Date published: 14 January 2026 | Author: Nina Rossi

From 30 November 2025, business owners were asked to prepare for SMS Sender ID registration. Now, with updated guidance from ACMA, the timeline and requirements are clearer.

What’s changing? 

If your business sends bulk SMS messages — for marketing, appointment reminders, or client updates — you must register your sender ID. From 1 July 2026, only registered IDs will display your business name. Unregistered IDs will be replaced with “Unverified” and grouped into a separate thread on recipients’ phones, which could damage trust and disrupt communication

Why does this matter? 

The register is part of a national crackdown on SMS scams. By requiring sender IDs to be linked to a business name or ABN, ACMA aims to protect consumers and restore confidence in branded SMS communications.

What should you check now?

• Do you use branded SMS identifiers (e.g., your business name at the top of a message)?
• Have you started the registration process with your telco provider?
• Are your systems ready for the July 2026 deadline?

Acting early ensures your communications remain trusted and uninterrupted, especially during high-volume periods like Christmas or end-of-financial-year campaigns.

You’re in control when you understand your legal position. Contact Rossi Law today to get the clarity and advice you need to move forward.

Legal Disclaimer: This blog is based on a video recorded by Rossi Law. It was first drafted with AI-assistance and reviewed by Rossi Law before publication. It provides general information only and is not legal advice. Please seek advice for your specific situation.