I also see many posts where people talk about using WordPress Plugins versus Shortcode Platforms versus Longcode Platforms so I figured I would spell out the facts.
Lets start with Word Press Plugins.
Sure, it means sending out the texts are free, but what is being sacrificed?
1) They use SMTP instead of SMPP
SMTP is Email Protocol...Simple Mail transfer Protocol
Basically you are converting a cellphone number into an email and sending it over the internet, though the carriers servers, and eventually, with luck, to the Cellphone it was intended for.
This type of send has the lowest priority on the Carriers Deliveriblity Priority and will often be either delivered hours later...or not at all.
What does this mean to a Business using it? It means if they have sent a message at 8 am for a sale between Noon and 5 pm, but the message doesnt get to its recipient until 6 pm...or doesnt get received at all, it was an exercise in futility.
Longcodes are essentially just virtual cellphone numbers.
They are harder to remember when seen than a Shortcode and take more effort in terms of keystrokes to enter into a phone.
The above might not seem to bad, but consider this...
The Longcode "Provider" (There is no such thing in the eyes of the Carriers) are essentially spoofing the Carriers into thinking that the message is coming from another Cellphone.
Longcodes have a lower delivery priority than a shortcode.
Why? You might ask?
Because Shortcode Providers pay Carriers for access to their Data Networks and since they provide revenue to the carrier they are given top priority
Shortcodes get the highest delivery priority from the Carriers, are easier to remember, and faster to type on a cellphone.
So, when it comes to SMS Marketing the most reliable method is using a Shortcode.
Sure, WP Plugins are Free, and Longcodes are cheaper....but then again...you could buy a 72 Pinto ...or you could buy a Reliable Vehicle with a good Safety Rating and eliminate the risk of blowing up should you be rear ended.
So there you have it!