If your brand uses SMS to reach customers for promos, reminders or delivery updates, then you need to be across the latest changes by the Australian Communications & Media Authority (ACMA).  

From 1 July 2026, ACMA is introducing a mandatory SMS Sender ID Register designed to support consumers to more easily identify SMS scams. There has been a huge rise of scammers impersonating brands through SMS messages encouraging people to click on false links.  

This new initiative is highly positive but in order for legitimate brands to continue communicating with their customers via SMS there are a few compliance measures all marketers must do.  

1. Register your sender ID

Start by auditing every sender name your organisation uses, this includes marketing, customer service, operations, and automated systems. Then register them with your SMS provider or telco. Allow time for this as registration periods may not be instantaneous.  

If you don’t register, your messages will be labelled “unverified” and pushed into a separate thread on recipients’ devices. Think of it as the SMS equivalent of being sent to an email junk inbox. 

2. Make sure you have valid consent

Customers need to give clear permission for you to send SMS messages to them which means:  

• Customers need to tick a box themselves (no pre-ticked boxes) 
• If they sign up to your email newsletter it doesn’t mean they consent to SMS communications  
• If they’ve provided their mobile as part of completing their order or setting up a profile that does not mean they consent to SMS communications 

Remember: If you can’t prove consent, you don’t have it. 

3. Clearly identify your business in every message

Your brand name should be clear in the communications. If a customer has to guess who you are, you’ve already lost their trust and potentially breached compliance. 

4. Include a simple optout mechanism

Customers must be able to unsubscribe easily. “Reply STOP to opt out” is the standard. Anything more complicated is noncompliant and guaranteed to frustrate people. 

5. Honour unsubscribes within five business days

Once someone opts out, you must stop sending them messages within five business days and keep them unsubscribed for at least 30 days. This applies across all campaigns and departments. 

Remember: if someone would like to opt-back in – ensure you have clear written consent from them to do so and save that so you don’t lose it.  

6. Questions to ask yourself

SMS communications can have a high impact but only if you use it as a considered and strategic platform, otherwise it can quickly become annoying or appear desperate.  

Before you hit send think:  

• Is this an important message that warrants an SMS? E.g. Early Bird closing, major sale or overdue renewal 
• Is the call to action (what you’d like the receiver to do) clear? 
• Does the message have your organisation’s name and use your brand voice? 
• Have you segmented your database, so it only goes to the most relevant contacts? 

If your message sounds like a scam, customers will treat it like one – even if you’re fully registered. 

7. Align your internal teams

It is important to update your whole team on the new changes so everyone can understand and be mindful to avoid breaching the new standard. This includes your marketing, IT, legal, customer service, sales and operations staff.  

SMS often sits across multiple systems, so alignment is essential. 

The bottom line 

The SMS Sender ID Register isn’t just another compliance update. It’s a shift in how brands show up in one of the most personal communication channels. Brands who rise to the occasion will build trust and credibility with their audience.  

On the flip side, brands that ignore the change risk being lumped into the “unverified” bucket – literally and figuratively.