I welcome this move, enforcing that SMS messages come from who they say they'll come from is important.

Personally I think the whole system of replacing the point of origin with a name needs to be overhauled. Allowing a name as well is fine, but the practice of delivering messages that can't be replied to is pretty poor.

Rather than have to futz around with a different number or website to go to, I should be able to just reply "STOP" if (for example) Dominos keep spamming me with Pizza offers I don't want.