What a sender ID is, and why you need one
A sender ID, also called a sender name, is a name of up to 11 letters and digits that replaces the phone number on a business SMS. It tells customers who is writing before they open the message, which builds trust and helps protect them from scams.
Carrier guidelines say that since 16 June 2025, messages from unregistered sender IDs are blocked on Vodacom, Airtel and Yas (formerly Tigo), and that some networks replace an unregistered name with a generic one. Either way, a registered sender ID is the first step before any bulk SMS campaign in Tanzania.
What you need: the documents checklist
Networks usually ask a registered Tanzanian business for:
• A request letter on your letterhead, signed and stamped, naming the sender ID and what you will send with it.
• Your business registration certificate (BRELA).
• Your TIN certificate (TRA).
• A valid business licence.
• Sometimes the national ID of the person who signs the letter, and a few sample messages.
Schools, clinics, SACCOs and NGOs use their own registration documents in the same way. Missing or unclear documents are the most common reason a request takes longer.
Naming rules: what gets approved
Keep it to 11 characters or fewer, letters and digits only, with no spaces or symbols. Use your real brand or a clear short form of it, such as DUKALANEEMA, SHULEYETU or AFYACLINIC.
Generic words such as INFO, PROMO, ALERT or VERIFY are rejected, and so is any name that looks like another business, a bank, a mobile network or a government body. The name must belong to the organization that sends from it. Customers cannot reply to a sender ID, so say in the message how they can reach you.
How long it takes, and what it costs
Reported timelines range from about one to four weeks. Each network reviews the name on its own, so one may approve it before another. Registration is currently reported to be free of charge at the networks.
If you change your brand or want a second name, each new sender ID goes through the same review.
How it works in Sendd
Request your sender ID in the dashboard and say what you will send with it: transactional messages (receipts, reminders, alerts), promotional messages (offers and news), or both. You see each step: Requested, In review, Approved. Sendd never sends from a name before it is approved, so no message goes out under a name the networks would block.
Promotional messages go out between 08:00 and 20:00 East Africa Time by default, and every opt-out is kept per number and honoured on every send.
This guide sums up what networks usually ask for. It is not legal advice, and the rules change: we check the current requirements with you when you apply.
Frequently asked questions
Do I need a sender ID to send bulk SMS in Tanzania?
Yes, for messages under your business name. Networks are reported to block unregistered sender IDs, so register yours before your first campaign.
How long does sender ID registration take?
Usually from about one to four weeks, depending on the networks and on how complete your documents are.
How much does a sender ID cost?
Registration is currently reported to be free at the networks, and Sendd charges nothing to request one. You pay only for the SMS you send.
Can my customers reply to a sender ID?
No. A sender ID is one-way. Put a phone number, a WhatsApp number or a link in your message if you want customers to answer.
Can I have more than one sender ID?
Yes. Each name is requested and approved on its own, for example one for your school and one for its bus service.