This feature is available for all Klaviyo accounts.
For setup, you must be an Owner, Admin, or Manager.
You will learn
Learn about branded sender IDs in Klaviyo, including how to set them up, where they’re available, and more.
This article only discusses branded sender IDs. For information about other number types, see our article on all SMS sending numbers.
Before you beginBefore you begin
Branded sender IDs, also called alphanumeric sender IDs, are the default sending number option in the following countries:
- *Australia
- UK
- Ireland
- Germany
- France
- Austria
- Spain
- Switzerland
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Denmark
-
Sweden
-
Norway
-
Finland
- Italy
- Portugal
- Poland
* In Australia, you must register your branded sender ID before you can begin collecting SMS consent or sending messages. See the section on Australian ID registration for details.
Branded sender IDs are not available in the United States, Canada, New Zealand, Belgium, or Hungary.
Every country uses the same branded sender ID, so you can’t have a unique ID for each region. Additionally, if you set up an ID for 1 country, that branded sender ID is activated for every other country automatically.
What branded sender IDs can and cannot do
Unlike other sending numbers, branded sender IDs are not simply a string of numbers. Instead, they can use a mix of both letters and numbers to represent your brand.
As an example, the brand SWAK Lipcare can make their branded sender ID: SWAKLipcare
Because branded sender IDs allow for customization, you can ensure that your recipients always know who the text messages are coming from.
Branded sender ID limitationsBranded sender ID limitations
There are 2 key downsides with branded sender IDs; they:
- Cannot receive text messages, meaning the following features aren’t available:
- Tap-to-text forms and email banners.
- Subscribe and unsubscribe keywords.
- SMS conversations and two-way messaging.
- Cannot send MMS.
- *Note that MMS is also not available for other sending numbers, depending on the country.
Note that you can use Smart Opt-in for a branded sender ID.
Set up your branded sender IDSet up your branded sender ID
If you did not create a branded sender ID when initially setting up SMS, you can make one at any time.
Setting up a branded sender ID will make it active in every country where it’s available. The only exception is when there’s already a sending number for that country (i.e., if you use a long or short code, those numbers take precedence over a branded sender ID).
- Select your account name in the lower left.
- Navigate to Settings > SMS.
- Near the top of the Countries box, select Add country.
- From the dropdown, choose a country where a branded sender ID is available (e.g., United Kingdom).
- Choose Branded Sender ID (this may be the only option, depending on the country you selected).
- Select Next.
- Customize your branded sender ID, but note that it must contain:
- 4 to 11 standard characters.
- At least 1 letter (capitalized or uncapitalized).
- No special characters or punctuation.
- No space at the beginning or end.
- Only 1 space between characters (no double spaces).
- Click Next.
If you plan to use your branded sender ID in Australia, you must register your number before you collect consent or send to residents in that country.
For all other countries, you can start growing your SMS list and sending messages immediately.
Australia only: register your branded sender IDAustralia only: register your branded sender ID
This information is intended solely for educational and informational purposes and should not be construed as legal advice. The content provided is general in nature and may not reflect the most up-to-date information. Klaviyo strongly advises consulting with a qualified legal counsel to ensure your compliance with applicable laws and regulations in connection with your use of our services.
Registration takes 7-10 business days to complete.
You need documentation about your business to register your branded sender ID. The documentation must provide proof of a business registration license by any of the following:
- Australian business number
- Australian company number
- Australian registered body number (option for non-Australian customers)
- Indigenous corporation number
- Corporate registration in the country in which you are incorporated (option for non-Australian customers)
Your business name must match the name on your business license. Otherwise, your application may be rejected.
Do not send any SMS messages, including welcome messages, to recipients in Australia until your sender ID is successfully registered.
Why do I need to register?
The Australian Communications and Media Authority (ACMA) introduced the SCAM Code in 2022, which aims to disrupt scam calls and messages by creating, tracking, and filtering processes.
Under this code, all branded sender IDs must be pre-registered; otherwise, messages from these numbers may be blocked.
All branded sender IDs for existing senders must be approved by July 13, 2023. If you are a new sender, you must pre-register your branded sender ID as soon as you create it.
If I don’t plan to use my branded sender ID in Australia, do I need to register?
No, if you don’t plan to send to recipients in Australia, you do not need to register.
Registration only applies if you want to collect SMS consent or send text messages to recipients in Australia.
We recommend registering your sender ID if you plan to send to recipients in Australia at any point in the future.
I registered my branded sender ID with another SMS provider, do I still need to register through Klaviyo?
Yes. If you previously registered a branded sender ID, you must re-register with Klaviyo. With branded sender IDs, there’s no way to tell if the original company who registered with a branded sender ID is the same company trying to use it at a different SMS provider, so you must re-register when you switch SMS providers.
Can I have both a long code and branded sender ID registered in Australia?
Yes, but this is not recommended. The long code will take precedence over the branded sender ID, so registering both number types will not benefit your business.
Further, your choice of sending number should be based on your business case. See this article comparing sending numbers for more information.
The registration process with Klaviyo
You'll see 1 of the following statuses during the 7-10 business days it takes to register:
- Incomplete: you either have:
- Not completed a registration request.
Or - Submitted the request, but Klaviyo hasn’t yet processed it yet.
- Not completed a registration request.
- Pending: your registration request was submitted and is being reviewed.
- Active: your registration has been approved and you can begin using your branded sender ID.
- Rejected: your registration was rejected, likely due to missing information.
The account owner will receive an email once the registration has been processed (either approved or denied).
If you need to re-submit your registration, the process still takes 7–10 days.
Note that there's no way for Klaviyo to expedite the registration process, regardless of whether it's the first time or when you're re-submitting.
I submitted my business license, why was the registration rejected due to “missing document”?
The most common reason is that the business name on the license does not match the business legal name provided on the registration form.
Other common causes for rejection are:
- Lack of evidence in the provided documents to prove the relationship between parent and subsidiary company.
- Lack of evidence in the provided documents to prove the ownership of the brand (the branded sender ID).
- The document provided is partially or fully covered or obscure.
- The document provided is not a business license.