From 1 July 2026, SMS messages sent using an unregistered branded sender ID will no longer display the relevant brand name. Instead, they will be labelled “Unverified” and grouped with other unregistered messages, including those that may be associated with scam activity.
While registration of sender IDs is not strictly mandatory, the practical effect is that unregistered SMS communications are likely to suffer reduced trust, engagement, and deliverability outcomes.
Businesses that rely on SMS for customer communications should treat this as a material operational and reputational change and ensure sender ID registration is completed prior to commencement.
Background
Branded SMS sender IDs enable organisations to display a recognised sender name (for example, “AusPost” or “myGov”) rather than a telephone number. These identifiers are widely used for transactional, operational, and security-related communications, including delivery notifications, account alerts, and authentication codes.
The Australian Communications and Media Authority (ACMA) has introduced a national SMS Sender ID Register as part of broader reforms aimed at reducing SMS-based impersonation and scam activity. The regime is intended to prevent malicious actors from exploiting trusted brand identifiers to mislead consumers.
Key Change Effective 1 July 2026
From commencement of the regime:
- SMS messages sent using an unregistered sender ID will not display the brand name;
- Messages will instead appear to recipients as “Unverified”;
- These messages will be grouped with other unregistered SMS traffic, including messages potentially associated with scams.
Although the framework does not prohibit SMS sending, it materially changes how unregistered communications are presented to end users, with direct implications for consumer trust and message engagement.
For Australian entities with an ABN, sender IDs must align with a registered business name, company name, trade mark, or domain name. International organisations and entities without an ABN must register through certified telecommunications providers.
Practical Implications for Businesses
- Reduced trust and engagement
Messages labelled “Unverified” are likely to be perceived as suspicious or unauthorised. This may result in reduced open rates, message deletion, or non-engagement, impacting core customer communication workflows. - Reputational risk
Unregistered business messages will appear alongside other unverified SMS traffic, including potential scam content. This co-location creates a heightened risk of reputational harm and diminished customer confidence, even where communications are legitimate. - Operational disruption
Where SMS is used for time-sensitive or security-critical functions (including one-time passwords, authentication codes, and transactional alerts), reduced customer engagement may adversely affect service delivery and user experience.
Market Practice
A significant number of organisations have already registered their sender IDs, including major private sector and government entities such as Coles, Australia Post, AAMI, StarTrack, EnergyAustralia, and the Australian Taxation Office.
This trend indicates that sender ID registration is rapidly becoming market standard practice, and may be regarded as a baseline expectation for organisations using branded SMS at scale.
Recommended Actions
Businesses that use branded SMS should take the following steps in advance of 1 July 2026:
- Conduct an audit of all SMS sender IDs currently in use;
- Confirm eligibility and alignment with registered business identifiers (business name, company name, trade mark, or domain name);
- Engage with telecommunications providers or messaging service providers to complete sender ID registration;
- Prioritise registration for customer-facing, security, and transactional messaging flows.
Conclusion
While the SMS Sender ID Register does not prohibit unregistered messaging, it introduces a clear regulatory and behavioural shift in how SMS communications are presented and perceived.
From 1 July 2026, unregistered branded SMS will be treated as unverified by default, with consequential risks for trust, engagement, and operational effectiveness.
Businesses should treat sender ID registration as a priority compliance and communications integrity measure ahead of commencement.
For further information, please contact Addisons Privacy & Data Protection team.