The sender identity is what a recipient sees at the top of an SMS conversation. It affects recognition, trust, reply options and the way delivery needs to be configured. A business name may be easy to recognise, while a number may allow a reply. Neither option automatically suits every country or workflow.
Intellipush supports different sender and receiving arrangements depending on the account, use case, destination and operator requirements. Confirm the arrangement before a larger or international send. This guide explains the decision; use the international delivery guide and a specific check with Intellipush for the selected route.
Three common types of SMS sender
Alphanumeric sender name
An alphanumeric sender displays letters and possibly numbers, such as a short, recognisable business name. It helps the recipient understand who sent the message. This type of sender is normally one-way: the recipient cannot reply directly to the name.
The name must be truthful and must not be confused with another organisation. Length, characters and registration requirements differ between countries and mobile networks. Being able to enter a name in an interface does not mean that it can be used unchanged for every destination.
A telephone number that can receive replies
A configured number can be used when replies form part of the workflow. It may suit confirmations, questions, keywords or other two-way communication. The number, routing, country and handling of inbound messages need to be agreed and tested first.
Decide who follows up replies, how quickly they are handled and what the recipient can expect. A reply-capable number is not a customer-service process by itself. If inbound messages are forwarded to another system or URL, failures, access and privacy must also be managed there.
Short codes, keywords and other specific arrangements
Short codes and keywords can allow someone to join, opt out or send a defined instruction. Availability and terms depend on use, country and operator requirements, and a recurring rental charge may apply. Do not publish a number or keyword until the complete workflow has been enabled and tested.
Intellipush does not offer MMS as a standard service. Premium-rate SMS and other specialist arrangements require separate assessment and agreement and should not be assumed to be available on an ordinary account.
One-way or two-way: begin with the recipient's need
Do not choose a sender only for its appearance. Ask what the recipient needs to do. A simple operational notice may work well with a clear sender name and an alternative contact route. An appointment confirmation that asks for a reply needs an arrangement that can actually receive and process it.
| Need | Possible arrangement | Confirm |
|---|---|---|
| Clear identity | Recognisable sender name | Name, characters, country and registration |
| Receive free-text replies | Configured reply-capable number | Routing, ownership and follow-up |
| STOPP, STOP or keyword | Receiving number or short code where supported | Instruction, blacklist and confirmation |
| Several countries | May require different sender arrangements | Local rules and operator requirements |
Opt-out must fit the sender
For marketing, Intellipush requires an easy, free opt-out. Where the route supports replies, STOPP or STOP can be used and a registered opt-out is added to the blacklist to prevent later marketing through Intellipush. Test the workflow from the recipient's perspective.
An alphanumeric sender normally cannot receive the reply. The message must then provide another clear route, such as a suitable unsubscribe link. The organisation's CRM and marketing systems must honour the same decision; stopping one list is not enough if another source adds the recipient again.
International delivery needs a separate check
Rules for sender names, local numbers, registration, content and traffic differ. Some markets may change or replace the sender, request documentation or block an arrangement that works in Norway. Plan for the recipient country rather than only the country in which the business is registered.
- List the countries and expected volume.
- Describe whether the message is marketing, service information or a system-triggered notification.
- Confirm whether recipients need to reply or opt out by SMS.
- Check current sender and registration requirements.
- Test a small, controlled sample before production.
Reduce the risk of misleading or misused identity
An SMS sender must identify the correct organisation. Do not use a name, number or wording that could make recipients believe that the message came from a bank, public authority or another third party. Restrict who can change sender settings, protect API secrets and remove access that is no longer required.
SMS alone does not prove that content is genuine. Do not ask recipients to disclose passwords, one-time codes or sensitive information. Use recognisable links, explain why the message was sent and provide a public contact route through which the recipient can verify it.
Checklist before using a sender
- Is the sender recognisable and truthful?
- Should recipients be able to reply, and is the reply workflow active?
- Does opt-out work with the chosen sender?
- Have the country, number and registration requirements been checked?
- Is ownership of inbound messages and failures clear?
- Has the sender been tested on representative handsets and networks?
Discuss the sender arrangement with us if you need replies, keywords, a short code or international delivery. Use the international delivery guide as a preparation checkpoint.
A relevant next step
Choose the right working method
Compare the portal, API and tools before deciding how SMS should fit in.
