Definition
SMS masking is the market term in countries such as Indonesia and Bangladesh for sending SMS under a branded alphanumeric sender name instead of a phone number; non-masking SMS uses a numeric sender.
In Indonesia and Bangladesh, masking SMS means a message that shows a brand name as the sender instead of a phone number. Technically it is an alphanumeric sender ID of up to 11 characters. Non-masking SMS shows a numeric sender. The terms are used in provider contracts and quotes, so they are worth knowing.
In Indonesia the sender name is registered with the operators, Telkomsel, Indosat Ooredoo Hutchison and XLSMART, and Komdigi is the regulator. Our regulation data gives a typical masking lead time of 5 to 10 business days and says requirements are set by the operators and confirmed at onboarding. Masking approval can finish on one network before another, so check delivery per operator.
In Bangladesh the sender is set up through the operators (Grameenphone, Robi, Banglalink and Teletalk) under BTRC oversight. The split between masking and non-masking by traffic type is a market habit, not a legal rule we could tie to a regulator text, so ask your provider in writing which type your promotions and OTPs may use.
Masking looks more trustworthy because the brand is visible, but an alphanumeric name typically cannot receive replies. Where a number or two-way messaging is needed, a numeric sender is the usual choice. Keep OTPs separate from promotions in either case.
Frequently asked questions
What is the difference between SMS masking and non-masking?
Masking shows an alphanumeric brand name as the sender, usually registered with the operators. Non-masking shows a numeric sender. Masking builds trust but needs registration and approval; non-masking is set by the route and confirmed at onboarding.
How long does masking registration take in Indonesia?
Our regulation data gives a typical lead time of 5 to 10 business days, but operators decide and the range is not a guarantee. Keep sample messages and company documents ready.
Can recipients reply to a masked sender?
Typically not. Alphanumeric sender names usually cannot receive replies. Use a numeric sender or another channel such as WhatsApp when you need two-way messaging.