Important: The regulatory landscape regarding alphanumeric sender ID (formerly alphanumeric sender ID) registration is continually evolving. While we strive to provide the most current information, we strongly advise checking the Australian Communications and Media Authority (ACMA) website directly for the very latest guidance and updates. This article is based on information available from the ACMA as at the date of this article.
As a valued Sinch MessageMedia customer, staying informed about regulatory changes is key to maintaining your messaging capabilities. It's important to note that the forthcoming changes are a government initiative led by the Australian Communications and Media Authority (ACMA). The ACMA is implementing a new mandatory registration process for alphanumeric sender IDs across Australia. This change is crucial in ensuring the legitimacy and security of messaging services nationwide, providing a safer environment for all users.
What: Enforcement in July 2026, all alphanumeric SMS sender IDs to Australian numbers must be registered and approved by the ACMA to combat fraud.
Impact: From 1 July 2026 the Unregistered sender IDs will be labelled ‘Unverified’.
Action: As a Sinch MessageMedia customer, you must register your sender ID to continue sending messages without disruption.
Understanding sender IDs and their role in scam prevention
What is an alphanumeric sender ID?
Regulated by mandatory standards and government guidelines, alphanumeric sender IDs ensure that consumers can effortlessly recognize the source of an SMS.
A sender ID acts as an identifier shown at the top of SMS messages when received by consumers, typically representing a brand or organization. Examples include organization names like "NAB," "ATO," or "CBA."
New laws will require sender IDs to be registered with the ACMA sender ID register. The improper use of an alphanumeric sender ID without permission, known as impersonation, is a tactic often employed by scammers. Businesses can mitigate this risk by registering and monitoring their alphanumeric sender IDs.
Example of scam vs. legitimate SMS:
Below is an example of a message thread using the alphanumeric sender ID "AusPost," showcasing legitimate messages from Australia Post and scam messages pretending to be the legitimate sender.
What is changing?
From 1 July 2026, all alphanumeric sender IDs used for sending messages to Australian mobile numbers must be registered and approved by the ACMA. Unregistered alphanumeric sender ID messages will be sent with the generic label 'Unverified' instead of your business name.
Why the change?
The ACMA's process aims to enhance trust and combat fraudulent messaging by ensuring all alphanumeric sender IDs are valid and verified. This aligns with broader efforts to protect end users from scams and spam.
How will it affect Australian businesses?
As a customer of Sinch MessageMedia, you'll need to register your alphanumeric sender ID (formerly alphanumeric sender ID) to continue using it. This task is your responsibility, so ensure you have an Australian Business Number (ABN) or similar identification ready, as it's required for the registration process. The person making the request must be listed on or supply an authorized business representative for the entity on the Australian Business Register, or be authorized by that person; must pass an identification check; and must agree to the Register terms of use.
What This Means for You as a Sinch MessageMedia Customer?
If you wish to send messages with sender IDs in Australia, you will be required to register your sender IDs and comply with stringent verification and operational requirements. The process you need to follow depends on your entity type. For more information on the
Alphanumeric sender ID registration - Choosing an entity type
Preparing for registration
Before registrations open, you can prepare for success by taking the following steps. By tackling these tasks now, you'll make the registration process much smoother and avoid any disruption to your messaging services.
Check your existing sender IDs
Review all the alphanumeric sender IDs (formerly alphanumeric sender IDs) your business uses with Sinch MessageMedia (via Settings > Numbers).
Identify which alphanumerics need to be registered first. If you notice any that aren't in use, consider removing them from your account or replacing them with dedicated numbers. The fewer alphanumerics you have to register, the simpler the registration process will be. You can find all your registered alphanumeric sender IDs in the Hub via Settings > Numbers.
Sender ID validation rules
As of the date of this article, the ACMA permits the registration of alphanumeric sender IDs only if they adhere to the following guidelines:
- be 2 to 11 characters long
- include only characters 32–126 from the American Standard Code for Information Interchange (ASCII) decimal codes. ASCII can be accessed free of charge at ascii-code.com
- not solely consist of ‘restricted’ words published on the ACMA’s website
- not consist only of numbers
- not contain a space or underscore at the beginning or end
- not contain the word ‘Unverified’
- not be offensive, deceptive, or misleading
- have a valid use case (e.g., it must match your registered business name, company name, trademark, or domain name – see next section for more information)
Note: Alphanumeric sender ID's are not case sensitive (i.e Sinch is the same as sinch)
Ensure your sender ID is clearly linked to your organization
To be registered, a sender ID must be clearly linked to your organization. This helps consumers recognize who the message is from and reduces the risk of confusion or impersonation.
As an organization with an Australian Business Number (ABN), your sender ID must match your organization's:
- Registered business name in the Business Names Register, and the status of the business name must be “registered”
- Company name in the Australian Business Register, and the status of the related ABN relating to the entity must be “active”
- Trademark included in the Register of Trade Marks or an equivalent international register of trademarks, and the status of the trademark must be “registered”, or
- Domain name for which your organization is the “registrant” in the whois.auda.org.au database, and either:
- The registered domain name is used for a legitimate website that can be accessed via the internet, or
- The registered domain name is used for an active email account.
More information on refer the ACMA guide Ensure your sender IDs meet the valid use case rules
Important: If it doesn’t meet these criteria, the ACMA will not approve registration of the sender ID. If your alphanumeric sender IDs don't comply with these guidelines, the ACMA will not approve registration of the sender ID and consider submitting a new alphanumeric ID that meets the criteria, or opt for a dedicated number instead.
Setting up ACMA
Before you start: The most common reason registrations stall is that the ABR contact isn’t involved early. Follow these step for Setting up ACMA Assist before your alphanumeric Sender ID is registered.