For setup, you must be an Owner, Admin, or Manager.
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
- **Ireland
- UK
- Germany
- France
- Austria
- Spain
- Switzerland
- 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.
** Ireland requires that branded sender IDs must be registered via ComReg and the ID needs to be unique for a given SMS provider.
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 doWhat 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.
- 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.
Can I have both a long code and branded sender ID in a single country?
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.
Set 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.
- Either:
- Customize your branded sender ID, which 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).
- For Ireland, go to ComReg to register your branded sender ID.
- Customize your branded sender ID, which must contain:
- Click Next.
If you plan to use your branded sender ID in Ireland or Australia, you must register your number before you collect consent or send messages to residents in that country.
For all other countries, you can start growing your list and sending messages immediately.
Registration for Ireland and AustraliaRegistration for Ireland and Australia
Ireland Ireland
Ireland requires that you register your branded sender ID via ComReg’s sender ID registry and:
- Add information about your business (the type of business, contact information, eincode, etc.)
- Either:
- Input 1 of the following:
- Irish Companies Registration Office (CRO) number
- Trademark numbers
- Tax registration number
- Select the option that says “I don’t have a CRO number” and, if possible, include any additional information, such as:
- A copy of your Certificate of Incorporation/Company Registration Certificate (or the equivalent in your country).
- Any other supporting documents.
- Input 1 of the following:
In Ireland, each branded sender ID must be unique per SMS service provider. For instance, 2 companies using Klaviyo cannot use the ID “SWAK Lipcare.”
Unlike with other countries, Klaviyo does not have visibility into the registration process and cannot assist you with the registration. If you have questions about the process, you must contact ComReg directly.
Once you are approved by ComReg, you will receive a confirmation email from ComReg. Klaviyo will then activate your branded sender ID within 7 business days.
Australia Australia
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.
Once you submit this information, you'll see 1 of the following statuses:
- 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.
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.
Other FAQs
If I don’t plan to use my branded sender ID in Australia or Ireland, do I need to register?
No, if you don’t plan to send to recipients in either Ireland or Australia, you do not need to register.
Registration only applies if you want to collect SMS consent or send text messages to recipients in these countries.
We recommend registering your sender ID if you plan to send to recipients in Ireland or 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. When you switch SMS providers, Ireland and Australia don’t have a way to confirm your identity or that you previously registered with the same ID, which is why you must re-register.
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.