An Alphanumeric Sender ID lets outbound SMS display your business name in place of a phone number when using the 2-Way SMS module.

Overview

The 2-Way SMS module sends SMS messages from your property and receives guest replies in the Message Centre using a virtual mobile number assigned to your property.

An Alphanumeric Sender ID changes how the sender appears on outbound messages. Instead of a phone number, the guest sees your business name, for example, "ACME-CO". This helps guests recognise who the message is from and reinforces your brand.

Important! A name is not a number, so guests cannot reply to a message sent from an Alphanumeric Sender ID. A Sender ID is one-way and is best suited to notifications such as booking confirmations, reminders, and account updates. If you need guests to reply, send from your property's virtual mobile number instead so the conversation returns to the Message Centre.

How an Alphanumeric Sender ID works

An Alphanumeric Sender ID is between 3 and 11 characters and must contain at least one letter. It should clearly identify your business, so it is usually based on your registered business name, trading name, trademark, or domain.

Once set, the Sender ID is applied to outbound SMS for the selected property, including messages sent from the Correspondence tab, In/Out Movements, and Triggered Correspondence. You can review messages that have been sent using the SMS History report.

Availability by region

What you can use as a Sender ID and whether registration is required depends on the country your property operates in.

Australia

• What is allowed: Send messages showing your business name (for example, "ACME-CO") instead of a phone number.
• The process: Your Sender ID must be registered with the Australian Communications and Media Authority (ACMA) before use. RMS submits the registration on your behalf once you supply your business details. See Register your SMS Sender ID with ACMA (Australia).
• Character count: 3 to 11 characters.
• Rules: Must contain at least one letter and must clearly identify your business.
• Replies allowed: No. A Sender ID is one-way, so guests cannot reply.

Important! From 1 July 2026, SMS sent in Australia using an unregistered Sender ID is labelled "Unverified" in place of your business name, and is grouped into a single thread with other unverified and suspected scam messages. Messages are still delivered, and your RMS configuration is unchanged. To restore your business name, complete the ACMA registration. See Register your SMS Sender ID with ACMA (Australia).

United Kingdom

• What is allowed: Send messages showing your business name (for example, "ACME-CO") instead of a phone number.
• The process: No formal upfront registration is required on most networks, so you can configure and send messages straight away.
• Character count: Up to 11 characters.
• Rules: Must contain at least one letter and cannot use generic terms such as "ALERT" or "INFO".
• Replies allowed: No. A Sender ID is one-way, so guests cannot reply.

United States

• What is allowed: Alphanumeric Sender IDs are not supported. All business messages must be sent from a standard phone number.
• The process: Register a numeric sender by submitting your company tax ID (EIN) and getting approved for either a 10DLC (10-Digit Long Code) or a Verified Toll-Free Number.
• Character count: Not applicable. Messages are sent from a numeric phone number rather than an alphanumeric name.
• Rules: The numeric sender (10DLC or Verified Toll-Free Number) must be registered and approved before use.
• Replies allowed: Yes. Supports two-way messaging, so guests can reply (for example, "STOP" or "HELP").

Please Note! If you are outside of these regions, please contact the RMS Support Team for further information. 

How to set up an Alphanumeric Sender ID

When creating a Sender ID, you will need to ensure that your Sender ID meets these requirements:

• 3-11 characters long
• Must contain at least one letter (not numbers only)
• Latin/ASCII characters only
• Letters, numbers, and the symbols + - & _ only
• No spaces anywhere
• Cannot start or end with a space or underscore
• No generic terms (SMS, INFO, OTP, etc.)
• Must closely align with the business name, brand, trademark, or website domain

Guide

1. Ensure you have activated the 2-Way SMS module from the Module Market. 
   The instructions to activate it are here: 2-Way SMS module
2. Once registration is confirmed (Australian properties: see Register your SMS Sender ID with ACMA (Australia)), enter your Sender ID in RMS. Go to Setup > Property Options > Property Information
3. Edit the Property
4. Navigate to the Features tab, 
5. Enter your Sender ID in the SMS From Name field, 
6.  Save/Exit.
   

Please Note! An Alphanumeric Sender ID must be registered before it is used in any country that requires registration. Sending with an unregistered Sender ID can cause messages to fail without an error being shown. Wait for confirmation that registration is complete before entering your Sender ID in RMS.

Related Articles

• Register your SMS Sender ID with ACMA (Australia)
• 2-Way SMS module
• Create an SMS template
• Message Centre
• SMS History report