Important: The regulatory landscape regarding alphanumeric sender ID (formerly alpha tag) registration is continually evolving. While we strive to provide the most current information, we strongly advise checking the Australian Communications and Media Authority (ACMA) website directly for the very latest guidance and updates. This article is based on information available from the ACMA as at the date of this article, which is yet to include detailed information about the register/sender ID application process, access to the register or administration of the register.
As a valued Sinch Engage customer, staying informed about regulatory changes is key to maintaining your messaging capabilities. It's important to note that the forthcoming changes are a government initiative led by the Australian Communications and Media Authority (ACMA). The ACMA is implementing a new mandatory registration process for alphanumeric sender IDs across Australia. This change is crucial in ensuring the legitimacy and security of messaging services nationwide, providing a safer environment for all users.
What: Registrations open 30 Nov 2025 with enforcement in July 2026, all alphanumeric SMS sender IDs (your business name) to Australian numbers must be registered and approved by the ACMA to combat fraud.
Impact: From 1 July 2026 the Unregistered sender IDs will be labelled ‘Unverified’.
Action: As a Sinch Engage customer, you must register your sender ID to continue sending messages without disruption.
Understanding sender IDs and their role in scam prevention
What is an alphanumeric sender ID?
Regulated by mandatory standards and government guidelines, alphanumeric sender IDs ensure that consumers can effortlessly recognise the source of an SMS.
A sender ID acts as an identifier shown at the top of SMS messages when received by consumers, typically representing a brand or organisation. Examples include organisation names like "NAB," "ATO," or "CBA."
New laws will require sender IDs to be registered with the ACMA sender ID register. The improper use of an alphanumeric sender ID without permission, known as impersonation, is a tactic often employed by scammers. Businesses can mitigate this risk by registering and monitoring their alphanumeric sender IDs.
Example of scam vs. legitimate SMS:
Below is an example of a message thread using the alphanumeric sender ID "AusPost," showcasing legitimate messages from Australia Post and scam messages pretending to be the legitimate sender.
What is changing?
From 1 July 2026, all alphanumeric sender IDs used for sending messages to Australian mobile numbers must be registered and approved by the ACMA. Unregistered alphanumeric sender ID messages will be sent with the generic label 'Unverified' instead of your business name.
Why the change?
The ACMA's process aims to enhance trust and combat fraudulent messaging by ensuring all alphanumeric sender IDs are valid and verified. This aligns with broader efforts to protect end users from scams and spam.
How will it affect Australian businesses?
As a customer of Sinch Engage, you'll need to register your alphanumeric sender ID to continue using it. This task is your responsibility, so ensure you have an Australian Business Number (ABN) or similar identification ready, as it's required for the registration process. The person making the request must be listed on or supply an authorized business representative for the entity on the Australian Business Register, or be authorized by that person; must pass an identification check; and must agree to the Register terms of use.
What This Means for You as a Sinch Engage Customer?
If you wish to send messages with sender IDs in Australia, you will be required to register your sender IDs and comply with stringent verification and operational requirements. The process you need to follow depends on your entity type and our registration status as your telecommunications provider.
1. ABN Entity (Direct User)
An entity with an ABN sending messages for its own brand. As a participating telecommunications provider in the register, we can help you in the registration process.
Examples: A local plumbing company ("Joe's Plumbing") or a national retailer ("Retail Giant Aus").
2. ABN Entity (as Entity Associate)
An entity with an ABN that is authorized to send messages using another entity's registered Sender ID. As a participating telecommunications provider in the register, we can help you in the registration process.
Examples: A marketing agency managing campaigns for 10 local car dealerships.
3. Non-ABN Entity (Direct User)
An entity without an ABN (e.g., a foreign company or a domestic non-profit) sending messages for its own brand. Your sender IDs through a 'Certified Telecommunications Provider'.
Example: A UK-based university sending alerts to Australian alumni, or an overseas booking platform.
4. EMSP Partner
An "electronic messaging service provider" that has partnered with Sinch Engage to fulfil its obligations under the Standard. As a participating telecommunications provider in the register, we can help you in the registration process.
Example: CRM and Practice Management software platforms
5. International Partner
An international telecommunications service provider that has partnered with Sinch to terminate SMS traffic into Australia. Your sender IDs through a 'Certified Telecommunications Provider'.
Applications to be a Certified Telecommunications Provider opened on 30 October 2025. We will keep you informed about this process and about how we may be able to support you through this process.
Example: A large US-based Mobile Network Operator that has enterprise customers needing to send SMS to Australia
Preparing for registration
Before registrations open, you can prepare for success by taking the following steps. By tackling these tasks now, you'll make the registration process much smoother and avoid any disruption to your messaging services.
Check your sender IDs
Review all the alphanumeric sender IDs your business uses with Sinch Engage (via Settings > Numbers). Identify which alphanumerics need to be registered first. If you notice any that aren't in use, consider removing them from your account or replacing them with dedicated numbers. The fewer alphanumerics you have to register, the simpler the registration process will be. You can find all your registered alphanumeric sender IDs in the Hub via Settings > Numbers.
Sender ID validation rules
As of the date of this article, the ACMA permits the registration of alphanumeric sender IDs only if they adhere to the following guidelines:
They must be 2-11 characters long.
The can only include characters 32–126 from the ASCII decimal codes
They cannot solely consist of “restricted” words published on the ACMA’s website. Examples of restricted words are “verify”, “notice”, “important”, “banking”, “alert", or anything that can be interpreted as impersonation of trusted entities. You can find the complete list of words here.
They can consist of letters, numbers, and symbols (standard ASCII), but cannot be only numbers.
They cannot contain a space or underscore at the beginning or end.
They cannot contain the word ‘Unverified’.
They cannot be offensive, deceptive, or misleading.
They must have a valid use case (e.g. your registered business name, company name,
trademark, or domain name).
Note: Alphanumeric sender ID's are not case sensitive (i.e Sinch is the same as sinch)
Ensure your sender ID is clearly linked to your organization
This helps consumers recognize 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 organization's name, or a shortened version (e.g., ’Australian Taxation Office‘ → ’ATO’)
is an acronym, contraction, abbreviation or initialism of your name (e.g., ‘Australian Communications and Media Authority‘ → ’ACMA’)
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includes extra words that relate to your organization's function, location, or the purpose of the message (e.g., ‘ACMA-Alerts’).
Important: If it doesn’t meet these criteria, the ACMA will not approve registration of the sender ID. If your alphanumeric sender IDs don't comply with these guidelines, the ACMA will not approve registration of the sender ID and consider submitting a new alphanumeric ID that meets the criteria, or opt for a dedicated number instead.
Review business information
Make sure your ABN and authorized business representative contact details for your entity on the Australian Business Register are up to date. Your alphanumeric sender ID will be validated against your ABR details to confirm you have a legitimate and appropriate use case for the alphanumeric sender ID you’re applying for. Your alphanumeric sender ID will need to match up with one or more of your registered business name, company name, registered trademark or website domain.
Inform Your Team
Let the relevant team members know about the upcoming changes. This ensures everyone is aware of what's happening and understands how it might affect their role or function.
Stay Updated
Keep an eye out for updates from us regarding the registration process kickoff.
Plan Your Resources
Think about the resources you'll need once registration opens, like administrative help for filling out forms or IT support to integrate new compliance tools. As of the latest directive from the ACMA, customers will have from Nov 30 2025 to July 1 2026, to register alphanumerics before they are over-stamped as 'Unverified'.
ACMA Assist process and the role of the authorized business representative
Step 1 – Registration of the entity on the ACMA Assist Register (for ABN entities)
Customers should be aware that for ABN entities, the ACMA Register will check the authority of the representative acting on behalf of an entity by cross-referencing the entity’s authorized contacts listed on the Australian Business Register (ABR). By engaging the ABR contact, the process is designed to ensure that only legitimate and authorized individuals manage the entity's Sender ID registrations.
We therefore recommend as step 1 that customers check that their authorized contact on the ABR is up to date as this authorized contact will be responsible for receiving communications / instructions from the ACMA and taking action to complete the registration within the ACMA Assist account / Register.
If the ABR authorized contact is up to date, customers may also wish to set up their ACMA Assist account now to prepare ahead of time.
Step 2 – Registration of Sender Identification
Register the sender ID with Sinch Engage. Registration is initiated through the sender ID management section via Settings > Numbers in their Sinch Engage account. They will need to validate your IDs, and provide contact details of an authorized representative, ensuring these matches the Australian Business Register.
Once submitted, Sinch Engage reviews the application to ensure there is a valid use case. If accepted, Sinch informs the customer.
Step 3 – Verification of the Sender ID
The ACMA will then contact the entity's representative (likely via email) to verify the registration in the ACMA Assist portal. We anticipate that the representative will need to verify their identity, select Sinch Engage as their participating telecommunications provider on the ACMA Assist Register and potentially pay registration fees. Sinch will be notified by ACMA upon approval.
Upon completion, ACMA confirms the registration with Sinch Engage, which we anticipate will update the sender ID status to "Approved" in their account. They will also receive a communication (likely an email) notification of successful registration.
Conclusion
To ensure seamless messaging services and compliance with ACMA regulations, please proactively prepare for the upcoming changes in alphanumeric sender ID (alphanumeric sender ID) registration. For further assistance or queries, contact support or visit the ACMA website for more detailed guidance.