What is the Custom SMS name feature?
Custom SMS name lets you replace the default sender on your SMS payment requests with your own business or brand name. Instead of a message from a default name, your customer sees "YOUR BRAND" (or your name) at the top of the text, so they know it's you before they open it. Customers are more likely to trust and pay a message they recognise, and you get fewer "who is this?" replies.
Every name goes through a quick check by Atoa's compliance team before it goes live.
What are the rules for a sender name?
To get approved the first time, your name needs to:
- Match the business name or trading name registered with Atoa
- Be 11 characters or fewer, including spaces (this is an SMS network limit, not an Atoa one)
- Use letters and numbers only, with no punctuation or special characters
- Not use or resemble another brand or business
- Avoid generic or common terms on their own, such as "Payments" or "Invoice"
How do I set my sender name?
- From your Atoa dashboard, select Add-ons in the left-hand menu and choose Custom SMS name.
Step 1:
- On the Customise your brand name page, switch on the Set your sender name toggle.
- Type your name in Enter your brand name. The phone preview on the right updates as you type, so you can see exactly what customers will see.
Step 2:
- Check the name against the rules above, then select Confirm.
- That's it. Your name is now with our compliance team for review.
What happens after I confirm?
Your requested name is saved and sent to Atoa's compliance team, who check that it matches the business or trading name on your account and meets the rules above. This usually takes 1 to 2 working days. Until it's approved, your SMS payment requests continue to go out with the standard Atoa sender.
Once approved, the page shows a green Brand name approved label, and every SMS payment request you send from the dashboard or the Atoa Business app carries your sender name.
If the name is declined, it's usually because it doesn't match the business or trading name registered with Atoa. Update the name to match and confirm again. If you trade under a name that isn't on your account yet, contact us at hello@paywithatoa.co.uk
FAQs
Does the sender name apply to every SMS Atoa sends my customers?
Yes. Once approved, your name appears on all SMS messages sent to your customers from Atoa, including payment requests and payment links sent by text. The message itself stays the same; only the sender changes.
Why is the limit 11 characters?
Alphanumeric sender names on UK mobile networks are limited to 11 characters. Longer names can't be delivered, so the dashboard won't accept them.
Who approves the name?
Atoa's compliance team. There is no separate registration you need to complete with a regulator or your mobile network.
Can I change my sender name later?
Yes. Go to Add-ons, Custom SMS name, enter the new name and select Confirm. Every new name goes through the same review.
Can I turn it off?
Yes. Switch off the Set your sender name toggle and your messages return to the standard Atoa sender.
Do I need to pay extra for this feature?
Custom SMS name is available to Growth and Advanced Add-on users. If you're on the Basic plan, you can upgrade any time from our pricing page to unlock it along with custom branded checkout, bulk payment links, payment pages and more.
I have several locations. Can each one have its own name?
No. The sender name is set once for your business account and applies to SMS messages from all of your locations, so choose the name your customers know you by across all sites.
Does the name also show on email payment requests or the payment page?
No. Custom SMS name only changes the SMS sender. To add your logo and colours to the payment page itself, use the Custom branding add-on [link when article 3 is live].
What should I do if I have a problem with this feature?
Email us at hello@paywithatoa.co.uk and we'll sort it out.