New ACMA Rules for SMS Sender IDs

If your business uses an alphanumeric SMS Sender ID to send messages through Notifyre, there are important regulatory changes coming that you need to prepare for. The Australian Communications and Media Authority (ACMA) has introduced mandatory SMS Sender ID registration as part of the government's Fighting Scams program. All businesses using alphanumeric Sender IDs to send SMS to Australian numbers must be registered with the ACMA by 1 July 2026.

Why is ACMA introducing Sender ID changes?

SMS scams have become one of the most common and costly forms of fraud in Australia. In 2024 alone, SMS scams accounted for 31% of all reported scams, with losses exceeding $14 million. Scammers often impersonate trusted brands by using fake Sender IDs like “myGov” or “AusPost,” tricking recipients into believing the message is legitimate.

To combat this, the Australian Government has introduced the Telecommunications (SMS Sender ID Register) Industry Standard, which requires all businesses using alphanumeric Sender IDs to register and verify them. This initiative is part of the government’s Fighting Scams program to restore trust in SMS communications.

What is the SMS Sender ID Register?

The Sender ID Register is a central database managed under ACMA's direction. Its purpose is to:

• Verify legitimate Sender IDs used by businesses and organisations.
• Prevent scammers from spoofing brand names in SMS messages.
• Ensure consumers can trust the sender name displayed on their device.

From 1 July 2026, Notifyre is required to replace any unregistered alphanumeric Sender ID with "Unverified" before your message is sent. This will affect how your messages appear to recipients and is likely to reduce whether they are opened and acted on.

New Rules for SMS Sender ID Formats

To keep SMS messaging safe and trusted, ACMA has introduced new guidelines for Sender ID formats. If your current Sender ID doesn’t meet these requirements, you’ll need to update it before registering.

Sender ID Formatting Guidelines

• Length: Must be 2–11 characters.
• Allowed characters: Letters, numbers, and standard ASCII symbols.
• Not numbers only: Your Sender ID cannot consist of digits only.
• No leading/trailing spaces or underscores.
• No restricted words: Terms like “Unverified” or any ACMA-designated disruption terms are not allowed.
• No offensive, deceptive, or misleading terms.
• Case-insensitive: “ABC” and “abc” are treated the same.

How to prepare for Sender ID registration

There are three steps you can take now before registration opens through Notifyre:

1. Review your Sender IDs against ACMA's format rules. Check that each Sender ID you plan to register meets the character requirements listed above. Catching issues now avoids delays when registration opens.
2. Update your authorised contacts on the Australian Business Register (ABR). Registration requires identity verification against your ABN. Make sure your business details are current and that your authorised contacts, such as your public officer, director, or authorised representative, are correctly listed.
3. Set up a myID Digital ID. ACMA uses myID (formerly myGovID) to authenticate the person registering a Sender ID. If an authorised person in your organisation does not already have one, set this up in advance. This step sits outside Notifyre's registration process so earlier is better.

How Notifyre will support you

As an approved ACMA telecommunications provider, Notifyre will manage the Sender ID registration process on your behalf. Sender ID registration through Notifyre is coming soon. Here is what you can expect:

1. Proactive communication
We will notify you as soon as registration is available through your Notifyre account, with clear guidance on what to submit and what to expect.

2. Guided registration
When registration opens, Notifyre will provide a straightforward process within your account to submit your Sender ID details. We will submit your application to the ACMA on your behalf.

3. ACMA verification support
Once your application is submitted, an authorised contact in your organisation will complete identity verification through the ACMA Assist platform using myID. Our team will guide you through this step.

4. Compliance assistance
If you need help reviewing your Sender IDs, checking your ABR details, or preparing your documentation, our support team is available via phone, email, and live chat.

5. Ongoing updates
We will keep you informed as the registration process develops and notify you of any further ACMA requirements that may affect your SMS communications.

Supporting safer SMS communication for Australians

The introduction of the SMS Sender ID Register is a positive step toward a safer, more trusted messaging environment in Australia. While it does require some preparation, Notifyre is here to make the process simple and seamless.