Requesting sender IDs for SMS messaging with Amazon Pinpoint - Amazon Pinpoint

Requesting sender IDs for SMS messaging with Amazon Pinpoint

In SMS messaging, a sender ID is a name that appears as the message sender on recipients' devices. Sender IDs are a useful way to identify yourself to the recipients of your messages.

Support for sender IDs varies by country. For example, carriers in the United States don't support sender IDs at all, but carriers in India require senders to use sender IDs. For a complete list of countries that support sender IDs, see Supported countries and regions (SMS channel).


Some countries require you to register sender IDs before you use them to send messages. Depending on the country, this registration process might take several weeks. The countries that require pre-registered sender IDs are indicated in the table on the Supported Countries page.

If you're sending messages to recipients in a country where sender IDs are supported, and that country doesn't require you to register your sender ID, you don't have to perform any additional steps. You can start sending messages that include sender ID values immediately.

You only need to complete the procedures on this page if you plan to send messages to a country where registration of sender IDs is required.


If you plan to send messages to recipients in a country where sender IDs are allowed but not required, you don't need to open a case in the Support Center. You can start sending messages that use sender IDs immediately.

Step 1: Open an Amazon Pinpoint SMS case

If you plan to send messages to recipients a country where sender IDs are required, you can request a sender ID by creating a new case in the AWS Support Center.


If you need to register a sender ID in India, complete the procedures in Special requirements for India before you open a case in Support Center.

To request a sender ID

  1. Sign in to the AWS Management Console at

  2. On the Support menu, choose Support Center.

  3. On the My support cases tab, choose Create case.

  4. Choose Service quota increase.

  5. Under Case classification, do the following:

    1. For Quota type, choose Pinpoint SMS.

    2. For Provide a link to the site or app which will be sending SMS messages, identify the website or application where your audience members opt in to receive your SMS messages.

    3. For What type of messages do you plan to send, choose the type of message that you plan to send using your sender ID:

      • One Time Password – Messages that provide passwords that your customers use to authenticate with your website or application.

      • Promotional – Noncritical messages that promote your business or service, such as special offers or announcements.

      • Transactional – Important informational messages that support customer transactions, such as order confirmations or account alerts. Transactional messages must not contain promotional or marketing content.

    4. For Which countries do you plan to send messages to, specify the countries where you want to register a sender ID. Support for sender IDs and sender ID registration requirements vary by country. For more information, see Supported countries and regions (SMS channel).

      If the list of countries exceeds the number of characters allowed by this text box, you can instead list the countries in the Case description section.

  6. Under Requests, do the following:

    1. For Resource Type, choose General Quotas.

    2. For Quota, choose SenderID Registration.

    3. For New quota value, enter the number of sender IDs that you're requesting. Typically, this value is 1.

  7. Under Case description, for Use case description, provide the following information:

    • The sender ID that you want to register.

    • The template that you plan to use for your SMS messages.

    • The number of messages that you plan to send to each recipient per month.

    • Information about how your customers opt in to receiving messages from you.

    • The name of your company or organization.

    • The address that's associated with your company or organization.

    • The country where your company or organization is based.

    • A phone number for your company or organization.

    • The URL of the website for your company or organization.

After we receive your request, we provide an initial response within 24 hours. We might contact you to request additional information.

If we're able to provide you with a Sender ID, we send you an estimate of the amount of time that's required to provision it. In many countries, we can provide you with a Sender ID within 2–4 weeks. However, in some countries, it can take several weeks to obtain a Sender ID.

In order to prevent our systems from being used to send unsolicited or malicious content, we have to consider each request carefully. We might not be able to grant your request if your use case doesn't align with our policies.

Step 2: Update your SMS settings in the Amazon Pinpoint console

When we complete the process of obtaining your sender ID, we respond to your case. When you receive this notification, complete the steps in this section to configure Amazon Pinpoint to use your sender ID.

  1. Sign in to the AWS Management Console and open the Amazon Pinpoint console at

  2. On the All projects page, choose a project that uses the SMS channel.

  3. In the navigation pane, under Settings, choose SMS and voice.

  4. Next to SMS settings, choose Edit.

  5. Under Account-level settings, for Default sender ID, type your sender ID.

  6. Choose Save changes.

Special requirements for sending SMS messages to recipients in India

By default, when you send messages to recipients in India, Amazon Pinpoint uses International Long Distance Operator (ILDO) connections to transmit those messages. When recipients see a message that's sent over an ILDO connection, it appears to be sent from a random numeric ID. Choosing a route type (transactional or promotional) is mandatory when sending domestic messages to India. For a promotional message, choose the promotional route type as this uses a numeric sender ID. For a transactional message, choose the transactional route as this uses a case-sensitive alphanumeric sender ID. Note that your account cannot use both numeric sender IDs and alphanumeic sender IDs in the same account. Maintain separate accounts for each ID type. For additional content guidelines, see the Vilpower website.

If you prefer to use an alphabetic sender ID for your SMS messages, you have to send those messages over local routes rather than ILDO routes. To send messages using local routes, you must first register your use case and message templates with the Telecom Regulatory Authority of India (TRAI) through Distributed Ledger Technology (DLT) portals. These registration requirements are designed to reduce the number of unsolicited messages that Indian consumers receive, and to protect consumers from potentially harmful messages. This registration process is managed by Vodafone India through its Vilpower service.


The price for sending messages using local routes is shown on the Amazon Pinpoint Pricing. The price for sending messages using ILDO connections is higher than the price for sending messages through local routes. Currently, the price for sending ILDO messages is USD $0.02171 per message.

To complete the registration process, provide the following information:

  • Your organization's Permanent Account Number (PAN).

  • Your organization's Tax Deduction Account Number (TAN).

  • Your organization's Goods and Services Tax Identification Number (GSTIN).

  • Your organization's Corporate Identity Number (CIN).

  • A letter of authorization that gives you the authority to register your organization with Vilpower. The Vilpower website includes a template that you can download and modify to fit your needs.

Vilpower charges a fee for completing the registration process. Currently, this fee is ₹5900.

To register your organization with TRAI

  1. In a web browser, go to the Vilpower website at

  2. Choose Signup to create another account. During the registration process, do the following:

    • When you're asked to specify the type of entity that you want to register as, choose As Enterprise.

    • On the Select your Telemarketer page, for Telemarketer Name, start typing Infobip and then choose Infobip Private Limited – ALL from the dropdown list.

    • For Enter Telemarketer ID, enter 110200001152.

    • When prompted to provide your Header IDs, enter the sender IDs that you want to register.

    • When prompted to provide your Content Templates, enter the message content that you plan to send to your recipients. Include a template for every message that you plan to send.

  3. Complete the steps at Requesting sender IDs to request a sender ID for India. In your request, provide the following required information:

    • The company name used during the DLT registration process.

    • The Principal Entity ID (PEID) that you received after successful DLT entity registration.

    • The estimated number of messages you plan to send to recipients in India.

    • An explanation of your use case.

    • The CSV file of the DLT registered and approved templates.

      You can download templates by logging in to your account. Navigate to the Template section, and choose download. After you download your templates, rename the file so that it includes the entity ID that you received during registration. If you have multiple principals, you must submit a separate file for each principal. Include the entity ID in the name of each file.

  4. Repeat step 3 if any information, such as a Unique Header ID and/or Template ID, has changed, or if you modify an already registered template.