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 to be aware of. The Australian Communications and Media Authority (ACMA) recently introduced mandatory SMS Sender ID registration as part of the government's Fighting Scams program. As of 1 July 2026, all businesses using alphanumeric Sender IDs to send SMS messages to Australian numbers must register their Sender IDs with the ACMA. Unregistered Sender IDs are overwritten with the label "Unverified", replacing the Sender ID previously displayed to recipients.

Why is ACMA introduced 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.

As of 1 July 2026, Notifyre and other SMS providers replace any unregistered alphanumeric Sender ID with "Unverified" before a SMS message is sent. This affects 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 introduced new guidelines for Sender ID formats. If a Sender ID doesn’t meet these requirements it can't be registered.

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

Before you register through your Notifyre account:

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. 
2. Get the details for your authorised contact 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 and must be used to log in to AMCA Assist to complete the final verification step.

Notifyre Sender ID registration

As an approved ACMA telecommunications provider, Notifyre will manage the Sender ID registration process on your behalf. You will need to login, fill out the form. Our team will review and submit the application on your behalf, however you will need to login to ACMA Assist to complete the final verification step which will activate your sender ID. 

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.