From July 1, 2026, all SMS Sender IDs used to send messages to Australian mobile numbers must be registered with the Australian Communications and Media Authority (ACMA). Unregistered Sender IDs will be labeled "Unverified" by mobile operators, which can impact brand trust and open rates.
This article explains what's changing, who is affected, and how to submit your Sender ID for compliance through Omnisend.
Before You Begin
This applies if you send SMS messages to Australian mobile numbers using a custom Sender ID (branded name).
Required for: Promotional campaigns, transactional messages, and automated notifications sent via Omnisend.
ABN holders: Ensure your Australian Business Register (ABR) contact details are current before submitting.
You register your Sender ID with ACMA, then use that value as your SMS Sender Name in Omnisend. Learn more about SMS Sender Name.
⚠️ Critical Deadline:
You need to register your sender ID by July 1, 2026. Messages sent with unregistered Sender IDs will be labeled "Unverified" after this date.
What's Changing
The ACMA has created an SMS Sender ID Register to protect consumers from SMS scams and fraudulent sender impersonation. Key changes:
All Sender IDs must be approved by ACMA before use.
Sender IDs must match your registered business name, trademark, domain, or other authorized identifier.
From July 1, 2026, messages sent with unregistered Sender IDs will be labeled "Unverified".
💡 Visit the official ACMA SMS Sender ID Register page for full regulatory details.
Who Is Affected
You are affected if you send A2P (Application-to-Person) SMS messages to Australian mobile numbers using a Sender ID. This includes:
Promotional campaigns (e.g., sales, offers)
Transactional messages (e.g., order confirmations, shipping updates)
Automated notifications (e.g., abandoned cart reminders, workflow messages)
If you only send SMS with a numeric Sender ID (phone number), registration is not required.
Required Information for ACMA Registration
Omnisend submits your Sender ID registration to ACMA on your behalf. You'll need to provide:
Sender ID: The exact name customers will see (e.g., "YourBrand"). Must match your registered business name, company name, trademark, or domain.
Business Details:
Legal entity name
Business address
Website URL
ABN (if applicable): Required if your business is registered in Australia.
Business Registration Document
ABN/ABR extract (for Australian businesses) or local equivalent (for international senders).
Must show your business name and active status.
Accepted formats: PDF or PNG (5 MB max).
Proof of Sender ID Ownership: One of the following:
Company extract
Australian Business Names Register entry
.au domain ownership certificate
Australian or international trademark registration
Other formal authorization letter
Authorized Representative Details:
Full name
Role/title
Work email address
Government-Issued ID: Passport, driver's license, or national ID card for the authorized representative. If using a driver's license or ID card, provide both front and back.
Letter of Authorization (if needed): Only required if the authorized representative is not listed in your business registration. Must be signed by someone who is.
Use Case Description: Brief explanation of how you use SMS (e.g., "Promotional campaigns and order updates for e-commerce customers").
Omnisend prefills sample messages and estimated monthly volume when submitting on your behalf.
💡 International senders: Your registration is submitted through Twilio, Omnisend's certified telecommunications provider, to ensure compliance.
How to Submit Your Sender ID Registration
Omnisend handles the registration process with ACMA on your behalf. To start:
Step 1. Go to Store Settings → SMS.
Step 2. You'll see a notification to resolve your Sender ID for ACMA compliance → Click the link to open the Sender ID registration form.
Step 3. Fill out the form and upload the required documents (listed above) → Click Submit.
Once submitted, the status will change to "Submitted". Verification typically takes up to 2 weeks. You'll receive an email notification once your Sender ID is verified or if any issues arise.
⚠️ If your business has an ABN:
ACMA requires you to confirm your registration directly via the ACMA Assist portal. After our team submits your application, ACMA will email your authorized representative with instructions to verify and confirm the registration. Make sure your ABR contact details are current before submitting, as ACMA cross-references your authorized representative against the ABR.
Track Your Registration Status
After submitting your form, you can track your registration status under Store Settings → SMS:
Action required: You haven't submitted your registration yet.
Submitted: Your registration has been submitted to ACMA and is being reviewed. Verification typically takes up to 2 weeks.
Verified: Your Sender ID is approved and compliant. You'll receive an email confirmation.
Rejected: Your registration was not approved. You'll receive an email notification. To resubmit, return to Store Settings → SMS and complete the form again with updated information.
FAQ
What if I'm not based in Australia?
International businesses sending SMS to Australian mobile numbers must still register. Omnisend submits international registrations through Twilio as a certified provider.
How long does registration take?
Verification typically takes up to 2 weeks. We recommend submitting at least 3–4 weeks before July 1, 2026 to ensure approval before the deadline.
What happens if I don't register?
From July 1, 2026, messages sent with an unregistered Sender ID will be labeled "Unverified" by Australian mobile operators, which can significantly reduce trust and engagement.
Will I be notified when my verification status changes?
Yes. You'll receive an email when your Sender ID is verified or if your registration is rejected. You can also check your status anytime under Store Settings → SMS.
What happens if my registration is rejected?
You'll receive an email notification. To resubmit, go to Store Settings → SMS and fill out the form again. Make sure all documents are complete, and your Sender ID matches your registered business name, trademark, or domain.
Can I use multiple Sender IDs?
Yes, but each Sender ID must be registered separately. Repeat the submission process for each one.
Need help? Contact our support team via live chat or email at [email protected].