SMS might be the new kid on the marketing block, but event promoters are quickly seeing its value. With high engagement rates, broad reach, and affordability, it’s no wonder SMS marketing generates an average of $71 in revenue for every dollar spent.
Understanding SMS number types
SMS numbers come in several forms, each with its own purpose. For event promoters, the three most common are:
Toll-free numbers — available after your business is verified in Hive; fast to approve, scalable throughput, no extra cost.
Short codes — high-throughput 5–6 digit numbers offered for an additional monthly fee; ideal for large, time-sensitive sends.
10-digit long codes (10DLC) — local numbers with lower throughput and carrier limits; generally not recommended for event marketing.
Before exploring each option, here are a few key terms to know:
MPS (messages per second): The number of messages your SMS number can send per second.
Filtering: The process carriers use to detect and block messages that look like spam or don’t meet regulations.
Campaign: The type of message you send, such as promotions, alerts, or event updates.
Toll-free numbers
Toll-free numbers are the most flexible and cost-effective option for most Hive users. They come standard with all Hive accounts at no additional cost and can easily scale with your messaging needs.
Verification is quick—typically within one business day (no more than three)—and throughput starts at 3 MPS but can scale to over 100 MPS for high-volume senders. Unlike other number types, filtering is handled automatically by Hive’s providers, so issues are resolved faster.
Toll-free numbers are reliable, affordable, and scalable—making them the best choice for most event promoters.
Short codes
Short codes are 5–6 digit numbers built for high-volume messaging. They’re easy for fans to remember and great for contests, urgent alerts, or major event announcements.
They offer unmatched speed and reliability—starting at 100 MPS and scaling much higher. Verification takes about 3–4 weeks (faster than the typical 6–10 weeks), and the thorough review means minimal filtering and strong deliverability.
Short codes do have higher setup and monthly costs, but they’re ideal for large-scale promoters who need maximum throughput and near-instant delivery. If you’d like to explore this option, contact your Customer Success Manager or email support@hive.co.
10-digit long codes (10DLC)
10DLC numbers use local phone numbers and are marketed as an affordable middle ground. However, they come with strict verification processes, slower throughput, and limited scalability.
Each campaign type must be approved separately, and sending unregistered content can trigger heavy filtering. Most event promoters receive low “trust scores,” limiting throughput to 1–4 MPS and restricting daily message counts.
Because of these constraints—and the high likelihood of future carrier restrictions—10DLC is not recommended for event marketing, especially for large or time-sensitive sends.
Why 10DLC isn’t ideal for event marketing
10DLC’s limitations—low throughput, strict daily send limits, lengthy approval processes, and higher filtering—make it challenging for event campaigns that depend on speed and scale.
For example, sending 10,000 messages (three segments each) at 4 MPS can take over two hours on 10DLC, while the same campaign would take just 10 minutes on a toll-free number at 50 MPS.
If you start on 10DLC, you may eventually need to migrate to a toll-free or short code number, which can be costly and may require rebuilding your subscriber list.
Hive’s recommendations
Hive is purpose-built for event promoters and partners directly with top carriers to optimize message deliverability.
Our recommendation:
Toll-free numbers for most users — high throughput, fast verification, minimal filtering, and no added cost.
Short codes for high-volume senders — maximum speed, reliability, and industry-leading pricing and setup times through Hive.
We do not recommend 10DLC for event marketing due to performance and scalability limitations.