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Mobile Studio in Marketing Cloud Engagement
Understanding SMS Codes

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Understanding SMS Codes

To optimize deliverability and cost, use the correct sender ID for your campaigns based on your country's regulations. For international SMS service, use an international long code in transactional alerts and provide a separate opt-out option through a web form or call center.

Sender ID Description Use Cases Considerations Reply Support Supported Regions
Alphanumeric Code (Alpha Code or FromName) The company or brand name used instead of a phone number. One-way messaging and brand recognition.
  • Requires preregistration.
  • Some countries restrict special characters or case-sensitive codes.
 No Europe and Asia
Long Code A 10–14 digit phone number that’s used for SMS. One-way and two-way messaging, such as transactional alerts and support.
  • Some countries limit long codes to transactional use.
  • If used internationally, carriers often overwrite the sender ID.
 Yes Latin America and India
Short Code A 5–6 digits number used for sending high-volume, interactive messages. Two-way messaging, such as campaigns, opt-ins, and promotional alerts.
  • Requires carrier approval and provisioning.
  • Mandatory in some countries, such as France.
  • Setup varies from weeks to months.
 Yes United States and Canada
International Long Code A 10-digit phone number used for two-way communication outside your country. Sending in regions where regulations are lenient.
  • Carriers often overwrite the sender ID, reducing brand visibility.
  • Higher costs and inconsistent delivery.
 No Latin America and Africa

FromName Registration and Guidelines

Before you start sending messages, register your FromName. Your account executive can help you with the registration forms for most countries. In other countries, you can submit a signed letter from an authorized signatory and a copy of your local trading license. Skipping preregistration can cause your messages to be filtered or blocked, which harms SMS deliverability and brand recognition.

Follow these guidelines when using FromName:

  • FromNames must be 3 to 11 characters long and can’t include special characters.
  • Registered FromNames are case-sensitive, so use the exact registered format in MobileConnect Setup.
  • Avoid using generic terms, such as Sales, Offer, or Promotion.
  • If you’re using a brand name as your FromName, you must own the trademark and provide details to Salesforce and the carrier.
  • Check your country's FromName guidelines.

Sending SMS with FromName

If your country supports an alphanumeric code, use a custom FromName instead of a numeric long code. Using an international long code can lead to message blocking. In MobileConnect, you have the option to set the FromName for your account. For more information, see Set the MobileConnect Account-Level From Name.

Sending SMS with International Long Code

If your country doesn’t support FromName or local two-way codes, we recommend using a numeric international long code. This long code is sometimes preserved in the delivered messages, or it can be overwritten with a generic alpha or local (short or long) code. To ensure compliance and successful delivery, use a sender ID that meets the regulations of the destination country. For more information, see Request a Location-Specific Sending Code.

Manage Short Codes in the US and Canada

To get carrier approval in the US and Canada, work with Salesforce or an approved partner to complete the Campaign Approval Form (CAF), sign the contract, and complete all necessary business agreements.

If you have questions about partner options, costs, or implementation, contact your account executive. Salesforce offers a range of services related to SMS codes. These services include setting up new short codes, migrating codes to Marketing Cloud, and modifying your US short code campaigns. We can also help you integrate new program types and MMS functionality.

  • Align Sender ID with SMS Campaigns
    To adhere to compliance guidelines, build customer trust, and improve deliverability, choose the right sender ID for your SMS campaigns based on message type.
 
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