The type of sending number(s) your client should use varies depending on the size of their audience, expected volume of messages, and location of recipients. Within an account, you can view all assigned numbers, plus have the option to activate new numbers to reach subscribers in more regions. Let’s break down each sending number type to understand which numbers work best in certain scenarios.
Verified toll-free number
About this number type: A verified toll-free number is a ten digit number that is assigned to you at random. Mobile carriers require that each toll-free number be verified, so Klaviyo will automatically submit this number for verification as soon as you have completed your toll-free number request form during the SMS setup process. We do not advise sending anything from this number until you have received confirmation from Klaviyo that your number has been verified. The process generally takes seven to ten business days.
Cost: none; included free with every Klaviyo plan.
Regions you can reach: Reach recipients in the United States and Canada, which means you’ll use the same toll-free number for both regions.
Which brands should use it: Best for accounts who are just getting started with SMS, and have recipients located in the United States or Canada. Works well for brands who will be sending less than 300,000 messages at a time.
Throughput: Base throughput of 10 messages per second.
MMS: MMS is supported by Klaviyo in the US and Canada, which means you can use a toll-free number to send photos, gifs, and virtual contacts cards.
Two-way messaging: Supported. If you’re looking to have back-and-forth conversations with customers, a toll-free number is a great option. You’ll also be able to use features like tap-to-text forms and keyword opt-in to grow your mobile subscriber list.
Branded sender ID
About this number type: Sometimes called alphanumeric sending numbers, branded sender IDs are customizable codes made of numbers and letters. The main benefit of branded sender IDs is that recipients always know who messages are coming from, which is helpful for brand awareness and good for compliance. These numbers can be provisioned immediately within Klaviyo and do not require verification.
Cost: none; included free with every Klaviyo plan.
Regions you can reach: Reach recipients in the UK, Australia, and Ireland. The same branded sender ID is used to reach both countries.
Which brands should use it: Best for accounts who are just getting started with SMS, and have recipients located in the UK or Australia. Works well for brands who will be sending less than 300,000 messages at a time.
Throughput: Base throughput of 10 messages per second.
MMS: MMS is not supported by Klaviyo anywhere outside of the US and Canada, thus MMS may not be sent through branded sender IDs.
Two-way messaging: Not supported. This means you cannot text back-and-forth with subscribers, and you also cannot use opt-in keywords.
Ten digit long code
About this number type: If you're looking to unlock two-way messaging capabilities with subscribers in the UK and Australia, a ten digit long code is the solution. The UK does not require number verification for this number type, but Australia does. Klaviyo will automatically submit the number for verification, and the verification process can take one to three business days.
Cost: none; included free with paid Klaviyo plans.
Regions you can reach: Reach recipients in the UK, Australia, and Ireland.
Which brands should use it: Best for brands looking for two-way messaging capability with recipients in the UK or Australia.
Throughput: Base throughput of 10 messages per second.
MMS: MMS is not supported by Klaviyo anywhere outside of the US and Canada, thus MMS may not be sent through ten digit long codes.
Two-way messaging: Supported. If you’re looking to have back-and-forth conversations with customers, a toll-free number is a great option. You’ll also be able to use features like tap-to-text forms and keyword opt-in to grow your mobile subscriber list.
Short code
About this number type: Short codes are high-throughput sending numbers that require an application, and can only reach recipients in the country which they were approved for. If you want to use a short code to reach several regions, you will need to request and pay for several different short codes. In every region, you can choose your own custom six digit vanity short code. For US recipients, you do have the option to use a randomly generated short code as opposed to vanity, which is slightly less expensive each month. The short code application approval process typically takes 8 to 12 weeks.
Cost: Monthly cost varies by region; see articles on US and Canada sending numbers and UK, Australia and New Zealand sending numbers for pricing.
Regions you can reach: Short codes are available to reach subscribers in the US, Canada, UK and New Zealand (not available for Australia). Vanity short codes are the only number type available to reach subscribers in New Zealand. New Zealand short codes are actually free-to-end-user codes, meaning that recipients will not incur any cost for receiving messages from that number.
Which brands should use it: Larger brands who want to send over 300,000 messages at a time, or if you want to reach subscribers in New Zealand.
Throughput: Base throughput of 100 messages per second.
MMS: Only supported for recipients in the United States when using a short code.
Two-way messaging: Supported. If you’re looking to have back-and-forth conversations with customers, a toll-free number is a great option. You’ll also be able to use features like tap-to-text forms and keyword opt-in to grow your mobile subscriber list.
Take the time to understand where your client's audience is located, and consider the size of their list. Klaviyo provides you with the free sending numbers you need to start reaching recipients in the US, Canada, the UK, and Australia. If you want to reach subscribers in New Zealand, or have a large customer base which will require a high throughput, you should consider investing in a short code.
More information on US and Canadian sending numbers.
More information on UK, Australian, Irish, and New Zealand sending numbers.