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SMS rules to change,
Register IDs or halt,
Trust in brands restored.

The Australian Communications and Media Authority (ACMA) is inviting public comments on proposed amendments to the rules governing Australia’s SMS ID Register. These changes are set to take effect on 15 December 2025. Organisations that do not comply with the new Sender ID rules will be unable to send SMS and MMS messages with sender IDs to customers after this date.
The current consultation follows an initial round held in March and April, which focused on a draft Telecommunications (SMS Sender ID Register) Industry Standard. The revised rules aim to address concerns raised during the initial consultation, particularly regarding the participation of international entities and those without an Australian Business Number (ABN) in the register.
ACMA is also seeking input on whether the rules should be expanded to include electronic messaging providers that send SMS or MMS on behalf of businesses and organisations. From 15 December 2025, unregistered sender IDs will be marked as ‘Unverified’ and will appear in a single ‘Unverified’ message thread on mobile phones.
International entities and Australian entities without an ABN will have the option to register sender IDs directly with telcos certified by the ACMA. Telcos that are not approved to participate in the scheme will be prohibited from carrying SMS or MMS using sender IDs.
The ACMA will establish the rules supporting the register by 30 September 2025, following a directive from the Minister for Communications, Anika Wells MP. Onboarding of telcos is scheduled to commence from 15 October 2025, with entities required to register their IDs with telcos from 30 November 2025.
ACMA Chair Nerida O’Loughlin said: “These arrangements will directly affect how telcos and message service providers operate. They will also require every business or agency seeking to use a sender ID to register it and prove they have a valid reason for its use…This is a call to action for all organisations who use sender IDs including banks, retailers, utilities and not-for-profits. You need to start preparing now to be able to continue to use this method to contact your customers from mid-December this year.”
“Organised crime syndicates are now impersonating respected brands to scam Australians. Our ultimate aim is to help to restore consumer confidence that the brand identified in an SMS sent using text-based sender IDs is legitimate and can be trusted”, O’Loughlin said.
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