When a customer receives a text message from a brand or business, the name or number that shows up as the sender might seem like a small detail, but it plays a big role in how that message is perceived. As a business, it will become your identity for all SMS communications with your customers. There are also a lot of technicalities surrounding that sender label which you need to pay attention to, such as formats, country-specific rules, and branding opportunities.
In this guide, we explore in detail what an SMS Sender ID really is, how it works, and why choosing the right one is extremely important.
What is SMS Sender ID, and how does it work?
An SMS Sender ID (aka SMS Customer ID or sender name) is the name or number of the person who sends a message to anyone with a registered mobile number. It is displayed on the recipient’s device. For example, the Sender ID of your friend is their phone number. It can also be a shortcode, such as 12302, or contain a limited number of characters, e.g., CoffeeShop.
Major types and purpose of Sender IDs
If you’re just starting out with using SMS for business communication, you might have to first understand the different types of Sender IDs you can choose from.
Long numbers, aka long codes, are numerical sender IDs that are the same length as standard national mobile numbers (up to 15 digits long, not including the + symbol). An example of a long code is 3725953854. They are versatile and enable two-way communication by default.
Shortcodes are special numeric IDs that are shorter than the regular numeric senders that are used as phone numbers. An example of a shortcode is 12302. These types of senders may have different uses depending on the region where the messages are being sent. Generally, in Europe, such numbers are used for services like customer support, voting, premium rate services, etc., whereas in Latin America, shortcodes are the most typical types of SMS Sender IDs.
Alphanumeric Sender IDs are sender names that are composed of both letters from the alphabet (A-Z) as well as numeric characters (0-9). This type of sender ID typically matches or represents a brand name and is displayed as such when you receive a message (e.g. new text message received from ‘Messente’). It is only meant for one-way communication with your customers to establish and reinforce brand recognition and trust.
It is important to note, however, that not all countries and operators offer all these Sender IDs for use even if the SMS service provider supports them. It really depends on the limitations set by different countries on Customer IDs finding usage in customer interactions, mobile banking, and other integrations.
SMS Sender ID verification
Whether it is for an alphanumeric sender or a shortcode, the Sender ID or Customer ID verification process can’t be skipped no matter what kind of ID you are applying for.
Here at Messente, for example, we take various steps to verify SMS sender IDs for different phone numbers. The goal is to make sure that the Sender IDs are being used lawfully and so that no-one is able to misuse them and cause harm. Another goal is to ensure compliance with the ever-changing operator and country regulations affecting registered phone and mobile numbers.
The basic registration process is relatively easy and simple. After the verification, you should be all set. But, unfortunately, that is not always the case everywhere. You could run into potential troubles at the backend.
For instance, some countries have a very complex registration process in place to send your messages to their subscribers, whereas some operators do not allow alphanumeric Sender IDs at all. So, it can become a real hassle to get your hands on a Customer ID of your choice in cases like this.
Is two-way messaging possible with Sender IDs?
The nature of the SMS Sender ID brings about various possibilities in terms of appearance and use cases, one of which is two-way messaging. However, the availability of such a feature depends on whether the Sender ID is a numerical one or an alpha sender.
For two-way messaging to work, a numerical number is needed. In order to enable two-way messaging, a number needs to be registered by the partner beforehand. You have two options to choose from:
- Long Number Sender ID – as covered before, it will appear on the recipient's handset as a long number (e.g. a mobile number). This seamlessly enables two-way messaging for that number. The sender can reply directly from their mobile number, and the reply is forwarded over the API or e-mail.
A Shortcode Sender ID – this Sender ID works like the long code, except that there is a little more variety in the short-code types:
Dedicated Shortcode – this is a little more expensive version. A single company is the owner of a specific shortcode. This almost always comes with two-way messaging enabled, with no keywords required for the communication.
Shared Shortcode – multiple entities share one shortcode here, meaning that several companies can use the same Sender ID to text their customers. Two-way communication is possible when using a keyword to send an SMS (for example: “Reply with MESSENTE for more info”).
What are the benefits of using Sender IDs?
There are several benefits of registering a proper, dedicated Sender ID for your business.
- Brand recognition: Alphanumeric IDs reinforce your brand every time you message your customers.
- Trust and engagement: Custom IDs that make your identity clear to your audience can reduce the chances of your texts being flagged as spam. Thus, they can help foster trust and boost open rates.
- Two-way communication: Numeric IDs enable interactive campaigns, surveys, and customer support, among other functions.
- Compliance: Properly registered Sender IDs help operators and regulators track message origins and make sure you’re sending SMS marketing campaigns in line with local and/or global SMS marketing regulations.
Legal and regulatory restrictions on Sender IDs
Due to the global nature, there are a variety of different measures taken by the mobile network operators to regulate the messaging on phone numbers.
A lot of the operators have incorporated their own business processes, restrictions and regulations in every aspect of the text message from the Sender ID and content restrictions to the process of how messages can be submitted to their networks.
As the variety and the number of different regulations are quite high, we will outline a few of the more common ones:
Registered sender names only – In some countries, there is a specific restriction where A2P messaging is allowed only when they are whitelisted (registered) with the network operators.
This is set in place so that either the operator itself or the central government agency in the destination country would have a simple way of tracking the message back to the original sender.
Sender ID restrictions – Many mobile network operators restrict the sender name types. The reasons for this vary, depending on the types of Sender IDs allowed.
Some mobile operator networks allow only active long numbers for the recipient to have a clear and simple way to contact the sender.
On the other hand, some operators only allow Alpha Sender IDs to be passed through the relevant channel to ensure that the recipients can clearly identify the brand trying to contact them.
Lastly, a few countries have set in place a set of regulations so that only those shortcode senders would be allowed through which are licensed directly from the operators.
Sender signature included in the text – In some countries, the sender info must be included in the message body itself so that the customer knows this is a correct message.
Another reason for it can be due to country regulations where this signature serves as a verification of the official sender who uses a long number Sender ID.
Spam filters – Almost every mobile network operator in the world requires that their clients and messaging partners prove strong spam prevention mechanisms. This is used to stop repeated messages being sent, or technical problems that could cause such issues on phone numbers.
Also, messaging content is closely observed to stop any scam messages, inappropriate messages, and messages that are against the local regulations set for restrictions via SMS.
Registered sender names only – In some countries, there is a specific restriction where A2P messaging is allowed only when they are whitelisted (registered) with the network operators.
Sender ID restrictions – Many mobile network operators restrict the sender name types. The reasons for this vary, depending on the types of Sender IDs allowed.
Sender signature included in the text – In some countries, the sender info must be included in the message body itself so that the customer knows this is a correct message.
Spam filters – Almost every mobile network operator in the world requires that their clients and messaging partners prove strong spam prevention mechanisms. This is used to stop repeated messages being sent, or technical problems that could cause such issues on phone numbers.
Summary
When choosing your Sender ID, make sure that you consider the goals and needs of your business. Do you need two-way messaging? Go for a long code Sender ID or a shortcode. If not, an alphanumeric one could work for you.
Also, make sure that you follow all the regulations. Different countries have different rules and regulations. Some of the Sender IDs might not work in a specific country. An SMS API service provider can help you sort out these issues and make the registration process a breeze.
SMS Sender ID: Frequently asked questions (FAQS)
What are a Sender ID's maximum and minimum character limits?Alphanumeric IDs typically allow up to 11 characters (letters and digits) with a minimum of 1. Long numbers can be up to 15 digits, while shortcodes range from 3 to 6 digits.
Does every country have different rules and regulations for SMS Sender IDs?
Yes. Operator and government policies vary by country. By partnering with an SMS provider, you can stop worrying about these regulations and let it handle legal matters.
Is it possible to spoof the Sender ID?
Spoofing is illegal but very possible. Reputable SMS gateways enforce strict verification to prevent spoofing and ensure deliverability for legit senders.
How can I identify a fake Sender ID?
Keep an eye out for inconsistencies and errors like unknown numbers, mismatched links, or sender names with typos. Encourage recipients to always verify suspicious messages and report them to the operator or provider.
Can an SMS Sender ID have both numbers and text?
Some alphanumeric IDs allow mixed characters (A-Z and 0-9). However, pure numeric or pure alphabetic formats are more widely supported.
