Texting remains one of the most effective ways to connect with voters. But not every setup is the same. Campaign texting involves a couple key decisions: choosing your phone number type (10DLC, shortcode, toll-free) and choosing your messaging format (SMS, MMS, RCS). Understanding how these work together helps you build the right strategy for engagement, compliance, and deliverability.

10DLC Political Texting
A 10-digit long code (10DLC) looks like a regular local phone number but is registered for high-volume texting. It’s cost-effective, creates a local presence, and works well for everyday campaign updates. The key is registration, unregistered 10DLC traffic risks blocking or filtering by carriers.

Shortcodes
Shortcodes are 5- or 6-digit numbers designed for mass messaging, like “Text VOTE to 12345.” They’re fast, trusted, and highly recognizable, which makes them ideal for big pushes like fundraising or GOTV campaigns. The tradeoff is cost and setup time, since dedicated shortcodes are more expensive and require approval.

Toll-Free Numbers
Toll-free numbers (like 800 or 888) can also be used for political texting. They’re useful when local numbers aren’t practical and can handle moderate volume, but they don’t always deliver as consistently as shortcodes or properly registered 10DLC numbers.

SMS/MMS and RCS
Most campaign texting today uses SMS and MMS. SMS is text-only, while MMS allows images, GIFs, and video clips. Both are widely supported across carriers and devices, making them the standard for campaign communication.
Rich Communication Services (RCS) is the next step in messaging, offering features like branded sender IDs, buttons, enhanced media and, read receipts. For campaigns, it creates a more engaging voter experience, but since RCS isn’t universally supported yet, it should be used alongside traditional SMS/MMS rather than replace them for now.

Compliance Matters
Political texting comes with extra scrutiny. Always secure opt-in, identify your campaign, include opt-out instructions, and stay within carrier and legal guidelines. Registration, clear disclosures, and message monitoring are non-negotiable. For more details, visit our Compliance page.

Choosing the Right Setup
Most campaigns use a mix:

• 10DLC for day-to-day outreach and localized messages.
• Shortcodes for high-volume, time-sensitive blasts.
• Toll-Free as a flexible alternative.
• SMS/MMS as the backbone of messaging
  As it rolls out, RCS for richer, more interactive engagement.

Final Thoughts
Political campaigns can’t afford deliverability issues or compliance missteps. By understanding the strengths of each number type and messaging format, and combining them strategically, you can maximize voter reach and engagement while staying compliant. Mudshare gives you the tools, support, and oversight to get your message through.