Bulk SMS in Kenya: sender IDs, consent and delivery

Bulk SMS reaches people on any phone, without an app or data bundle. Getting it right means attention to identity, consent and message design.

1. Use a branded sender ID

A sender ID shows your organisation's name instead of a number, so recipients know who is writing. Sender IDs are registered with the mobile networks through your messaging provider, and approval takes time — start early and have your company documents ready.

2. Separate transactional from promotional messages

• **Transactional:** appointment reminders, payment confirmations, one-time codes. Expected by the recipient.
• **Promotional:** offers and announcements. These need clear consent and an easy way to opt out.

3. Collect and record consent

Ask for consent when you collect the phone number, record when and how it was given, and include opt-out instructions in promotional messages. The Data Protection Act, 2019 applies to phone numbers and messaging lists.

4. Write for a small screen

1. Put the key information in the first line.
2. Keep within one SMS segment where possible (160 characters for plain text).
3. Include a reference, date or amount the recipient can act on.
4. Avoid shortened links that look suspicious.

5. Check delivery reports

Delivery reports show which numbers failed. Remove invalid numbers regularly — repeatedly sending to dead numbers costs money and can harm your sender reputation.

See our bulk SMS and email messaging services.