Small businesses and community organisations need to act now to make sure their text messages continue to reach customers and members when new anti-scam rules begin on 1 July 2026.
The Australian Communications and Media Authority (ACMA) is reminding organisations that if they use a branded SMS sender ID – the name that appears at the top of a message (for example, ‘AusPost’, ‘Med-Appt’ or ‘myGov’) – they will need to register it under the new system.
From 1 July, SMS/MMS sent using unregistered branded sender IDs will display the word 'Unverified' instead of the brand name. They will also be grouped with messages from other unregistered senders, including potential scams.
ACMA Deputy Chair Adam Suckling said while the ACMA has undertaken extensive and regular communications on the new Sender ID rules, some small and medium-sized businesses and organisations may not realise the changes apply to them.
“Branded sender IDs are widely used by businesses of all shapes and sizes in their marketing, appointment scheduling and billings. We are urging small businesses and community organisations to act now – work out if your organisation uses branded sender IDs and contact your telco or message provider if you want to continue using them from 1 July.
“Sender IDs are used so recipients can quickly identify who a message is from. They may be used by a wide range of family and small businesses such as dentists, GPs, solicitors, schools and childcare centres, and franchisees.
“Failing to register may mean consumers miss important messages or no longer trust them,” Mr Suckling said.
The ACMA is also calling on telcos and messaging providers to prioritise supporting their customers to ensure sender IDs are registered before the deadline.
“Telcos and messaging providers have obligations to contact their business customers and help them complete the registration process, and we expect them to be taking these actions now.
“Messages labelled ‘Unverified’ may be ignored or deleted by customers, creating reputational risks and unwanted disruptions for businesses,” Mr Suckling said.
A list of participating telcos and messaging providers is available on the ACMA website at Approved telcos and message providers for the SMS Sender ID Register.
Information, user guides and fact sheets about the SMS Sender ID Register are available on the ACMA website at SMS Sender ID Register | ACMA.
MR 16/2026