Starting 1 July 2026, Australian law requires every business that uses a branded name in their SMS messages to have that name registered on a government database. If your sender ID is not on the register by then, every message you send will carry an “Unverified” warning on the recipient’s device.
This guide explains what the register is, who it applies to, what you need to submit, and what happens if you miss the deadline.
Key dates at a glance
| Date | What happens |
|---|---|
| 30 November 2025 | The ACMA register opened for business applications |
| 15 May 2026 | Recommended cut-off date to apply (allows processing time before July) |
| 1 July 2026 | Enforcement begins — unregistered sender IDs flagged as “Unverified” |
Why this register exists
SMS sender IDs have long been an easy target for fraudsters. When a business sends a text message, they can display a word or brand name at the top of the conversation instead of a phone number. That display name is the sender ID. The problem is that until now, anyone could put any name there — including “MyBank” or “ServiceAustralia” — making it trivial to impersonate trusted organisations.
The Telecommunications (SMS Sender ID Register) Industry Standard 2025 was created to close that gap. Introduced by the Australian Communications and Media Authority (ACMA) under the Telecommunications Act 1997, the standard took effect in September 2025 and gives all Australian telcos a legal obligation to block or flag any sender ID that has not been verified through the national register.
Does this apply to your business?
The rule targets alphanumeric sender IDs only — that is, sender IDs made up of letters (or a mix of letters and numbers) rather than a plain mobile number.
You are required to register if:
- Your SMS messages display a business name, brand name, or any word-based label as the sender
- You send messages to Australian mobile numbers from overseas using a named sender ID
- You are a government body, non-profit, or other organisation using a recognisable name as your sender
You are not required to register if:
- Your messages are sent from a numeric virtual number (one that looks like a standard mobile)
- You send personal, mobile-to-mobile messages
- Your recipients are outside Australia (other countries have their own rules)
Not sure which category you fall into? Check the “From” field in your SMS platform. If it shows a word or business name rather than digits, you are using a sender ID that must be registered.
What happens if you don’t register
Three things can happen to your messages from 1 July 2026 if your sender ID is not on the register:
1. An “Unverified” label appears on every message Your brand name will still show, but it will be accompanied by an “Unverified” tag. This is the same visual warning mobile carriers use to flag suspected scam messages. Most recipients will treat it the same way.
2. Your messages may not be delivered at all Carriers are permitted under the standard to filter or block unregistered sender IDs outright. There is no guaranteed delivery failure notice, so you may not know your messages are not getting through.
3. Engagement drops Even if messages do land, an unverified tag significantly reduces the likelihood that customers will act on them. The reputational impact of having your brand lumped in with scam senders is a longer-term problem.
How to register your sender ID
Step 1 — Identify every sender ID you use
Check your SMS platform and list every distinct sender name you use across campaigns, reminders, alerts, and notifications. Each name is a separate sender ID and each one must go through its own registration. A single approval does not cover multiple sender IDs.
Step 2 — Pull your documents together
Before you begin the application you will need:
- Your ABN — entered in full. Shortened or partial ABNs are rejected.
- Your registered business or company name — as it appears exactly in the Australian Business Register (ABR)
- An authorised representative — a senior person in your organisation whose details can be matched against ABR records
- Proof of association — evidence linking your sender ID to your business. Accepted forms include a matching registered business name, company name, IP Australia trademark, or a domain name listed in WHOIS
Step 3 — Submit through your SMS provider
Businesses with an ABN can apply directly through ACMA or via an approved participating telecommunications provider. If your business does not have an ABN — for instance, if you are based overseas and sending into Australia — you must go through an approved certified provider. You cannot self-register with ACMA in that case.
To register through 160.com.au, log in to your account and navigate to the Sender ID Registration section, or call 1800 671 823 and our team will help you through it.
Step 4 — Allow time for review
ACMA reviews each application individually. Processing times are not guaranteed. This is the reason the recommended application date is 15 May 2026, not 1 July 2026. Submitting close to the enforcement date risks your approval not coming through in time.
What your sender ID must look like to be approved
Not all sender IDs will pass the review. ACMA applies the following rules:
Format requirements:
- Between 3 and 11 characters in length
- Must include at least one letter (purely numeric strings are not valid sender IDs)
- Cannot begin or end with a space or underscore
Identity requirements:
- The sender ID must be traceable back to your business — through a registered business name, company name, trademark, or domain
- Abbreviations are accepted if the connection to your organisation is demonstrable. A shortened form like “AusPost” for Australia Post would qualify; a random abbreviation with no clear link would not
- You cannot use a name associated with another organisation
Prohibited sender IDs:
- Anything offensive or likely to mislead recipients
- Generic single words like “Alert” or “Notice” used without a brand qualifier
- Names that impersonate banks, government agencies, or other recognised institutions
If your current sender ID cannot be verified against your business identity, you have two options: update the sender ID to one that can, or switch to a numeric virtual number, which falls outside the scope of this register.
What information does ACMA require?
| Field | What to provide |
|---|---|
| Sender ID | The exact name as used in your messages (3–11 characters, at least one letter) |
| ABN | Full, unabbreviated Australian Business Number |
| Business identity proof | Registered business name, company name (ABR), trademark (IP Australia), or domain (WHOIS) — at least one must match your sender ID |
| Authorised representative | Name and details of a senior person at your organisation, verified against ABR records |
| Use case | A clear description of how you use the sender ID — marketing, transactional alerts, appointment notifications, etc. Generic or vague descriptions will not be accepted |
Frequently asked questions
What is an alphanumeric sender ID? It is the label that shows at the top of a text message conversation instead of a phone number. When a recipient sees a word like “CommBank” or “AusPost” at the top of a thread, that word is the alphanumeric sender ID. If your business sends SMS with a name showing instead of digits, you are using one.
I send from a virtual number. Am I affected? No. The register covers named sender IDs only. Virtual numbers — which appear as standard mobile numbers — are not subject to this requirement and do not need to be registered.
My business is based overseas. Do I need to comply? Yes, if you are sending messages to Australian mobile numbers using a named sender ID. Location of your business does not affect the obligation. Because you will not hold an ABN, you must work with a certified Australian telecommunications provider to register. Call 1800 671 823to discuss your options.
Can I keep sending normally until 1 July 2026? Yes. Nothing changes for your messages before the enforcement date. The “Unverified” flag and potential carrier filtering only apply from 1 July 2026 onwards. That said, the recommended application deadline of 15 May 2026 exists for a reason — apply early so ACMA has time to process your registration before enforcement begins.
Can I register more than one sender ID? Yes, but each one requires a separate application. If you use different sender IDs for different purposes — say, one for marketing and another for booking confirmations — both must be individually submitted and approved.
What if my application is rejected? ACMA will reject sender IDs that cannot be matched to your business, or that fall into a prohibited category. If that happens, your options are to revise the sender ID to something that can be verified, or move to a numeric virtual number which is not covered by the register.
How long does approval take? ACMA has not published a fixed processing time. Volume of applications will affect turnaround. Apply before 15 May 2026 to give yourself a buffer before the 1 July deadline.
Is this actually a legal requirement? Yes. The Telecommunications (SMS Sender ID Register) Industry Standard 2025 is a binding instrument made under the Telecommunications Act 1997. All Australian carriers and SMS service providers are legally required to enforce it from 1 July 2026. The official ACMA page is at acma.gov.au/sms-sender-id-register.
For help registering your sender ID through 160.com.au, call 1800 671 823 (free call within Australia) or +61 2 9283 9292 from overseas.