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 announced new legislation to combat SMS scams, introducing a mandatory SMS Sender ID Register that will likely take effect from 15 December 2025. 

Please note: The ACMA anticipates making the rules that will support the register by 30 September 2025. The details below are the 'proposed' implementation by ACMA. Notifyre will share more information once the ruling is determined.   

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 15 December 2025, any SMS or MMS message sent with an unregistered Sender ID will:

• Be over-stamped with the word “Unverified”, and grouped into a single “Unverified” message thread on mobile devices.
• Potentially be blocked by telcos, meaning your messages may not reach your customers at all.

Number-Only Sender IDs Are No Longer Allowed

As part of ACMA’s new SMS Sender ID rules, number-only Sender IDs will no longer be permitted. This change is designed to protect consumers from scams and ensure SMS remains a trusted communication channel.

If you currently use a number-only Sender ID to send SMS through Notifyre, you’ll need to switch to a compliant option before the new rules take effect. If you want to continue using a number as your Sender ID, upgrade to a dedicated virtual SMS number. It’s the easiest way to stay compliant, keep your messages trusted, and you'll be able to use features like two-way SMS.

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.

Proposed Dates For Sender ID Registration

30 September 2025
ACMA will finalise the rules for the Sender ID Register.

15 October 2025
Onboarding of telcos begins.

30 November 2025
Businesses can start registering their Sender IDs through their telco or messaging provider.

15 December 2025
The Sender ID Register goes live. Unregistered Sender IDs will be marked “Unverified” or blocked.

What will the Sender ID registration process involve?

While ACMA is still finalising the exact process, here’s what we know so far:

Who needs to register?

Any business or organisation using a custom alphanumeric Sender ID (e.g., “MyBrand”) to send SMS/MMS messages to Australian numbers.

What information will be required?

• Your Sender ID (up to 11 characters).
• Your ABN (Australian Business Number) or proof of business identity.
• A valid use case for the Sender ID (e.g., appointment reminders, account notifications).
• For international entities or those without an ABN, registration will occur through ACMA-certified telcos.
   

How will it work?

1. You’ll apply through your Notifyre account.
2. The Sender ID will be linked to your business and verified.
3. Once approved, your Sender ID will be added to the national register.

How Notifyre will support you

At Notifyre, we understand how critical SMS is for your business communications. We’re committed to making this transition as smooth as possible. Here’s how we’ll help:

1. Proactive Communication
We’ll keep you informed at every stage with clear updates, timelines, and instructions.

2. Guided Registration
Notifyre will provide a simple, step-by-step process within your dashboard to submit your Sender ID details for registration. Our support team will review and assist with your application.

3. Compliance Assistance
If you need help gathering the required documentation (e.g., ABN verification, use case details), our team will guide you through it.

4. Ongoing Support
Our local support team will be available via phone, email, and live chat to answer any questions and troubleshoot issues.

5. Peace of Mind
By registering through Notifyre, you’ll ensure your SMS campaigns remain compliant, trusted, and uninterrupted.

How to prepare for Sender ID registration

1. Review your current Sender IDs: Make a list of all custom Sender IDs you use.
2. Ensure your business details are up to date: Check your ABN and contact information.
3. Stay tuned for updates from Notifyre: We’ll notify you as soon as the registration form is available in your account.

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.