The sender ID is what the recipient sees as the origin of an SMS: an alphanumeric name (up to 11 characters), a short code or a phone number, subject to the rules of the destination country.
Every SMS carries an originating address. It can be a name such as ACME, a short code, or a full number. Which of these is delivered as typed depends on the destination's operators and regulations: many countries deliver names freely, some require them to be registered first, and some (the Americas, China) replace them with a local number.
Because the rule is per country, a single campaign to a mixed list may show a name in Germany, a registered name in India and a number in the United States. The text should carry the brand in its first words for that reason.
At SMSMeteor: the rule for each of the 228 destinations is on its country page and shown in the composer; alphanumeric senders are 3 to 11 characters, A-Z, 0-9, space.