Set Your Business Brand As Your Sender ID

Beep Beep Beep…

Your mobile phone vibrates and you see that you have received an SMS in your inbox saying

AM-MSGIND: Your account no. xxxx789 has been credited with 10,000 credits.

Ever wondered what role does ‘AM-MSGIND’ play here? Of course, it is the chosen Sender ID but what exactly it does and represent?

Sender ID is used to identify who the sender of the SMS is. It basically represents your brand/company name distinguishing it from a million others. So yes, this sender ID plays a massive role in defining your brand to your customers.

In simple words, Sender ID is the name or number which appears on the mobile phone as the sender of an SMS. In India, Sender ID is restricted to 6 alphabetic characters for Transactional and an operator-fixed 6 numeric characters for Promotional SMS.

In other countries, it can be numeric like your mobile phone number or alphanumeric such as the number/name of your company.

Although, this feature is only available in supported countries!

Among these supported countries, some only support sending transactional messages and require sender ID pre-registration, meaning that you can only use the alpha sender you pre-register.

The Source Addresses must abide by the following criteria:

  • For India, Sender ID with 6 alpha characters are accepted for transactional messages
  • International SMS can have alphanumeric sender-ID (maximum 14 characters)
  • Must not contain blank spaces
  • Must not contain accented characters
  • Must not contain punctuated/special characters, such as * $ < , > ? ! % [ ] | \
  • Must not contain Greek characters
  • Must not just be the name of an individual
  • Source Addresses are case sensitive

At MSG91, we usually transmit our own Brand Name or Gateway Number as the Sender Identification for each of the messages that the users send. Users can change this to have their own Brand/Company Name without any approval and additional cost.

Click here to know how to set your default Sender ID.


‘MSGIND’ represents your brand, but what does the prefix ‘AM’ represent

The prefixes AM, VM, BW etc. are displayed because SMS is sent in huge numbers via bulk SMS.

SMS providers follow rules framed by Telecom Regulatory Authority of India (TRAI) and according to TRAI rules,

  • The first character displays the Telecom Operator name
  • The second character displays the circle of the Telecom Operator

So here ‘A’ represents ‘Airtel’ and ‘M’ represents Mumbai.

Click here to know more about the prefixes.

Important Tips on Sender Identification

  • The Network/Operators reserves the right to approve the Sender Name/Number for Users at its sole discretion.
  • Some Networks/Operators do not grant the facility of a Dynamic Sender ID, meaning each Sender ID has to be specially approved by them before a message, bearing that Sender ID, can be transmitted through their Network. This has been implemented to counter spam to a certain extent.
  • There are local restrictions and in some markets, the Sender ID cannot be changed.
  • In some other destinations only certain senders are allowed (i.e. only alpha sender or international numeric) so senders not complying with local regulations may be overwritten, either by the operator or by SMS gateway, to ensure the message is delivered.

Variations of Sender ID

Fully Dynamic – You can define your Sender ID as you wish, with the only restrictions being the length and needing to use characters from the range


Characters outside this range (e.g. <space>) may or may not be supported depending on the destination operator.

Dynamic Alpha – You can set any Sender ID you like up to 6 characters as long as it only uses letters

Dynamic Numeric – You can set any Sender ID you like up to 15 digits as long as it only uses numbers

Random Numeric – A random number to comply with local regulations (usually taken from a pool of numbers we have access to from the relevant destination market)

Fixed Sender ID – This is where the local markets require to set a fixed Sender ID, sometimes numeric, sometimes alpha, in order that messages are permitted to be delivered.

Different countries & operators have a different standard.

Click here to know the rules for Sender ID in your country.

Set your brand name as your Sender ID to let it serve as your brand identity.  

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