This guide walks you through how to register a single alphanumeric sender ID when you're an EMSP (Electronic Messaging Service Provider) Partner registering on behalf of your end customers. It explains what business information you need to provide for both your EMSP organization and each customer, how sender ID validation works, and how to nominate the right authorized representatives. You'll also learn what to review before submitting the application, what each status means after submission, and what to expect from ACMA during the approval process.
Note: Before using this flow, ensure your organization has completed the EMSP Partner onboarding process, including signing the Partner Addendum and being registered as a Participating Telco with ACMA.
Registration Process
Step 1: Enter your business details (EMSP Partner)
First, you'll provide information about your own business - the EMSP Partner organization that has permission to register on behalf of your end customers.
Verify pre-filled information
The system will automatically retrieve your business information from the Australian Business Register:
Australian Business Number (ABN) - Your organization's ABN
Entity name - Your registered company name
Business name(s) - All trading names registered to your ABN
Add required information
Complete the following fields for your organization:
Business address - Enter your registered business address
Business website - Enter your official business website
Telephone number - Include country code and area code (e.g., +61 3 1234 5678)
Note: End-customer business details are captured per Sender ID within the spreadsheet template. This step is only for your EMSP partner business details.
Step 2: Enter end customer business details
Now, you'll provide information about the customer business you're registering the sender ID for.
Enter customer business ABN
In the Customer Business section, enter the customer's ABN or business name.
The system will automatically look up and populate:
Entity name
Business name(s)
Complete customer business information
Business address - Confirm or enter the customer's registered business address using the Address lookup
Business website - Enter the customer's official business website. Must be the official website for their entity name or business name.
Telephone number - Provide a business contact number for the customer
Click Next to continue.
Step 3: Validate the alphanumeric sender ID
Critical: The sender ID must match the customer's business details, not your EMSP Partner organization.
Enter your alphanumeric name in the text field
Click the Validate button
The system will check if your sender ID matches your customer's registered business details:
Success message: "Business match confirmed — you're good to go"
This means your sender ID closely matches the customer's entity name, business name, trademark, or domain
You can proceed to the next step
Error message: If validation fails, you'll need to choose a different sender ID that better matches your customer's registered business details
Validation requirements
Refer to [Australia | Upcoming changes to alphanumeric sender ID (formerly alpha tag) registration and usage]
Once validation succeeds, click Next.
Step 4: Designate authorized representatives
As an EMSP Partner, you must provide authorized representatives for BOTH businesses - your organization and the customer business.
Authorized representative for your business
First, designate who will approve this registration on behalf of your EMSP Partner organization:
You have two options:
Option A: I am an authorized representative
Select if you're listed on the ABR as having authority or if you have been authorized by an ABR Authorized contact to be an authorized user in ACMA Assist portal
Your details will be automatically filled from your Hub Account
Option B: I am completing this on behalf of an authorized representative
Provide the representative's name, email, and phone number of an ABR authorized contact or a user authorized by an ABR Authorized contact to be an authorized user in ACMA Assist portal
Authorized representative for the customer business
Next, designate the authorized representative for the customer business you're registering for:
Critical: You must enter details of the customer's authorized representative - someone listed on the Australian Business Register for the customer's business or a user authorized by the customer's ABR Authorized contacts to be an authorized user in ACMA Assist portal.
Enter the customer representative's full name
Enter their email address
Enter their mobile phone number
Important: Contact the customer beforehand to confirm you have the correct representative details.
Click Next to continue.
Step 5: Review and submit
This is your final opportunity to review all information before submission.
Review each section
The review page displays information for both businesses:
Section | Status |
|---|---|
Business details (Your EMSP Partner business) | Shows "Completed" in green |
Customer business details | Shows "Completed" in green |
Alphanumeric validation | Shows "Completed" in green |
Authorized business representative (Your business) | Shows "Completed" in green |
Authorized business representative (Customer) | Shows "Completed" in green |
Customer's ABN, entity name, business names, address, website, and phone
The validated sender ID that matches the customer's business
Set notification preferences
Email notifications (Required) - Your email address is pre-filled
SMS notifications (Optional) - Add a mobile number for time-sensitive updates
Submit your application
Review all sections carefully - information cannot be changed after submission
Ensure you have authorization from the customer business
Click Submit for review
Your application status will change to "Pending Review". Your sender ID will appear with a "Pending Review" status. You'll receive an email confirmation to your email address linked to the Sinch Engage platform.
Viewing your application status
You can check your sender ID registration status at any time:
Go to Settings > Numbers
View the Alphanumeric sender IDs section
Your sender ID will show one of these statuses:
Status | Description |
|---|---|
Pending Review | Application submitted, awaiting Sinch Engage review before submitting to ACMA |
Pending ACMA Registration | Under review by ACMA |
Active/Verified | Approved and ready to use |
Requires Action | Additional information needed |
Post-submission
Internal review & submit to ACMA
Sinch Engage compliance team verify the application before submitting to ACMA, and the team will reach out to you if further information required.
If all requirements are fulfilled, the team will submit the application to ACMA.
Your application status will change to Pending ACMA Registration.
ACMA confirmation email
Your organization - EMSP Partner (First-time only)
Important: If this is your first time registering
as an EMSP Partner, the authorized representative from your organization
will receive a confirmation email from ACMA.
Important: If this is your first time registering as an EMSP Partner, the authorized representative from your organization will receive a confirmation email from ACMA.
The authorized representative from YOUR Organization will receive a confirmation email from ACMA to verify that your organization is authorized to act as an EMSP Partner. Your representative must respond to this email to confirm authorization. The application cannot proceed until this confirmation is completed.
Note: This only happens once - subsequent applications will not require this step.
Your customers - entity who owns the sender ID
The authorized representative of your customer will receive a confirmation email from ACMA to verify that your organization is authorized to register the sender ID.
Your customer's representative must action this email to confirm authorization, and the application cannot proceed until this confirmation is completed.
For more information, see: Accessing register for first time.
ACMA processing
ACMA will review the application, and it will take approximately 24 hours for ACMA to complete the review, however processing times vary based on the complexity of the application.
Approval notification
You'll receive email and/or an SMS notification when approved. Your sender ID status will change to Pending ACMA Review or Active/Verified.
The sender ID can then be used for SMS campaigns to Australian numbers.