VM, AD, JD in SMS: What Do SMS Header Codes Mean?

You get a bank alert from VM-HDFCBK, an order update from JD-AMAZON and an offer from AD-MYNTRA. The six letters in the middle are clearly the brand. But what do VM, AD and JD mean?

Short answer: the first two letters of an SMS header show the network that delivered the message to you. The first letter is the telecom operator and the second letter is the telecom circle (region). So VM means Vodafone Idea, Mumbai circle. AD means Airtel, Delhi. JD means Jio, Delhi. Since 2025 a last letter (-P, -S, -T or -G) has also been added, which shows the type of message.

How an SMS header is built

A business SMS header in India has up to four parts:

Only the middle part is chosen by the business. The prefix is added by the network, and the suffix is added automatically based on the template category registered on DLT.

First letter: the telecom operator

Most messages today start with A, J, V or B because those are the active networks.

Second letter: the telecom circle

So VK is Vodafone Idea, Kolkata. AX is Airtel, Karnataka. JM is Jio, Mumbai. BZ is BSNL, Maharashtra.

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What your customer sees

• DLT-approved sender ID and template
• Submitted to operators in real time
• Live delivery report for every number
• Works on every mobile phone

MessagesInbox

BS

VM-BSMSIN-SVM = Vodafone Idea, Mumbai. BSMSIN = the brand. S = service message.

SH

JD-SHOPIN-SOrder #A1093 is out for delivery today.

HP

VK-HLTHPL-SReminder: appointment tomorrow, 11 AM.

Delivered in real timewith a live delivery report

Common SMS header codes and their meaning

Why the same brand shows different codes

Your friend in Delhi may get a message from AD-SWIGGY while you see JM-SWIGGY. It is the same sender. The prefix only changes because the message reached each of you through a different network and circle. The six-letter part stays the same everywhere.

That is why businesses never ask you to save a full header like "VM-HDFCBK". The brand part (HDFCBK) is the one to look at.

The middle part: the 6-letter sender ID

The middle part is the sender ID, also called the header. Under TRAI's DLT system:

• Every business must register its sender ID on a DLT platform before sending.
• Service and transactional headers are usually six letters that look like the brand name, such as BSMSIN for Bulk SMS India.
• A header can be used only with templates registered under the same business.

If you run a business, read our DLT registration guide to register your own sender ID.

The last letter: -P, -S, -T, -G

Since May 2025, TRAI requires a suffix at the end of every commercial header:

• -P Promotional (offers and ads)
• -S Service (updates, reminders, alerts)
• -T Transactional (OTPs and bank alerts)
• -G Government

We explain each one with examples in a separate guide on SMS suffixes.

How to spot a fake SMS

Header codes help you judge whether a message is genuine:

1. Real business messages come from a header, not a 10-digit mobile number. A "bank" message from +91 98XXXXXXXX is a red flag.
2. Check the six-letter brand part. Fraudsters often use names that look close to the real brand.
3. Be careful with urgency. Any message that pushes you to pay right now or share an OTP deserves a second look. Banks never ask for your OTP over SMS or call.
4. Do not tap unknown links. Even with a real-looking header, open the brand's app or website directly.
5. Report spam by forwarding it to 1909 or through the TRAI DND app.

What this means for businesses

If you send SMS to customers, a clear header builds trust:

• Pick a sender ID that matches your brand name.
• Use the right template category, so customers see the right suffix.
• Keep the same header across all messages, so customers learn to recognise you.

Bulk SMS India helps you register your header and templates on DLT and send through direct operator routes.

Frequently asked questions

What does VM mean in SMS?

VM means the message reached you through Vodafone Idea (V) in the Mumbai circle (M). The letters after the hyphen show the brand that sent it.

What does AD mean in an SMS sender name?

AD means Airtel (A) in the Delhi circle (D). For example, AD-HDFCBK is an HDFC Bank message delivered through Airtel Delhi.

What does JD mean in SMS?

JD means Jio (J) in the Delhi circle (D).

Why does the same company send SMS from different headers like VM and JD?

The first two letters depend on your network and region, not on the company. The six-letter brand part stays the same for everyone.

Can a business choose its own VM or AD prefix?

No. The prefix is added by the network that delivers the message. A business only registers the six-letter sender ID and its templates on DLT.

Is an SMS from a 10-digit number genuine?

Banks and registered businesses send commercial SMS from headers, not personal 10-digit numbers. Treat money or OTP requests from a mobile number as suspicious.