The Australian Communications and Media Authority (ACMA) has announced new regulations requiring organisations using branded identifiers in SMS messages to register these identifiers with their telecommunications provider.

This initiative, known as the SMS Sender ID Register, is designed to protect consumers from scams where fraudsters impersonate well-known brands via text messages.

The SMS Sender ID Register is anticipated to be operational by mid-2026. Under the new system, messages with unregistered sender IDs will be grouped into a single ‘Unverified’ message thread on mobile devices. This measure aims to alert consumers that such messages may be scams.

Telecommunications companies and electronic message service providers (EMSPs) will need to apply to ACMA to participate in the SMS Sender ID Register starting from 15 October 2025. Businesses and organisations will be required to register their sender IDs through their participating telco or EMSP between 30 November 2025 and 30 June 2026.

From 1 July 2026, only participating telcos will be authorised to send SMS and MMS with sender IDs. Unregistered sender IDs will be replaced with the label ‘Unverified’. Participating providers are tasked with informing their business customers about the registration requirements and educating consumers about the register.

The Telecommunications (SMS Sender ID Register) Industry Standard 2025 was established following a directive from the Minister for Communications and was developed through two rounds of public consultation. Information regarding the SMS Sender ID Register is accessible on the ACMA website.

ACMA Chair Nerida O’Loughlin highlighted the importance of the new system, stating, “Impersonation scams are highly deceptive and can cause significant financial loss and ongoing psychological distress.” She added, “With this new system in place mid-next year, the public will be able to have greater confidence that SMS messages with a sender ID are legitimate.”

O’Loughlin further explained the implications for unregistered sender IDs. “Messages with unregistered sender IDs will appear in a single ‘Unverified’ message thread on mobile phones, indicating it may be a scam,” she said.

She urged organisations to take immediate action. “We urge all organisations that use sender ID users – including banks, medical and dental surgeries, retailers, utilities and not-for-profits – to start talking to your telco provider now about what you need to do.” O’Loughlin emphasised the urgency, stating, “July 2026 will be here faster than you think. You need to take action now so that your sender IDs are registered and your customers can have confidence that the messages you send them are from you, not a scammer,” O’Loughlin concluded.