UK SMS Regulations : Guidelines to Register Your Sender ID

Carriers in the United Kingdom are now filtering Application-to-Person (A2P) SMS to protect consumers from spam, fraud, and bad actors. To ensure your messaging services remain uninterrupted, Plivo strongly recommends registering your sender IDs following Know Your Customer (KYC) guidelines to avoid having your messages either partially or completely blocked.

What do you need to do?

Sender IDs must comply with UK sender ID guidelines documented below. Additionally, ensure that your content templates and URLs are whitelisted.

Sender ID format

  • International sender IDs are prohibited (such as non-local long codes and toll-free numbers).
  • Numeric sender IDs starting with 6/7/8 are no longer allowed.
  • Local numeric sender IDs must start with a 44 prefix and be registered by your brand. 
  • Alphabetical sender IDs should indicate your brand and adhere to the character limits (0-9 and A-Z).

Note: Between the two sender ID options, Plivo recommends opting for Alphabetical sender IDs. This choice ensures better brand representation and, consequently, enhances message delivery.

Required documentation

To register a sender ID, submit the following on Plivo Console:

  • Sender ID
  • Company name
  • Company website
  • SMS template (submit multiple if numerous templates are in use)
  • URL (if applicable)
  • Messaging use case

Per regulatory guidelines, businesses operating within the financial sector—including mortgage companies, lenders, traders, and banking institutions—are required to submit a Letter of Authorization (LOA) to Plivo before registering their Sender IDs. To facilitate this process, such customers should contact our support team for assistance.

Guidelines for resellers

Who is considered a Reseller?

Businesses facilitating Application-to-Person (A2P) messaging for other businesses are regarded as resellers. 

Requirements for Resellers:

UK carrier regulations mandate the registration of sender IDs for customer-facing brands transmitting these messages. Resellers must furnish the requisite documentation of such brands through the Plivo console.

Important Note for Resellers:

Unique Sender IDs: Resellers are advised against utilizing a single sender ID for multiple brands, as this may result in partial or complete blocking of the sender ID. It is imperative for each individual brand to possess its distinct sender ID to ensure accurate identification and successful message delivery.

Timelines and Charges

Note that sender ID registration typically takes 15-20 working days. For customers in a contract with Plivo, there are no one-time or recurring costs associated with sender ID registration. However, customers not in a contract with Plivo may incur a $25 fee per sender ID.

Next steps

Log in to your Plivo account to begin the process. If you have any further questions or need assistance, please contact the Plivo Support team.

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