You have heard about Branded SMS. This type of message use Sender ID that can contain 11 alphanumeric characters.
This Masking/Sender ID is usually a Brand Name or Company Name these SMS sent are known as Branded SMS.
Main feature of Branded SMS is to promote your Brand & build trust in your niche among your customers. Peoples trust Branded SMS as they are authorized to be only used by Registered Company. Its security features includes that you have to get permission by your country local authorities to register your Masking ID.
There are various applications, andriod apps, iOS app that claims to be the best in Market and claims that they can send SMS with Sender ID but its all SCAM and not possible not reliable, not trustworthy & is illegal.
This type of SMS can only be send in specific countries, Sending Branded SMS in USA & CA is not permissible by local authorities. Around 130 Countries allows branded sms Including Pakistan,India,UAE. And over 75 Countries do not allow Branded SMS.
Here is the complete list of countries that allows Branded SMS.