New Sender ID ruling for SMS messages sent to Italy

A new resolution for sending SMS messaging to Italy came into effect on 15 October 2013. The rule requires that the senders of bulk SMS messages register their Sender ID with AGCOM, the Italian Communications Authority, as per AGCOM Resolution No. 42/13/CIR NRA entitled: Rules for Testing of Indicators for Alphanumeric identification of the Subject in the caller SMS/MMS used for Messaging Services. A Sender ID cannot be used if it has not been registered on AGCOM’s database.

The rule establishes standards for the registration of bulk MT message Originators, i.e. the alphanumeric characters used in the Sender ID to personalise bulk SMS messages sent to Italy. This will make it easier for the mobile network operators’ customer service department to identity the party sending SMS communications to recipients. It will assist the mobile network providers in addressing queries from recipients (consumers) as to who is sending them SMS messages.

In terms of the new rule, companies or organisations sending bulk SMS messages to Italy are required to submit the Sender IDs in use as well as their business and contact details. If this information is not provided, then BulkSMS clients can expect to have their current alphanumeric Sender IDs replaced with a numeric Sender ID. While SMS messaging to Italy will not be disrupted, recipients will no longer see the usual Sender ID for your messages until you provide us with the required information for registration on AGCOM’s database of Sender IDs. will assist in this AGCOM registration process and requests that clients submit the required information as per the Table 1 via email to as soon as possible. Please be aware that there may be a time that your requested Sender ID will not be displayed in the SMS messages you send.

Table 1: Mandatory information required for registering Sender IDs

Info Required Explanation Client Response –
All originators associated with a brand These are the alphanumeric characters used in the Sender ID to personalise Application-to-Person (A2P) SMS messages. [please complete]
Full company name This must be the name of the brand on whose behalf an A2P message is being sent, NOT an aggregator. [please complete]
VAT Number; Fiscal code; Company registration number The AGCOM Resolution requires that a brand’s VAT number and the fiscal code are provided. Brands registered outside of Italy which do not have a VAT number should provide a company registration number. [please complete]
Full company address This may be the brand’s head office address. [please complete]
A single contact – either an email address, a telephone number or a fax number Only one contact is required but it should be easily accessible by Italian subscribers. [please complete]

Disclaimer: The information contained in this informational note is for general guidance on compliance matters only. While we have made every attempt to ensure that the information contained here has been obtained from reliable sources, is not responsible for any errors or omissions, or for the results obtained from the use of this information. It shall be the sole responsibility of Users of’s services to familiarise themselves with all applicable laws, regulations and codes of conduct to which they may be subject and to ensure compliance therewith.

Join BulkSMS Today

Keep on Connecting

Sign up today! View our Pricing