How do I change the name of a SIM when I send a text from the Arduino?

Title might be a bit confusing, however I will explain in full here.

So I can send a SMS to my phone perfectly fine, however I wanted to show on the phone with no number and just a name, similar to this:

http://imgur.com/a/sO3nb (image doesn't want to work)

Any help will be appreciated, if it's not possible to do this with SMS it's not the end of the world.

You probably can't if you send direct SMS without going thru a platform

When someone sends an SMS, the Sender ID is set to that person’s phone number. Most carriers offer an SMS API and platform as a service where you can set an alpha-numeric variable (15 digits or 11 characters in the range a-z, A-Z plus 0-9).

Brands use this because it enables them to set their brand name as the SenderID (There are restrictions in some markets where it's illegal to change or set the Sender ID. In some other destinations only certain senders types are allowed)