A sender ID is the name that appears in place of a phone number when your customers receive an SMS, such as MYSHOP or KCBSACCO. In Kenya, branded sender IDs must be approved by each mobile network before you can use them. Here’s how the process works.
What a sender ID is (and isn’t)
An alphanumeric sender ID can be up to 11 characters, letters and numbers only, no spaces in most cases. It is one-way: customers can’t reply to it. If you need replies, pair it with a short code or use two-way SMS.
What you’ll usually need
- Company documents — certificate of incorporation or business registration.
- A signed authorisation letter on company letterhead requesting the sender ID and confirming you own the brand.
- KRA PIN for the business.
- Sample messages showing what you’ll send (transactional or promotional).
Requirements vary slightly between Safaricom, Airtel and Telkom, and your SMS provider submits the request to each network for you.
For Safaricom-specific costs and delivery tips, see our Safaricom bulk SMS guide.
Transactional vs promotional sender IDs
Networks treat sender IDs used for alerts, OTPs and receipts differently from those used for marketing. Promotional messages must carry an opt-out and are subject to stricter rules. Tell your provider how you’ll use the ID so it’s registered correctly the first time.
How long it takes
Approval commonly takes several working days per network. Plan ahead of a launch or campaign, and send urgent messages from a default sender ID while you wait.
Why applications get rejected
- The name looks like another company’s brand, a bank, or a government body.
- The requested name doesn’t match the business documents.
- Generic words (e.g. “INFO”, “ALERT”) that could mislead recipients.
- Missing or unsigned authorisation letter.
Tips for choosing a good sender ID
- Use the name customers already know you by.
- Keep it short and readable in capitals.
- Register one ID per brand rather than many variations — it builds recognition and trust.
Read more on our sender ID page, or see what else to check in our guide to choosing a bulk SMS provider.
Get started with Connect Media
Connect Media provides Bulk SMS, USSD and IVR for Kenyan businesses from one dashboard and API. Create an account to start sending, see pricing, or email info@connectmedia.co.ke.
