diff --git a/app/main/forms.py b/app/main/forms.py
index 90dd618be..b8af1c9dc 100644
--- a/app/main/forms.py
+++ b/app/main/forms.py
@@ -45,7 +45,7 @@ from app.main.validators import (
     CommonlyUsedPassword,
     CsvFileValidator,
     DoesNotStartWithDoubleZero,
-    LettersNumbersFullStopsAndUnderscoresOnly,
+    LettersNumbersSingleQuotesFullStopsAndUnderscoresOnly,
     MustContainAlphanumericCharacters,
     NoCommasInPlaceHolders,
     NoEmbeddedImagesInSVG,
@@ -1734,7 +1734,7 @@ class ServiceSmsSenderForm(StripWhitespaceForm):
             DataRequired(message="Cannot be empty"),
             Length(max=11, message="Enter 11 characters or fewer"),
             Length(min=3, message="Enter 3 characters or more"),
-            LettersNumbersFullStopsAndUnderscoresOnly(),
+            LettersNumbersSingleQuotesFullStopsAndUnderscoresOnly(),
             DoesNotStartWithDoubleZero(),
         ]
     )
diff --git a/app/main/validators.py b/app/main/validators.py
index 9d09fbe0c..d3b267332 100644
--- a/app/main/validators.py
+++ b/app/main/validators.py
@@ -144,9 +144,9 @@ class BroadcastLength:
             )
 
 
-class LettersNumbersFullStopsAndUnderscoresOnly:
+class LettersNumbersSingleQuotesFullStopsAndUnderscoresOnly:
 
-    regex = re.compile(r'^[a-zA-Z0-9\s\._]+$')
+    regex = re.compile(r"^[a-zA-Z0-9\s\._']+$")
 
     def __init__(self, message='Use letters and numbers only'):
         self.message = message
diff --git a/tests/app/main/test_validators.py b/tests/app/main/test_validators.py
index 21fd64692..9458dbd62 100644
--- a/tests/app/main/test_validators.py
+++ b/tests/app/main/test_validators.py
@@ -199,6 +199,7 @@ def test_if_string_contains_alphanumeric_characters_does_not_raise(string):
         ('00111222333', True, 'Cannot start with 00'),
         ('UK_GOV', False, None),  # Underscores are allowed
         ('UK.GOV', False, None),  # Full stops are allowed
+        ("'UC'", False, None),  # Straight single quotes are allowed
     ]
 )
 def test_sms_sender_form_validation(