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Alphanumeric Sender IDs

With Alphanumeric Sender IDs, you can send Cloud SMS messages to supported countries from a personalized Sender ID (for example; the name of a business or organization) instead of an E.164-formatted phone number.

Sending to Australian numbers? Registration is required from 1 July 2026

If you send branded SMS to Australian numbers, you must register your Sender ID with ACMA's SMS Sender ID Register. From 1 July 2026, unregistered Sender IDs may be replaced with "Unverified" on recipients' phones. See Australian register for the full process.

Country Support?

You can find out which countries support Sender IDs here.

Formatting Rules

Alphanumeric Sender IDs can be 1 to 11 characters long and can use the following:

  • Upper-case letters A - Z
  • Lower-case letters a - z
  • Numbers 0 - 9
  • Spaces
  • The symbols . - ! & ' # +

Additional rules:

  • Sender IDs must contain at least one letter (they cannot be made up entirely of numbers).
  • A Sender ID cannot start or end with a space.
  • The + symbol can appear in the middle or at the end, but not as the first character — a leading + is reserved for E.164 phone-number Sender IDs. The other symbols (. - ! & ' #) can appear anywhere, including the first or last character.
  • Sender IDs are case-insensitive.

Valid examples: ENFONICA, MY.BRAND, M&S, Tom's, New-Comp, Sale!, Promo#1, Grow+, MY BRAND

Invalid examples: BR@ND (@ is not allowed), BR_AND (underscore is not allowed), +Hello (leading +), Brand (leading space), 12345 (no letter), ThisIsTooLong (over 11 characters)