The Australian Communications and Media Authority (ACMA) has announced major changes to Australia’s SMS Sender ID Register arrangements, effective from July 2025.
These changes are designed to reduce scam and spam messaging, improve trust in business communications, and limit the misuse of automated and AI-driven messaging systems.
This notice applies only to customers using business SMS and messaging services.
What is changing?
ACMA is strengthening the rules that govern SMS Sender IDs — the business name or identifier that appears when an SMS is sent instead of a mobile number.
The changes include:
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Stricter requirements for registering SMS Sender IDs
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Enhanced verification of business identity and authorisation
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Stronger enforcement powers to suspend or block non-compliant Sender IDs
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Increased responsibility on carriers and service providers to prevent misuse
The goal is to ensure Sender IDs can no longer be easily impersonated or abused by scammers.
How this affects business messaging services
If your business sends SMS messages using a branded Sender ID (for example, a company or brand name), these changes mean:
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Sender IDs must be valid, registered, and authorised
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Unregistered or misleading Sender IDs may be:
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Blocked from delivery
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Suspended without notice
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Permanently removed
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Messages sent using unauthorised Sender IDs may not reach recipients
Businesses using compliant and approved Sender IDs should experience no disruption.
Caller ID and voice services (context)
While this announcement focuses on SMS, it aligns with broader industry measures to improve Caller ID integrity across voice and messaging services.
These measures target:
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Caller ID spoofing
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Automated scam and spam traffic
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AI-driven messaging and calling bots
Legitimate business voice and messaging traffic is not the target of these changes.
Impact on AI-driven spam and automated messaging
The updated rules significantly reduce the effectiveness of:
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AI-generated spam campaigns
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Automated bulk messaging using impersonated Sender IDs
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Large-scale scam operations relying on false business identities
By enforcing stronger identity controls, ACMA aims to protect legitimate businesses while disrupting abusive traffic at scale.
What business customers need to do
Most business messaging customers do not need to take immediate action.
However, if you:
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Use branded SMS Sender IDs, or
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Send SMS messages as part of customer communications
You should ensure:
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Your Sender IDs are properly registered and approved
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Messaging use complies with Australian spam and consent requirements
Pickle will contact customers directly if any action is required.
Frequently Asked Questions (FAQ)
Does this affect SMS sent from mobile numbers?
No. These changes primarily affect branded SMS Sender IDs, not messages sent from standard mobile numbers.
Will my existing SMS services stop working?
No, provided your Sender IDs are compliant. Non-compliant or unregistered Sender IDs may be blocked or suspended.
What happens if a Sender ID is not registered?
Messages using an unregistered or unauthorised Sender ID may:
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Fail to deliver
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Be blocked by carriers
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Be permanently removed from service
Does this change pricing or SMS plans?
No. There are no changes to pricing or SMS plan structures as a result of this announcement.
Are marketing messages affected?
Yes. All business SMS — including marketing, notifications, and alerts — must comply with Sender ID registration, consent, and spam regulations.
Will this reduce scam and spam messages?
Yes. These measures are specifically designed to reduce scam activity, including AI-driven and automated spam campaigns that misuse Sender IDs.
What if my business uses multiple Sender IDs?
Each Sender ID must be properly registered and authorised. Pickle can assist with reviewing or consolidating Sender IDs if required.
Will Pickle manage this on my behalf?
Pickle works closely with carriers and industry bodies to maintain compliance. Where possible, we will assist customers with registration, validation, or required changes.
Our commitment
Pickle remains committed to:
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Supporting compliant business messaging services
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Protecting customers from spam and fraudulent activity
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Ensuring legitimate business communications are delivered reliably
Need help?
If you have questions about SMS Sender IDs, business messaging compliance, or how these changes may affect your services, please contact the Pickle support team.