Determination sets out how brand identifiers at head of SMS can be registered and used in SMS messages; SMS sender ID register will give Australians confidence.
Namely, that messages they receive are legitimate, not from scammers impersonating well-known organizations like government agencies, banks and delivery services.
Rules set out criteria for sender ID applications, restrict use of sender IDs that could be used to mislead consumers, and require registered sender IDs to be clearly linked to registering organization such as matching business name or trademark.
Telcos and message providers can now apply to AST ACMA to participate in register.
Organizations can begin registering their sender IDs via participating telco or message provider from Nov. 30, 2025.
AST ACMA encourages organizations that use sender IDs to talk to their telco or message provider about their branded SMS from Nov. 30, 2025 to avoid disruption to SMS communications in mid-2026.
Explanatory statement discusses changes made to determination in response to consults; states AST ACMA will publish guidance to assist telco providers and entities.
Determination commences on Nov. 30, 2025 but certain subsections on Apr. 1, 2026.
On Mar. 27, AST ACMA issued proposal regarding SMS sender IDs.
AST ACMA issuedSMS sender ID register - consultation on a draft industry standard and proposed register operation, draft Telecommunications (SMS sender ID register) industry standard 2025, re proposed reg arrangements for use of SMS sender IDs.
Specifically, proposed regulatory arrangements for SMS sender IDs to rebuild trust in telephone numbers and brands, following its new Telecommunications numbering plan.
Follows AST ACMA Jun. 2024 sought views to make proposals re telcos, see #219783.
Proposal
AST ACMA is now consulting on implementation of mandatory SMS sender ID register.
Aims to protect consumers by ensuring text-based sender IDs in SMS messages, such as shortened business names, accurately represent legitimate and trustworthy brands.
Draft standard outlines rules to disrupt SMS scams impersonating trusted brands, and government agencies; telcos will need to verify messages using text-based sender IDs come from registered sources, with unregistered ones showing likely SCAM warning.
The SMS sender ID register is scheduled to begin operation by Dec. 15, 2025.
Consultation Period
Public consultation is open until Apr. 28, 2025.
Jul. 2025 Second Proposal
On Jul. 14, 2025, AST ACMA further proposed to refine the draft standard to enable international and Australian entities without an ABN to participate in the register.
All banks using alphanumeric SMS sender IDs (e.g. CBA, ANZ) must register them; unregistered sender IDs will be over-stamped as unverified or blocked.
Foreign banks without an ABN can participate via a certified telco (CT), which must verify the bank’s legitimacy and authorized contacts; valid use cases for sender IDs must be shown via registered company name, business name, trademark, or domain.
Transition period will use label unverified instead of likely SCAM to avoid harming trust in legitimate but unregistered messages; expected to be effective from Dec. 15, 2025.
Comment period for the consultation closes on Aug. 13, 2025.
Aug. 2025 Third Proposal
On Aug. 21, 2025, AST ACMA issued third consultation that proposed requirements for businesses and the telco industry to participate in the SMS sender ID register.
In addition, the consultation proposed draftSMS sender ID register (application, access and administration) determination 2025, setting out the requirements.
Including applying to participate in the register and registering sender IDs, the types of sender IDs that can be registered, and access to and administration of the register.
The consultation paper outlined the feedback from previous consultation and revised the proposals on application process for entities with and without ABN.
Including the application process for telcos that want to obtain certification to deal with entities seeking to use sender IDs that do not have an ABN.
Participating entities listed in draft determination include an individual, body corporate, trust, partnership, as well as superannuation fund within meaning of SISA 1993 (AST).
Public consultation closes on Sep. 8, 2025.
Oct. 8, 2025 AST GVT Registered Instrument
On Oct. 8, 2025, AST GVT registered instrument titled Telecommunications (SMS sender ID register) industry standard 2025 together with an explanatory statement.
Standard applies to carriers, carriage service providers and electronic messaging service providers involved in SMS/MMS messaging using alphanumeric sender identifications.
From Jul. 1, 2026, messages with unregistered sender identifications will be disrupted by replacing sender identification with unverified to reduce SMS impersonation scams.
Telecommunications providers must apply to AST ACMA for approval to participate in register; those sending messages must establish customer has valid use case for sender identification before registration.
Entities with Australian business number (ABN) can register through participating telecommunications providers after identity verification checks; entities without ABN can only register through certified telecommunications providers.
International telecommunications providers can participate indirectly by partnering with participating or certified telecommunications providers per verification requirements.
Participating telecommunications providers must implement policies, procedures for compliance, complaint handling; conduct traceback reporting for scam messages; submit quarterly reports to AST ACMA.
Providers must keep secure records demonstrating compliance for 2 years; maintain system security for sender identification messaging and register interactions; follow privacy obligations.
Sections 1-8, subsection 15(2), parts 4 and 6 commence Oct. 15, 2025; sections 9-14, part 7 and schedule 1 commence Nov. 30, 2025; part 3 (except subsection 15(2)) and part 5 commence Jul. 1, 2026.
Oct. 9, 2025 Key Implementation Dates
On Oct. 9, 2025, AST ACMA issued a reminder of key dates for implementation of new rules on the SMS sender ID register; it also outlined key requirements for telcos and electronic message service providers (EMSPs) detailed in the instrument above.
From Oct. 15, 2025, telcos and EMSPs need to apply to AST ACMA to participate in the register and continue to carry messages with sender IDs.
Between Nov. 30, 2025 and Jun. 30, 2026, entities need to register sender IDs via their participating telco or EMSP.
From Jul. 1, 2026 onwards, only participating telcos will be able to send SMS and MMS with sender IDs; unregistered sender IDs will be replaced with the word Unverified.
Determination sets out how brand identifiers at head of SMS can be registered and used in SMS messages; SMS sender ID register will give Australians confidence.
Namely, that messages they receive are legitimate, not from scammers impersonating well-known organizations like government agencies, banks and delivery services.
Rules set out criteria for sender ID applications, restrict use of sender IDs that could be used to mislead consumers, and require registered sender IDs to be clearly linked to registering organization such as matching business name or trademark.
Telcos and message providers can now apply to AST ACMA to participate in register.
Organizations can begin registering their sender IDs via participating telco or message provider from Nov. 30, 2025.
AST ACMA encourages organizations that use sender IDs to talk to their telco or message provider about their branded SMS from Nov. 30, 2025 to avoid disruption to SMS communications in mid-2026.
Explanatory statement discusses changes made to determination in response to consults; states AST ACMA will publish guidance to assist telco providers and entities.
Determination commences on Nov. 30, 2025 but certain subsections on Apr. 1, 2026.
