From July 2026, your business will need to register any branded SMS Sender IDs with the ACMA (Australian Communications and Media Authority) if you want to keep using them. This requirement comes from the Telecommunications (SMS Sender ID Register) Industry Standard 2025.
In simple terms, the Standard makes sure that alphanumeric sender IDs are only used by businesses that can prove they have the right to use them. It’s all about protecting brands and cutting down on scam, spam, and other malicious messages.
WEL is a participating telco with the ACMA and is already registering SMS sender IDs on behalf of clients.
It’s worth noting that sender ID controls aren’t new. All current system users already have sender ID restrictions in place. Current industry rules require messaging providers like WEL to prevent sender IDs from being misused. These controls ensure that only approved users and businesses can send SMS messages that represent a specific brand.
Let’s look at what all this means for you, and how WEL is managing the ACMA SMS sender ID registrations and can help your business ensure you’re registered.
Preparation
In preparation for the ACMA registration process, we have already identified the sender IDs that each business has used in recent months. This is an important step because the Standard requires telecommunication providers to offer sender ID registration on behalf of customers and to submit the required information before the 1st of July 2026.If you’re a current system user, you can easily check which sender IDs are already approved for your account. Just log in, go to My Details, then Change My Details. Under SMS options you’ll see a dropdown list of all available sender IDs where you can select one as your default or request a new one if needed.
Step by step
Firstly, we send a communication to offer to register the existing sender ID(s) to a relevant customer contact. This communication outlines the requirement, the current sender IDs, and an overview of the process. This includes the need to ensure the currency of authorised contacts listed on ABR. The customer contact does not need to be lisFirst, we will contact you to offer the registration of your existing sender ID or IDs. This email will explain the requirement, list your current sender IDs, and outline the process. We’ll also remind you to check that your authorised contacts on the ABR (Australian Business Register) are up to date.
The person handling the registration doesn’t need to be listed on the ABR, but they do need to be approved by the business and pass an identity check using myID. The ACMA’s process for this is covered in section 4 of their guide for businesses and organisations.
Next, you’ll confirm which sender IDs you want registered and nominate a contact person to manage the ACMA process. This step is important because the ACMA sends automated emails directly to that contact once registration begins. If your nominated contact isn’t listed as an authorised contact on the ABR they’ll need to request access to ACMA Assist through an authorised contact.
Then, WEL will initiate the registration. The information required includes:
- The sender ID (meeting ACMA criteria).
- The relevant Telco Partner or associated entity if applicable.
- ABN and entity name.
- Website and business address.
- Business phone number
- Entity contact information (First name, last name, email address, and phone number)
- Evidence of a valid use case linking the sender ID to the business, such as:
Once this information is submitted, the ACMA emails the nominated contact. From there the business confirms they want to proceed, accesses the register, and confirms the sender ID registration. The ACMA’s business guide is a helpful reference during this process.
Completion
When a sender ID is approved, the ACMA sends a confirmation email and the registration status is marked as “Complete
For newly registered sender IDs, WEL ensures that only authorised users can send messages using that ID. Through our sender ID restriction system, we assign the sender ID to the appropriate users or companies. This allows it the be used as a default sender ID or as a dynamic sender ID across broadcasts such as Email to SMS, API calls, or via our web portal.
If someone tries to send an SMS using a sender ID that hasn’t been approved in our system, the message fails with a “Bad Sender” error and never reaches the telco networks. This helps to prevent scam and spam messages using your brand before they’re ever sent.
Building trust
The ACMA sender ID register is a big step forward for businesses that rely on branded SMS. Combined with WEL’s sender ID controls, it helps rebuild trust in SMS by reducing fraud and malicious messages.
If you’re looking for a trusted provider to support your SMS program, WEL can help. We’ll work with you to identify, configure, and automate the messages that are important to your business. Contact us to start building a secure SMS strategy today.
