SMS sender ID: What it is, why it matters, and how to choose yours

When an SMS arrives, the first thing most people look at is who it’s from. We’re most likely to open a message when the sender is clear — in other words, when we can see the name or number of a friend or brand we know. 

This is where SMS sender IDs come into play. They allow brands to send marketing messages from a recognizable alphanumeric or numeric code. 

In this article, we’ll cover:

1. What is an SMS sender ID?

2. Types of sender IDs

3. What is an SMS brand prefix? 

4. Benefits of using an SMS sender ID

5. How to choose an SMS sender ID

6. FAQs

What is an SMS sender IDs?

An SMS sender ID is a numeric or alphanumeric code that displays as the sender when someone receives an SMS from a company. It helps recipients identify the brand or organization quickly and, when registered, can helps prevent bad actors from impersonating your brand or organization in scams. 

Types of sender IDs

There are three different types of SMS sender IDs:

Alphanumeric sender IDs are a combination of letters and numbers, often a brand’s name. 

• Character allowance: allow you to use a combination of up to 11 characters, including a combination of upper and lower case letters, numbers, and spaces — and must contain at least one letter. 

• Type: Alphanumeric sender IDs can only be used for one-way communication. 

• Regional support: Not every country supports alphanumeric sender IDs, meaning a numeric or short code ID will be required. For example, the US and New Zealand do not support alphanumeric sender IDs. For other regions, check this list from Twilio. 

Long numbers or toll-free numbers look like regular mobile numbers. In the US, they are often referred to as 10DLC (10-digit long codes).

• Character allowance: Up to 15 numbers. They can be a 10DL (10 digit long code), or a standard toll-free mobile number. 

• Type: Recipients can reply to messages sent via numeric sender IDs. 

• Regional support: Long numbers are the most widely supported sender ID. Many countries, including Australia, require you to register your sender ID with a carrier to prove brand ownership. This request is lodged through your SMS provider and, once confirmed, you can start using your sender ID.

Shortcodes are a short series of numbers used to identify your brand as the sender. In some countries, including the UK, shared short codes are available. They are cheaper than dedicated or vanity short codes, but do come with risks including accidental opt-outs. Shared short codes are banned in both the US and New Zealand. 

• Character allowance: Typically 5 to 6 digits long. In New Zealand, they are 3-4 digitals long. 

• Type: Two-way messaging is usually possible with shortcodes. 

• Regional support: Shortcodes are compulsory for sending bulk SMS campaigns in New Zealand. Many other countries, including the UK and the US support shortcodes.

What is an SMS brand prefix? 

The brand prefix appears at the start of all SMS messages you send to recipients. Using a sender ID means your SMS messages will not require a brand prefix. This is beneficial because the brand prefix appears within your message and therefore contributes to the overall length of your SMS messages, so it’s a good idea to keep it on the short side. 

Benefits of using a dedicated SMS sender ID

Both numeric and short code IDs can be shared or dedicated in some countries. A shared number is a more budget-friendly option and may be all your brand needs for a one-off campaign, or before you’ve proven the value of SMS in the marketing mix.

For frequent or bulk senders, investing in a dedicated SMS sender ID, either alphanumeric, long code or short code, is generally best practice. It can benefit your business by:

1. Building brand awareness: Making your brand memorable is about frequency and repetition. A sender ID gives you another way to reinforce your brand with your name or a consistent and recognizable number. 

2. Increasing trust: A sender ID helps ensure every recipient knows the message has come from your brand. It establishes you as a credible sender and helps prevent recipients from marketing your message as spam. 

3. Boosting open rates: A trusted sender ID gives your recipients confidence that your message is legitimate and safe to open. 

4. Improve SMS deliverability: Authorized and registered sender IDs are less likely to be marked as spam, and therefore more likely to reach your recipients. 

How to choose your SMS sender ID

First, you will need to decide what kind of sender ID you need. As mentioned, different regions support different types of sender IDs and if you need two-way communication, a numerical ID (shortcode or long code) will be required. 

An alphanumeric sender ID is the best option for brands sending one-way communications within Australia, the UK, or other countries where alphanumeric IDs are supported. 

If you do choose to use an alphanumeric sender ID, it’s best to go with the most straightforward option available: In other words, your brand name or something close to it that is available (for example, Ortto). Since alphanumeric IDs do not support two-way messaging, you will need an alternative sending code for any double opt-in process. 

A short code is required for sending in New Zealand and best in other regions if you’re sending more than a few hundred messages a day, as the carrier approval process can help you avoid the spam filter and ensure your message is delivered. 

There is a cost to lease a shortcode and a volume cost associated with sending messages from a short code and getting carrier approval can be a long process. In the US it can take 8-12 weeks, in the UK 10-12 weeks, and in New Zealand 5-6 weeks. 

If you opt for a dedicated short code or vanity short code, choose a set of numbers that means something for your brand, or the numbers that correspond to the letters in your brand name (for example, Ortto could be 67886). In the US, you can choose between a vanity short code, where you get to choose the numbers, or a random short code. Vanity codes have a higher monthly cost, so may only be worthwhile for brands with a specific set of numbers in mind. 

Long codes generally have a shorter approval process (for example, 1-3 days in Australia) and toll-free numbers or 10DLCs do not need to go through a verification process at all. The number choice here is less of a concern — like a regular phone number, over time it will become attached to your brand, but since it does contain more numbers and there are fewer options available, it’s less likely you will secure a number that is memorable or connected to your brand. 

SMS sender ID FAQs

Can I use the same short code in different countries?

Yes, but you will need to apply and pay for a short code in each country separately. This means that your desired short code may already be taken in one of the countries that you want to send in. If you are using a short code and would like to use a consistent number, it’s best to do your research ahead of time to find a number that is available in all — or most — of the countries you’re sending to. 

How do I set up my sender ID?

Sender IDs are set up through your third-party SMS provider. Ortto has integrations with two popular SMS providers: TallBob and Twilio. 

How do opt-ins and opt-outs work for alphanumeric codes?

Alphanumeric codes do not facilitate two-way conversations, which means opt-in and opt-out options need to be very clearly communicated. For opt-ins, you can include a URL that, when clicked, automatically opts  Include information about how to opt-out in your text. This may include a URL that can be used to automatically opt users out or a long code or short code that the recipient can text to opt-out.  

Why do I need to get my sender ID approved?

Regulations for sender IDs exist to help prevent scams and spam, especially those that impersonate a well-known brand or organization. It allows numbers sending bulk texts to be tracked, 

How does pricing for sender IDs work? 

There are costs associated with registering and using your sender ID. There is usually a registration fee and a monthly fee involved, but pricing differs by sender ID type, region, and carrier. It’s important to do your research in each country you’re sending in before you choose an ID type. 

Final word

Understanding how SMS sender IDs work in each region you send messages to is important not only to ensure you adhere to regional regulations, but also to help improve deliverability, brand trust, and open rates. Use this guide as a starting point and a way of understanding your options, then do research based on the countries you plan on sending SMS campaigns to.