What is a branded sender ID?

A branded sender ID replaces the standard phone number or short code used to send SMS messages with your brand name or a custom identifier. Branded sender IDs are used by businesses in the UK, Ireland, Germany, France, Netherlands, Spain, Switzerland, Austria, and Australia.

Branded sender IDs are also called alphanumeric sender IDs, custom sender IDs, and alpha tags. A branded sender ID displays your brand name front and centre on every SMS message, making sure your audience instantly recognises the message is from your brand. This helps reinforce your brand identity and keep your business top of mind, especially during promotions or new product launches.

With a branded sender ID, you can send text messages to inform your subscribers about product drops, promotions, and brand news. Note that branded sender IDs can’t send MMS messages or receive any text messages.

What to send with branded sender IDs

You can’t engage in two-way conversations with your subscribers through a branded sender ID, but they’re great for sending one-way communication such as:

Post-purchase notifications: Send order confirmations, shipment updates, and subscription renewal reminders to assure customers that your messages are legitimate.
Promotional campaigns: Increase brand awareness and drive revenue by showcasing new products, services, and promo codes through branded sender ID messaging.
Event invites: Send invitations and updates for store events to boost brand awareness.
Loyalty program notifications: Notify your loyalty program members about rewards, points updates, or exclusive offers.

How to make the most out of your branded sender ID

Once you have a branded sender ID, make sure you’re getting the most out of it with the following best practices:

1. Keep your sender ID concise and simple

Sender IDs must be between 4 and 11 characters, and you can only use numbers and letters. You can’t use special characters or double spaces, so choose a branded ID that best represents your brand.

Your brand name is your best option, but you can also use abbreviations or initials if your brand name is too long.

2. A/B test against short codes

To make the most of your branded sender ID, run A/B tests against short codes. Split your audience into two groups—one receiving messages from your branded sender ID and the other from a short code.

Track metrics like open, click rate, and conversion rates to identify which works better and adjust your strategy accordingly. Make sure to run the same test for different types of messages to see which sending number performs best in which case.

3. Send the right messages using a branded sender ID

Branded IDs usually perform better for promotional messages and personalised marketing, where brand trust and recognition can drive higher engagement. On the other hand, short codes may be more effective for time-sensitive messages like alerts because they tend to deliver messages up to 10 times faster than branded sender IDs, toll-free numbers, or long codes.

However, don’t use one or the other as the default sender until you’ve analysed the results of your A/B tests. Always rely on the data to identify the most effective use cases for branded sender IDs.

Simplify branded sender ID registration with Klaviyo

A leading marketing automation platform like Klaviyo supports branded sender IDs for SMS campaigns and makes it easy to set one up. Note, however, that setting up a branded sender ID will make it active in every country where it’s available.

The only exception is when there’s already a sending number for that country (i.e., if you use a long or short code, those numbers take precedence over a branded sender ID). Brands are also not able to use branded sender IDs for two-way SMS, keywords, or double opt-in.

Registering and using a branded sender ID with Klaviyo is instant for the UK, Ireland, and other countries that show branded sender IDs by default, but the process takes 7–10 business days if you intend to message an Australian audience.

Countries like the US and Canada don’t support branded sender IDs, so if you want to improve brand awareness in those markets, opt for toll-free numbers or short codes.