Starting July 1, 2026, businesses must register their SMS sender IDs to avoid having their messages flagged as scams. If they don’t, recipients will see “Unverified” instead of the brand name, risking customer trust and communication disruption.
The New SMS Sender ID Registration Rule: What You Need to Know
Businesses that communicate with customers via SMS, especially those using branded identifiers like MyGov or AusPost, will need to register their sender IDs before the deadline in 2026. This new regulation, the SMS Sender ID Register, aims to create a more secure and trustworthy text messaging environment by ensuring that legitimate businesses’ messages are clearly identified.
Starting in 2026, any text sent using a registered sender ID will have the sender’s brand name or trademark attached, making it easier for consumers to recognize the sender and avoid falling victim to scams. But here’s the catch: if businesses don’t register their sender IDs, their messages will simply say “Unverified.” This will alert recipients that the message could be a scam, and as you can imagine, that’s not great for customer communications, not to mention brand reputation.
The Impact of Unverified Messages: Why Registration Matters
ACMA is taking this seriously. The authority believes this move will significantly reduce the number of fraudulent SMS messages circulating, which often impersonate legitimate organizations to scam people. The problem with scam messages isn’t new—Australians have been bombarded with fraudulent texts for years. ACMA has even reported that their SMS scam filtering system has blocked over 300 million scam messages, and this new rule is another step in the fight against such schemes.
For businesses, failing to register could lead to confusion and frustration among customers. Imagine receiving an important message from your bank or a government agency, only to see that it’s marked as “Unverified.” Not only could this cause customers to doubt the authenticity of the message, but it also risks them missing out on critical information. After all, who wants to deal with a potential scam? Nobody.
The Benefits: Restoring Consumer Trust
The new registration system promises to be a win for both businesses and consumers. For consumers, the clear identification of legitimate businesses will help them feel more secure when receiving SMS communications. For businesses, registering sender IDs will reduce the risk of being mistaken for a scam, preserving customer trust and brand integrity. This is particularly important in an age where trust is everything—losing it can be a huge blow to any business.
So, what should businesses do now? First, they need to get in touch with their telco providers to start the registration process. It’s essential to register before the July 1, 2026 deadline to avoid the “Unverified” label. The process is straightforward, but it requires some proactive effort to ensure compliance. ACMA’s chair, Nerida O’Loughlin, emphasized that businesses must act now, as the changes are set to go live in just a few months. The longer you wait, the more likely your communications will be flagged as suspicious.
A Step Toward a Safer SMS Experience
This move by ACMA is part of a broader effort to reduce scams and improve security in digital communications. With text messaging being such a common and convenient way to communicate, it makes sense to create a system that helps identify legitimate messages. Businesses should embrace this change, not just to comply with the law, but to enhance their customer relationships. After all, the more transparent and trustworthy your communications, the more likely your customers will engage with your brand.
