News

New Rules for Branded SMS

16 December 2025

From 1 July 2026, businesses sending branded text messages must register their Sender ID with the new SMS Sender ID Register.

  • Why? Australians lost $13.8M to SMS scams in early 2025. Scammers often impersonate trusted brands using sender IDs.
  • What to do:
    • Apply to register your Sender ID by 15 May 2026 via your telco or messaging provider.
    • Sender ID must match your business name, trademark, or domain if you have an ABN.
  • If you don’t register: Your messages will show as “unverified” after 1 July 2026.
  • Exemptions: If you only send messages from a phone number (no branded ID), no action is needed.

The Australian Communications and Media Authority (ACMA) has more information on how to register.