Definition
The AGCOM alias registry is the Italian register, set up by AGCOM decision 12/23/CIR, in which alphanumeric SMS senders (aliases) are recorded, and operators can block alphanumeric SMS whose alias is not registered.
AGCOM, Italy's communications authority, set up a registry of SMS aliases, meaning alphanumeric senders, at alias.agcom.it through decision 12/23/CIR. Aliases are registered through authorised providers, and operators can block alphanumeric SMS whose alias is not in the registry.
If you want your brand name as the sender in Italy, plan on registering the alias before launch. Our regulation data lists a typical sender ID lead time of 5 to 7 business days and alphanumeric IDs up to 11 characters. Companies without an Italian seat face extra conditions, so a branded alias should never be promised in advance. A numeric sender or WhatsApp remains possible where an alias is not available.
The registry covers the sender name, not consent. Promotional SMS still need prior, specific and documented consent under article 130 of the Italian Privacy Code and the GDPR. Italian operators are TIM, Vodafone, WINDTRE and Iliad.
We prepare the registration with you, but the decision stays with the registry and operators. Confirm the current rules at onboarding.
Frequently asked questions
Do I need to register a sender alias in Italy?
If you want your brand name as the sender, yes. AGCOM's alias registry records alphanumeric senders, which are filed through authorised providers, and operators can block alphanumeric SMS from unregistered aliases.
Can a company outside Italy use a branded alias?
Companies without an Italian seat face extra conditions under the alias rules. There may be options, for example through an Italian entity. We review your case at onboarding and do not promise a branded alias in advance.
Does the alias registry replace consent rules?
No. It records the sender name only. Promotional SMS still need prior, specific and documented consent under article 130 of the Privacy Code and the GDPR.