Sender IDs
Important SMS Sender ID Update
From 1 July 2026, all alphanumeric sender IDs (e.g. ‘MyBrand’) used in SMS to Australian numbers must be registered under a new ACMA Sender ID Register.
Unregistered sender IDs will be labelled “Unverified” and may be blocked — impacting message delivery and customer trust.
What you should do now:
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If you are registered on the Australian Business Register, ensure your ABN and contact details are up to date
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Apply to register your Sender IDs following the steps below
We’ll guide you through the process — more info coming soon.
Learn more - https://www.acma.gov.au/sms-sender-id-register
What is a Sender ID?
A Sender ID is an 11 character alphanumeric string that is placed over the top of the Mobile Number. Using a Sender ID will mean that the traffic is 1-way only.
A Sender ID is typically a company name or a service that the company provides and is a way for your recipients to easily distinguish your company as the originator of the SMS.
Sender IDs may also be referred to as:
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Alphanumeric Mask / Alphanumeric Sender ID
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Alpha Mask
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Source Mask
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Spoofing
Sender ID Rules
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A Sender ID has a maximum of 11 characters including spaces.
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It can include a combination of letters and numbers
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A Sender ID can include spaces and underscores, but not before or after. I.E My_Cmpny will work, MyCmpny_ or _MyCmpny won’t work.
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A Sender ID can not contain Symbols, full stops, or any other special characters (it can contain hyphens).
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A Mobile Number can not be used as a Sender ID.
What are the benefits of using a Sender ID?
There are a number of reasons why a company may use a Sender ID.
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By using a Sender ID, customers will immediately recognise who the SMS text message is from, making them more likely to read the message
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To distinguish between different services a company provides, i.e MyCmpnyTS , or CompanyBill .
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To block the ability to reply to a message.
Applying for a Sender ID
Before a Sender ID can be used by in Australia, it needs to be registered and approved by the network as well as ACMA.
ACMA Justification List
To register a sender ID, it must be clearly linked to your organisation. This helps consumers recognise who the message is from and reduces the risk of confusion or impersonation.
A sender ID is considered a valid match if it:
- Is the same as your organisation’s name, or a shortened version (e.g., ’Australian Taxation Office‘ → ’ATO’) or
- Is an acronym or initialism of your name (e.g., ‘Australian Communications and Media Authority‘ → ’ACMA’) includes extra words that relate to your organisation’s role, location, or the purpose of the message (e.g., ‘ACMA Alerts’) or
- If it doesn’t meet these criteria, the sender ID cannot be registered.
If your Company will be sending messages on behalf of another company, please ensure that your Company has formal agreement to use the Names / trademarks / acronyms etc for this customer which services are provided.
FAQs
Compliance
What happens if i don't register my Sender ID?
From July 1 2026, all messages sent with an unregistered Sender ID will be blocked or overstamped with “Unverified” when sending within Australia.
Do all my SMS messages require a Sender ID?
The use of Sender IDs in Australia is optional. Not all countries support the use of Sender IDs. Please check the requirements of your destination country prior to sending your message.
Applying for Sender IDs
Is there a cost to applying for Sender IDs?
Currently, there are no charges for registering and using Sender IDs. If this should change in the future, you will be notified of these changes prior to the Sender ID being registered.
Is there a limit on how many Sender IDs that can be registered to a company?
No; there are no limits on Sender IDs registered against a single client. You can have as many Sender IDs as needed for your business purposes, as long as you can provide a valid ACMA justification or each new Sender ID.
Can I register a Sender ID for a specific child account below my own, and not allow any other account to use it?
Yes, absolutely; we can register Sender IDs at different levels -
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Parent level
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Child level
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Sender IDs can also be restricted to a specific application if required
Please raise a support request if you wish to restrict use of a Sender ID registered on your account.
Delivery & Replies
After a Sender ID has been registered, how do I apply it to my messages?
For API customers, a customer can specify the Sender ID within the API call. For more information, please refer to the particular API user guide.
For customers logged into the SMS Portal, simply select the required Sender ID from the list of Registered Sender IDs available in the dropdown list.
Please note that this will only be visible to user accounts with the required permissions to access the Sender ID.
How will Sender ID be displayed on handsets?
Devices display Sender ID differently:
Q. On Apple?
A. Apple display Sender ID as one word, e.g. if the Sender ID is ABC 123 , Apple devices drop the space and display ABC123 (space has been removed).
Q. On an Android?
A. Androids display Sender ID exactly as they are registered, e.g. if the SenderID is ABC 123 , Android devices will display as ABC 123.
Can I receive replies if I use a Sender ID?
No; the use of Sender IDs changes the traffic from 2-way to 1-way, meaning that you can send messages to your recipients but they are unable to reply.
Q. But Apple devices seem to show that a reply message can be sent?
A. Apple devices may show that a reply message has been successfully sent, when in fact, the message won’t have been delivered. This is due to the way iOS has been designed. Android devices will advise that “You can’t reply to this message”.
What will happen to my message if it is submitted to a carrier that doesn't support Sender ID?
In most cases, the Sender ID will be removed and the message will be delivered from the number that has been activated on your application. However, depending on the rules / requirements in certain countries, the messages may be rejected. Some countries may also replace the Sender ID with another mobile number or short code.
How do I know my messages have been blocked? What error will be sent back if a non-registered Sender ID is blocked?
- Log in to the SMS Suite and choose Mobile Report under Data & Insights on the side menu. The status for messages that have been sent with a non-regerested Sender ID will show as ‘Blocked’.
- If you click on the Message ID this will open into a more detailed reason as to why the message has been ‘Rejected’
Note: If you are using an API and you are receiving Delivery Receipts via the API call, these messages will be flagged as ‘Rejected’. However, further detail about specific messages can be found in Mobile Report.
