The sender ID is the name or number a text message appears to come from. In the UK, generic sender IDs such as Verify, OTP or Delivery are blocked by the mobile networks, because scammers use them to look official. This guide explains which sender IDs are restricted and why, what to use instead, and how the everymessage platform checks sender IDs when your account is set up, so a blocked name can’t become the sender your messages go out with.
In short: use your own brand name as your sender ID, up to 11 characters, or a mobile number if customers need to reply. Generic words and other organisations’ names are blocked by UK networks. everymessage won’t let a restricted or over-length sender ID be saved, so you find out at set-up, not when messages fail.
Why generic sender IDs are blocked
Text message scams, often called smishing, rely on looking official. A message from Verify or Delivery is easy to trust and says nothing about who really sent it. To make that harder, BT and EE began blocking a list of generic sender IDs on 10 July 2023, including spelling tricks such as V3RIFY or V_ERIFY. They also protect the names of well-known brands and public bodies, so only those organisations, or senders they authorise, can use them.
The direction of travel is clear: in October 2025 Ofcom consulted on further guidance asking providers to check who their customers are and to stop scam messages, including the misuse of sender IDs. Sender IDs are expected to identify a real, accountable organisation.
Which sender IDs are restricted?
There are two kinds of restricted sender ID.
Generic terms
Words that describe a type of message rather than a sender. Some examples:
OTP 2FA Verify Code Login Secure Alert Info SMS Bank Payment Refund Delivery Parcel Tracking Reminder Appointment Support Update NoReply
Protected names
Names and abbreviations of well-known organisations, such as banks, delivery companies, tax and benefits services, government departments and major brands. They can only be used by that organisation or someone it authorises.
Our list holds over 190 restricted terms, based on UK network guidance, and we update it as the networks change their rules.
What to use instead
| Instead of | Use | Why |
|---|---|---|
OTP or Verify | BrightCare | Your customers know who sent the code, and it’s delivered. |
Delivery | BrightShop | The brand they ordered from. |
Reminder | BrightDent | Recognisable, and harder for scammers to copy. |
NoReply | A mobile number | If replies matter, send from a number customers can text back. |
- Up to 11 characters for a name. Letters, numbers, full stop, hyphen, underscore, space and ampersand only.
- Your brand, not a description. Names that combine a generic word with your brand can still be filtered, so your brand name on its own is safest.
- No look-alikes. Swapping letters for numbers or adding punctuation to get round the rules is treated as an attempt to evade them.
- A number for two-way. Customers can’t reply to a name. Use a mobile number when you want replies, for example to confirm appointments.
- Protect your brand. If your name is a target for scammers, consider the UK SMS SenderID Protection Registry, which blocks unauthorised senders using it.
How everymessage controls sender IDs at set-up
A sender ID is set when a company or user is created or edited, in the portal or through our admin API. We check it there and then, so problems show up immediately instead of as failed messages later.
- Restricted terms are refused. The company default sender, the passcode (OTP) sender and each user’s sender are checked against our restricted list when they’re saved. Capital letters don’t matter:
verify,VerifyandVERIFYare all refused, with a message explaining why. - Over-length names are refused. An alphanumeric sender ID longer than 11 characters can’t be saved. Networks would cut it short, so the name customers saw wouldn’t match the one you chose. We’d rather tell you than shorten it quietly.
- Numbers are tidied when you send. If your sender is a mobile number, stray spaces and a leading + are removed before the message goes out, so the number customers see, and reply to, is exactly the one on your account.
- The list is kept up to date centrally. Our administrators maintain the restricted list as network rules change, and changes apply the next time a sender ID is saved, across every account.
- Resellers are covered too. The same checks apply when a reseller sets up customer accounts, so restricted names can’t be configured anywhere on the platform.
If you set a different sender for an individual message through the API, the same network rules apply. Use your brand name or one of your numbers, and avoid generic terms.
Frequently asked questions
Why was my SMS sender ID rejected?
If it’s a generic word such as Verify, OTP, Alert, Info or Delivery, UK networks block it to stop scammers impersonating real organisations, so everymessage won’t let you save it. Use your brand name instead.
Can I add my brand to a generic word, such as BrandOTP?
Networks look for generic terms and their variations, so the safest choice is your brand name on its own. A sender ID should clearly identify your organisation without relying on a generic word.
How long can a UK SMS sender ID be?
An alphanumeric sender ID can be up to 11 characters. A numeric sender, such as a mobile number, can be longer. Customers can only reply to a number, not to a name.
Which characters can a sender ID use?
Letters, numbers and a small set of punctuation: full stop, hyphen, underscore, space and ampersand. Avoid look-alike spellings, such as replacing letters with numbers, which networks treat as attempts to get round the rules.
Can I use a bank’s or government department’s name as my sender ID?
Only if you’re that organisation, or are authorised by it. Well-known brand and public-sector names are protected, and messages using them without permission are blocked. Contact us if you need to use one.
Do I need to register a sender ID in the UK?
Not with the networks, but you should only use a name you have the right to use. Brands that are often impersonated can also join the UK SMS SenderID Protection Registry, so messages using their name from unauthorised senders are blocked.
Need help choosing a sender ID?
We’ll help you pick a sender name that’s recognisable and delivered, and set up a mobile number if you need replies.