Masking vs Non-Masking SMS in Bangladesh: Which to Use?

Masking SMS in Bangladesh shows your brand name as the sender, while non-masking SMS arrives from a regular number. Masking costs more and needs sender ID approval, but builds trust; non-masking is cheaper, works on every network and can be used straight away. Most growing businesses end up using both, for different messages.

What is masking SMS?

Masking SMS replaces the sender's phone number with an alphanumeric sender ID, usually your brand name. Instead of a number, the customer sees something like GOTISHOP or CITYCLINIC at the top of the message.

On GotiSMS, a masking sender ID:

• Uses letters, up to 11 characters. That is the GSM limit for alphanumeric senders, so long brand names need a short form.
• Must be approved before use. You request the sender ID in your dashboard, and staff and operators review it.
• Is routed through the recipient's own operator. A message to a Grameenphone number goes through Grameenphone, a message to a Banglalink number through Banglalink, and so on.

Learn more on the masking SMS page.

What is non-masking SMS?

Non-masking SMS is sent from a regular number rather than a brand name. The customer sees a number in the sender field.

On GotiSMS, non-masking:

• Works on every network: Grameenphone, Robi (including Airtel), Banglalink and Teletalk.
• Comes with a default sender on every account, so there is nothing to approve before you start.
• Is the lower-cost option per SMS.

See the non-masking SMS page for details.

Masking vs non-masking: side-by-side comparison

Prices are indicative; final rates depend on traffic, route and operator mix. See pricing for current details.

When should you use masking SMS?

Choose masking when the recipient needs to know instantly who is messaging them.

• OTP and verification codes. Customers are more likely to trust a code from your brand name than from an unknown number, and it helps them spot fake messages.
• Banking, payment and order alerts. A recognisable sender reduces confusion and support calls.
• Promotions and brand campaigns. Your name in the sender line is a small advertisement in itself, even if the customer does not open the message.
• Businesses that customers already know. If people search their inbox for your name, masking makes your messages easy to find.

When should you use non-masking SMS?

Choose non-masking when cost and speed of setup matter most.

• High-volume, low-margin messages, such as reminders to a large customer base.
• Internal communication with staff, agents or delivery riders, who already know who is messaging them.
• Getting started. While your masking sender ID is being approved, you can send with the default non-masking sender.
• Testing. Try out message wording, timing and lists before investing in a masking campaign.

Can I use both masking and non-masking?

Yes, and many businesses do. A common pattern:

1. Use masking for customer-facing messages where trust matters: OTP, orders, payments and promotions.
2. Use non-masking for internal alerts, staff messages and very large low-value sends.

In the GotiSMS dashboard and API you simply pick the sender for each send. In the API, it is the senderId field. See the SMS API page.

How do I get a masking sender ID approved?

Approval goes faster when your request is clear and clearly yours.

• Match your real business name. A sender ID that resembles another company's brand will not be approved.
• Keep it within 11 letters. Shorten long names sensibly, for example GREENVALLEY rather than an awkward abbreviation.
• Avoid generic words. Names like OFFER or ALERT do not identify a business.
• Be ready to show ownership of the brand if asked, such as a trade licence or website.

Operator and BTRC requirements can change, so check the current rules with our team when you apply.

Do masking and non-masking follow the same sending rules?

The category rules apply to both. Transactional and OTP messages can go out at any time. Promotional SMS can only be sent between 09:00 and 21:00 Bangladesh time, and the exact text of each promotional campaign is submitted for operator approval before sending. Character limits are also the same: 160 characters for a single English SMS and 70 for a single Bangla (Unicode) SMS, with billing per part.

Which one costs less in practice?

Non-masking has the lower price per SMS. But the real cost of a campaign also depends on message length. A long Bangla message sent with non-masking can cost more than a short English message sent with masking, because it uses more parts. Read what decides the bulk SMS price in Bangladesh for worked examples.

Frequently asked questions

How long can a masking sender ID be?

Up to 11 characters, using letters. That is the GSM limit for alphanumeric sender IDs.

Can I start sending before my sender ID is approved?

Yes. Every GotiSMS account has a default non-masking sender you can use immediately. Switch to your masking sender ID once it is approved.

Does masking SMS reach every operator?

Yes. Masking is routed through the recipient's own operator, covering Grameenphone, Robi (including Airtel), Banglalink and Teletalk.

Is masking SMS better for OTP?

For customer-facing OTP, a branded sender usually builds more trust and helps customers recognise genuine codes. Non-masking also works if cost is the priority.

Can I have more than one sender ID?

You can request additional sender IDs, for example one per brand. Each needs its own approval.

Whether you need a trusted brand sender or a low-cost number, GotiSMS gives you both in one account. Sign up for GotiSMS and start with non-masking today while your sender ID is approved.