Bulk SMS lets you send one message to many phone numbers at once from a web dashboard or your own system. Messages can show your business name (an approved sender ID) instead of a number. In Kenya you should only send promotional SMS to people who agreed to receive them and give them an easy way to opt out. Prices are per SMS and fall as your volume rises; one SMS holds 160 plain characters.
In this guide
- What is Bulk SMS and how does it work?
- Promotional vs transactional SMS
- Sender IDs: sending as your business name
- How long can an SMS be?
- How much does Bulk SMS cost in Kenya?
- The rules: consent and the Data Protection Act
- Ideas: how Kenyan organisations use Bulk SMS
- Writing SMS that people act on
- How Elvinsoft can help
- Frequently asked questions
Not every customer has data bundles, but almost every customer reads their SMS. That is why schools, SACCOs, churches, clinics, shops and banks in Kenya still rely on text messages for reminders, receipts, alerts and offers. Bulk SMS lets you send those messages to hundreds or thousands of people at once, showing your business name as the sender.
This guide explains how Bulk SMS works in Kenya, the types of messages, sender IDs, pricing, and how to send messages that people welcome instead of block.
What is Bulk SMS and how does it work?
Bulk SMS is a service that sends one message — or personalised versions of it — to many phone numbers through an online dashboard or straight from your own system. Behind the scenes, an SMS provider connects to the mobile networks (Safaricom, Airtel and Telkom) through licensed channels and delivers your messages, then reports back which ones were delivered.
- You upload or select your contacts, or your system sends numbers automatically.
- You write the message and choose the sender ID.
- The provider delivers it to each network.
- You see delivery reports: delivered, pending or failed.
Promotional vs transactional SMS
| Transactional SMS | Promotional SMS | |
|---|---|---|
| Purpose | Information the customer expects: receipts, reminders, one-time codes, alerts | Marketing: offers, events, new products, announcements |
| Examples | "Payment of KES 2,500 received for Grade 7 fees." "Your appointment is tomorrow at 10:00." | "Back-to-school offer: 15% off uniforms this week." |
| Consent | Part of the service the customer signed up for | Only to people who agreed to receive marketing, with an easy opt-out |
| Timing | Sent immediately, any time | Send at reasonable hours |
Sender IDs: sending as your business name
A sender ID is the name that shows instead of a phone number, for example ELVINSOFT or STMARYSSCH. It builds trust and recognition — customers are more likely to read a message from a name they know.
- It is usually up to 11 characters, letters and numbers, without spaces or special characters.
- It must be approved by each mobile network before use. Your provider submits the application, usually with a letter on your letterhead and details of how you will use it.
- Approval takes several working days. You can send from the provider's shared sender ID in the meantime.
- It should clearly identify your organisation. Names that imitate banks, government bodies or other brands are rejected.
How long can an SMS be?
Message length affects your cost, because longer messages are charged as more than one SMS.
| Message type | One SMS | Each part of a longer message |
|---|---|---|
| Standard characters (A–Z, 0–9, basic punctuation) | 160 characters | 153 characters |
| Unicode (emojis, some special or non-Latin characters) | 70 characters | 67 characters |
Save money: one emoji or a "smart" apostrophe copied from Word can switch a message to Unicode and more than double its cost. Keep to plain characters and check the character counter before you send.
How much does Bulk SMS cost in Kenya?
Bulk SMS is priced per message, and the price falls as your volume rises. For most providers the price per SMS is under a shilling at reasonable volumes, with the best rates for large monthly bundles. Things that change the price:
- Volume — buying credit in larger bundles lowers the price per SMS.
- Sender ID — some providers charge a one-off set-up fee for your own sender ID.
- Message length — a 300-character message is two SMS.
- Integration — sending from your own website or system through an API needs a one-off development job.
Ask every provider for the price per SMS at your expected monthly volume, whether credit expires, and whether failed messages are charged.
The rules: consent and the Data Protection Act
Phone numbers are personal data under Kenya's Data Protection Act, 2019. In practice, that means:
- Only send promotional messages to people who agreed to receive them — and keep a record of how and when they agreed.
- Give an easy way to opt out in marketing messages (for example "Reply STOP") and honour it quickly.
- Do not buy or use contact lists you did not collect yourself.
- Identify yourself clearly, and keep your contact list secure.
Read our Data Protection Act checklist for the wider picture.
Ideas: how Kenyan organisations use Bulk SMS
- Schools — fee balances and payment receipts, closing and opening dates, exam results notices, emergency alerts.
- SACCOs — contribution confirmations, loan approvals and repayment reminders, AGM notices.
- Churches — service and event reminders, giving receipts, prayer meeting notices.
- Shops and online stores — order confirmations, delivery updates, offers for loyal customers.
- Clinics and salons — appointment reminders that reduce no-shows.
Writing SMS that people act on
- Start with your name if you are using a shared sender ID.
- One message, one point — the date, the amount, the offer.
- Make the next step obvious — "Pay via Paybill 123456, Acc: your adm no." or a short link.
- Personalise — "Dear Jane" or the student's name gets more attention than "Dear customer".
- Test first — send to yourself and a colleague before sending to everyone.
How Elvinsoft can help
We set up Bulk SMS with your own sender ID, delivered through licensed network partners, and connect it to your website or system for automatic receipts and reminders. See Bulk SMS or tell us roughly how many SMS you send each month for a quote.
Frequently asked questions
What is a sender ID?
A sender ID is the name that appears instead of a phone number when your SMS arrives, for example ELVINSOFT. It is usually up to 11 letters and numbers and must be approved by the mobile networks before you can use it.
How long does sender ID approval take in Kenya?
It varies by network and time of year, but plan for several working days. Your SMS provider submits the application on your behalf; you can send from a shared sender ID while you wait.
How many characters are in one SMS?
One SMS holds 160 standard characters. Longer messages are split into parts of 153 characters, each charged as one SMS. Emojis and some special characters switch the message to Unicode, which allows only 70 characters per SMS.
Is it legal to send promotional SMS in Kenya?
Yes, if people have agreed to receive messages from you and can easily opt out. Kenya's Data Protection Act, 2019 limits using personal data for direct marketing without consent, so keep a record of how each number joined your list.
This guide is general information for Kenyan businesses, written by the Elvinsoft team and checked on 31 October 2026. Prices, rules and provider processes change; confirm the details that matter to you before you act.
