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How to Register a Sender ID in Kenya: A Step-by-Step Guide

When a customer receives an SMS from YOURBRAND instead of a random number, they know who it is from before they open it. That name is called a sender ID, and every Kenyan network requires you to register it before you can use it.

This guide walks through what a sender ID is, what you need to apply, what it costs, and how long each network takes.

What is a sender ID?

A sender ID is the name that appears in the "From" field of an SMS. In Kenya it can be up to 11 characters of letters and numbers, for example SHARASMS or KIJANISHOP. Sender IDs are one-way: customers cannot reply to them. If you need replies, you need a shortcode.

Promotional or transactional?

The networks treat two kinds of sender ID differently:

  • Promotional sender IDs are for offers, announcements and marketing. Every new sender ID starts as promotional.
  • Transactional sender IDs are for messages customers need, such as one-time passwords, receipts, account alerts and service notices.

If you plan to send OTPs or account alerts, ask for the sender ID to be moved to transactional. This needs a short migration letter and usually takes about two extra days.

What you need to apply

  • A name of up to 11 characters that matches your registered business or a product you own. Generic words such as INFO or ALERTS are rejected.
  • Your certificate of registration or incorporation, or trademark proof if the name is a product.
  • A signed authorisation letter on your letterhead allowing your SMS provider to apply on your behalf.
  • The KRA PIN certificate of the business or individual.
  • The ID or passport of the person signing the letter.

How much does a sender ID cost?

Each network charges a one-off setup fee. At Shara SMS the fees are:

  • Safaricom and Airtel bundle: KES 14,100
  • Safaricom only: KES 8,700
  • Airtel only: KES 8,700
  • Telkom: KES 4,500
  • Equitel: KES 9,000

Prices exclude 16% VAT. Most businesses start with the Safaricom and Airtel bundle, which covers the large majority of mobile numbers in Kenya.

How long does approval take?

  • Safaricom: applications are submitted on Monday and Thursday mornings and are usually live by Tuesday or Friday.
  • Airtel: submitted on Wednesdays, ready in 7 to 14 days.
  • Telkom and Equitel: submitted on Wednesdays, ready in 4 to 8 weeks.

Tips for a smooth approval

  • Use a name that clearly matches your business documents. Mismatches are the most common reason for rejection.
  • Keep it short and recognisable. Customers should know who you are at a glance.
  • Prepare all documents before you apply so the application can go in on the next submission day.

Ready to apply?

See the full fee table on our sender ID page, or contact us and we will send you the authorisation letter template and handle the rest.