Product
Sender ID registration, explained
Why your SMS works in one market and vanishes in another
An alphanumeric sender ID — the brand name that appears instead of a phone number — is not universally available and increasingly not unregulated.
The failure mode is silence
The awkward part is what happens to unregistered traffic. It is rarely rejected with an error. It is accepted, billed, reported as delivered, and never shown to the recipient. Your delivery receipts look fine. Your conversion rate does not.
Markets that require registration
The list changes, which is part of the problem. India, Singapore, the UAE and Saudi Arabia have had requirements for some time; several European markets have added them recently. The portal shows current status per market, per sender ID.
How we handle it
We file the registration paperwork on your behalf and track renewal dates. Where a market does not permit alphanumeric sending at all, traffic falls back to a long number automatically rather than disappearing.
If you take one thing from this: treat a 100% delivery rate in a registration market as a question, not a result.