🇬🇧 SMS Destination Guide for United Kingdom

Country dialing code: +44. Numbers are written in E.164 as +44 followed by the number without its leading 0, so a mobile starting 07911 becomes +447911123456. We deliver to 21 mobile network operators within United Kingdom, including EE and O2. Learn how to send compliant SMS to United Kingdom with our guide below.

Price per SMS

2.8p ex VAT

Two-way support

Available

Sender ID Types

  • Alphanumeric

    Your brand name as the sender

    Supported

    • Not overwritten. Messages arrive under your brand name exactly as you send it.
    • Send from your brand, with a different sender name per message if you like.
    • Unregistered senders still deliver.
    • Allowed characters: A-Z, a-z, 0-9, space, period, ampersand, underscore, dash.
    • Generic sender names (“Alert”, “Info”…) are not permitted.

  • Long code

    VMN / phone number

    Supported

    • LVNs with 44xxxx (12 digits) or legitimate short codes (5 digits starting with 6/7/8).
    • Needed for two-way messaging and replies.

  • Short code

    Five-digit sender

    Supported

    • Approval takes 40–60 business days.
    • Best for high-volume campaigns.

Sender ID registration is not required in United Kingdom. Instead, we approve all senders ourselves: PureSMS's own KYC and Sender ID verification applies to every account before a single message is sent for your safety and security.

United Kingdom's mobile networks

One flat 2.8p rate covers every network we reach in United Kingdom.

  • Everything Everywhere 18M subscribers
  • O2 UK 17.2M subscribers
  • Vodafone UK 13.6M subscribers
  • 3 UK 7.9M subscribers
  • Sky Mobile 400k subscribers

Plus 16 further networks, all at the same rate. We don't charge per-carrier fees, so you always know what you're paying.

Compliance in United Kingdom

  • Opt-in: Required. Marketing SMS needs the recipient's prior consent: a clear positive action, never a pre-ticked box. The PECR soft opt-in lets you message your own customers about similar products if they were offered an opt-out when you collected their number and in every message since. Keep proof of consent; networks and the ICO can ask for it.
  • Opt-out: Required. Every marketing message must identify you and carry a free, simple opt-out such as 'reply STOP to 87007'. Act on STOP promptly and remove the number from every marketing list: it is a withdrawal of consent, not a preference. PureSMS handles this for you: opt-out replies are processed automatically and the number is blocked from further sends, so you're compliant without building anything.
  • Restricted content: Controlled substances · P2p traffic · Political · Religious · Unsolicited promotional
  • SMS marketing messages must state that they are free by including 'free message' or 'freemsg' in the message.
  • It is recommended that all STOP command MO messages are free to the user.
  • A MEF (Mobile Ecosystem Forum) filtering scheme applies to all +44 traffic and covers protected and denied senders in both the UK and the Channel Islands and Isle of Man registries.
  • Gambling content is permitted subject to compliance with all applicable local laws and regulations.

Legislation & penalties

Privacy and Electronic Communications Regulations 2003 (PECR) ↗

Regulation 22 covers marketing by electronic mail, which includes SMS. You need the recipient's prior consent or the soft opt-in for existing customers, and every message must identify you and give a simple, free way to opt out.

Penalty: Enforced by the ICO. Fines were capped at £500,000; the Data (Use and Access) Act 2025 raises the maximum to the UK GDPR level of £17.5 million or 4% of global annual turnover.

UK GDPR and Data Protection Act 2018 ↗

Phone numbers are personal data. You need a lawful basis to hold and use them, must tell people how you use them, and must stop marketing to anyone who objects.

Penalty: Up to £17.5 million or 4% of global annual turnover, whichever is higher.

These rules are what we generally check against, however they may not be up-to-date. We'll always keep you informed of what is needed for each destination throughout any registration process.

Regulators & industry bodies

Guidance last reviewed 2026-08-27.

Frequently asked

Can I use my brand name as the sender ID in the UK?

Yes. Alphanumeric sender IDs are supported and delivered unchanged, with no network registration needed. PureSMS verifies every sender ID before it goes live, and the MEF registry protects well-known brand names from being spoofed.

Do I need consent to send marketing SMS in the UK?

Yes. PECR requires prior consent for marketing by SMS, or the soft opt-in for your own customers who were offered an opt-out at the point of sale. Transactional messages such as one-time passcodes and delivery updates don't need marketing consent.

What must a UK marketing text contain?

Who it's from and how to opt out, for example 'reply STOP'. Network rules also expect marketing messages to say they are free to receive ('freemsg'), and STOP replies should be free to the user. PureSMS processes opt-out replies automatically and blocks further sends to that number.

What are the penalties for breaking UK SMS marketing rules?

The ICO enforces PECR and UK GDPR. PECR fines were capped at £500,000; the Data (Use and Access) Act 2025 raises that to £17.5 million or 4% of global turnover, the same as UK GDPR.

How do I format UK mobile numbers?

Use E.164: +44 then the number without its leading 0. A mobile shown as 07911 123456 is sent as +447911123456.

Can I use a phone number as the sender in the UK?

Yes. UK long virtual numbers and short codes are supported, and a number is what you need for two-way messaging and replies.

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