From 1 July 2026, businesses that send branded SMS messages must register their Sender ID with the Australian Communications and Media Authority (ACMA) through their telco or messaging provider. A Sender ID is the name that appears at the top of a text message, such as “ATO” or “myGov”. If your business sends messages branded with a Sender ID and does not register, your Sender ID will be replaced with the word “unverified” after the deadline, which could undermine customer trust. Reason for the change In just the first nine months of 2025, Australians lost over $13.8 million to SMS scams impersonating trusted organisations. A verified Sender ID aims to restore confidence and curb these impersonation scams. What you need to do Register with ACMA by 15 May 2026 or as soon as possible by completing the following steps: Contact your telco or messaging provider to register and enable Sender ID messaging for your business. Provide the Sender ID(s) you wish to register, ensuring each Sender ID clearly matches your organisation’s identity (e.g. business name, trade mark, ABN, or domain name). Check whether your telco or messaging provider is approved to participate in the SMS Sender ID Register by clicking here. Complete the registration by verifying your identity and authority through the process provided by ACMA, typically via email confirmation. If your business does not use a Sender ID and only sends messages from a phone number, no action is required. If you’d like to stay up to date with Russell Kennedy Alerts and Events, you can subscribe to our mailing list here.