Important: The regulatory landscape regarding 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. These FAQs are based on information available from the ACMA as at the date of this article, which is yet to include detailed information about the register/sender ID application process, access to the register or administration of the register.
The sender ID register and how it is proposed to work
Q: What is an alphanumeric sender ID?
A: When you receive an SMS or MMS message, and at the very top, there's a little identifier letting you know who it's from. That's the Sender ID. It's an alphanumeric header - think a mix of letters, numbers, and maybe a few symbols. Examples include names like ‘ATO’, ‘CBA’, or ‘myGov’. This ID is your way of instantly recognizing trusted senders.
Q: What is the purpose of the SMS sender ID register?
A: The SMS Sender ID register is here to safeguard you and the businesses that reach out to you through messages. How? By putting a stop to impersonation scams! These scams happen when fraudsters use fake sender IDs that look like well-known brands, like banks or government agencies, to trick you into giving away your personal info or money. By disrupting these scams, the register helps ensure that you can trust the messages you receive.
Q: Why is the ACMA developing an SMS sender ID register, and when will it be ready?
A: The Minister for Communications has given the green light for official rules to be established, ensuring the register is open 30 November 2025 with enforcement from 1 July 2026.
Q: How will the register work?
A: In Australia, the upcoming registration model will be a must-do for anyone using alphanumeric sender IDs to send SMS or MMS messages to Australian mobile numbers. This means you'll need to register any alphanumeric sender IDs you plan to use.
This registration ensures that only genuine businesses can use sender IDs, so you can trust what you see in your inbox isn't a scam.
Q: What happens if I don't register by the deadline?
A: 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. .
Q: Can I register through Sinch MessageMedia?
A: Yes, for direct customers once Sinch MessageMedia has been approved as a participating telco, registration can be initiated through Sinch MessageMedia. Registration can also be via another participating telco or directly via ACMA Assist. A list of all participating providers will be available on the ACMA’s website.
Q: What information will I need to provide to register my Sender ID?
A: In order for Sinch MessageMedia to initiate registration the alphanumeric Sender ID on your behalf, you will need to provide:
Full entity name and Australian Business Number (ABN)
Contact information of an authorized representative (legal name and business email) for the entity on the Australian Business Register - this is critical for ACMA’s verification process.
Valid use case details showing a match between the sender ID and the entity. To have a sender ID match, the sender identification must be the same as, a contraction of, an abbreviation of, or an acronym of the entity.
In addition, sender identification may also include another word or other words associated with the entity’s functions.
Registration can also be via another participating telco or directly via ACMA Assist Register. A list of all participating providers will be available on the ACMA’s website.
Q: What do I need to do if my ABN is not in the Sinch MessageMedia system or needs to be changed?
A: Please contact Sinch Support and provide your ABN. Our team will review the details and reach out if we need more information.
Q: Why do I need to go through the registration process for my alphanumeric sender ID when I have already done this recently?
A: Our previous approval process for alphanumeric sender IDs was implemented to comply with existing anti-scam requirements where there was no central Sender ID Register in place. Even though you've recently gone through an approval process, these alphanumeric sender IDs must now be registered through ACMA's official framework. This is to ensure all alphanumeric sender IDs comply with ACMA's new requirements.
Q: Who is authorized to register alphanumeric sender IDs under the new ACMA process?
A: Only the following types of entities can participate in the Register: an individual; a body corporate; a corporation sole; a body politic; a government entity; a partnership; any other unincorporated association or body of persons; a trust; a superannuation fund.
For entities with an ABN, the authorization process requires:
Verification of the entity’s legitimacy and their authorized representatives.
Identification of the representative responsible for registering, which could include individuals or business administrators tied to the entity on platforms like the Australian Business Register (ABR).
Q: What should we do if our company is registered as a trust with a trading name that doesn't correlate to the sender ID we are looking to register?
A: Your Sender ID may be rejected if it does not match the registered legal entity. In Australia, trading names are not registered business names and cannot be used to prove ownership, including when a business operates as a trust. Find out more here.
Q: Will registering alphanumeric sender Ids under the ACMA process cost anything?
A: There may be an applicable charge associated with registering sender IDs, including any ongoing annual charge. The exact cost details will be provided once the ACMA finalizes and communicates the fee structures. We are committed to updating our customers with more information as soon as it becomes available from the ACMA.
Q: Can I use my registered sender ID with other telecommunications providers?
A: Yes, once your sender identification is registered, we anticipate that you will be able to authorize other participating telecommunications providers to originate messages using that same sender identification.
Q: What is an Electronic Messaging Service Provider (EMSP) Partner?
A: An "electronic messaging service provider" that has partnered with Sinch MessageMedia to fulfil its obligations under the Standard. As a participating telecommunications provider in the register, we can help you in the registration process.
For more detailed information and guidance, please refer to the ACMA's official website
Q: How can Non-ABN Entities (Domestic and International Senders) participate in the ACMA SMS sender ID registration process?
A: An entity without an ABN (e.g., a foreign company or a domestic non-profit) sending messages for its own brand. Your sender IDs through a 'Certified Telecommunications Provider'.
Applications to be a Certified Telecommunications Provider opened on 30 October 2025. We will keep you informed about this process and about how we may be able to support you through this process.
Q: Does the register affect SMS sent by consumers?
A: No, the register won't impact any SMS messages you send directly from your personal mobile device to another person.
Q: How do I register my SMS sender ID with the ACMA via Sinch MessageMedia?
A: Step 1 – Registration of the entity and sender identification on the ACMA Assist Register
Register the sender ID with Sinch MessageMedia. Registration is initiated through the alphanumeric sender ID management section via Settings > Numbers in their Sinch MessageMedia account. The system will need to validate your alphanumerics sender ID with your business entity details, and provide the contact details of an authorized representative, ensuring these matches the Australian Business Register.
Once submitted, Sinch MessageMedia reviews the application to ensure there is a valid use case. If accepted, Sinch informs the customer.
Step 3 – Verification of the sender ID
The ACMA will then contact the entity's representative via email to verify the registration in the ACMA Assist portal. We anticipate that the representative will need to verify their identity, select Sinch MessageMedia (Message4U) as their participating telecommunications provider on the ACMA Assist Register and potentially pay registration fees. Sinch will be notified by ACMA upon approval.
Upon completion, ACMA confirms the registration with Sinch MessageMedia, which updates your sender ID status to "Approved" in their account. They will also receive an email notification of successful registration.
Alphanumeric sender ID format rules
Q: What characters are allowed in a sender ID?
A: Sender IDs must consist solely of characters with ASCII decimal codes 32–126. This includes all printable ASCII characters.
Q: What is the required length for a sender ID?
A: Sender IDs must be at least 2 characters and no more than 11 characters long.
Q: Can a sender ID be composed entirely of numbers?
A: No. Sender IDs must not consist solely of numbers; they must include at least one letter.
Q: Are there any restrictions on where certain characters can be used in a sender ID?
A: Yes. Sender IDs must not contain a space or underscore at the beginning or end.
Q: Are there specific words that cannot be used in a sender ID?
A: Yes. Sender IDs cannot include the word ‘Unverified’ or any term identified by the ACMA as a disruption term for unregistered IDs. Additionally, no offensive, deceptive, or misleading words are allowed.
Q: Are sender IDs case sensitive?
A: No, sender IDs are case insensitive. For instance, ‘ABC’ is considered the same as ‘abc’.
Q: Can multiple entities use the same sender ID?
A: Yes, sender IDs can be registered and used by multiple entities if each entity can prove a valid use case.
Q: Are there restrictions on certain sender IDs due to sensitivity or risk?
A: Yes, some sensitive or high-risk sender IDs may be limited to single registration to reduce harm if misused. Examples include government-related identifiers like ‘ATO’ or ‘Medicare’.
Q: Can generic words be used as standalone sender IDs?
A: No, standalone generic sender IDs like ‘Alert’ are prohibited. They can be misused to create false urgencies. However, using them with a qualifier, such as 'ACMA Alert’, is acceptable.
Conclusion
To ensure seamless messaging services and compliance with ACMA regulations, please proactively prepare for the upcoming changes in alphanumeric sender ID (alphanumeric sender ID) registration. For further assistance or queries, contact support or visit the ACMA website for more detailed guidance.