Upcoming changes to alphanumeric sender ID registration and usage (Australia only)
The Australian Communications and Media Authority (ACMA) is introducing a new rule that requires all alphanumeric sender IDs to be registered in Australia. This change is designed to build trust and reduce scams by making sure all sender IDs (the names shown on text messages) are genuine and verified. This change is part of a wider effort to protect people from spam and fraudulent messages.
We aim to provide up-to-date information, but we strongly recommend checking the Australian Communications and Media Authority (ACMA) website directly for the latest guidance. 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.
Understanding sender IDs and how they help prevent scams
What is an alphanumeric sender ID?
An alphanumeric sender ID is the name that appears at the top of an SMS message, showing who the message is from. Instead of a phone number, you might see a brand or organisation. This helps people quickly recognise the sender.
Why does it matter?
Scammers sometimes pretend to be trusted organisations by using fake sender IDs — a tactic called impersonation. New government rules mean that all alphanumeric sender IDs must be registered with the Australian Communications and Media Authority (ACMA) (ACMA Assist registration guide). This registration makes it harder for scammers to misuse them and helps keep messaging safer for everyone.
Important links
The SMS sender ID register
ACMA Frequently asked questions
ACMA Assist registration guide
What’s changing?
From 15 December 2025, all alphanumeric sender IDs (the names that appear at the top of text messages) must be registered and approved by the Australian Communications and Media Authority (ACMA) before they can be used to send messages to Australian mobiles. If a sender ID isn’t registered, your messages will no longer show your business name — they’ll appear with the generic label “Unverified.”
What this means for you
If you wish to continue to send branded or alphanumeric SMS to your Australian customers, you will be required to register your sender IDs and comply with stringent verification and operational requirements. The proposed (to be confirmed) steps are:
- Utilmate will initiate registration on your behalf, but you will be responsible for completing the necessary steps to register your Sender IDs.
- Once we have initiated the registration of a sender identification on your behalf, you must register your sender ID using your ABN, with an ABR-listed authorised business representative completing the process via ACMA Assist - (ACMA Assist registration guide). The person from your business who is making the request must be listed as an authorised contact for the entity on the Australian Business Register, or be authorised by that person. You will only have 16 days (between 30 November 2025 to 15 December 2025) to register alphanumerics before they are over-stamped as 'Unverified'.
- Once you are approved by the ACMA, you will be able to confirm the registration of your Sender ID.
- Once the Sender ID is registered, you can authorise Utilmate to use the Sender ID
Preparing for registration
Before registrations open, you can prepare for success by taking the following steps:
Check your sender IDs
Review all the alphanumeric sender IDs (formally alpha tag) your business uses. If you notice any that aren't in use, we can remove them from your account, or if you would like to change them, please let us know.
Review format 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:
- It must contain between 3 and 11 characters.
- It must include letters and can also contain a mix of letters, numbers, and allowed symbols (+ - & _), but it cannot consist solely of numbers.
- It must begin with a letter (note that some exceptions are still under review by the ACMA).
- It must not contain any non-Latin characters.
- It must not start or end with a space or an underscore.
If your alphanumeric sender IDs don't comply with these guidelines, please let us know your changes that meet the criteria.
Review business information
Make sure your ABN and authorised 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. As of the latest directive from the ACMA, customers will only have 16 days (between 30 November 2025 to 15 December 2025) to register alphanumerics before they are over-stamped as 'Unverified'.