First, with long codes, you can reach everyone. Long codes deliver SMS messages where short codes can’t. For example, international mobile numbers, VOIP phone and Google voice are all within your reach. With short codes, this isn’t possible.
Second, with shared short codes, in most cases you can only use 1 keyword and if you want to use additional keywords, other SMS marketing services will charge you extra for those on a monthly basis. Also, if the keyword you want is already used by someone else, you have to use another keyword since you are sharing your number. For example, if you want to use the keyword “PIZZA” but it is already in use, then you might have to try “PIZZA1” or “PIZZA4U” or whatever else might be available.
With long codes, they’re only associated with you and your account, so you can use as many keywords as you want and whatever keywords you want. Using many different keywords is beneficial because this allows you to test the effectiveness of each keyword and what has the better response rate without paying the extra fees for each additional keyword.
Your customers can also save your number in their phone and immediately recognize the text came from you. With shared short codes, they could be receiving text messages from other businesses (your competitors) using the same number that you are using.
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