When registering a sender ID through Sinch MessageMedia, you need to select which entity type flow to use. This choice is final and cannot be changed, so it's important to select the correct option. Use this guide to determine which registration flow applies to your situation.
Note: This guide is for informational purposes only and does not constitute legal advice. The information provided in this article is intended to help you understand the different entity types and registration flows available through Sinch MessageMedia for ACMA Sender ID registration.
If you have questions about your legal obligations or which registration pathway applies to your specific circumstances, you should seek independent legal advice from a qualified legal professional.
The registration types (for ABN entities)
Important: All three registration flows below require an Australian Business Number (ABN). If you don't have an ABN, please see the notice above about using dedicated numbers as an interim solution.
Please take the time to choose the correct registration type. If you select the wrong registration type:
The registration cannot be changed - you'll need to start over
You may face compliance issues
Your sender ID registration may be rejected
You may need to re-register using the correct pathway
1. Your business (Direct Registration)
Register a sender ID for your own company linked to your Sinch MessageMedia account.
Choose this if:
You're registering a sender ID that your own company will use
The sender ID matches your company's registered business name, company name, trademark, or domain
You're sending messages for your own business purposes
Examples:
A retail store registering "ACME" to send order confirmations to their customers
A medical practice registering "DrSmith" to send appointment reminders
An e-commerce company registering "SHOPNOW" for delivery notifications
For more details on the self-serve registration flow refer to: Direct customer registration flow
2. Entity associate
Register a sender ID on behalf of another company that has authorized you.
Choose this if:
You're a service provider (like a marketing agency, call center, or customer support provider)
You actively send messages FOR your clients using their sender IDs
Your client has authorized you to send messages using their brand name
The sender ID belongs to a different ABN other than the one linked on your Sinch account, but account has or is given authority to use it (either this is your other owned ABN or for your clients)
Key characteristic: You have an Australian Business Number (ABN) and operate as a service provider.
Examples:
A marketing agency sending campaign messages for multiple retail clients
A customer service center sending support messages on behalf of client companies
Important: The sender ID must match your client's registered business details, not yours. You'll need their authorization to proceed.
For more details on the self-serve registration flow refer to: Entity Associates registration flow
3. EMSP Partner
You are an Electronic Messaging Service Provider (EMSP) and this requires a formal partnership agreement with Sinch MessageMedia.
Choose this if:
You're a software platform or CRM provider
Your end-users send messages through your platform, but you need Sinch to fulfil technical or compliance requirements
You want Sinch MessageMedia to handle some or all of the compliance obligations on your behalf
You have multiple end-users who need to register sender IDs through your platform
Key characteristic: You're a technology intermediary that enables your customers to send messages, but you need Sinch to help fulfil technical or compliance requirements
Examples:
A CRM platform that enables hundreds of businesses to send SMS from within the platform
A marketing automation tool that processes bulk SMS campaigns for users
A telecommunications software provider that white-labels messaging services
An e-commerce platform that provides SMS notifications as a feature
Important: EMSP Partners must register with ACMA as a Participating telco (PT) and sign a Partner Addendum with Sinch before proceeding. Contact your Sinch account manager or the support team to discuss partnership terms.
Please refer to the following articles for more details on the EMSP Partner self-serve registration flows where you can register sender IDs via a single or bulk flow;
- Australia | Alphanumeric Sender ID Registration - EMSP Partners Single Flow
- Australia | Alphanumeric Sender ID Registration - EMSP Partner (Bulk) Flow
- Australia | Bulk Sender ID Registration - Error Reference Guide
Note: If you are an EMPS already registered as a Participating telco (PT) and participating in the registry directly (not partnering with Sinch MessageMedia), contact your Sinch account manager or the support team so we can make the necessary changes to reflect this.
Entity Associate vs. EMSP Partner
These two categories are often confused. Here's the key difference:
Aspect |
Entity Associate |
EMSP Partner |
What you do |
Actively send messages as a service to clients |
Provide a platform/software that enables clients to send messages |
Your business model |
Service provider (agency, call center) |
Software/platform provider (SaaS, CRM) |
Who operates the platform |
You use Sinch MessageMedia directly |
Your clients use YOUR platform, which uses Sinch |
ABN required? |
Yes |
Not always (can be international) |
Still not sure?
Ask yourself these questions:
Do your clients log into YOUR platform to send messages?
YES → You're likely an EMSP Partner
NO → You're likely an Entity Associate
Are you sending messages yourself on behalf of clients?
YES → You're likely an Entity Associate
NO → You're likely an EMSP Partner
International & non-ABN entities
If you do NOT have an Australian Business Number (ABN) the same three registration types available.
Important: The self-serve non-ABN Sender ID registration flow is available for international customers who send to Australia via a Alphanumeric sender ID. If you wish to register a sender ID via this process and currently the flow is not available on your Sinch Hub please get touch with our support team or you Account manager.
Please refer to the following articles for more details on the self-service non-ABN registration flow;
- Australia | Alphanumeric Sender ID Registration for Businesses Without an ABN - Direct Customer
- Australia | Registering a Sender ID on Behalf of a Non-ABN Customer (Entity Associate & EMSP Partners)
- Australia | Completing Identity Verification for Sender ID Registration
If you do not wish to register the sender ID you can use a dedicated Australian mobile number instead of an alphanumeric sender ID.
Why dedicated numbers?
- Available immediately with no registration requirements
- Ensures business continuity while we develop full Non-ABN support
To use a dedicated number: Self-serve a dedicated number via Settings > Numbers and scroll down to Dedicated Numbers