SMS Sender ID registration required by 1 July 2026

Did you know new rules are coming for SMS messages sent with a branded sender name?

From 1 July 2026, the Australian Communications and Media Authority (ACMA) requires branded SMS Sender IDs to be registered under the new national SMS Sender ID Register. Registration is already available through participating telcos and messaging providers.

This change is part of Australia’s anti-scam SMS framework under the Telecommunications Act 1997 (Cth) and the Telecommunications (SMS Sender ID Register) Industry Standard 2025.

What is a branded Sender ID?

A branded Sender ID is the business name shown as the sender of an SMS, rather than a mobile number. For example:

• Your agency’s name = branded Sender ID
• 04XX XXX XXX = mobile number

If your agency sends SMS messages using its business name, this may apply to you.

Why this matters?

If a branded Sender ID is not registered by 1 July 2026, it may be replaced with the word ‘Unverified’, which could reduce trust and recognition in your messages.

Do you need to act?

• If your SMS shows your agency name, you likely need to register
• If your SMS shows a mobile number, you likely do not need to act under this register

What you should do now

1. Check how your SMS messages appear to clients
2. Confirm whether you use a branded sender name
3. If yes, contact your telco or SMS provider about registering your Sender ID
4. Complete this registration before 1 July 2026

Businesses with an ABN do not register directly with ACMA. Registration is completed via your messaging provider.

Find out more

Check out these useful links to help you with your Sender ID set up:

• ACMA SMS Sender ID Register
• ACMA guidance on how to register Sender
• Telecommunications (SMS Sender ID Register) Industry Standard 2025 – Section 16(2)-(3)

If your agency uses SMS for marketing, inspections, reminders or client updates, we recommend reviewing your setup now to ensure continuity ahead of the deadline.

Want more?

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