SMS Sender ID Register Details

Updated 28 November 2025

Yes - Mobile Message can register your sender ID in the ACMA Sender ID Register.

Australia is introducing a national SMS Sender ID Register to reduce spoofing and scam SMS. It sets rules for who can use a text-based sender name (a “sender ID”), how those IDs are checked, and what networks and messaging providers must do before delivery. This guide gives you the big picture and practical steps.

From 1 July 2026, if a text sender ID is used and it is not registered in the SMS Sender ID Register, the message will be labelled as “Unverified”. Text sender IDs should be registered before this date so your brand name continues to appear as expected.

From the same date, Mobile Message will remove any unregistered text sender IDs from your account to prevent your messages from being marked as “Unverified”. If you don’t wish to register sender IDs with the ACMA, you can simply continue sending your messages with a free dedicated number provided by Mobile Message.

What is a sender ID under this new process?

A sender ID is the text label that appears as the sender of your SMS instead of a phone number. Examples include BRANDNAME, BRAND-SALE, or a clear abbreviation of your business name or trade mark. Under the Register, these text labels must clearly relate to your organisation and be registered to you before use.

Sending from a phone number (for example, a mobile number or virtual SMS number) does not use the Sender ID Register. Messages that originate from a phone number can continue as normal.

Some rules for sender IDs have changed.

Previously, SMS platforms could register almost any product or service name as a sender ID. Under the new rules, these kinds of generic product or service names will no longer be allowed as registered sender IDs.

Only sender IDs that clearly relate to your core business identity can be registered. In practice, this means the sender ID must match, or be a sensible abbreviation of:

• your company name or body corporate name
• your registered business name
• a registered trade mark you own or are licensed to use
• an Australian (.au) domain name registered to your business

If you currently use sender IDs that do not match one of these (for example, a product name or promotion name), you can continue using it until 30 June 2025, however you should migrate to another sender ID well before this date. We can assist with this as needed.

Legal basics you need to know about the Register

Under new laws passed by the Australian Parliament, the ACMA must create an SMS Sender ID Register. In simple terms:

• From 1 July 2026, if a sender identification message is sent which includes a text sender ID that is not registered in the Register, that message will be labelled “Unverified”.
• If an entity wishes to send messages using a text sender ID, it must register that sender ID in the Register and ensure that it uses one or more participating telecommunications providers to send those messages.
• To be registered, an entity must be eligible and must show a valid use case for each sender ID.
• Applications to register sender IDs are made through participating telecommunications providers that act as originating providers for the Register. A list of these providers will be published on the ACMA website.
• Mobile Message is a certified provider and a participating provider for the Sender ID Register. That means we can help you register your sender IDs and manage them on an ongoing basis.

Key dates to know

30 November 2025: providers publish information and begin notifying customers. The ACMA Sender ID Register starts accepting registrations in preparation.

1 July 2026: the Register is fully in effect. Messages that use unregistered text sender IDs will be labelled as “Unverified”, and Mobile Message will remove any unregistered text sender IDs from your account to protect your brand and delivery.

Who can register a sender ID?

The Register supports a wide range of entities. The following types of entities can be approved to make applications to register sender IDs:

• an individual
• a body corporate (for example, a company)
• a corporation sole
• a body politic
• a government entity
• a partnership
• any other unincorporated association or body of persons
• a trust
• a superannuation fund

In every case the sender ID must have a clear link to the entity’s identity (company name, business name, trade mark or .au domain).

How registration works

You will register your sender IDs through a participating telecommunications provider (such as Mobile Message) that has been approved to interact with the Register as an originating telecommunications provider.

Mobile Message is both a certified provider and a participating originating provider. For our customers, this means:

• we can handle applications directly for entities with an ABN; and
• we can also handle applications for entities without an ABN, using the certified provider pathway.

Regardless of your structure, the practical steps will look similar.

Step 1: Choose your sender IDs

Pick one or more sender IDs you intend to use (for example BRANDNAME, BRAND-AU, BRAND-SALE), making sure they:

• are no more than 11 characters
• clearly match your company name, registered business name, registered trade mark or .au domain
• are the names your customers actually recognise

Step 2: Prove the link between the sender ID and your organisation

You will need to show that your sender ID matches your organisation. This link can be easily established using:

• ABN/ACN records
• your registered business or trading name
• trade mark registration
• proof of .au domain ownership

Step 3: Verify the authorised representative

The person completing the registration must:

• be authorised to act for the entity; and
• pass an identity check; and
• agree to the Register’s terms of use.

These steps will either be completed by Mobile Message (as a certified provider), or the ACMA.

If you have an ABN (ABN entities)

If your organisation has an ABN, you can apply to register your sender IDs through:

• any participating telecommunications provider that is an originating telecommunications provider, such as Mobile Message; or
• a partner of a participating originating provider.

To be approved to make an application on behalf of an ABN entity:

• the person making the request must be listed as an authorised contact for the entity on the Australian Business Register, or be otherwise authorised by that entity; and
• the person making the request must pass an identification check; and
• the person making the request must agree to the Register’s terms of use.

Once a provider has lodged an application for your sender ID:

• the person making the request for the entity will receive instructions from the ACMA about how to access the Register; and
• once the entity is approved by the ACMA, it will be able to confirm the registration of the sender ID.

If you are a Mobile Message customer with an ABN, we will manage these steps with you and keep the process as simple as possible.

If you do not have an ABN (non-ABN entities)

Entities without an ABN can still register sender IDs, but they must use a specific path.

An entity without an ABN can only apply to register its sender ID through:

• an originating telecommunications provider that is a certified telecommunications provider, such as Mobile Message; or
• a partner of a certified telecommunications provider.

That provider or partner will conduct similar checks to those outlined above (identity checks, confirmation that the sender ID is properly linked to the entity, and confirmation that there is a valid use case).

Entities without an ABN that make an application in this way will not be able to gain direct access to the Register. Instead, your provider (for example, Mobile Message) will manage your sender ID registrations and any updates on your behalf.

Review, approval and using your sender IDs

Your application will be checked to confirm that:

• you are an eligible entity
• there is a valid use case for your sender ID
• your sender ID meets the character and formatting rules
• the sender ID has an acceptable “sender identification match” to your organisation

If the application is approved:

• the sender ID will be registered in the Register; and
• you will be able to send messages using that sender ID through one or more participating telecommunications providers; and
• once your sender ID is registered, you can authorise other participating providers to use that same sender ID for your campaigns (for example, if you use more than one SMS platform or telco).

What happens to unregistered sender IDs from 1 July 2026

From 1 July 2026:

• if a message uses a text sender ID that is not registered in the Register, networks will label it as “Unverified”
• the message may still be delivered, but the label signals that the sender name was not validated through the Register

To avoid confusion and to protect your brand reputation, Mobile Message will:

• remove any unregistered text sender IDs from your account; and
• help you move to registered sender IDs or to sending from a phone number instead

If you prefer not to register sender IDs at all, you can continue sending your messages using a dedicated number. Mobile Message provides a free dedicated number for every user after they purchase SMS credits, and this sending path does not use the Register.

Phone number sending and fallbacks

You do not have to use a text sender ID.

Once the Sender ID Register is live, you can:

• choose to register and use compliant text sender IDs; or
• choose to send from a phone number (for example, a dedicated number) instead

Sending from a phone number does not use the Register and will continue as normal. To keep things simple:

• if a text sender ID is not registered or approved, we can automatically send your SMS using a dedicated number instead; and
• if you never want to use text sender IDs, you can just send everything through your free dedicated number.

Practical tips when choosing your sender ID

• Keep it short and recognisable (maximum 11 characters).
• Match the brand your customers know you by (company name, business name, trade mark or .au domain).
• Avoid generic or high-risk terms that could cause delays or rejection.
• Avoid campaign- or product-only names that do not clearly match your business identity.
• Consider regional variants only if they make sense (for example, BRAND-AU) and still match your registered details.

Fees and charges

Mobile Message does not charge a fee for registering a sender ID for our customers.

Frequently asked questions

Where can I get the official rules for the Sender ID Register?

The rules for the Register are set out in the Telecommunications (SMS Sender ID Register) Industry Standard 2025, which you can download below.

Do I need to register if I only send from a phone number?

No. Numeric sender types (mobile numbers, virtual long numbers and dedicated numbers) do not use the Register and can continue as normal.

Can I register multiple sender IDs?

Yes, provided each sender ID clearly relates to your organisation, you have a valid use case, and you can demonstrate the link when you apply.

What if another business uses a similar name?

More than one entity can be approved to use the same sender ID, as long as each entity can show a valid use case and meets the Register rules.

What if my brand changes?

You will need to update your registration when your legal name, trade mark details, or domain ownership changes. Keeping your details current helps avoid disruption.

How Mobile Message will help

Mobile Message is a certified provider and a participating provider for the Sender ID Register. We will:

• help you choose sender IDs that meet the new naming rules
• guide you on the requirements
• complete the required checks and ID verification
• submit registrations and manage sender IDs on your behalf
• remove unregistered text sender IDs from your account before they cause “Unverified” messages
• provide a free dedicated number you can use as a safe fallback if you do not wish to register sender IDs

Questions?

Email hello@mobilemessage.com.au and we’ll help you plan for the upcoming changes to sender IDs and the SMS Sender ID Register.