---|
| Local appointment reminders | 10DLC | Local number, two-way replies |
| National customer support | Toll-free | One number nationwide, voice and text |
| Order and shipping updates for an online store | 10DLC or toll-free | Either works; choose by brand preference |
| Large promotional campaigns with keywords | Short code | Volume and memorable keyword |
| Two-factor codes at high volume | Short code or toll-free | Throughput and reliability |
| Multi-location franchise | 10DLC | Location-level local numbers under a structured Brand |
| Political campaigns | 10DLC or short code with political vetting | Campaign Verify and political use cases |
Migrating Between Options
Moving from one option to another is common, for example from short code to 10DLC to cut cost, or from unregistered long codes to 10DLC. Plan the move:
- Register the new path and get it approved before you stop the old one.
- Re-check consent: subscribers agreed to receive texts from your brand, not from a specific number, but tell them about the new number to avoid confusion and opt-outs.
- Update keyword instructions on signage, packaging and websites.
- Update your terms and opt-in disclosures with the new number.
- Monitor delivery and opt-outs closely during the first weeks.
See migrating from short codes to 10DLC.
Decision Checklist
- [ ] Do recipients expect a local number?
- [ ] Do you need voice on the same number?
- [ ] What daily and peak volume will you send?
- [ ] How soon must you launch?
- [ ] What is the full first-year cost on each option?
- [ ] Is your website and opt-in ready for review on any option?
Consent Is the Same on Every Option
Choosing a sender type does not change your consent obligations. On 10DLC, toll-free or short code:
- Marketing texts sent with regulated technology need prior express written consent under the TCPA.
- Every program needs a clear opt-in disclosure, a confirmation message, working STOP and HELP, and a privacy policy with SMS language.
- Carrier content rules apply to all three, including restrictions on SHAFT content and URL shorteners.
See the TCPA compliance guide and CTIA guidelines.
Throughput and Deliverability Compared
| 10DLC | Toll-free (verified) | Short code | |
|---|---|---|---|
| What sets throughput | Brand vetting score and Campaign type, per carrier | CSP and carrier limits for verified toll-free | Program approval; generally the highest |
| Filtering | Content and registration based | Content and verification based | Audited program; content still monitored |
| Typical delivery issue | Content outside registered use case | Unverified or rejected verification | Program audit findings |
None of the three options publishes a universal messages-per-second figure. Ask your CSP for the limits that apply to your account, and design sends to stay within them.
Frequently Combined Setups
- Local numbers plus a support line. 10DLC numbers for each location, one verified toll-free number for national support.
- Short code for marketing, 10DLC for conversations. A short code for large promotional keyword campaigns, with 10DLC numbers for two-way customer conversations.
- Toll-free for notifications, 10DLC for sales. Toll-free for order and account notifications, 10DLC for local sales follow-up.
Each sender needs its own approval, and each program's opt-in should name the business and describe the messages. Keep opt-out lists shared across all senders for the same program so a STOP on one number stops the program everywhere.
Common Misconceptions
"Toll-free does not need registration." Unverified toll-free numbers are blocked from sending business texts. Verification is required.
"A short code avoids 10DLC rules." Short codes skip TCR registration but go through their own carrier approval and audits, with similar consent and content expectations.
"More 10DLC numbers means more throughput." Limits attach to the Brand and Campaign. Spreading traffic across numbers to avoid limits is prohibited.
"Person-to-person texting apps avoid all of this." If software sends the messages for a business, it is A2P traffic, whatever the app calls it.
"Once approved, any message is fine." Approval covers the use case and samples you registered. New message types need an updated or new Campaign.
Questions to Ask Your CSP Before Choosing
- Which sender types do you support, and which do you recommend for my program?
- What are the full first-year costs for each option, including setup, recurring and per-message fees?
- What throughput will my account get on each option at launch?
- How long does approval typically take right now?
- Can I use the same number for voice and text?
- How do you handle opt-outs across multiple senders for the same program?
- Can I move my numbers or registrations if I change providers later?
Write the answers down; they are the basis for comparing options and providers on equal terms.
Related Guides
For the detailed comparison of the two most common options, read 10DLC vs toll-free SMS. For costs, see 10DLC pricing. For consent wording that works on every option, see SMS opt-in language and SMS disclaimer examples.
FAQ
What are my A2P messaging options in the US?
10DLC, verified toll-free numbers and short codes. All three carry business (A2P) traffic and all three require approval.
Is toll-free verification easier than 10DLC registration?
Neither is automatic. Both reject vague opt-in descriptions and weak websites. Toll-free verification does not involve TCR Brand vetting.
Can I use both 10DLC and toll-free?
Yes. Many businesses use 10DLC numbers for local locations and a toll-free number for national support.
Do short codes need TCR registration?
No. Short codes go through a separate carrier approval process.
Which option is cheapest?
It depends on your CSP and volume. Compare quotes for the full first year, including any vetting and monthly fees.
Which A2P option is fastest to launch?
It depends on current queues at your CSP. 10DLC and toll-free verification usually launch in days to weeks; short codes usually take longest.
Can I text internationally with these options?
10DLC, US toll-free and US short codes are for US messaging. Other countries have their own sender rules and registration requirements.
Do I need a website for every option?
In practice yes. Reviewers check your website for all three options, along with your opt-in and privacy policy.
Can I switch from 10DLC to toll-free later?
Yes. Verify the toll-free number first, then move traffic and tell subscribers about the new number.
Disclaimer
Informational only, not legal advice. Fees, limits and approval rules are set by CSPs and carriers and change over time.