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If your organization sends SMS at scale, shared shortcode was once the easiest way to do it. These 5–6 digit numbers allowed multiple businesses to send high-volume text messages from the same number, using keywords to manage opt-ins. For years, they powered promotions, alerts, and large outreach campaigns.
That model is now changing. Carriers are sunsetting shared short codes in favor of more secure, accountable messaging systems.
In this guide, we’ll briefly explain what shared short codes are, why carriers are retiring them, and—most importantly—what you should use instead. We’ll walk through today’s best alternatives, including A2P 10DLC, toll-free SMS, and dedicated short codes, and help you understand which option fits your messaging needs moving forward.
What is a shared shortcode?
An SMS short code is a 5–6-digit number provided by carriers that lets businesses send and receive high volumes of text messages. Unlike personal long numbers, which are quickly flagged as spam at scale, short codes are pre-verified for bulk messaging and offer much higher deliverability.
Short codes are commonly used for OTPs, promotions, discounts, and alerts.
You can’t buy a short code outright—they’re leased through the Common Short Code Administration (CSCA), which manages available and registered codes. Renting a dedicated short code typically costs $1,000–$1,500 per month, so many organizations opt for a shared short code, which is used by hundreds or even thousands of businesses.
To keep messages separate, each business uses a unique keyword with the same number. For example, one brand might promote “Text CXY to 12345,” while another uses “Text OPLHELP to 12345.” Both share the number but rely on different keywords for opt-ins.
Why shared shortcode was sunsetted?
Shared short codes were widely used for marketing and promotional messaging, but they created serious control and compliance challenges for carriers. Over time, these issues led to spam, fraud, and a poor user experience. The key reasons carriers decided to ban shared short codes include:
One sender’s violation can shut down everyone
Thousands of businesses may use the same shared short code. If even one violates carrier rules or compliance standards, carriers can suspend or block the entire shortcode, disrupting messaging for all legitimate users.
Spam overwhelms legitimate messages
Customers often receive hundreds of messages from the same shared short code, many of which are spam. This floods inboxes, damages trust, and hurts deliverability for compliant businesses using the same number.
Shared short codes enable phishing and fraud
Because customers recognize and trust a familiar short code, scammers can exploit it. A message like “Text TEN to donate to 12345” can easily be mistaken for a legitimate campaign, leading to financial or data theft.
Messages are grouped into a single inbox thread
Phone groups SMS messages by sender. When multiple brands use the same shared short code, all messages appear in one conversation thread, creating confusion and a poor user experience.
Alternatives to shared shortcode
With shared short codes going out of business shortly, it is highly recommended that you switch your efforts to either a dedicated short code, a 10DLC number, or a toll-free number. Here is an explanation of each and how they work for you.
1. Dedicated shortcode
A dedicated short code gives exclusive access to the number and is not shared by any other customer. There’s no limitation on keywords you can choose, either, so you can be as imaginative as you want.
They come in two types:
- Random Short Codes: You have no control over the number assigned. CallHub’s service will cost you approximately $500/month.
- Vanity Short Codes: You can choose the number you want, usually a series of repetitive numbers or numbers that spell your name on a phone keypad, or anything else. CallHub can arrange the same for you for approximately $1000/month.
Create a free CallHub account and submit a request for a dedicated short code. The process usually takes 6-8 weeks. You can get more details about this service here.
Read Also: Dedicated Vs Shared Shortcode Texting – Which one should you use?
2. 10DLC numbers
10DLC is here to replace shared short codes.
Application-to-Person, 10-Digit Long Code (A2P, 10DLC) is a new messaging solution that allows businesses to send text messages from a 10-digit number in the US.
What is A2P 10DLC, and why does it matters
The earlier system for sending messages from 10-digit numbers was not stable, reliable, or secure. Plus, it could not deal with large volumes, so most attempts to use a 10-digit number by business messaging get instantly tagged as spam.
But the new 10DLC system allows A2P texting at volume and overcomes, or at least curtails, most of the issues shared short codes face (listed below).
An A2P 10DLC number is a number registered by an organization or business for a specific use case. This number is vetted by carriers, and thus, they are less likely to mark your number as spam or filter out your messages. We cover more details below.
Mobile carriers have rolled out major changes affecting who can send texts and how they send them. That new system, as mentioned above, is the A2P 10DLC system.
These changes will result in better deliverability and response rates – as these numbers will not be blocked as spam and, unlike short codes, are not going redundant.
Read Also: Your Complete Guide To A2P 10DLC Compliance For Texting
Compliance and governance around 10DLC
As per the Cellular Telephone Industries Association (CTIA) guidelines, any text (bulk or one-to-one) from business messaging is considered under A2P (application-to-person) texting. All such texting campaigns must use a registered 10DLC number.
The Campaign Registry (TCR) manages the registration of 10DLC messaging campaigns, working with texting carriers. TCR also assigns a ‘trust score’, which dictates how many messages you can send per minute.
Registered 10DLC campaigns can get:
- Higher Messages Per Second (MPS) by ‘trusted’ numbers than previously used long code numbers.
- Increased deliverability, with fewer instances of being blocked or marked as spam.
- Better responses from contacts since 10DLC requires consent to be received.
CallHub is now an official TCR partner, so we can complete this registration for you. Sign up today to get started.
Read Also: 10DLC Registration: 2025 SMS Outreach Rules You Must …
3. Toll-free numbers
Toll-free number services strengthen customer relationships and can help improve customer retention rates. It allows customers to call your business for free, and you can still send messages from the number.
Of course, the biggest advantage is that this is the cheapest option and is usually bundled in with any messaging services you may contract.
A good option for those not in a hurry to grow or looking to speak to people more directly.
Short Codes vs. 10DLC vs. Toll-Free Numbers
Let’s look at the table here first before we dive into each one of them:
| Channel type | Who uses it best | Cost level | Registration needed? | Best for |
| Shared shortcode | Legacy users (being sunset) | Medium–low | Yes (historically) | Old campaigns being migrated |
| Dedicated shortcode | Large brands, OTP, high-volume alerts | High | Yes | National, high-speed one-way messaging |
| A2P 10DLC | Nonprofits, political, local businesses | Low–medium | Yes (via TCR) | Two-way, local-feel campaigns at scale |
| Toll-free SMS | Small businesses, support, nationwide reach | Low | Yes (verification) | One number for calls + texts across US |
Off the bat, dedicated short codes can take up to six weeks to be registered and are the most expensive, costing close to $1000 a month or more. 10DLC has an easier registration process and can be run in 3 business days. It is also cheaper than dedicated short codes. Toll-free numbers are free, but it takes up to 15 days to be registered.
That being said, here are the specific advantages of each and which one suits a business, a nonprofit, and a political campaign.
Dedicated Short codes advantages:
- Can send the most number of ‘messages per minute’ among all three.
- Strongly verified, so it has higher delivery rates and is rarely blocked as spam.
- Easy to remember and memorable for the receivers – which is better for marketing.
Dedicated shortcode best use:
For businesses with a higher budget who want to send out reminders, OTPs, and mass marketing campaigns. The focus is on reaching the highest number of people in the least amount of time, one-way.
10DLC Advantages:
- A long number with a local code generates higher response rates.
- It is much cheaper than dedicated short codes, as low as $15 per month.
- Easier to set up than dedicated short codes, with a lower wait time.
- Can be used to text and call with the same number.
- Can be used to receive replies from recipients and can be used for longer conversations.
10DLC best use:
For non-profits and political campaigns that need to speak to people, collect feedback, and reach out to tens of thousands of people in a time-bound manner. This will cost a decent amount, but it is still cheaper than dedicated short codes and gets better response rates.
Toll-Free number advantages:
- Is generally the cheapest option offered by mobile carriers and communication providers.
- Is entirely exclusive to you, and as an ‘800’ number, it will be memorable for a long time.
Read Also: 10DLC Registration: 2025 SMS Outreach Rules You Must Know
Toll-free best use:
For small businesses that cannot afford large budgets, but do not have a huge client list either. This slow-and-steady approach can get the job done.
CallHub Recommends
The best of both worlds here is the 10DLC. The system is fast, safe, and maximizes reach. Plus, it allows you to have a meaningful two-way interaction through messages or calls.
CallHub is an official CSP (Communication Service Provider) partner of TCR. This means we can register your brand, campaigns, and use cases, and get you 10DLC numbers that you can use on CallHub’s texting campaigns. Try CallHub today and get started!
Frequently asked questions on shared shortcode
What is a shared shortcode and how is it different from a dedicated shortcode?
A shared shortcode is a 5–6 digit number that multiple brands use at the same time, each with its own keyword. A dedicated shortcode is used by only one brand, so all messaging, opt-ins, and opt-outs belong to a single sender.
Why are shared shortcodes being phased out by carriers?
Shared shortcodes make it hard to control spam and enforce compliance because many unrelated senders share one number. If one sender abuses the code or violates rules, it can cause spam complaints, confusion, and even get the shortcode blocked for every other business using it.
Can I still use my existing shared shortcode, or do I have to move?
In most cases, new shared shortcodes are no longer issued for marketing, and many existing ones are being sunset. Some providers may support legacy use for a while, but the long-term expectation is that you migrate to a dedicated shortcode, A2P 10DLC number, or toll-free SMS number.
What are the risks of continuing to rely on a shared shortcode?
If another brand on your shared shortcode sends spam or non-compliant messages, the carrier can suspend or block the entire shortcode. That means your legitimate traffic could suddenly stop delivering, you might lose contact with subscribers, and your brand reputation can suffer.
What is the best alternative to a shared shortcode for my business?
For very high-volume, brand-heavy campaigns, a dedicated shortcode is usually best. For most nonprofits, political campaigns, and local businesses that need two-way conversations at a lower cost, an A2P 10DLC number is a better fit. For small businesses wanting one national number for calls and texts, a toll-free SMS number is often the simplest option.
