Sender ID types

A Sender ID is the name or phone number displayed as the sender of an SMS message. The Sender ID type determines what recipients see, whether they can use reply-based opt-out, and which requirements apply in the destination country.

The appearance of a Sender ID may vary by device and messaging application. The following examples show how each Sender ID type may appear to recipients.

US & Canada Sender ID

Example message from a Toll-Free Sender ID.

Branded Sender ID

Example message from a Branded Sender ID.

Carrier Sender ID

Example message using a Carrier Sender ID.

Sender ID type comparison

Type

Sender ID format

Common uses

Main requirements

US & Canada Sender ID

A dedicated Toll-Free number, such as 18005550123.

  • Customer care

  • Service notifications

  • Messaging with reply-based opt-out

  • Business registration information

  • Business and messaging information

  • Recipient consent and opt-out details

Branded Sender ID

A brand name containing letters and numbers, such as MyBrand.

  • Branded one-way notifications

  • Alerts

  • Authentication messages

  • Sender ID that matches the business or brand

  • Business and messaging information required by the destination countries

Carrier Sender ID

A dynamic Sender ID selected by the destination carrier according to local network requirements.

  • One-way notifications

  • Alerts

  • Authentication messages

  • Business and messaging information

Learn more about Sender ID types

US & Canada Sender ID

Use a dedicated Toll-Free number for the United States and Canada with reply-based opt-out where supported.

US & Canada Sender ID
Branded Sender ID

Present a recognizable business or brand name instead of a phone number.

Branded Sender ID
Carrier Sender ID

Use a dynamic Sender ID assigned by the carrier when the message is delivered.

Carrier Sender ID