Sending texts from your own name: alphanumeric sender IDs in the UK
In this guide
An alphanumeric sender ID lets your texts arrive from a name, such as "BRIXTONLATE" or "YourBand", instead of a phone number. In the UK you can use up to 11 characters, mixing letters and numbers with at least one letter, and no registration with the networks is generally needed, though your SMS provider may ask you to prove you have the right to use the name. The catch is that people can't reply to a name, so you need another way for them to opt out, and you can't use it for two-way conversations.
Here's how sender IDs work, when to use a name or a number, and how to pick one fans will recognise.
Key takeaways
- A sender ID is the name or number a text appears to come from. Alphanumeric sender IDs can be up to 11 characters and must include at least one letter.
- Recipients can't reply to an alphanumeric sender, so "Reply STOP" won't work. Include an opt-out link or a number they can text.
- Use a name for one-way broadcasts like presale alerts. Use a number when you want replies.
- Pick a short, recognisable name and use it consistently, so fans trust your texts and they group in one thread.
- Don't use a name that belongs to someone else, such as a venue, artist or festival, without permission. Protected brand names may be blocked.
What is an alphanumeric sender ID?
An alphanumeric sender ID is a text-based name shown as the sender of an SMS, in place of a phone number. When a fan gets your text, it shows "LeedsLoft" at the top rather than a string of digits.
The sender ID isn't part of your message, so it doesn't use up any of your 160 characters. Texts from the same sender ID usually appear in the same conversation thread on the recipient's phone.
UK mobile networks support alphanumeric sender IDs, and they're widely used by businesses for appointment reminders, delivery updates and marketing. Not every country does: some, including the US, don't support them, and others require sender IDs to be registered in advance. If you text fans abroad, check with your provider.
The rules for alphanumeric sender IDs
The exact rules vary a little by provider, but these are standard:
| Rule | Detail |
|---|---|
| Length | Up to 11 characters |
| Characters | Letters A to Z (upper and lower case) and numbers 0 to 9 |
| Must contain | At least one letter. An all-number sender is treated as a phone number |
| Spaces and punctuation | Some providers allow spaces and a few symbols; many don't. Spaces count towards the 11 |
| Case | Usually shown exactly as you type it, so "YourBand" displays as written |
| Replies | Not possible: the recipient can't reply to a name |
Some names are blocked or restricted. Names that impersonate well-known organisations, such as banks or government departments, are commonly blocked by providers and networks. Many larger organisations protect their sender names through the Mobile Ecosystem Forum's SMS SenderID Protection Registry, which UK networks use to block unauthorised use of registered names. If you choose a name that's protected by someone else, your messages may not be delivered at all.
Names vs numbers: which should you use?
You have three options for where your texts come from:
| Sender type | Can fans reply? | Best for | Drawbacks |
|---|---|---|---|
| Alphanumeric name | No | One-way alerts: presales, on-sales, final tickets | No replies, so needs another opt-out route |
| Mobile long number (07...) | Yes | Two-way: questions, guestlist, ticket help | Less recognisable, looks like a personal number |
| Short code (5 digits) | Yes | High-volume, keyword-based campaigns | More setup and usually more cost |
Most promoters and artists use a name for broadcast texts and a number when they want conversations. Some do both: a named sender for the presale alert, and a number for day-of messages where fans might have questions.
When a name is better:
- Fans instantly recognise who's texting, so they're more likely to read it and less likely to think it's spam.
- It looks professional and consistent.
- You don't get a flood of replies you can't handle.
When a number is better:
- You want fans to reply, for example to confirm a guestlist place or ask a question.
- You want "Reply STOP" as your opt-out.
- You're running a conversation, not a broadcast.
Opt-outs when people can't reply
Under PECR, every marketing text must identify the sender and give a valid way for the recipient to opt out. The usual "Reply STOP" doesn't work from an alphanumeric sender, because the recipient's phone can't reply to it. If you send from a name, include an alternative:
- A short opt-out link: "Opt out: [link]". It should work in one tap, without logging in.
- A number to text: "Text STOP to 07xxx xxxxxx". Make sure someone (or your system) acts on it.
Then make sure opt-outs are acted on promptly and never reversed by a later import. Our guide to unsubscribes and STOP replies covers how.
Remember that the sender ID doesn't change the consent rules. You still need consent or the soft opt-in for marketing texts to individuals. See our guide to PECR and marketing consent in the UK. This is general guidance, not legal advice.
The opt-out text takes up characters, which matters when you're trying to fit in one segment:
LeedsLoft: Presale for [Artist] opens 10am. Code LOFT24: [link] Opt out: [link]
That's comfortably under 160 characters with short links, and still in standard encoding as long as you avoid emoji and curly quotes. Our guide to SMS marketing for events explains how segments and encoding affect cost.
How to choose a good sender ID
Keep it recognisable
The sender ID should be the name fans know you by. If people know your night as "Bassment", don't send as "BSMTPROMO". If your full name is too long, shorten it in a way that's still obvious:
| Full name | Possible sender IDs |
|---|---|
| Northern Soul Allnighter | NthnSoul, SoulAllnite |
| The Basement Sessions | BasementSes, Basement |
| Leeds Loft Live | LeedsLoft |
| Rosa and the Quiet Hours | RosaQuiet, RosaMusic |
Be consistent
Use the same sender ID every time. Changing it confuses fans, starts a new thread on their phone, and makes your texts look less trustworthy. If you run several nights, decide whether fans know you better by the night or by the promoter name, and stick to it.
Only use names you have the right to use
Don't send as a venue, festival, artist or ticket platform unless you have their permission. Apart from being misleading, it can get your messages blocked if the name is protected, and fans who reply to the venue about "your text" will cause confusion. If you're promoting an artist's show, put the artist in the message, not the sender ID: "LeedsLoft: [Artist] presale opens 10am..."
Avoid look-alike or generic names
Names that resemble well-known brands, or generic words like "INFO", "TICKETS" or "ALERT", can look like scams and may be filtered. A distinctive name is safer and more memorable.
Keeping fans safe from spoofed texts
Because sender IDs are just text, scammers sometimes fake them so a fraudulent message appears in the same thread as genuine texts from that business. You can't fully prevent this, but you can make it easy for fans to spot fakes:
- Never ask for card details or passwords by text. Tell fans you never will.
- Link only to your own domain or your official ticket page, not unfamiliar sites.
- Keep your style consistent, so a text that doesn't sound like you stands out.
- Tell fans how you'll contact them, for example on your website or in your welcome email.
If a name matters a lot to your business, ask your SMS provider about protecting it.
A quick setup checklist
- Decide what fans know you by, and choose a name of 11 characters or fewer, with at least one letter.
- Check with your provider which characters are allowed and whether they need proof you can use the name.
- Send a test to several phones on different networks and check how the name displays.
- Add a working opt-out link or number to every marketing text.
- Decide where replies should go when you do want them, and use a number for those messages.
- Use the same sender ID for every campaign.
Frequently asked questions
How many characters can an alphanumeric sender ID have?
Up to 11 characters, using letters and numbers. It must contain at least one letter, otherwise it's treated as a phone number. Some providers allow spaces or limited punctuation, which count towards the 11.
Can people reply to a text sent from a name?
No. Texts sent from an alphanumeric sender ID are one-way, so the recipient can't reply. If you want replies, send from a mobile number or short code instead.
How do people opt out if they can't reply STOP?
Include another opt-out method in every marketing text, such as a short link to an unsubscribe page or a number they can text STOP to. PECR requires marketing texts to give a valid way to opt out, and you must act on those requests promptly.
Do I need to register my sender ID in the UK?
UK networks don't generally require you to register an alphanumeric sender ID before using it, but your SMS provider may ask you to confirm you have the right to use the name. Some organisations protect their names through the SMS SenderID Protection Registry, and texts using a protected name without permission may be blocked.
Can I use a venue's or artist's name as my sender ID?
Only with their permission. Sending as someone else is misleading, may breach their rights, and can get your texts blocked if they've protected the name. Use your own name as the sender and mention the artist or venue in the message.