Australian SMS Regulations

How is the content of business SMS messages regulated in Australia?

The Australian Communications and Media Authority (ACMA) regulates the content of SMS messages sent within or to Australia.

The ACMA require you to register your sender ID for approval, prior to sending messages within Australia. This includes all text messages sent using a sender ID, whether they are used to communicate externally with customers or internally with employees.

These regulations were introduced to protect you and your reputation, by reducing the likelihood of anyone impersonating and using your company credentials to defraud your customers or staff.

Sender IDs – alpha numeric

Sender IDs need to be registered with, and approved by, the company you use to send text messages.

That means you’ll need to register with the team here at Esendex.

What format does a sender ID need to be in, to be approved?

• An alpha-numeric sender ID can be between 4 and 11 characters, including spaces.
• Please download our factsheet, to see examples of sender IDs which are compliant and non-compliant with the Australian regulations.

*A Virtual Mobile Number (VMN) or a Short Code you purchase from Esendex can still be used.

How do I register my sender ID(s) for approval?

• Log into your Esendex account and visit the sender ID registration page.
• As part of the registration process, you will be asked to provide evidence to corroborate that your company has a valid use case for using sender ID.
• This evidence will need to include a written statement from the requisite authority within your company (by email or other electronic means), confirming that you have a valid use case.
• Company number certificateYou will also need to provide one of the following:
  • Company number certificate
  • Business utility bill
• If your company sends SMS on behalf of someone else (e.g. you are a re-seller or a marketing agency etc), you will need to obtain a written statement from the requisite authority within your customer, authorising you to send messages on their behalf, plus the documentation detailed above.

Can I continue to use the default sender ID WEB SMS, that was given to me when I opened my account?

No. You will need to register a new sender ID(s) for approval. The default WEB SMS sender ID can only be used as part of a free trial when an account is first opened.

How will I know when my sender ID has been approved or rejected?

We will notify you by email when the process is complete. You can also track the status of your submission on the Esendex portal. You can start sending messages using the sender ID, as soon as it is approved.

What happens if a sender ID I tried to register is rejected?

Please refer to the guidelines on this support page and re-register with a different sender ID, using the same online process.

Once approved, will I be able to edit my sender ID?

No. You will need to register a new sender ID using the same online process, if you make even a slight change to your approved sender ID.

Other regulations governing the content of business SMS messages in Australia

Currently there are no regulations governing:

• Virtual mobile numbers & shortcodes
• Use of special characters
• Use of specific words
• Names of organisations
• URL links
• Message content