Australia SMS Sender ID Register: What you need to know

With SMS scams on the rise, the Australian Federal Government is stepping up and introducing new legislation. The new SMS Sender ID Register is designed to protect both businesses and consumers by stopping scammers impersonating well-known brands in text messages.

But what does that mean for your business? And how can you prepare? Let’s break it down.

Frequently asked questions:

What is a sender ID?

A sender ID is the virtual number or custom name which appears in the “from” field when someone receives your text message. It helps your customers recognise and trust who the message is from.

It can be:

• A business name (e.g. Kudosity)

• A service name (e.g. KDAlert)

• Or a Virtual Mobile Number (e.g. 61400000000)

Sender IDs can be numeric or alphanumeric (letters and numbers), depending on carrier and country requirements. You can learn more in:

Virtual Mobile Numbers for business

Your guide to Virtual Mobile Numbers: What you need to know

What is an alphanumeric sender ID?

Unlike Virtual Mobile Numbers (VNMs) you can request alphanumeric sender IDs which directly match your use case or brand. For example, instead of sending from a random mobile number, you can send as "Kudosity", "KDAlert" or another unique ID.

Using a recognisable sender ID increases trust, open rates, and click-throughs. Because these aren't associated with a number, you won't be able to receive Two-way SMS replies back. Alphanumeric replies and opt-outs are instead processed via a unique unsubscribe link.

What is the SMS Sender ID Register?

The SMS Sender ID Register is a new Federal Government initiative targeting 'spoofing'. That’s when scammers impersonate messages using a recognised business or government name as the sender, such as "ATO", "MyGov", or "Telstra".

Under the new rules, all businesses that send SMS messages with a brand name or alphanumeric sender ID will need to register it with the ACMA. Only verified sender IDs will be allowed to pass through carrier networks. Anything unregistered may be blocked before it reaches the recipient.

Why is the register being introduced?

SMS scams have cost Australians hundreds of millions of dollars in recent years, in 2023 alone Australians lost 27 million (Deloitte, 2024). Fake delivery updates, impersonated tax office messages, and phishing attempts have damaged public trust.

This register aims to:

• Protect consumers from scam messages.

• Stop scammers from using trusted brand names.

• Restore confidence in SMS as a communication tool.

For businesses, it’s an opportunity to show customers they take security seriously.

Who can participate?

Only the following entities can participate in the register:

• Individuals

• Body corporates

• Sole corporations

• Body politics

• Government entities (within the meaning of the A New Tax System [Australian Business Number] Act 1999)

• Partnerships

• Any other unincorporated association or body of persons

• Trusts

• Superannuation funds (within the meaning of the Superannuation Industry [Supervision] Act 1993)

What do businesses need to do?

To stay compliant, businesses should:

• Audit their current Alphanumeric sender IDs, ensuring they meet the new format requirements.

• Prove they have a valid use case (for example, by showing it matches a registered business or trading name).

• Work with a Participating Telecommunications Provider (Telco) that's approved under the SMS Sender ID Register.

As a Participating Telco, Kudosity will be able to help register from Australian businesses, however your Authorised Business Representative (as listed on the ABR) will need to verify the request.

What constitutes a valid use case?

Before a sender ID can be registered you must show that your organisation has a valid use case. The ACMA requires the sender ID to clearly match your real business identity. This means your sender ID must be either:

• The same as

• A contraction or abbreviation

• An acronym

• Initialism

Of a:

• Registered business name in the Business Names Register with a status of registered

• Registered company name in the Australian Business Register with a status of active

• Registered trademark in IP Australia’s Trade Mark Search with a status of registered

• Registered domain name listed on WHOIS that is used for an active and legitimate website or active email address

In simple terms your sender ID needs to clearly represent who you are so recipients can trust that the message truly comes from your organisation. This is a key part of SMS Sender ID Register's rules and helps prevent misuse or impersonation.

What authorisation is required?

To register a sender ID with the ACMA, your business must nominate a Business Administrator. This is the person authorised to manage your organisation’s details within the SMS Sender ID Register.

According to the ACMA, a Business Administrator is someone who:

• Has the authority to act on behalf of the organisation.

• Can confirm legal ownership of the sender ID

• Is responsible for managing access and users within the SMS Sender ID Register

• Can validate that the organisation has the right to use the brand name submitted

This role is typically held by someone in a senior leadership position such as:

• A director or owner

• Head of IT or security

• Legal or compliance officer

• Business manager with signing authority

Only authorised individuals can complete the registration or grant access to third parties like messaging providers.

If you’re unsure who within your business should hold this role, we recommend reviewing your internal authorisation structure and ensuring that your designated contact has both technical and legal oversight.

When will the SMS Sender ID Register launch?

The SMS Sender ID Register has now been rolled out to Participating Telcos, who're registering customers.

To register your Alphanumeric Sender ID login to your account, navigate to 'Senders' using the left-side menu and click the 'Add Sender ID' button. This will open a Kudosity form where we can collect your details, before submitting your request with the ACMA.

Before you apply, it’s a good idea to:

• Review the sender IDs you currently use by logging into your account navigating to "'Send SMS' under 'Messaging' and clicking the 'From' dropdown.

• Prepare your ABR documents and proof of identity. Ensure your registered business information is accurate and aligns with your sender name.

• Appoint a Business Administrator who's authorised to act on behalf of your organisation.

What happens if businesses don't register?

If your sender ID isn’t on the register by 1 July 2026 then it will be over-stamped with "Unverified", and messages sent from non-participating Telco's will be blocked. This could result in:

• Undelivered campaigns

• Missed appointments or verifications

• Damage to your brand reputation

Even worse, scammers may still be able to impersonate your name if you haven’t claimed it. Registering is the best way to protect your brand and your customers.

Does this affect overseas businesses?

Yes. If you send SMS messages to Australian mobile numbers using a brand name or alphanumeric sender ID, you’ll be expected to comply, regardless of where your business is based. International entities will be allowed to register through Certifed Telco's. The ACMA is working with Telco's globally to ensure that spoofed messages are filtered out before they reach Australian networks.

Overseas businesses looking to register their sender IDs can contact Kudosity here to discuss your next steps.

How do businesses register clients as an Electronic Messaging Service Provider?

The legislation now defines Electronic Messaging Service Providers (EMSPs) as Telco's. This means any person or business that provides SMS and MMS to the public must either:

• Participate directly in the register as an Originating Telco, by applying to the ACMA

• Partner with a Participating telco (like Kudosity) to fulfill your obligations

This is relevant to Software Vendors and Platform Providers using Kudosity to offer those services.

What are your obligations as a Originating Telco?

Your main responsibilities include:

• Communicating in writing the information provided by the ACMA (Schedule 1)

• Registering and verifying sender IDs for your clients

• Blocking or disrupt unverified sender IDs

• Putting in place clear policies and procedures

However, when partnering with a Participating Telco like Kudosity, an EMSP might choose to delegate some of it's responsibilities and obligations as an originating telco. These agreements must be formalised in writing.

For example an EMSP partner may prefer to manage it's own sender ID applications for its clients, but delegate the over-stamping to Kudosity.

How does Kudosity help with compliance?

Kudosity is more than a messaging platform. We’re your partner in staying secure, compliant, and connected. Here’s what we offer:

Register guidance:
Once the register is live, Kudosity will help you submit and manage sender ID registrations. Especially for international entities that cannot apply directly.

Local knowledge, real support:
We stay ahead of regulatory changes in Australia and abroad. Our team understands what it takes to deliver compliant messaging that performs.

Continuity and trust:
Your messages won’t just be delivered. They’ll be trusted by the people receiving them.

Where can I learn more?

• ACMA: The SMS Sender ID Register

• What are alphanumeric sender IDs

• Sender ID Management

• How you should prepare and steps to registering with Kudosity

Final word

This change is a win for everyone. It reduces scams, increases consumer confidence, and helps trusted brands stand out.

At Kudosity, we help businesses build messaging experiences customers love. Compliance is just one more way we deliver messages that are safe, trusted, and on brand.