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Overview
From 1 July 2026, the Australian Communications and Media Authority (ACMA) will enforce a Sender Identification Register for SMS communications. All alphanumeric sender IDs must be registered to remain valid. Unregistered sender IDs will be replaced with "Unverified", which can harm your brand trust and engagement rates.
The register is being implemented to provide consumer protections against scammers that use text messages with alphanumeric sender IDs (a header used in text messages to show who the message is from, such as ‘ATO’ or ‘myGov’) to impersonate well-known brands.
AdviserLogic, in partnership with our SMS provider, Sinch Hub, will help you manage this registration process directly through our SMS module.
Access
To prepare for compliance with the ACMA Sender ID requirements, start by reviewing your existing sender IDs.
In AdviserLogic, go to Tools > SMS Messaging > SMS Profile and check each sender ID currently in use. Remove any that are outdated or no longer valid.
When reviewing or creating sender IDs, ensure they follow these rules:
A valid sender ID must be 2 to 11 characters long, contain at least one letter, and clearly relate to your organisation's name or brand (e.g., direct name, acronym, or recognised variant).
Avoid using generic or restricted terms such as “alert”, “banking”, “verify”, or “important”.
Do not include the word “Unverified” in the ID
Sender ID comparisons are case-insensitive.
ACMA opens the Sender ID Registration on 30 November 2025.
Once all AdviserLogic users have updated their SMS profiles to be compliant, we will lodge your application. We'll first confirm that your sender ID and use case are valid. Our SMS provider will then apply to the ACMA.
We will keep you updated along the way, so you have time to implement these changes.
Next, ACMA will contact the authorised contact listed on the Australian Business Register (ABR). That person will need to log into the ACMA Assist portal, approve the sender ID, verify their identity, and select Sinch MessageMedia (Message4U) as the telecommunications provider.
After approval, your sender ID will be officially registered and safe from being replaced with “Unverified”.
⚠️Important Considerations
Registration opens 30 November 2025.
From 1 July 2026, any sender IDs not registered will automatically appear as “Unverified” in recipients' messages.
💡Tip
Start preparing now by cleaning up legacy sender IDs and ensuring your ABR authorised contact details are current. You can update ABR records via the Australian Business Register website.
Notifying Clients of Sender ID Changes
If you need to update or replace any of your existing SMS sender IDs as part of this process, it’s important to notify your clients. Changing a sender ID, even slightly, can impact message recognition and trust.
Your clients are used to seeing a familiar name when they receive SMS updates from you. If a new or unfamiliar sender name appears without explanation, it may cause confusion or concern, and in some cases, lead to clients ignoring or mistrusting the message entirely.
We recommend:
Letting clients know in advance that your sender’s name is changing and what it is changing to
Including your new sender ID in your regular communications (e.g., email newsletters, client portal updates)
Reinforcing your brand presence in your SMS content for a short period (e.g., “This is a message from XYZ Wealth, now sending SMS updates as ‘XYZGroup’”)
Clear, proactive communication can prevent client confusion and maintain confidence in your SMS communications.