New Rules for Sending Text Messages as a Business

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Dec 16, 2025
2 min read

From 1 July 2026, businesses and organisations that use branded sender names in SMS messages will need to be registered on the new SMS Sender ID Register.

What is a sender ID?

A sender ID is the name that appears at the top of a text message, instead of a mobile number. It lets customers quickly see who a message is from, such as ATO, myGov or a business name.

Many businesses use sender IDs for appointment reminders, invoices, payment notices and general customer communication.

What’s changing from 1 July 2026?

From this date, any branded sender ID must be registered.

If your sender ID is not registered, your text messages will still be delivered, but they will appear as “unverified”. This can reduce trust and increase the chance that customers ignore your messages.

Why is this being introduced?

Text message scams are a growing problem in Australia. In just the first nine months of 2025, Australians lost over $13.8 million to SMS scams.

Many scam messages pretend to come from trusted organisations by copying their sender IDs. The SMS Sender ID Register is designed to reduce this risk by making it harder for scammers to impersonate legitimate businesses.

What do businesses need to do?

If you send branded SMS messages, you should:

Apply to register your sender ID as early as possible
Registration is recommended by 15 May 2026 to avoid issues before the deadline
Register through the telco or messaging provider you use to send SMS messages

The Australian Communications and Media Authority (ACMA) provides guidance on the registration process and requirements. Click Here to learn more.

Important requirements to know

If you have an ABN, your sender ID must match your:
- Registered business name
- Company name
- Trademark, or
- Domain name
Your messaging provider will handle the registration process with you