---
title: "Brandname SMS"
description: "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."
canonical: "https://omnichannels.ai/glossary/brandname-sms/"
language: "en"
updated: "2026-11-06"
publisher: "BroadNet Technologies"
brand: "OmniChannels.ai"
---

# Brandname SMS

Canonical: https://omnichannels.ai/glossary/brandname-sms/
Language: en
Publisher: OmniChannels.ai by BroadNet Technologies

**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.

## Sources

- [Decree No. 91/2020/ND-CP on fighting spam messages, spam emails and spam calls](https://english.luatvietnam.vn/decree-no-91-2020-nd-cp-dated-august-14-2020-of-the-government-on-fighting-against-spam-text-messages-spam-emails-and-spam-calls-189003-doc1.html)
- [Authority of Information Security (AIS)](https://ais.gov.vn/)
- [Brandname registration portal, Authority of Information Security](https://tendinhdanh.ais.gov.vn/)