Dedicated Short Codes: Vanity & Non-Vanity Explained

Dedicated Short Codes (DSC) are 5-6 digit long numbers used for A2P messaging, or Application-to-Person messaging, which is thematic for marketing. With customer-driven communications being the backbone of marketers' success, feature-rich mobile marketing makes it easier to interact and message customers quickly and efficiently through text messaging. For US A2P SMS marketing, there are two options for pre-approved short codes: Vanity and Non-Vanity.

Each offer distinct advantages and drawbacks based on factors such as cost and recognition capabilities. It's important to understand the differences between these two short code types before choosing the right one for your organization's needs.

The primary benefit to Short Codes are they have the fastest messaging speeds and highest rate of deliverability compared to Toll-free or Local Numbers. For enterprise brands, Short Codes are common to support large volumes and avoid delivery issues at scale.

A Vanity Short Code is a dedicated 5- to 6-digit number that you can search for and select the exact digits in the United States Short Code Registry (USSC). Typically they are popularly used for long term campaigns for major brand campaigns. If you wanted an exact number such as 222-22, as long as it is available it would allow us to go in and purchase it.

Non-Vanity Short Codes are randomly generated, consisting of 5 or 6 digits. This is the more economical option, and it provides a great platform to build a recognizable A2P program over a longer period of time. We can generate a certain amount of random codes and cycle through them. Competitors often will not setup a courtesy call to help you pick a Non-Vanity Short Code like Mobiz is willing to do.

In summary, the primary difference between Vanity and Non-Vanity Dedicated Short Codes for US A2P SMS marketing lies in their customizability and brand recognition. Vanity Short Codes are customized, memorable, and reinforce brand identity but come at a higher cost. Non-Vanity Short Codes are randomly assigned, less memorable on their own, but are more cost-effective. The choice between the two depends on your marketing strategy, budget, and branding goals.