Sender IDs
A sender ID is an alphabetic name that identifies the sender of an SMS message. When you send an SMS message using a sender ID, and the recipient is in an area where sender ID authentication is supported, your sender ID appears on the recipient’s device instead of a phone number. A sender ID provides SMS recipients with more information about the sender than a phone number, long code, or short code provides.
Sender IDs are supported in several countries and regions around the world. In some places, if you're a business that sends SMS messages to individual customers, you must use a sender ID that's pre-registered with a regulatory agency or industry group. For a complete list of countries and regions that support or require sender IDs, see Supported countries and regions.
There's no additional charge for using sender IDs. However, support and requirements for sender ID authentication varies. Several major markets (including Canada, China, and the United States) don't support using sender IDs. Some areas require that companies who send SMS messages to individual customers must use a sender ID that's pre-registered with a regulatory agency or industry group.
Important
Amazon prohibits SMS
spoofing
Advantages
Sender IDs provide the recipient with more information about the message sender. It's easier to establish your brand identity by using a sender ID than by using a short or long code. There's no additional charge for using a sender ID.
Disadvantages
Support and requirements for sender ID authentication aren't consistent across all countries or regions. Several major markets (including Canada, China, and the United States) don't support sender ID. In some areas, you must have your sender IDs pre-approved by a regulatory agency before you can use them.
Sender ID registration by country
You need to open a case with Amazon support in order to register sender IDs for SMS messaging. After raising the support case, Amazon will share additional required documents. You must also provide the following information for the appropriate country where you are registering the sender ID.
Country name | Message type | Format restrictions and requirements | Registration requirements |
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Australia (AU) |
Transaction and promotional |
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Belarus (BY) |
Transactional messages only |
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China (CN) China doesn't require sender ID registration, but does require content/template registration with prepended body signature (for example, [Amazon]). |
The following keywords are not allowed:
Messages from the following categories:
Signatures within square brackets must be prepended to the SMS message body. For successful deliverability to China, you are required to register a message signature with your message content template. This message signature must be prepended to the message content on each SMS sent. Not prepending the SMS message body with registered signature may result in blocked or filtered SMS. Signatures must be prepended to the SMS body within square brackets. |
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Egypt (EG) |
Transactional messages only |
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India (IN) |
Transactional messages only |
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See Sender ID registration requirements for India. |
Jordan (JO) |
Transactional messages only |
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Kuwait (KW) |
Transactional messages only |
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Philippines (PH) |
Transactional messages only |
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Qatar (QA) |
Transactional messages only |
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Russia (RU) |
Transactional messages only |
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Saudi Arabia (SA) |
Each sender ID must be either transactional or promotional. One sender ID can't be used for both types of traffic. If sending OTP or 2FA traffic, the sender ID must be used only for that purpose. Promotional sender IDs will be subject to Saudi Arabia's Do Not Disturb (DND) list. |
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Support for sender ID registration in Saudi Arabia is for international companies only. We do not currently support local Saudi Arabia companies to register sender IDs
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Singapore (SG) |
Transactional messages only |
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See Sender ID registration requirements for Singapore. |
Sri Lanka (LK) |
No restrictions or special requirements |
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Thailand (TH) |
No restrictions or special requirements |
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Turkey (TR) |
No restrictions or special requirements |
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Ukraine (UA) |
No restrictions or special requirements |
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United Arab Emirates (AE) |
Transactional messages only |
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Vietnam (VN) |
Transactional messages only. Marketing and promotional messages are not allowed. Forbidden content includes:
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Signature format restrictions and requirements
For successful deliverability to China you are required to register a message signature with your message content template. This message signature must be prepended to the message content on each SMS sent. Not prepending the SMS message body with registered signature may result in blocked or filtered SMS.
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Signature is required to be prepended to the SMS body within square brackets
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Standard text must be contained within square brackets
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Unicode text must use lenticular brackets to contain signature – U+3010 LEFT LENTICULAR BRACKET and U+3011 RIGHT LENTICULAR BRACKET – Example: [Notice]
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Must be between 3 – 11 characters
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Chinese/English characters are supported