Toll-free SMS uses an 8XX number as the sender for application messages to the US and Canada; it requires a verification process with the carriers before traffic is delivered reliably.
In North America, application traffic runs from three kinds of numbers: short codes, toll-free numbers and ten-digit long codes registered under 10DLC. Toll-free messaging needs a one-time verification of the business and the use case; unverified traffic is heavily filtered.
None of these options deliver an alphanumeric brand name: recipients in the US and Canada always see a number. The brand therefore belongs in the first words of the text.
At SMSMeteor: messages to the US and Canada leave from numeric senders assigned automatically; brand verification programmes are not part of the product, which is why the country pages state "numeric sender" for both.