Australia | Alphanumeric Sender ID Registration - EMSP Partners Single Flow

This guide walks you through how to register a single alphanumeric sender ID when you're an EMSP (Electronic Messaging Service Provider) Partner registering on behalf of your end customers. It explains what business information you need to provide for both your EMSP organization and each customer, how sender ID validation works, and how to nominate the right authorized representatives. You'll also learn what to review before submitting the application, what each status means after submission, and what to expect from ACMA during the approval process.

Registration Process

Step 1: Enter your business details (EMSP Partner)

First, you'll provide information about your own business - the EMSP Partner organization that has permission to register on behalf of your end customers.

Verify pre-filled information

The system will automatically retrieve your business information from the Australian Business Register:

• Australian Business Number (ABN) - Your organization's ABN

• Entity name - Your registered company name

• Business name(s) - All trading names registered to your ABN

Add required information

Complete the following fields for your organization:

• Business address - Enter your registered business address

• Business website - Enter your official business website

• Telephone number - Include country code and area code (e.g., +61 3 1234 5678)

Step 2: Enter end customer business details

Now, you'll provide information about the customer business you're registering the sender ID for.

Enter customer business ABN

In the Customer Business section, enter the customer's ABN or business name.

The system will automatically look up and populate:

• Entity name

• Business name(s)

Complete customer business information

• Business address - Confirm or enter the customer's registered business address using the Address lookup

• Business website - Enter the customer's official business website. Must be the official website for their entity name or business name.

• Telephone number - Provide a business contact number for the customer

Click Next to continue.

Step 3: Validate the alphanumeric sender ID

1. Enter your alphanumeric name in the text field

2. Click the Validate button

The system will check if your sender ID matches your customer's registered business details:

• Success message: "Business match confirmed — you're good to go"

  • This means your sender ID closely matches the customer's entity name, business name, trademark, or domain

  • You can proceed to the next step

• Error message: If validation fails, you'll need to choose a different sender ID that better matches your customer's registered business details

Validation requirements

Refer to [Australia | Upcoming changes to alphanumeric sender ID (formerly alpha tag) registration and usage]

Once validation succeeds, click Next.

Step 4: Designate authorized representatives

As an EMSP Partner, you must provide authorized representatives for BOTH businesses - your organization and the customer business.

Authorized representative for your business

First, designate who will approve this registration on behalf of your EMSP Partner organization:

You have two options:

Option A: I am an authorized representative

• Select if you're listed on the ABR as having authority or if you have been authorized by an ABR Authorized contact to be an authorized user in ACMA Assist portal

• Your details will be automatically filled from your Hub Account

Option B: I am completing this on behalf of an authorized representative

• Provide the representative's name, email, and phone number of an ABR authorized contact or a user authorized by an ABR Authorized contact to be an authorized user in ACMA Assist portal

Authorized representative for the customer business

Next, designate the authorized representative for the customer business you're registering for:

• Enter the customer representative's full name

• Enter their email address

• Enter their mobile phone number

Click Next to continue.

Step 5: Review and submit

This is your final opportunity to review all information before submission.

Review each section

The review page displays information for both businesses:

Customer's ABN, entity name, business names, address, website, and phone

The validated sender ID that matches the customer's business

Set notification preferences

• Email notifications (Required) - Your email address is pre-filled

• SMS notifications (Optional) - Add a mobile number for time-sensitive updates

Submit your application

• Review all sections carefully - information cannot be changed after submission

• Ensure you have authorization from the customer business

• Click Submit for review

Your application status will change to "Pending Review". Your sender ID will appear with a "Pending Review" status. You'll receive an email confirmation to your email address linked to the Sinch MessageMedia platform.

Viewing your application status

You can check your sender ID registration status at any time:

1. Go to Settings > Numbers

2. View the Alphanumeric sender IDs section

Your sender ID will show one of these statuses:

Post-submission

Internal review & submit to ACMA

Sinch MessageMedia compliance team verify the application before submitting to ACMA, and the team will reach out to you if further information required.

If all requirements are fulfilled, the team will submit the application to ACMA.

Your application status will change to Pending ACMA Registration.

ACMA confirmation email

Your organization - EMSP Partner (First-time only)

Important: If this is your first time registering as an EMSP Partner, the authorized representative from your organization will receive a confirmation email from ACMA.

The authorized representative from YOUR Organization will receive a confirmation email from ACMA to verify that your organization is authorized to act as an EMSP Partner. Your representative must respond to this email to confirm authorization. The application cannot proceed until this confirmation is completed.

Your customers - entity who owns the sender ID

The authorized representative of your customer will receive a confirmation email from ACMA to verify that your organization is authorized to register the sender ID.

Your customer's representative must action this email to confirm authorization, and the application cannot proceed until this confirmation is completed.

For more information, see: Accessing register for first time.

ACMA processing

ACMA will review the application, and it will take approximately 24 hours for ACMA to complete the review, however processing times vary based on the complexity of the application.

Approval notification

You'll receive email and/or an SMS notification when approved. Your sender ID status will change to Pending ACMA Review or Active/Verified.

The sender ID can then be used for SMS campaigns to Australian numbers.