The SMS Sender ID Register

To combat SMS scams and protect consumers, the Australian Communications and Media Authority (ACMA) is implementing a mandatory SMS Sender ID Register.

This new regulation requires companies and organisations that use their company name as the sender name, or branded sender ID for text messages (for example a text message with "Optus" as the sender) to register those names to ensure message authenticity.

From 1 July 2026, unregistered sender IDs may be blocked or labelled as “Unverified,” helping consumers more easily identify legitimate communications. 

For more information, view the Telecommunications (SMS Sender ID Register) Industry Standard, Schedule 1 information.

What is the SMS Sender ID register? 

It’s a national register of approved Company names that can be used as the branded sender ID for SMS/MMS messages. For example, Optus sends you a SMS bill notification. It helps verify the identity of message senders and reduce scams.

What is a branded Sender ID?  

Many businesses communicate with their customers using text messages. Reasons might include providing appointment updates, sharing marketing campaigns or sending two-factor authentication codes. 

Many businesses that communicate with customers using text messages will do so via a messaging platform rather than sending messages from a mobile handset. Some of these businesses elect to do this using a branded sender ID. This means that the messages that arrive on a customer’s handset will not appear as coming from a mobile number like normal text messages but instead will appear from a word or combination of letters and numbers, like ‘Optus’. 

Understanding ‘verified’ and ‘unverified’ messages 

A sender ID is the branded name at the top of text messages from a business or organisation. It says who the message is from, like “Optus”. 

Texts using a branded sender ID from businesses that haven’t registered will show as being sent from "Unverified”. This is a clear signal that the message may not be from who it says it is. 

Over the last few years, scammers have worked out how to send messages fraudulently using the branded sender IDs of legitimate businesses, potentially tricking the recipients into sharing information or making payments. The new SMS Sender ID standard creates rules about who can register and use branded sender IDs, and how telecommunications providers send them, and interrupt them if they are not registered. This aims to reduce the ability of scammers to undertake impersonation scams and to provide consumers with more confidence that messages that come from a branded sender ID, come from registered business and not from someone else. 

What should I do if I receive an 'Unverified' message?

If you receive a text from an unverified sender, you should treat it with caution. Don’t tap any links or share personal information until you can verify it’s legitimate.  

Optus branded sender IDs 

All Optus sender IDs have been registered and you will see our brand name appear at the top of the message. Like many large organisations, we use a range of IDs to reflect different communication types. If the text appears from "Unverified” remember to treat it with caution.

I’m a small business owner, what does this mean to me?

These Sender ID rules only apply to entities that send text messages using branded sender IDs. If this is your business you should talk to your message platform provider or telecommunications provider now to ensure your Sender IDs will continue to work after 1 July. 

If your business communicates using text message on a messaging platform but you don’t use branded sender IDs, then nothing changes for you. Your messages will continue to be delivered in the same way. Likewise, if you send text messages to your customers manually from your mobile phone’s messaging app then nothing changes for you. 

I’m a small business and would like to start using a branded Sender ID

You’ll need to work with a third party that supports bulk or business text messaging to create and register branded sender ID. Once you have a provider, they can help you set up your Sender ID and guide you through registering it under the ACMA SMS Sender ID Register.