A new ACMA rule starting 1 July means unregistered business texts could be blocked or flagged as “Unverified.”
From 1 July 2026, Australian businesses sending SMS text messages under their own brand name must register a Sender ID with the Australian Communications and Media Authority (ACMA).
Messages from unregistered sender IDs will display as “Unverified” to customers, and telcos or message providers that do not participate in the register will be blocked from carrying branded SMS at all. Businesses with an ABN can register directly through ACMA, provided their Australian Business Register contact details are current.
What is the SMS Sender ID Register?
The SMS Sender ID Register is a new system run by ACMA that verifies which businesses are entitled to send text messages displaying a particular brand name at the top of the message, known as a branded sender ID. It was introduced in response to widespread SMS scams that exploit trusted business and government names to deceive customers.
Hugh Haley, Senior Director of Partners and Carriers APAC at messaging company Sinch, said the financial cost of this kind of scam has been significant. “In 2025 alone, text message scams cost nearly $18 million and most Aussies will have experienced the moment of hesitation when they receive a text claiming to be from their bank, a delivery company or a government agency,” he said.
Do I need to register my business for SMS Sender ID?
Yes, if your business sends SMS messages that display your business or organisation name as the sender, rather than a phone number. This includes appointment reminders, booking confirmations, delivery notifications, payment confirmations and marketing texts sent under a branded name.
If you only send texts from a standard mobile number rather than a branded sender ID, this requirement does not apply to you.
What happens if I don’t register by 1 July 2026?
Two consequences apply, at different levels.
For the business: any branded SMS sent from an unregistered sender ID will display as “Unverified” in the recipient’s inbox. This undermines the message’s credibility, since it looks identical to the warning signs customers have been told to watch for in scam texts. Haley noted the broader cost of this trust erosion: “By using trusted brand names to exploit everyday people, scammers don’t just take people’s money, they erode the confidence that government organisations and businesses have worked hard to build up with their customers.”
For telcos and message providers: those that do not participate in the register are not permitted to carry SMS or MMS using sender IDs at all from 1 July 2026. Messages sent by non-participating providers will be blocked entirely. Businesses using a third-party SMS platform should confirm their provider is a participating telco under the new rules.
How do I register a Sender ID with ACMA?
Businesses with an Australian Business Number can register directly through ACMA’s official SMS Sender ID Register. Before registering, confirm that your authorised contact or service of notice email address on the Australian Business Register is current, as ACMA does not check Relationship Authorisation Manager arrangements separately for this process.
Organisations without an ABN, including community groups and schools, can register through a separate pathway available on the ACMA website. There are also restricted terms that cannot be used in a registered sender ID, which are worth checking before submitting an application to avoid delays.
Is the SMS Sender ID Register a good thing for businesses?
Industry response has been broadly supportive. Haley described it as a meaningful step toward rebuilding trust in business communications. “Anything that makes it harder for scammers to exploit everyday people, and which will help organisations rebuild trust, is a step in the right direction,” he said. “At Sinch, we’ve long supported strong, industry-wide action on scams, and we’ll keep working with regulators, telcos and businesses to build on this.”
FAQ
Q: When does the SMS Sender ID Register start?
A: The register takes effect from 1 July 2026.
Q: What is a branded sender ID?
A: A branded sender ID is a text message sender field that displays a business or organisation’s name, rather than a phone number, at the top of an SMS.
Q: Will my customers see if I haven’t registered?
A: Yes. Messages from unregistered branded sender IDs will be labelled “Unverified” in the recipient’s inbox.
Q: Does this apply to small businesses or only large companies?
A: It applies to any business or organisation sending branded SMS, regardless of size, including small businesses sending appointment reminders or booking confirmations.
Q: Where do I register?
A: Businesses with an ABN can register directly at acma.gov.au/sms-sender-id-register. Organisations without an ABN have a separate registration pathway also available on the ACMA site.
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