Sender ID registration in Kenya: the complete guide
Everything you need to get your business name approved as an SMS sender on Safaricom, Airtel and Telkom: the naming rules, the documents, how long each network takes, and why applications get rejected.
What a sender ID is
A sender ID, also called an alphanumeric sender ID or SMS branding, is the name shown in place of a phone number when your SMS arrives. Instead of a random number, parents see "GREENHILL" and members see "UMOJASACCO".
Sender IDs are one-way. People cannot reply to a name, so they suit reminders, alerts and announcements. For two-way conversations you need a short code or, more simply, WhatsApp.
Businesses do not apply to the networks themselves. A licensed SMS provider files the application with each network on your behalf. That is the service we provide for a one-off KES 7,500.
Naming rules
- Up to 11 characters. "GREENHILLACADEMY" is too long; "GREENHILL" or "GREENHILLAC" fits.
- Letters and numbers only, with no spaces. Keep it to letters and numbers; some providers accept a hyphen or underscore, others do not.
- It must relate to your registered business name, product or brand.
- No generic words on their own, such as INFO, ALERT, SMS, VERIFY or NOTIFY.
- No names of other companies, banks, government bodies or well-known brands you do not own.
Choose a name customers already use for you. A short, familiar name is easier to trust when it lands on a phone.
Documents you need
The networks do not publish one official list, but these are the documents we ask for. Having them ready is the fastest route to approval.
- Certificate of incorporation or business registration.
- An authorisation letter on your letterhead, signed and stamped, naming the sender ID and the person responsible. We send you a template.
- A trademark certificate if the sender ID is a brand or product name rather than your registered business name.
- Two or three sample messages and the type of traffic: transactional (alerts, reminders, OTPs) or promotional (offers).
- Your expected monthly volume, company address and website, if you have one.
- A KRA PIN certificate or a director's ID copy may be requested.
- Betting and lottery senders also need a BCLB licence. Political senders need an extra form and must follow CA guidelines on political messages.
Promotional or transactional sender ID?
On Safaricom, one sender ID cannot carry both kinds of traffic. Decide which you need before you apply; if you send both, register two names.
| Transactional | Promotional | |
|---|---|---|
| Used for | Fee and loan reminders, payment confirmations, OTPs, appointment alerts, service notices | Offers, sales, new products, event marketing |
| Who you send to | Existing customers, members, parents or patients | Only people who opted in to marketing |
| Opt-out line | Good practice | Needed in every message |
| Example names | UMOJASACCO, TAMUORDERS | TAMUFASHION, TAMUDEALS |
Most schools, SACCOs and clinics only need a transactional sender ID. Shops that run promotions usually need both.
How long approval takes on each network
Each network approves sender IDs separately and at its own pace. These are typical times once a complete application is filed.
| Network | Typical approval time | Notes |
|---|---|---|
| Safaricom | Twice-weekly batches | In our experience, applications filed on Monday or Thursday morning are typically processed the next working day. Carries about 94% of SMS traffic in Kenya. |
| Airtel | 7 to 14 working days | About 6% of SMS traffic. |
| Telkom | 7 to 14 working days | A small share of SMS traffic. |
Because almost all SMS traffic is on Safaricom, most customers start sending as soon as Safaricom approves, while Airtel and Telkom catch up.
Common reasons a sender ID is rejected
- A generic name, such as INFO, ALERT, SMS, VERIFY or NOTIFY.
- The name does not match your registered business, and there is no trademark certificate for the brand.
- More than 11 characters, or it contains spaces or symbols.
- The name is already registered with another provider on Safaricom.
- One sender ID requested for both promotional and transactional traffic on Safaricom.
- The authorisation letter is unsigned, unstamped or not on letterhead, or the registration certificate is missing.
- A restricted category, such as betting or political messages, without the extra licence or form.
- The name looks like another brand, a bank or a government body.
Moving a sender ID from another provider
Safaricom lets a sender ID be registered with only one provider at a time. To move, the old registration has to be removed before the new one is made. Here is how we handle it.
- Tell us your current sender ID and provider, and choose the "Move my sender ID" package.
- Ask your current provider to deregister the sender ID with Safaricom. We give you the wording to send.
- Send us the same documents as a new registration, including a fresh authorisation letter naming us.
- We file the registration with each network and confirm when it is live in your portal.
Keep sending through your old provider until we confirm the move is complete, so there is no gap in your reminders.