We heavily use programmatic SMS sending at work. There are two options how it could appear on the recipient's end: as a normal phone number, to which you can reply,etc. We had to purchase a dedicated number for this. The other option is to simply put whatever sender ID you want- we use company name.This way you can't reply to the message,so we mainly use it for marketing purposes. Nothing stops me from replacing <company_name> with <random_number_belonging_to_bank>