Sender ID definition

A Sender ID is an alphanumeric string, that can be used as the "from" address for SMS text messages that are sent: in other words it is the name or number that is displayed as the sender of the SMS message to the receiver of the SMS message.

A character-based sender ID, usually the brand or company name, is commonly used for SMS programs that are one-way (outbound only).  

The SMS protocol technically limits the sender ID to max. 11 characters.

The alphanumeric sender ID gives the sender the ability to send messages using a custom ID constructed from a combination of alpha (a-z, A-Z) and numeric (0-9) characters, including spaces/blanks. Any other characters (e.g. dots) should be avoided. Using a Sender ID makes the sender of the SMS identifiable to the recipient of the message.  

General Rules

  • 11 character max
  • A-Z: yes
  • a-z: yes
  • 0-9: yes
  • [blank]: yes
  • [ _ ]: yes
  • [ - ]: yes
  • everything else not allowed -ASCII special characters (e.g. #, @)


  1. For Saudi Arabia, if you are sending promotional messages, your Sender ID needs to have an ‘-AD’ suffix.

  2. For Jordan, if you are sending promotional messages, your Sender ID needs to have an ‘ADV’ prefix.

  3. For UAE, if you are sending promotional messages, your Sender ID needs to have an ‘AD-’ prefix.

  4. For Kuwait, if you are sending promotional messages, your Sender ID needs to include ‘AD’ within the name.

  5. For Cuba, spaces and numbers are not supported in Sender ID name and Sender ID must be only in uppercase or only in lowercase.

  6. For Mexico and Russia, spaces are not supported.

In some countries, Numeric Sender ID might not be supported. In others, alphanumeric Sender ID is not supported by default: they require pre-registration. 

To learn more about these restrictions regarding Sender ID, please visit International SenderID Regulations and Requirements (list of countries). You can determine which countries support alphanumeric Sender ID.


Alphabetical sender IDs cannot be replied to and hence they cannot be used for 2-way-communication. A short or long code is required to be used for inbound messages. The capability for a dynamic alphanumeric Sender ID is based on country and carrier requirements and thus cannot be guaranteed for each country. For more information on which countries can use sender ID for SMS traffic, please contact your Account Manager.

Please note that when using a rented long code as a sender ID, it needs to be used in the international format but without the leading plus sign (+)
Example for Cyprus: 35794585001

How to use a Sender ID

When composing an SMS campaign, simply use this field to fill in your desired Sender ID:

If you regularly use a specific Sender ID, you can configure this Sender ID in your account settings and it will be used by default:

Our general recommendation is to always use your own Sender ID (company or brand related) instead of using generic  ones like "Info" or even "SMSto". 
Using a non-unique Sender ID can degrade delivery success of your messages and might even be rejected by some countries. 

If you have any questions, please send an email to