From December 2025, every retailer using branded SMS must have their Sender IDs registered with ACMA or risk messages being flagged as “unverified”, blocked, or mistaken for scams. For e-commerce brands that rely on SMS for promotions, shipping updates and customer engagement, this could mean lower open rates, wasted spend and lost revenue.
This is not just about compliance. It is about trust and conversion. Retailers who act early will protect their campaigns and strengthen customer relationships.
Here’s why this matters and what every retailer should do to not only comply, but build lasting brand trust.
The new standard: Verified messaging and data protection
Australians have lost millions to SMS scams and brand impersonation. ACMA’s new Sender ID Register directly tackles this problem: From December 2025, every business sending SMS with a custom sender name (such as their brand or store name) must register that sender ID with ACMA. Messages without verified IDs will be flagged as “unverified” or blocked, giving customers a clear signal about who’s contacting them and shutting the door on impersonators. 
This follows broader privacy reforms that strengthen how retailers handle customer data, requiring explicit consent, improved transparency, rapid breach notifications, and stringent data governance standards.
Brand trust and compliance are now a competitive edge
Trust is fundamental in retail. With the new SMS sender ID regime, customers know messages actually come from their chosen retailer not a fraudster using a spoofed name. Singapore’s similar model saw scam rates drop by 64 per cent, and 87 per cent of consumers said it was easier to trust branded texts after the rules took effect. Non-compliance means not just regulatory penalties, but reputational risk: Retailers who fail to register sender IDs risk having messages flagged as scams and being blocked from reaching their audience.
This is also the perfect moment to review your entire messaging strategy. Use the Sender ID registration milestone to:
What retailers must do and how Kudosity helps
Here’s a practical checklist to get ready now and avoid a last-minute scramble:
How to register 
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 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 Sender ID Register.
Can validate that the organisation has the right to use the brand name submitted.
Visit the Kudosity Compliance Hub for up-to-date tips and guidance.
Kudosity enables this by:
Providing fully ACMA-compliant infrastructure, actively managing sender ID registration so every message is authorised and every brand is protected.
Storing and encrypting customer data within Australia, aligning with strict new privacy benchmarks.
Offering expert local guidance, clarifying obligations, streamlining workflows, and training teams for secure messaging best practices.
Leadership moves: Secure messaging is brand marketing
These new regulations aren’t just compliance hurdles; they’re a playbook for building customer trust and demonstrating leadership in a security-conscious market. Retailers who act early to register sender IDs, update privacy policies, and partner with compliant platforms like Kudosity can position secure messaging as a brand differentiator.
The message is clear: For Australia’s retail and e-commerce leaders, robust data protection and ACMA-verified messaging signal a safer digital future and a stronger bond of trust between brand and customer.
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