Choosing SMS
Masking vs non-masking SMS: what's the difference and which should you use?
By the Amar SMS team7 min read
Quick answer
Masking SMS shows your brand name, such as “AmarShop”, as the sender. Non-masking SMS arrives from a regular number. Masking needs a free sender ID approved by the operators and costs from ৳0.49 per SMS; non-masking needs no registration and starts at ৳0.29. Use masking where trust matters and non-masking for large, low-cost sends.
Key takeaways
- Masking = your brand name as sender. Non-masking = a regular number.
- Price from ৳0.49 (masking) vs ৳0.29 (non-masking) per SMS, MNP charge included.
- Masking needs a trade license and operator approval; non-masking needs only a verified account.
- Both reach every operator in Bangladesh and support Bangla and English.
- Many businesses use both from one account: masking for alerts, non-masking for promotions.
What is masking SMS?
Masking SMS is a business text message that shows a name instead of a phone number as the sender. In other countries it is called an alphanumeric sender ID. The name can be up to 11 English letters or numbers, for example “AmarShop” or “ABCBank”.
Before you can send from a name, the mobile operators have to approve it. With Amar SMS the registration is free; see how to get a masking sender ID.
What is non-masking SMS?
Non-masking SMS is a bulk text message sent from a regular numeric sender. There is no name to approve, so you can start as soon as your account is verified. It is the lowest-cost business SMS in Bangladesh.
Masking vs non-masking SMS: side-by-side comparison
| Masking SMS | Non-masking SMS | |
|---|---|---|
| Sender shows | Your brand name (e.g. AmarShop) | A regular number |
| Price per SMS | ৳0.49 – ৳0.58 | ৳0.29 – ৳0.35 |
| Sender registration | Yes, free; operators approve the name | Not needed |
| Documents | NID + trade license | NID only |
| Ready to send | After the name is approved (usually a few working days) | As soon as your account is verified |
| Recognition and trust | High: customers see who it is from | Lower: easy to mistake for spam |
| Best for | Order updates, bank alerts, OTP, appointments | Promotions, notices, large campaigns |
| Operators | All five operators | All five operators |
| Language | Bangla and English | Bangla and English |
How much more does masking SMS cost?
On the Business plan, masking costs ৳0.52 and non-masking ৳0.31 per SMS. For 50,000 one-part messages that is:
| 50,000 SMS (Business plan) | Rate | Total |
|---|---|---|
| Masking SMS | ৳0.52 | ৳26,000 |
| Non-masking SMS | ৳0.31 | ৳15,500 |
| Difference | ৳10,500 |
Long messages are billed per part for both types, so the character limit matters as much as the rate. See every plan on the SMS price list.
Which one should you choose?
| If you send… | Choose | Why |
|---|---|---|
| Order confirmations and delivery updates | Masking | Customers recognise your shop and trust the message |
| Bank, payment and account alerts | Masking | A known name helps customers spot fake messages |
| OTP and login codes | OTP SMS (can use your masking name) | Priority route, delivered in seconds |
| Eid, Puja and sale promotions to large lists | Non-masking | Lowest cost per message |
| School, coaching and event notices | Either | Masking if guardians must recognise you; non-masking to save cost |
| You need to start today | Non-masking | No sender approval to wait for |
How to start with either type
- 1
Create your account
Register online with your NID and verify your phone and email.
- 2
Choose the message type
Non-masking works once you are verified. For masking, submit your sender name and trade license.
- 3
Recharge
Top up with bKash, Nagad, Rocket or card. The rate is set by the size of your recharge.
- 4
Send
Use the dashboard, upload Excel or CSV, or call the SMS API.
