ACMA Revamps SMS ID Rules

The Australian Communications and Media Authority (ACMA) is calling for public comments on new regulations set to overhaul Australia’s SMS ID Register ahead of its implementation on December 15, 2025. These changes are aimed at curbing scam traffic while ensuring legitimate SMS communications can continue seamlessly.

Under the new rules, organizations that fail to register their Sender IDs will find their SMS and MMS messages marked as ‘Unverified’ starting mid-December. The initiative also expands the registration framework to include international entities and those without an Australian Business Number (ABN), allowing them to register directly with ACMA-certified telecommunications providers.

Feedback from a prior consultation highlighted the necessity for these changes. ACMA Chair Nerida O’Loughlin emphasized the importance of these updates, noting their potential impact on telcos and messaging service providers. O’Loughlin urged businesses and agencies—such as banks, retailers, and utilities—to prepare for compliance to maintain effective customer communication using SMS.

The revamped regulations also aim to thwart organized crime syndicates that impersonate reputable brands to scam consumers. ACMA’s goal is to rebuild consumer trust by ensuring the authenticity of brand-identified SMS messages. The complete set of rules is expected by September 30, 2025, with the onboarding of telcos beginning on October 15, 2025. Submissions for public consultation are open until August 13, 2025.