What the ACMA SMS Sender ID Register means for your business

The Australian Communications and Media Authority (ACMA) has introduced the SMS Sender ID Register to help reduce SMS scams and prevent scammers from impersonating trusted brands in text messages. For background guidance, visit ACMA or speak with your messaging provider.

If your organisation sends SMS or MMS messages to Australian mobile numbers using an alphanumeric Sender ID — such as a business name, brand name, acronym, abbreviation, or service name — that Sender ID will need to be registered before enforcement begins.

From 1 July 2026, alphanumeric Sender IDs used in Australia must be registered. Messages sent using unregistered Sender IDs may be replaced with "Unverified" or blocked, which could disrupt customer communications.

What is a Sender ID?

A Sender ID is the name or number that appears in the "from" field when someone receives an SMS or MMS message. This includes:

• A business or brand name, such as ExampleCo

• A service name, such as ExampleAlert

• An acronym, abbreviation, or shortened version of a registered business name

• A dedicated virtual mobile number

The SMS Sender ID Register mainly applies to alphanumeric Sender IDs — meaning Sender IDs that use letters or a mix of letters and numbers rather than a mobile number.

Why is the register being introduced?

The register is designed to help protect Australians from scam messages by making it harder for scammers to impersonate trusted businesses, government agencies, and brands. Key goals include:

• Reducing SMS impersonation and spoofing

• Helping customers identify legitimate messages

• Protecting brand reputation

• Improving trust in SMS and MMS as business communication channels

Who needs to take action?

You may need to register your Sender ID if your organisation sends SMS or MMS messages to Australian mobile numbers using a brand name, business name, service name, acronym, abbreviation, or other alphanumeric Sender ID.

This applies to organisations sending messages under their own brand, and may also apply where agencies, software platforms, resellers, or service providers send messages on behalf of another organisation.

If SMS or MMS is enabled as part of your platform, product, API, managed service, or customer communication service, ACMA may consider your organisation an Electronic Messaging Service Provider (EMSP).

What is my role?

Different organisations may have different responsibilities depending on how SMS or MMS messages are sent.

Sender ID owner or end customer This is the organisation that owns or controls the brand, business name, service name, acronym, abbreviation, or other Sender ID being used. The Sender ID owner is usually responsible for confirming that the Sender ID is legitimate and that it has the right to use it.

Entity Associate An Entity Associate is an organisation authorised to send messages using a Sender ID that belongs to another organisation. This may include a marketing agency, reseller, platform provider, or service provider sending messages on behalf of a customer. Entity Associates can be defined as organisations that send on behalf of the Sender ID owner and do not take on telco-level obligations.

Electronic Messaging Service Provider (EMSP) An EMSP is a business that provides software or a service that enables SMS or MMS to be sent. This can include SaaS platforms, software with embedded SMS functionality, API-based messaging services, and managed SMS services. If SMS is something your service enables — even if it is not your core product — ACMA may consider your organisation an EMSP.

Participating Telco or Originating Telco A Participating Telco is a carrier, carriage service provider, or EMSP approved by ACMA to register Sender IDs and send messages using those Sender IDs on behalf of customers.

Telco Partner (EMSP Partner) A Telco Partner is an EMSP that has arranged for another participating originating telco, such as Kudosity or Hayylo Platforms Pty Ltd, to fulfil some or all telco-level obligations on its behalf. This is a delegation arrangement, not a change in classification. Responsibilities are shared and the arrangement must be documented in writing.

Your role matters because it affects how Sender IDs are registered, who must confirm the registration, and whether additional agreements or obligations apply. If you are unsure which role applies to your organisation, speak with your messaging provider before submitting Sender ID information.

What happens if a Sender ID is not registered?

From 1 July 2026, messages using unregistered alphanumeric Sender IDs may be replaced with "Unverified" or blocked. This may result in:

• Customers not recognising your messages

• Reduced trust and engagement

• Failed or disrupted campaigns

• Missed alerts, reminders, notifications, or authentication messages

• Increased risk of brand impersonation

We recommend starting the registration process as early as possible to avoid disruption.

What information is usually required?

To register a Sender ID, you may need to provide information such as:

• Legal entity name

• ABN or other business registration details, where applicable

• Website

• Authorised contact name, email, and mobile number

• Sender ID or Sender IDs to be registered

• Evidence that the Sender ID is legitimate and connected to the organisation

• Confirmation of authorisation if messages are being sent on behalf of another organisation

Sending on behalf of another organisation?

If you send messages on behalf of another organisation, the Sender ID usually belongs to the brand owner or end customer.

In these situations, the brand owner may need to confirm the registration request directly with ACMA before the Sender ID can be approved. If the Sender ID owner does not complete the required confirmation step, the application may not be processed.

For software platforms, resellers, and messaging providers

If your business provides software or services that enable SMS or MMS to be sent, you may have additional obligations under the ACMA SMS Sender ID Register framework. This can include SaaS platforms, software with embedded SMS functionality, API-based messaging services, and managed SMS services.

Depending on your role, you may need to:

• Register directly with ACMA as a participating provider

• Work with an approved participating telco

• Enter into a written arrangement with your messaging provider

• Help customers collect and submit Sender ID registration information

• Ensure Sender IDs are registered before messages are sent

Where an EMSP cannot meet all telco-level obligations independently, a formal Telco Partner arrangement may be required.

How we can help

We can help you understand what the SMS Sender ID Register means for your organisation and support you through the registration process. This may include helping you:

• Identify the Sender IDs you currently use

• Confirm whether your Sender IDs need to be registered

• Understand what information is required

• Collect required business and authorisation details

• Submit registration information through the appropriate process

• Reduce the risk of message disruption from 1 July 2026

Get in touch

To avoid disruption, please review any alphanumeric Sender IDs you use for SMS or MMS messages sent to Australian mobile numbers.

If you use a branded Sender ID and have not started the registration process, contact us as soon as possible so we can help you understand the next steps. Email us at hello@hayylo.com.

The SMS Sender ID Register is administered by the Australian Communications and Media Authority. Requirements, timeframes, and approval processes may change. This information is general in nature and should not be treated as legal advice. For the latest official guidance, refer to ACMA. For messaging support, contact us at hello@hayylo.com.