Masking vs Non-Masking SMS: Which Is Right for Your Business?
2026-06-02 · Alaponi
When you send bulk SMS in Bangladesh, you choose between two types: masking and non-masking. Picking the right one affects your cost, your delivery, and how much your customers trust the message. Here's a clear comparison.
What is non-masking SMS?
Non-masking SMS is sent from a random numeric sender (like a phone number). It's the cheapest option and needs no approval, so you can start immediately. The trade-off: because it comes from an unknown number, some customers trust it less. Best for general promotions, quick blasts, low-budget campaigns and internal alerts.
What is masking (branded) SMS?
Masking SMS shows your business name as the sender — for example, "AlaponiShop" instead of a number. This builds instant credibility and gets opened more, especially for offers and notifications. It costs a little more and requires a one-time approval. Best for branding, offers, order/appointment alerts — anything where trust matters.
So which should you use?
Most businesses use both: non-masking for cheap, high-volume promos, and masking for anything where the customer needs to recognise and trust you (OTP, order confirmations, premium offers). If you can only pick one and brand trust matters, choose masking.
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Frequently asked questions
Yes, slightly — because it carries your brand name and a higher-trust route.
Usually a few business days after you submit the documents.
Yes — choose the sender type for each campaign.