Has your business registered its sender ID?
From 1 July 2026, SMS messages sent using an unregistered branded sender ID will no longer display the relevant brand name. Instead, these messages will be labelled “Unverified” and grouped with other unregistered SMS messages, including potential scam messages.
While registration is not mandatory, the practical effect is that businesses that do not register their sender IDs may experience a significant decrease in the effectiveness of their SMS communications.
Background
Branded SMS sender IDs are widely used by businesses and government agencies to identify themselves in outbound text messages. Rather than displaying a telephone number, these messages display a brand name such as “AusPost”, “myGov” or similar identifiers that enable recipients to recognise the sender.
These messaging channels are commonly used for operational and transactional communications, including delivery updates, account notifications and security verification codes. As a result, branded SMS have become an important component of customer engagement and service delivery across multiple sectors.
The Australian Communications and Media Authority (ACMA) has introduced a new SMS Sender ID Register as part of a broader initiative to address scam activity involving impersonation of trusted organisations. The regulator has noted that scammers frequently exploit recognisable brand names to lend legitimacy to fraudulent messages. See our earlier Insight for more detail on the legislative background.[1]
Key Change
From 1 July 2026, SMS messages sent using an unregistered branded sender ID will no longer display the relevant brand name. Instead, those messages will be marked as “Unverified”. In addition, they will be grouped together with other messages from unregistered senders in a single message thread on recipients’ phones, including messages that may be associated with scam activity.
This change fundamentally alters the presentation of SMS communications to end users. Although the measure operates through labelling and message categorisation, rather than through an express prohibition on sending messages, the practical consequences are likely to be significant in terms of customer behaviour and perception.
For Australian entities with an Australian Business Number (ABN), a sender ID must align with a registered business name, company name, trade mark or domain name. International organisations and entities without an ABN, may only register sender IDs through certified telcos.
Practical Implications for Businesses
- The immediate implication for businesses is that SMS communications sent using unregistered sender IDs will be perceived as suspicious or illegitimate. Messages labelled “Unverified” may be ignored or deleted by customers. This may impact customer engagement, service delivery and operational processes that rely on SMS as a communication channel.
- The loss of branded sender identification may undermine brand visibility and customer trust. If legitimate business communications are presented alongside other unverified messages, including potential scam messages, there is a risk of reputational harm or reduced confidence in the organisation’s communications.
- There may be operational consequences where SMS is used for time critical or security sensitive communications, such as authentication codes or transaction alerts. A failure by customers to engage with these messages could affect customer experience and business processes.
A large 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 suggests that registration is rapidly becoming standard market practice and may be viewed as a baseline expectation for organisations using branded SMS.
What should your business do?
Businesses that utilise branded SMS should take steps to ensure that their sender IDs are registered before 1 July 2026. Businesses should contact their telco providers or messaging service providers to arrange registration.
For assistance in understanding how Australia’s SMS Sender ID Register applies to you, please contact the Addisons Privacy & Data Protection Team.