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Australian retailers and other businesses using branded SMS messages are being urged to register their sender IDs as a new anti-scam regime comes into effect.
The SMS Sender ID Register officially commenced today, introducing new rules that distinguish verified business text messages from those sent using unregistered sender IDs.
Under the changes, SMS messages sent from registered sender IDs will continue to display the business or organisation’s name. Messages sent from unregistered sender IDs must be labelled “Unverified” by telecommunications providers and grouped into a single message thread, making it easier for consumers to identify potential impersonation scams.
The new system is designed to help reduce text message fraud, which has increasingly targeted consumers by impersonating trusted brands, including retailers, banks and delivery companies.
“From today, Australians will start seeing a clear difference between SMS messages sent from registered sender IDs and those that have not been registered,” said Nerida O’Loughlin, Australian Communications and Media Authority (ACMA) chair.
“If a message is marked as ‘Unverified’ it should be treated with extra caution. It may be from a legitimate business or organisation that has not yet registered its sender ID, or it may be a scam message impersonating a trusted brand.”
Businesses that rely on branded SMS for customer communications, including order updates, delivery notifications, loyalty programs and promotional campaigns, are encouraged to contact their messaging provider to register their sender IDs.
While there is no deadline for registration, the ACMA said businesses should complete the process as soon as possible to ensure customers continue receiving verified messages.
The regulator will monitor compliance with the new rules, with telecommunications providers facing court-imposed penalties of up to $250,000 for each breach of the register requirements.
Retailbiz covers every aspect of Australia’s retail sector with a focus on the innovations and technologies that are driving the industry forward.

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