Snowshoeing and SMS

As Winter is coming (sorry...) and as I was asked this question by a client this week I wanted to share a term called Snowshoeing when sending SMS.

Snowshoeing involves spreading similar messages?across multiple long code numbers as a way to avoid per number rate limits and volume limitations. Snowshoeing is a common technique used by spammers. Adopting this technique often results in your messages being blocked based on your message content, including your URLs.

There are 3 way to send a standard SMS: Long code, Toll free and short code which I will describe briefly below:

SMS campaigns such as bill payment reminders were never designed to be sent by long codes or a standard 10 digit number and there are restrictions on the volume of messages that can be sent per number. They have a low throughput, lower trust levels with consumers and no delivery receipt. According to Sinch the global leading in mobile engagement, "Long Numbers are permitted for P2P (person to person) messaging only. Therefore, you cannot use them for marketing / A2P (application to person) messaging. If operators spot patterns that look like A2P traffic on a long number, you could be shut down without warning, so take care to pick the right number for your needs!"*

Toll Free numbers can be used for A2P traffic and like long codes are cheap to set up and run however some markets are prohibitive which includes Debt collection in Canada. A full list of prohibited business can be requested if you email me.

Short Codes are designed for sending larger volumes of traffic and are the best way to send A2P messaging as throughput is high, delivery quality is high and customer trust is high too as the dedicated number is aligned to your brand. On the flip side they are a more expensive to set up and you need a little guidance on the application process too as since 2019 they have become harder to obtain in Canada. This is a wider topic which I will cover in a separate article.

Long codes in Canada (unlike the US who now have 10DLC)** are still widely used by businesses who send bulk campaigns such as bill payment reminders and demands for payments. However, to be able to send the number of messages per day required to make SMS effective it requires the use of multiple long codes with some larger companies buying hundreds. Not only is this practice frowned upon and illegal in the US it can lead to some serious fines and it also poses two other real concerns for collections.

First, as long codes do not provide delivery receipts you will not know if a message has been sent or blocked at the gateway. If you are restricted to 3 attempts in 7 days then this could mean you may be either under or over your attempt count with the later being more problematic as this can lead to regulatory action. I have seen several agencies complaining in the last 12 months that their current providers cannot provide delivery results and now in some cases using even refusing to send SMS by long codes.

Secondly, from a consumer perspective if you send them messages from various phone numbers which is likely when snowshoeing then their fear of phishing increases. If you want a response which ultimately is the objective of the SMS then you will see a higher degree of trust if all your messages are sent from the same short code number. This point I feel is one that should be hammered home more by carriers and regulators as there are so many phishing campaigns sent by long codes it will only create a greater fear of SMS which is to the detriment of all businesses as SMS has a high 95% open rate if delivered.

When making a decision on the use of SMS and which method of delivery my recommendation today is that as short codes are now cheaper, in fact almost 50% less than they were 12 month ago they will provide you a greater chance of a response and a call to action. Until 10DLC is in Canada using long codes and snowshoeing albeit cheaper can lead to a loss of service, increasing consumer fears and possible fines.

For more information on effective SMS contact me at [email protected]

*https://www.sinch.com/blog/us-short-codes-vs-long-numbers-vs-toll-free-numbers-which-one-is-right-for-you/

** https://www.sinch.com/blog/10dlc-what-you-need-to-know/