Can customers tell who's really messaging them?
Blog post from Sent
As phishing has made customers wary of unsolicited messages, businesses increasingly need clear sender identity, verified profiles, and consistent communication to distinguish legitimate outreach from scams. Plain SMS provides limited authentication, while verified RCS for Business agents can display protected business names, logos, and verification indicators, although verification confirms sender identity rather than the safety of every request. Trust also depends on message design: effective communications explain their purpose, reference known customer activity, maintain consistent branding and tone, avoid urgency or requests for sensitive information, and use links whose destinations make sense. Guidance from the UK National Cyber Security Centre similarly emphasizes clarity, consistency, and avoiding panic-inducing language. As richer messaging features provide both more context and more potential for deceptive presentation, businesses must align identity, context, and behavior across channels; regulatory measures such as Ofcom’s 2026 requirements for corroborating business Sender IDs reflect the growing importance of anti-spoofing and sender verification.
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