Australia’s communications regulator has opened a fresh consultation on amended rules for the national SMS Sender ID Register, warning businesses they risk losing the ability to use branded text message headers from mid-December unless they act now.
The Australian Communications and Media Authority (ACMA) said the register will commence on 15 December 2025 and that any organisation not adapted to the new sender ID rules by that date will be unable to get SMS and MMS messages with sender IDs through to customers.
The new consultation follows feedback from an initial process in March–April on a draft Telecommunications (SMS Sender ID Register) Industry Standard. It focuses on ensuring international entities and organisations without an Australian Business Number (ABN) can participate, and canvasses expanding the rules beyond telcos to capture electronic messaging providers that send SMS or MMS on behalf of other organisations.
ACMA Chair Nerida O’Loughlin said feedback on the draft standard prompted critical changes to strike the balance between blocking scam traffic and allowing legitimate messages through. “These arrangements will directly affect how telcos and message service providers operate. They will also require every business or agency seeking to use a sender ID to register it and prove they have a valid reason for its use.
“This is a call to action for all organisations who use sender IDs including banks, retailers, utilities and not-for-profits. You need to start preparing now to be able to continue to use this method to contact your customers from mid-December this year,” Ms O’Loughlin said.
Under the proposals, unregistered sender IDs would be over-stamped with the word ‘Unverified’ from 15 December 2025, with all such messages appearing in a single ‘Unverified’ message thread on mobile phones. International entities and Australian entities without an ABN would be able to register sender IDs directly with ACMA‑certified telcos, while telcos not approved to participate would be barred from carrying SMS or MMS that use sender IDs.
“Organised crime syndicates are now impersonating respected brands to scam Australians. Our ultimate aim is to help to restore consumer confidence that the brand identified in an SMS sent using text-based sender IDs is legitimate and can be trusted,” Ms O’Loughlin said.
The ACMA plans to make the supporting rules by 30 September 2025, following a direction from the Communications Minister, Anika Wells. Onboarding of telcos is scheduled to start on 15 October 2025, with entities able to begin registering their IDs with telcos from 30 November 2025.
The consultation package is available on the ACMA website, and submissions close on 13 August 2025. More information about the SMS Sender ID Register is also available from the regulator.
