Changes are coming to the way SMS & MMS messaging operate in Australia. It is likely, from 1 July 2026, unregistered Sender IDs will be replaced with “Unverified.” Here’s what it means, why it matters, and how your business can prepare.
Update, 17 Dec 2025
From July 2026, all Alphanumeric Sender IDs (such as your brand name, e.g., BrandX, Tall Bob, etc.) used for sending SMS to Australian mobile numbers must be registered with ACMA.
To ensure your messaging services remain compliant and uninterrupted, we are actively finalising what will be a seamless process for managing this registration on your behalf, and/or for you and your customers if you are a Software, Aggregator, or reseller.
Key Requirements for ABN Holders
When it is time to register your Alphanumeric Sender IDs, we will require the following specific information for all ABN-holding businesses:
1. Sender ID(s) for Registration: The exact Alphanumeric Sender ID(s) you wish to register (e.g., BrandX).
2. Valid Use Case: A valid use case that clearly demonstrates the Sender ID is related to your:
- Company Name, OR
- Business Name, OR
- Registered Trademark, OR
- Domain Name
3. Authorised Representative Details: Details of an Authorised Representative within your business who is listed on the Australian Business Register (ABR). We are authorised to share these details with ACMA as part of the mandatory authentication process.
📌 Urgent Action Encouraged: If you do not currently have this information readily available, we strongly encourage you to reach out internally now to identify your Authorised Representative(s). Without these details, we will be unable to submit your registration.
Next Steps and Timeline
→ Non-ABN Holders: The registration process will be slightly different for non-ABN holders. We are working to finalise this process and will communicate the specific requirements once they are confirmed.
→ Upcoming Communications: We will be reaching out in the New Year (early 2026) to confirm the next steps and begin the data collection process.
→ Identifying Your Sender IDs: As part of this process, we will provide you with a simple way to identify all Alphanumeric Sender IDs associated with your account in the past 12 months, so you know exactly which ones need to be registered.
For more information on the new Sender ID Registry, please visit the official ACMA website: https://www.acma.gov.au/sms-sender-id-register
Update, 21 Oct 2025 – Key dates to keep in mind:
- 7 Oct 2025 – The new outline of the Industry standard has been distributed.
- 15 Oct 2025 – Telco registration process will start.
- From 30 Nov 2025, customers can begin registration of their Alphanumeric Sender addresses through their service provider, who will then submit them to ACMA to be added to the registry.
- Enforcement will commence on 1 Jul 2026 at which point unregistered Sender Addresses will be replaced with “Unverified.”
Published – 02 SEP 2025
Summary
- From the 1 Jul 2026, unregistered Sender IDs will display as “Unverified.”
- Registrations open 30 Nov 2025 with enforcement two weeks later.
- The changes aim to protect Australians from SMS scams.
- Businesses must register their Sender IDs via an authorised entity (like Tall Bob).
- Start preparing now by checking your ABR details and auditing all your Sender IDs.
Note: Previously, it was indicated that the new register would come into force from 15 Dec 2025. This has been revised as of 8 Oct 2025, and the article has been updated to reflect the new dates.
Tall Bob is here to help you navigate these changes. Talk to our team today to ensure your Sender IDs are ready before the deadline.
ACMA Sender ID Register: What It Means for Your Business
The Australian Communications and Media Authority (ACMA) is tightening the rules around how businesses use Alphanumeric Sender IDs (the name that shows up when your customers receive an SMS or MMS from you).
From the 1 July 2026, if your Sender ID isn’t registered and approved, your messages will no longer display your brand name. Instead, they’ll be replaced with a generic label: “Unverified.”
For any business that relies on SMS or MMS for customer engagement, marketing, or service updates, this change is critical. Not only could it impact your customer trust, it could also disrupt how your messages are delivered and read.
Why Is ACMA Making This Change
Put simply: scammers are becoming more sophisticated.
- In 2024, ScamWatch received 77,365 reports of SMS scams, resulting in losses exceeding $14 million.
- By May 2025, SMS scam losses had jumped 79% compared to the same month in 2024.
- SMS now accounts for 31% of all reported scams across communication channels.
Scammers often impersonate trusted brands, such as banks, retailers, or government bodies, using fake sender names. By introducing the Sender ID Register, ACMA aims to protect Australians by ensuring that only verified businesses can use branded sender names.
An example of a message thread with the alphanumeric sender ID, legitimate messages vs scam messages pretending to be from the legitimate sender.
The result? Messages sent from unregistered IDs will be automatically flagged as “Unverified” and grouped in a separate inbox on customer devices.
When Are the Changes Happening
Here’s the current timeline for the rollout:
- 30 Sep 2025 – ACMA finalises the rules supporting the register (delayed from July to allow more industry consultation).
- 15 Oct 2025 – Onboarding begins for telcos.
- 30 Nov 2025 – Businesses can start registering their Sender IDs through entities like Tall Bob.
- 1 Jul 2026 – The register goes live. Any SMS/MMS sent using an unregistered ID will show as “Unverified.”
The revised timelines now give business more time to get organised and approved, the team at Tall Bob will keep you updated as the register opens on what you need to do to stay compliant.
An example of how an unverified alphanumeric sender ID would look like in a recipient’s handset from 1 July 2026 onwards.
How Will the Process Work
The finer details are still being finalised, but here’s what we know so far:
- Businesses will need to register their Sender IDs through an authorised entity.
- Registration will involve verifying both the purpose of the Sender ID and the identity of the person making the request.
- Approval will rely on two checks:
- Business verification – the details of the entity requesting a Sender ID must match what’s recorded on the Australian Business Register (ABR).
- Authorised Representative verification – the details of the entity requesting a Sender ID must match what’s recorded on the Australian Business Register (ABR).
For organisations that don’t have an ABN, ACMA has flagged that a pathway will be available for Sender ID registration, but the exact process has not yet been finalised.
Alphanumeric Sender IDs will also need to meet ACMA’s rules, including:
- 2–11 characters long
- Must contain at least one character which is not a number
- No spaces or underscores at the start or end of the Sender ID
- No offensive, misleading, or restricted words (like “Unverified”)
- Must directly relate to your business name, trademark, or domain
Abbreviations and shortened forms are allowed, e.g. “AusPost” for Australia Post.
What Should You Do Next
- Audit your Sender IDs – Identify all the IDs you’re currently using—including seasonal or low-frequency ones.
- Update your ABR details – Make sure your registered business information is accurate and aligned with your sender name.
- Plan ahead – With only two weeks between registration opening and enforcement, early preparation is critical to avoid disruption.
At Tall Bob, we’ll keep you updated every step of the way, working closely with the telcos and relevant bodies to ensure your messaging remains compliant, visible, and trusted.