Sender IDs - Amazon Simple Notification Service

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

AWS prohibits SMS spoofing, where the sender ID is used to impersonate another person, company, or product. Only use a sender ID that represents a brand or trademark that you own.

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 AWS support in order to register sender IDs for SMS messaging. After raising the support case, AWS 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

Australia (AU)

Transaction and promotional

  • Alphanumeric

  • Maximum of 11 characters

  • No spaces

  • No special characters

  • The sender ID must be the brand name of the company sending the SMS

Belarus (BY)

Transactional messages only

  • Alphanumeric

  • Maximum of 11 characters

  • No spaces

  • No special characters

  • The sender ID must be the brand name of the company sending the SMS

  • The sender ID you want to register

  • From which AWS region will the user be calling the API/service

  • Company name

  • Company address (including company city, state/province, postal code)

  • Company country

  • Company contact phone number

  • Company URL (link to your app or company website)

  • Estimated monthly volume

  • Explanation of use case, purpose of messages

  • If not obvious, provide an explanation of the connection between the company name and the sender ID

  • Company's official business/trade license number or VAT #

  • Message templates you plan to send

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:

  • Falung Gong

  • SB

  • Tiananmen Square

Messages from the following categories:

  • Credit cards

  • Digital payments (including cryptocurrency)

  • Fraudulent traffic URLs (phishing or spam)

  • Gambling

  • Inappropriate content (adult, violence, drugs, alcohol)

  • Loans

  • Plastic surgery

  • Political

  • Religious

  • Stock trading

  • Virtual currency

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.

  • Maximum of 11 characters

  • No spaces

  • No special characters

  • Company name

  • Company address

  • State/province

  • Country

  • Company phone number

  • Company website

  • Estimated monthly volume

  • Message type: promotional/transactional

  • Explanation of use case

  • Templates you want registered (the SMS sent must not deviate from templates provided to ensure compliance and successful delivery). For example, [CompanyName] Your one-time password is {OTP}. This code will expire in 10 minutes.

  • Confirmation that you won't send promotional content as transactional message types

  • Message signature. See Signature format restrictions and requirements.

Egypt (EG)

Transactional messages only

  • Alphanumeric

  • Maximum of 11 characters

  • No spaces

  • No special characters

  • The sender ID you want to register

  • From which AWS region will the user be calling the API/service

  • Company name

  • Company address (including company city, state/province, postal code)

  • Company country

  • Company contact phone number

  • Company URL (link to your app or company website)

  • Estimated monthly volume

  • Explanation of use case, purpose of messages

  • If not obvious, provide an explanation of the connection between the company name and the sender ID

  • Does your company have a business entity/office in Egypt? Or is this a non-Egypt based company sending to Egypt?

  • Written confirmation that the use case covers all messages to be sent by this sender ID

  • If not obvious, provide the connection between the company name and the sender ID

  • Message templates you plan to send

India (IN)

Transactional messages only

  • Alphanumeric

  • Maximum of 6 characters

  • No spaces

  • No special characters

See Sender ID registration requirements for India.

Jordan (JO)

Transactional messages only

  • Alphanumeric

  • Maximum of 11 characters

  • No spaces

  • No special characters

  • The sender ID you want to register

  • From which AWS region will the user be calling the API/service

  • Company name

  • Company address (including company city, state/province, postal code)

  • Company country

  • Company contact phone number

  • Company URL (link to your app or company website)

  • Estimated monthly volume

  • Explanation of use case, purpose of messages

  • If not obvious, provide an explanation of the connection between the company name and the sender ID

  • Business registration certificate

  • The type of message you plan to send (for example, OTP, alerts)

  • Written confirmation that the use case describes all messages to be sent by this sender ID

  • Message templates you plan to send

Kuwait (KW)

Transactional messages only

  • Alphanumeric

  • Maximum of 11 characters

  • No spaces

  • No special characters

  • The sender ID you want to register

  • From which AWS region will the user be calling the API/service

  • Company name

  • Company address (including company city, state/province, postal code)

  • Company country

  • Company contact phone number

  • Company URL (link to your app or company website)

  • Estimated monthly volume

  • Explanation of use case, purpose of messages

  • If not obvious, provide an explanation of the connection between the company name and the sender ID

  • The type of message you plan to send (for example, OTP, alerts)

  • Written confirmation that the use case describes al messages to be sent by this sender ID

  • Message templates you plan to send

Philippines (PH)

Transactional messages only

  • Alphanumeric

  • Maximum of 11 characters

  • No spaces

  • No special characters

  • The sender ID you want to register

  • From which AWS region will the user be calling the API/service

  • Company name

  • Company address (including company city, state/province, postal code)

  • Company country

  • Company contact phone number

  • Company URL (link to your app or company website)

  • Estimated monthly volume

  • Explanation of use case, purpose of messages

  • If not obvious, provide an explanation of the connection between the company name and the sender ID

  • The type of message you plan to send (for example, OTP, alerts)

  • Written confirmation that the use case describes all messages to be sent by this sender ID

  • Message templates you plan to send

Qatar (QA)

Transactional messages only

  • Alphanumeric

  • Maximum of 11 characters

  • No spaces

  • No special characters

  • The sender ID you want to register

  • From which AWS region will the user be calling the API/service

  • Company name

  • Company address (including company city, state/province, postal code)

  • Company country

  • Company contact phone number

  • Company URL (link to your app or company website)

  • Estimated monthly volume

  • Explanation of use case, purpose of messages

  • If not obvious, provide an explanation of the connection between the company name and the sender ID

  • Type of SMS being sent

  • (Transactional/promotional/OTP) Note that only transactional/OTP messages can be used with sender IDs destined to Qatar in order to be compliant.

  • Written confirmation that the use case describes all messages to be sent by this sender ID

  • Message templates you plan to send

Russia (RU)

Transactional messages only

  • Alphanumeric

  • Maximum of 11 characters

  • No spaces

  • No special characters

  • The sender ID you want to register

  • From which AWS region will the user be calling the API/service

  • Company name

  • Company address (including company city, state/province, postal code)

  • Company country

  • Company contact phone number

  • Company URL (link to your app or company website)

  • Tax ID or license number

  • Business registration certificate

  • Contact email address

  • Estimated monthly volume

  • Explanation of use case, purpose of messages

  • If not obvious, provide an explanation of the connection between the company name and the sender ID

  • Confirmation that this use case will apply to all messages sent to Russia from this account

  • Acknowledgement that non-transactional messages must be sent using a separate sender ID

  • $272/monthly fee please confirm you approve this recurring monthly fee: Yes/No

  • Message templates you plan to send

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.

  • Promo sender ID length: 2 - 8 characters, sender ID prepended with “-AD”

  • Transactional sender ID length: 2 - 11 characters

  • Sender ID must represent the brand identity of the sender

  • Include at least one letter

  • Do not use ASCII special characters (for example, #, @)

  • You can include upper and lower case letters, and the numbers 0 - 9

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

  • The sender ID you want to register

  • From which AWS region will the user be calling the API/service

  • Company name

  • Company address (including company city, state/province, postal code)

  • Company country

  • Company contact phone number

  • Company URL (link to your app or company website)

  • Estimated monthly volume

  • Explanation of use case, purpose of messages

  • If not obvious, provide an explanation of the connection between the company name and the sender ID

  • Message templates you plan to send.

  • Will this sender ID be used for transactional or promotional content?

  • Acknowledgement that non-transactional messages must be sent using a separate sender ID

  • If sending 2FA or OTP traffic, confirmation that this Sender ID will be used ONLY for this purpose

Singapore (SG)

Transactional messages only

  • Maximum of 11 characters

  • No spaces

  • No special characters

See Sender ID registration requirements for Singapore.

Sri Lanka (LK)

No restrictions or special requirements

  • Alphanumeric

  • Maximum of 11 characters

  • No spaces

  • No special characters

  • The sender ID you want to register

  • From which AWS region will the user be calling the API/service

  • Company name

  • Company type (local/international)

  • Company URL (link to your app or company website)

  • Explanation of use case, purpose of messages

  • Message templates you plan to send

  • Will this sender ID be used for transactional or promotional content?

  • Acknowledgement that non-transactional messages must be sent using a separate sender ID

  • If sending 2FA or OTP traffic, confirmation that this Sender ID will be used only for this purpose

Thailand (TH)

No restrictions or special requirements

  • Alphanumeric

  • Maximum of 11 characters

  • No spaces

  • No special characters

  • The sender ID you want to register

  • From which AWS region will the user be calling the API/service

  • Company name

  • Company address (including company city, state/province, postal code)

  • Company country

  • Company contact phone number

  • Company URL (link to your app or company website)

  • Estimated monthly volume

  • Explanation of use case, purpose of messages

  • If not obvious, provide an explanation of the connection between the company name and the sender ID

  • Type of SMS being sent (transactional/promotional/OTP)

  • Message templates you plan to send

Turkey (TR)

No restrictions or special requirements

  • Alphanumeric

  • Maximum of 11 characters

  • No spaces

  • No special characters

  • The sender ID you want to register

  • From which AWS region will the user be calling the API/service

  • Company name

  • Company address (including company city, state/province, postal code)

  • Company URL (link to your app or company website)

  • If your company local or International to Turkey

  • Estimated monthly volume

  • Explanation of use case, purpose of messages

  • If not obvious, provide an explanation of the connection between the company name and the sender ID

  • Type of SMS being sent (transactional/promotional/OTP)

  • Message templates you plan to send

Ukraine (UA)

No restrictions or special requirements

  • Alphanumeric

  • Maximum of 11 characters

  • No spaces

  • No special characters

  • The sender ID you want to register

  • From which AWS region will the user be calling the API/service

  • Company name

  • Company address (including company city, state/province, postal code)

  • Company URL (link to your app or company website)

  • VAT number

  • Local or international company

  • Estimated monthly volume

  • Explanation of use case, purpose of messages

  • If not obvious, provide an explanation of the connection between the company name and the sender ID

  • Type of SMS being sent (transactional/promotional/OTP)

  • Message templates you plan to send

United Arab Emirates (AE)

Transactional messages only

  • Alphanumeric

  • Generic sender ID’s aren't allowed, and must identify the brand

  • Maximum of 11 characters

  • No spaces

  • No special characters

  • The sender ID you want to register

  • From which AWS region will the user be calling the API/service

  • Company name

  • Company address (including company city, state/province, postal code)

  • Company country

  • Company contact phone number

  • Company URL (link to your app or company website)

  • Estimated monthly volume

  • If not obvious, provide an explanation of the connection between the company name and the sender ID

  • Explanation of use case, purpose of messages

  • Company's official business/trade license number or VAT #

  • Written confirmation that all traffic sent by this sender ID is described by the use case given

  • Message templates you plan to send

Vietnam (VN)

Transactional messages only. Marketing and promotional messages are not allowed. Forbidden content includes:

  • Adult content

  • Charitable services

  • Cryptocurrency

  • Lottery

  • Mobile gambling/casinos

  • Sports betting

  • Voting

  • Maximum of 11 characters

  • No spaces

  • No special characters

  • The sender ID you want to register

  • From which AWS region will the user be calling the API/service

  • Estimated monthly volume

  • If not obvious, provide an explanation of the connection between the company name and the sender ID

  • Explanation of use case, purpose of messages

  • Written confirmation that all traffic sent by this sender ID is described by the use case given

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.

  • Signature is required to be prepended to the SMS body within square brackets

  • Standard text must be contained within square brackets

  • Unicode text must use lenticular brackets to contain signature – U+3010 LEFT LENTICULAR BRACKET and U+3011 RIGHT LENTICULAR BRACKET – Example: [Notice]

  • Must be between 3 – 11 characters

  • Chinese/English characters are supported