Changes to SMS Sender IDs
OCTOBER 2025 | What You Need to Know
If you’ve ever received a text that looked like it came from a real business, only to find out it didn’t – you’ll understand why this change matters. To help protect Australians from scammers impersonating trusted brands, the Australian Communications and Media Authority (ACMA) is introducing new rules for SMS Sender IDs (also known as alpha tags — the short name that appears in the “from” line, like MUTUALBANK).
What’s changing
From 1 July 2026, every alphanumeric Sender ID used in SMS or MMS messages to Australian mobile numbers must be registered with ACMA’s new SMS Sender ID Register. If a Sender ID isn’t registered by then, messages using it may be labelled “Unverified” or even blocked.
Key dates
30 November 2025: Registration opens – organisations can start registering their Sender IDs with via their telco or messaging provider.
1 July 2026: Only registered Sender IDs can be used.
WHAT YOU NEED TO DO
If you already use a Sender ID:
Audit all the Sender IDs you currently use.
Between 30 November 2025 and 1 July 2026, register each one with ACMA’s SMS Sender ID Register.
If you don’t currently use a Sender ID:
Thinking about sending texts that show your organisation name instead of a phone number? You can start doing that now – no need to wait for the new ACMA register to open.
Spark can help you set up a Sender ID with your messaging provider (like Message Media or Telstra) today, so your messages look professional and instantly recognisable.
Once ACMA’s new SMS Sender ID Register opens late 2025, you’ll just need to complete that extra registration step before the 1 July 2026 deadline.
A quick tip: with stricter rules and higher demand expected, it’s best to get your Sender ID up and running early.
If you have any questions or would like help setting up or registering your Sender ID, reach out to the Spark team — we’re here to make it simple.