How do some SMS messages convey the name of the sender?

I noticed that some SMS messages I receive from companies have a "sender name". eg. Only today I received an SMS from a number that I had never used before (not in my contacts), but the sender's name appeared as "Adobe". I get it from other companies. e.g. Facebook, Google, and Banking.

Screenshothot

Does this look like a mail server? (you tell the server who you are before sending a message). Is this the case with a cell tower?

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