Australian SMS Sender ID Registration
This information applies to Australian customers using Branded SMS with a custom SMS Sender ID (an alphanumeric name your messages appear “from”, e.g. EzyPlumbing, SuperLocks, ArcticAC). Under the Telecommunications (SMS Sender ID Register) Industry Standard 2025, from July 1, 2026, any Sender ID used to send SMS in Australia must be registered with the Australian Communications and Media Authority’s SMS Sender ID Register. ServiceM8 can help you register your custom Sender ID. Your Sender ID registration belongs to your business, even if ServiceM8 assists with registering it on your behalf. Once registered, your Sender ID may be used with other participating telecommunications providers in accordance with applicable laws.Summary of Key Requirements
- Sender IDs must be registered in the ACMA SMS Sender ID Register to be used in Australia.
- From 1 July 2026, messages sent using an unregistered Sender ID will be labelled “Unverified”.
- You must have a valid use case for your Sender ID (it must clearly represent your business).
- You must use a participating telecommunications provider (such as ServiceM8 via its service providers) to send messages.
- Once registered, you may authorise multiple providers to send messages using your Sender ID.
- Requirements differ depending on whether your business has an ABN.
- Registering and using a Sender ID may involve costs, including the need for a ServiceM8 plan that includes Branded SMS.
Regulatory Information (as required under the standard)
Under the Telecommunications (SMS Sender ID Register) Industry Standard 2025, we are required to provide the following information: (a) Part 24B of the Telecommunications Act 1997 provides for the establishment of the SMS Sender ID Register (the Register); (b) From 1 July 2026, if a sender identification message is sent which includes a sender identification that is not registered in the Register, the sender identification message will be labelled as ‘Unverified’; (c) If an entity wishes to send sender identification messages, it must register its sender identification in the Register and ensure that it uses one or more participating telecommunications providers to send the sender identification messages; (d) The following types of entities can be approved to make applications to register sender identifications in the Register:(i) an individual;
(ii) a body corporate;
(iii) a corporation sole;
(iv) a body politic;
(v) a government entity (within the meaning of the A New Tax System (Australian Business Number) Act 1999);
(vi) a partnership;
(vii) any other unincorporated association or body of persons;
(viii) a trust;
(ix) a superannuation fund (within the meaning of the Superannuation Industry (Supervision) Act 1993); (e) For an entity to be able to have its sender identification registered in the Register, the entity must demonstrate that it has a valid use case for the sender identification; (f) An entity can make an application to register its sender identification in the Register through a participating telecommunications provider that is an originating telecommunications provider. A list of all participating telecommunications providers that are originating telecommunications providers will be made available on the ACMA’s website;
Entities with an ABN
(g) An entity with an ABN can make an application to register its sender identification through any participating telecommunications provider that is an originating telecommunications provider, or a partner of a participating telecommunications provider. In order to obtain approval to make such an application: (i) the person making the request for the entity must be listed as an authorised contact for the entity on the Australian Business Register, or be otherwise authorised by that entity; and(ii) the person making the request must pass an identification check; and
(iii) the person making the request must agree to the Register’s terms of use; (h) Once the provider has made the application for registration of the sender identification on behalf of an entity, the person making the request for the entity will receive instructions from the ACMA about how to access the Register; (i) Once the entity is approved by the ACMA, the entity will be able to confirm the registration of the sender identification; (j) Any cost for registering a sender identification, including any ongoing annual charge (which may include costs associated with using a ServiceM8 plan that includes Branded SMS); (k) Once the entity’s sender identification is registered, the entity can authorise other participating telecommunications providers to send messages using that sender identification; (l) An entity with an ABN can also register its sender identification through an originating telecommunications provider that is a certified telecommunications provider;