Overview
The Australian Communications and Media Authority (ACMA) has introduced new rules governing the use of SMS Sender IDs as part of its efforts to reduce scams and protect consumers.
From 1 July 2026, a formal SMS Sender ID Register will be in place. These requirements are defined under the Telecommunications (SMS Sender ID Register) Industry Standard 2025 and apply to all organisations sending SMS messages using alphanumeric sender IDs (e.g. your business name).
What is a Sender ID?
A Sender ID is the name or identifier that appears as the sender of an SMS message (e.g. “MyBusiness”, “ATO”, or “MyGov”).
Sender IDs are commonly used by businesses for customer communications such as notifications, alerts, and marketing messages.
Why These Rules Have Been Introduced
The SMS Sender ID Register has been established to:
- Reduce SMS-based scams and fraud
- Prevent impersonation of trusted brands
- Improve trust in business messaging
- Protect Australian consumers and organisations
This initiative forms part of the Australian Government’s broader Fighting Scams program.
Key Requirements for Businesses
To continue using a Sender ID, the following requirements must be met:
1. Sender ID Registration
- Sender IDs must be registered via an approved provider (telco or messaging provider)
- Registration confirms your right to use the Sender ID
2. Legitimate Use
- You must have a clear and valid reason to use the Sender ID
- Typically, this means it must reflect your:
- Business name
- Brand name
- Trademark
3. Verification Process
- Your messaging provider is required to verify your identity and entitlement to use the Sender ID before registration
4. Ongoing Compliance
- You must continue to comply with ACMA rules and ensure messages are sent for legitimate business purposes
What Happens if a Sender ID is Not Registered?
From 1 July 2026:
- SMS messages sent using unregistered Sender IDs may be altered (“over-stamped”) to display:
“Unverified”
- In some cases, messages may be:
- Blocked
- Filtered
- Treated as suspicious
This may negatively impact message delivery and customer trust.
Impact for Your Business
Failure to register your Sender ID may result in:
- Reduced SMS delivery rates
- Loss of brand recognition in messages
- Decreased customer engagement
- Potential disruption to critical notifications
How ITConnexion Can Help
We work with our messaging provider to help you:
- Register your Sender IDs
- Validate your business identity
- Ensure your SMS communications meet ACMA requirements
- Minimise disruption to your messaging services
Next Steps
As your technology platform developer, we can develop websites and apps to send SMS messages on behalf of your business using your business name’s Sender ID. Contact ITConnexion with your requirements and we will:
- Review all Sender IDs currently in use, or new Sender IDs
- Confirm registration requirements
- Initiate the registration process before 1 July 2026
More Information
For full details, refer to ACMA’s official guidance:
