SMS Branding Has New Rules

The way Australian businesses and organisations send branded text messages is about to change significantly. From 1 July 2026, any SMS that displays an organisation’s name at the top of the message, known as a branded sender ID, must be officially registered before it can be used. These reforms aim to strengthen consumer trust, reduce impersonation attempts and make it far easier for customers to identify genuine communications from the organisations they rely on.

Acting early is critical. Sender ID applications lodged after 15 May 2026 may not be processed in time for the 1 July transition. If your sender ID is not registered by then, your branded messages will automatically appear as coming from “Unverified”. All “Unverified” messages will be grouped into a single message thread on recipients’ phones, signalling to customers that the communication may be suspicious or unsafe. This risks confusion, delays and disruptions to essential communications, particularly for businesses that rely on SMS for reminders, authentication codes, customer updates or transactional notifications.

The Australian Communications and Media Authority (ACMA) says registering a sender ID provides important benefits. It confirms to customers that any text message displaying your approved ID genuinely originates from your organisation. This clear identification helps customers confidently distinguish your legitimate messages from scams that attempt to imitate trusted brands. Because customers know you will only contact them using a verified sender ID, they are more likely to report suspicious texts from unknown numbers or messages marked “Unverified”. Registering early therefore helps protect your reputation, strengthens customer trust and reduces opportunities for scammers to misuse your identity.

If your organisation uses an Australian Business Number (ABN), your business must register its sender ID through its chosen telco or messaging provider. Your business will need to provide the sender ID it wants register, demonstrate a clear and legitimate connection between the sender ID and your organisation, and complete verification checks confirming your identity and authority to act. The telco will submit your details to the ACMA, and you will receive notifications by email to finalise the verification using myID. It is essential to ensure your contact details remain current to avoid delays.

Sender IDs must also comply with strict rules. They must be between two and eleven characters, cannot contain offensive or misleading terms, cannot consist solely of numbers, and must not include the word “Unverified”. Additionally, the sender ID must clearly connect to your business name, trademark or domain to prevent confusion or misuse.

With deadlines approaching and processing times expected to be high, registering your sender ID now is the simplest way to guarantee your SMS communications remain secure, trusted and uninterrupted under the new national requirements.