The Australian Communications and Media Authority (the ACMA) has made new rules that set out how brand identifiers at the head of SMS (such as “ATO” or “NAB”) can be registered and used in SMS messages.

The purpose of the SMS Sender ID Register is to reduce the prevalence and impact of scams delivered via SMS or MMS that impersonate well-known brands like government agencies, banks and delivery services through the illegitimate use of sender identifications.

From 1 July 2026, only registered sender IDs can be used in SMS and MMS. Messages with unregistered sender IDs will appear in a single ‘Unverified’ message thread on consumer phones, alerting recipients to a potential scam.

From 30 November 2025, organisations can begin registering their sender IDs via a participating telco or message provider.

The new SMS Sender ID Register (Application, Access and Administration) Determination 2025 sets out criteria for sender ID applications, restricts the use of sender IDs that could be used to mislead consumers, and requires registered sender IDs to be clearly linked to the registering organisation, such as matching a business name or trademark.

Matters specified in the Determination include:

• How to make an application for approval or to register a sender identification in the Register;
• The application process for telcos that want to be certified telecommunications providers;
• The requirements sender identifications must meet to be approved for registration (e.g. maximum number of characters permitted);
• The requirement for an entity to demonstrate that a sender identification relates to, or is owned by,
  the entity (a valid use case), to prevent ‘spoofing’ (impersonation) of sender identifications;
• the process for entities to authorise, and remove authorisation for, participating telecommunications providers, international partners or electronic messaging service provider partners to send messages that include a sender identification registered in the Register by or on behalf of the entity;
• who can access the Register and what actions they may perform;
• providing terminating telecommunications providers with access to a list of all registered sender
  identifications via the application programming interface;
• The requirement to comply with terms and conditions.

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Author: David Jacobson
Principal, Bright Corporate Law
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About David Jacobson
The information contained in this article is not legal advice. It is not to be relied upon as a full statement of the law. You should seek professional advice for your specific needs and circumstances before acting or relying on any of the content.