The Change
From July 1, 2026, any business text sent with an unregistered Sender ID displays 'Unverified' instead of your company name. That means your appointment reminders, booking confirmations, delivery updates, security codes, and sales outreach all look like potential scams to recipients.
The SMS Sender ID Register, managed by ACMA, is part of new anti-scam measures. The goal: stop scammers impersonating trusted brands. The reality for sales teams: register or lose trust.
What This Means for Sales
If your outreach cadence includes SMS, this matters. Your prospects already ignore half your messages. Now add an 'Unverified' label and grouping with suspected scams.
Messages from registered Sender IDs keep displaying your business name. Messages from unregistered IDs get flagged, even while your application sits in the approval queue. The rush is on, and backlogs are building.
Who Needs to Register
You, if texts go out under your business name. Your platform (like Salesforce, HubSpot, or your SMS provider), if they send texts under their brand. If you send from a phone number without a custom Sender ID, you are fine.
To register: contact your telco or messaging provider (simplest path) or apply directly with ACMA. You need an active ABN, proof of brand or domain ownership, and authorised representative details. If your ABR listing is outdated, fix that first. Mismatched information kills applications.
Telstra, Optus, and Vodafone are participating providers. ACMA has the full list online.
The Deadline
July 1, 2026. You can register after that date, but your texts get labelled 'Unverified' until approval comes through. For sales teams running outbound SMS campaigns, that is dead air.
Worth noting: this applies to SMS and MMS, all business types (SMEs, not-for-profits, agencies), and covers the whole category of branded business messaging. If you are texting customers or prospects, you are in scope.
What to Do Now
Check if your SMS provider handles registration on your behalf. If not, start the application. Update your ABR details if needed. Factor in processing time.
Scam texts can be reported to 7226 or via Scamwatch. From July 1, any 'Unverified' message should be treated with suspicion by recipients. That includes yours if you miss the deadline.