If you’re using a branded sender ID to send SMS messages to customers in Australia, an important change is coming. And it reflects a broader shift in how messaging ecosystems are evolving.
The Australian Communications and Media Authority (ACMA) has introduced a new rule: by July 1, 2026, all branded (alphanumeric) SMS sender IDs must be registered under a new framework.
At first glance, this may feel like just another compliance requirement. In reality, it’s something more foundational: a move toward a more trustworthy, durable SMS channel.
Why this change is happening
Text message marketing has become one of the most effective ways to reach customers. But its strength has always depended on trust. When a text message shows up from your brand, customers need to feel confident it’s actually you.
In recent years, sender ID spoofing and impersonation has challenged that trust. As a result, regulators and network providers are starting to take a more active role in verifying identity at the infrastructure level.
Australia’s Sender ID Register is a direct response to that shift. By requiring businesses to verify their sender IDs, the ACMA makes it significantly harder for bad actors to impersonate brands, and easier for legitimate businesses to maintain credibility with their customers.
This isn’t happening in isolation. Across messaging channels globally, identity is becoming a core component of deliverability.
What’s changing in Australia
Under the new framework |
|---|
Businesses must register their branded sender IDs through an approved provider. |
Sender IDs must be verified as belonging to your business. |
After July 1, 2026, unregistered sender IDs may be labeled as “unverified” or, in some cases, blocked. |
What this means for your SMS program
Branded sender IDs play a key role in recognition, trust, and performance. Without registration:
- Customers may be less likely to engage with your messages.
- Message delivery and visibility may be labeled as “Unverified” or, in some cases, blocked entirely.
- SMS-driven revenue could decline.
On the flip side, verified sender identity helps make sure your messages:
- Are clearly associated with your brand
- Maintain higher levels of customer trust
- Continue to perform as expected
In other words, registration isn’t just about avoiding downside. It’s about preserving (and reinforcing) the value of your SMS channel.
What you’ll need to register
While requirements vary depending on your set-up, most businesses should be prepared to provide:
- Full legal business details, including your complete Australian Business Number (note that partial or abbreviated ABNs will be rejected, so make sure you have the full extract)
- Proof of sender ID ownership or authorization (often domain alignment or trademark documentation)
- An authorized representative who can complete and verify the submission
If your sender ID closely matches your brand or domain, approval is typically more straightforward. If not, you may need to provide additional documentation to validate the relationship.
How Klaviyo is approaching this
We believe in handling changes like this in a way that reduces friction while increasing confidence.
That’s why we’re building a guided, in-app registration experience within Klaviyo (launching April 2026). It’s designed to streamline submission directly within your account, provide clear, step-by-step guidance based on your set-up, and reduce errors that can lead to delays or rejections.
Our goal is to make compliance feel less like a manual process and more like a natural extension of how you already manage your SMS program.
How to prepare now
While the in-app experience is coming soon, you can take a few proactive steps in the meantime:
- Audit your sender IDs to make sure they clearly align with your brand.
- Gather required documentation, including your full ABN extract and any supporting domain or trademark materials.
- Confirm ownership and authorization for each sender ID you plan to register.
- Identify the right owner internally to complete and verify the registration.
Taking these steps now will help you avoid delays and reduce the risk of rejection once registration opens.
If you have an AUS Alpha (branded) sender ID with Klaviyo, keep an eye out for communications with next steps and the in-app form.
Related content
