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The Australian Communications and Media Authority (ACMA) is warning small businesses and venue operators they need to register their branded SMS sender IDs before new anti-scam rules take effect on 1 July 2026.
Under the new rules, businesses using unregistered branded sender IDs in SMS or MMS messages will have their messages labelled ‘Unverified’ instead of displaying their business or brand name.
The messages will also be grouped alongside texts from other unregistered senders, including potential scam messages, creating concerns around customer trust and message engagement.
Adam Suckling, Deputy Chair of the ACMA, said some smaller organisations may not yet realise the changes apply to them.
“Branded sender IDs are widely used by businesses of all shapes and sizes in their marketing, appointment scheduling and billings,” Suckling said.
“We are urging small businesses and community organisations to act now – work out if your organisation uses branded sender IDs and contact your telco or message provider if you want to continue using them from 1 July.
“Sender IDs are used so recipients can quickly identify who a message is from. They may be used by a wide range of family and small businesses such as dentists, GPs, solicitors, schools and childcare centres, and franchisees.
“Failing to register may mean consumers miss important messages or no longer trust them.”
The new system is part of broader efforts to reduce SMS scams and improve confidence in branded messaging, with businesses required to work through their telecommunications or messaging providers to complete registration.
The ACMA said the changes could particularly impact businesses and organisations that rely heavily on SMS communications for appointment reminders, billing notifications, customer updates and marketing campaigns.
The regulator is also urging telcos and messaging providers to proactively support customers ahead of the deadline.
“Telcos and messaging providers have obligations to contact their business customers and help them complete the registration process, and we expect them to be taking these actions now,” Suckling said.
“Messages labelled ‘Unverified’ may be ignored or deleted by customers, creating reputational risks and unwanted disruptions for businesses.”
Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Cocktails. More by Andy Young
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