17/06/2026
If your business sends text messages using a branded name (like āTomsPlumbingā, or a clinic name) instead of a standard mobile number, this change directly impacts you.
ā”ļø What is Changing?
To combat the rise of impersonation scams, ACMA has launched the official SMS Sender ID Register.
The Registered Route: If you register your branded sender ID, your texts will continue to land in your customers' inboxes normally under your business name.
The "Unverified" Penalty: From 1 July, any branded text message sent from an unregistered sender ID will display the word "Unverified" at the top instead of your business name.
The Scam Thread: To make matters worse, these unverified messages will be lumped into a single, shared message thread on the recipientās phone alongside all other unverified texts, including potential scams.
ā”ļø What Your Business Needs to Do
If you want to keep your branding and ensure your messages aren't ignored or flagged as scams, you must act immediately.
1. Identify your SMS touchpoints:
Step 1.Review all the platforms you use to text customers. Don't just think about marketing toolsācheck your CRM, appointment scheduling software, billing portals, or automated booking systems.
2. Ensure your ABR details match:
Step 2. If you have an Australian Business Number (ABN), your desired Sender ID must align directly with your registered business name, company name, trademark, or domain name. Ensure your authorized contact email on the Australian Business Register (ABR) is up to date, as ACMA uses this for identity verification.
3. Contact your SMS/Telco provider:
Step 3. You cannot register directly with ACMA yourself. You must submit your registration request through the specific telecommunications provider or messaging platform (e.g., Twilio, Klaviyo, Sinch) that you use to route your texts.
