I've seen other companies do this, but Google is a notable example.
When you turn on two-factor authentication with Google, one of the options is to receive an SMS when you logon. I've noticed that the sender's address, rather than being an MSISDN like 346-555-1234 is "Google".
How are they doing that?
In the smpp 3.4 specifications, the source address can be defined as an alphanumeric string of 11 characters