SMS Brands Face July Deadline

Small businesses and community organisations in Australia must register branded SMS sender IDs before 1 July 2026 to ensure their messages continue displaying their business or organisation name, the Australian Communications and Media Authority (ACMA) said.

Under the new anti-scam rules, messages sent using unregistered branded sender IDs will display “Unverified” instead of the sender’s name. They will also be grouped with messages from other unregistered senders, including potential scam messages.

ACMA Deputy Chair Adam Suckling said sender IDs are widely used for marketing, appointment reminders, billing and other communications by organisations including medical practices, schools, childcare centres, solicitors and small businesses. He warned that messages marked “Unverified” could be ignored or deleted, potentially disrupting services and damaging customer trust.

The ACMA is urging businesses to contact their telecommunications provider or messaging service to complete the registration process. It has also called on providers to help customers meet the deadline. Information about approved providers, registration requirements and user guides is available on the ACMA website.