Definition
Brandname SMS is Vietnam's term for SMS sent under a registered alphanumeric sender name of up to 11 characters, which Decree 91/2020/ND-CP requires for advertising messages.
A brandname is the alphanumeric sender name that appears on the recipient's phone instead of a number. Under Decree 91/2020/ND-CP it has up to 11 characters from Latin letters, digits, hyphen, underscore, full stop or space, and cannot be digits only. A granted brandname is unique and valid for 3 years, and using someone else's brandname without permission is prohibited.
Advertising SMS may only be sent after a brandname has been granted, and phone numbers may not be used as the sender. The national system is run by the Authority of Information Security (AIS). Organisations apply with a certified copy of their establishment decision or business registration certificate plus a written declaration; individuals use a certified ID or passport. The decree gives the authority one working day to decide on a complete application.
Decree 91 adds rules for advertising: prior consent, no messages to numbers on the national Do Not Call list, a [QC] or [AD] mark at the top of each message, sending only between 07:00 and 22:00, no more than 3 advertising messages to one number in 24 hours unless the user agrees otherwise, and an immediate stop on opt-out.
Our published lead time for Vietnam is 7 to 14 business days, a typical range and not a guarantee. Approval decisions stay with the authority and operators. Our team prepares and files the registration with you.
Frequently asked questions
What is a brandname in Vietnam?
It is the alphanumeric sender name shown instead of a number. Under Decree 91 it has up to 11 characters, cannot be digits only and is unique once granted. Advertising may only be sent under a granted brandname.
Do OTP messages need a brandname?
The advertising rules in Decree 91 target promotional messages; a one-time passcode is not advertising. Keep OTPs and alerts free of promotions and separate from advertising traffic, and confirm sender setup with your provider.
How long is a brandname valid?
The decree makes a granted brandname valid for 3 years. Track renewal dates so the sender does not lapse.