Upcoming BT/EE sender restrictions from 10 July 2023

Upcoming BT/EE sender restrictions from 10 July 2023

BT/EE is introducing a series of new controls and restrictions aimed at protecting businesses and customers by reducing the likelihood of messaging scams and fraud.

These rules apply, whether you are sending SMS by using Email to SMS, the portal, our API or via an automation.

The following are examples of what will be blocked:

Sender IDs

  • Static sender IDs (e.g. ALERT, INFO, VERIFY and all variations (e.g V_ERIFY or V3RIFY). This does not currently include wildcard variations such as ‘CompanyInfo’ however this restriction is likely to be enforced in the coming months. If you have any concerns with your Sender ID, please speak with your account manager as soon as possible 
  • International Numeric sender IDs (except VMN formats allowed into the UK i.e. +447, 00447 or 07)
  • Incorrectly formatted 5-digit short codes (see paragraph below)

Short codes

Short codes that don’t follow the UK short code format (five digits starting with 6-8) will be blocked. Upon request, BT/EE approval can be given for 3 & 4 digit short codes and for short codes not starting with 6-8 (e.g. for Irish companies that use start codes beginning with 5). If an exception is needed, please contact your account manager in the first instance.

What do I need to do next?

Even if you are happy that your current sender ID meets these rules, we’d ask you to take the time to double-check your sender ID, VMNs if you use them, and short code format, to ensure service continuity after 10 July. 

It is important that you take the time to complete these checks and make any necessary adjustments, as you will still be liable for SMS charges if your messages are blocked for non-conformance to these new guidelines.

What does a good Sender ID look like?

An alpha-numeric sender ID should be between 4 and 11 characters, including spaces.

It must not:

  • Contain only numbers and/or present itself as a phone number
  •  Use a generic term (e.g. DELIVERY, VERIFY or INFO).

It should:

  • Identify the sender – by including your brand/company name
  • UK sender IDs must also show the correct international format of (+44) rather than displaying a national format.

How will I know if my message has not been sent?

Messages that have been blocked by BT/EE, will be flagged by a failure error code in your  reports.

Other upcoming BT/EE sender restrictions 

There are further initiatives planned by BT/EE, for which details and timescales are yet to be provided to us – we will endeavour to communicate the specifics of these initiatives as and when we have them.

Need more help?

We’re here to help so please reach out to your account manager or to the support team.

Further information: