The regulatory landscape regarding alphanumeric sender ID (formerly alpha tag) registration is continually evolving. While we strive to provide the most current information, we strongly advise checking the Australian Communications and Media Authority (ACMA) website directly for the very latest guidance and updates. This article is based on information available from the ACMA as of the date of this article, which is yet to include detailed information about the register/sender ID application process, access to the register or administration of the register.
As a valued Sinch ClickSend customer, staying informed about regulatory changes is key to maintaining your messaging capabilities. It's important to note that the forthcoming changes are a government initiative led by the Australian Communications and Media Authority (ACMA). The ACMA is implementing a new mandatory registration process for alphanumeric sender IDs (formerly alpha tags) across Australia. This change is crucial in ensuring the legitimacy and security of messaging services nationwide, providing a safer environment for all users.
Understanding sender IDs and their role in scam prevention
What is an alphanumeric sender ID (formerly alpha tag)?
Regulated by mandatory standards and government guidelines, alphanumeric sender IDs ensure that consumers can effortlessly recognise the source of an SMS.
A sender ID acts as an identifier shown at the top of SMS messages when received by consumers, typically representing a brand or organisation. Examples include organisation names like "NAB," "ATO," or "CBA."
New laws will require sender IDs to be registered with the ACMA sender ID register. The improper use of an alphanumeric sender ID without permission, known as impersonation, is a tactic often employed by scammers. Businesses can mitigate this risk by registering and monitoring their alphanumeric sender IDs.
Example of scam vs. legitimate SMS:
Below is an example of a message thread using the alphanumeric sender ID "AusPost," showcasing legitimate messages from Australia Post and scam messages pretending to be the legitimate sender.
What is changing?
From 15 December 2025, all alphanumeric sender IDs (formerly alpha tags) used for sending messages to Australian mobile numbers must be registered and approved by the ACMA. Unregistered sender IDs will face disruptions, such as being over-stamped as 'Unverified'.
Example of how an unverified alphanumeric sender ID would look in a recipient’s handset from Dec 15 2025 onwards:
Why the change?
The ACMA's process aims to enhance trust and combat fraudulent messaging by ensuring all alphanumeric sender IDs (formerly alpha tags) are valid and verified. This aligns with broader efforts to protect end users from scams and spam.
How will it affect Australian businesses?
As a customer of Sinch ClickSend, you'll need to register your alphanumeric sender ID (formerly alpha tag) to continue using it. This task is your responsibility, so ensure you have an Australian Business Number (ABN) or similar identification ready, as it's required for the registration process. The person making the request must be listed on or supply an authorised contact for the entity on the Australian Business Register, or be authorised by that person; must pass an identification check; and must agree to the Register terms of use.
Registration process for non-ABN entities
Still under consultation and not fully confirmed
If your entity does not have an ABN, you can only register through an originating telecommunications provider that is a certified telecommunications provider or a partner of a certified telecommunications provider. This provider will conduct similar checks as outlined for ABN entities. Please note, entities without an ABN that register through a certified telecommunications provider will not be able to gain direct access to the Register.
Information for Electronic Messaging Service Providers (EMSPs)
Still under consultation and not fully confirmed
If you operate as an Electronic Messaging Service Provider (EMSP), it's important to understand your obligations under the new sender ID regulations. An EMSP facilitates email and/or messaging services for its customers.
Under the proposed new regulatory framework, EMSPs are considered telecommunications providers. This classification means that you may be required to take specific actions, including:
registering as a participating telecommunications provider;
providing information to your customers about the sender ID register;
registering and verifying your customers' sender IDs;
blocking or disrupting sender IDs that aren’t properly registered or verified; and
implementing policies and procedures, including for traceback and quarterly reporting.
For comprehensive details and to understand the full scope of requirements for EMSPs, please refer to the ACMA's official website.
Preparing for registration
Before registrations open, you can prepare for success by taking the following steps:
Check your sender IDs: Gather all the alphanumeric sender IDs (formerly alpha tags) your business uses with Sinch ClickSend. Identify which alphanumerics need to be registered first. If you notice any that aren't in use, consider removing them from your account or replacing them with dedicated numbers. The fewer alphanumerics you have to register, the simpler the registration process will be. You can find all your registered alphanumeric sender IDs in the Hub via Settings > Numbers — ClickSend
Review format rules: As of the date of this article, the ACMA permits the registration of alphanumeric sender IDs only if they adhere to the following guidelines:
It must contain between 3 and 11 characters.
It must include letters and can also contain a mix of letters, numbers, and allowed symbols (e.g. + - & _), but it cannot consist solely of numbers.
It must begin with a letter (note that some exceptions are still under review by the ACMA).
It must not contain any non-Latin characters.
It must not start or end with a space or an underscore.
If your alphanumeric sender IDs don't comply with these guidelines, consider submitting a new alphanumeric ID that meets the criteria, or opt for a dedicated number instead.
Review business information: Make sure your ABN and authorised contact details for your entity on the Australian Business Register are up to date.
Inform Your Team: Let the relevant team members know about the upcoming changes. This ensures everyone is aware of what's happening and understands how it might affect their role or function.
Stay Updated: Keep an eye out for updates from us regarding the registration process kick-off.
Plan Your Resources: Think about the resources you'll need once registration opens, like administrative help for filling out forms or IT support to integrate new compliance tools. As of the latest directive from the ACMA, customers will only have 15 days (between Nov 30 2025 to Dec 15 2025) to register alphanumerics before they are over-stamped as 'Unverified'.
By tackling these tasks now, you'll make the registration process much smoother and avoid any hiccups that could disrupt your messaging services.
FAQs
The sender ID register and how it is proposed to work
Q: What is an alphanumeric sender ID (formerly alpha tag)?
Q: What is an alphanumeric sender ID (formerly alpha tag)?
A: When you receive an SMS or MMS message, and at the very top, there's a little identifier letting you know who it's from. That's the Sender ID. It's an alphanumeric header—think a mix of letters, numbers, and maybe a few symbols. Examples include names like ‘ATO’, ‘CBA’, or ‘myGov’. This ID is your way of instantly recognizing trusted senders.
Q: What is the purpose of the SMS sender ID register?
Q: What is the purpose of the SMS sender ID register?
A: The SMS Sender ID register is here to safeguard you and the businesses that reach out to you through messages. How? By putting a stop to impersonation scams! These scams happen when fraudsters use fake sender IDs that look like well-known brands, like banks or government agencies, to trick you into giving away your personal info or money. By disrupting these scams, the register helps ensure that you can trust the messages you receive.
Q: Why is the ACMA developing an SMS sender ID register, and when will it be ready?
Q: Why is the ACMA developing an SMS sender ID register, and when will it be ready?
A: In April 2023, the government announced the ACMA is setting up an SMS Sender ID register.
The Minister for Communications has given the green light for official rules to be established, ensuring the full register is ready to roll out by 15 December 2025.
Q: How will the register work?
Q: How will the register work?
A: In Australia, the upcoming registration model will be a must-do for anyone using alphanumeric sender IDs (formerly alpha tags) to send SMS or MMS messages to Australian mobile numbers. This means you'll need to register any alphanumeric sender IDs you plan to use.
Here's what we know as of now: if a message is sent with an unregistered alphanumeric sender ID, it'll either pop up with a warning like ‘Unverified’ in the header, giving you a heads-up, or it might be blocked altogether. So, you’ll be alerted or protected from potential scams.
This registration ensures that only genuine businesses can use sender IDs, so you can trust what you see in your inbox isn't a scam.
For the latest on the registration model visit the ACMA Assist website.
Q: Does the register affect SMS sent by consumers?
Q: Does the register affect SMS sent by consumers?
A: No, the register won't impact any SMS messages you send directly from your personal mobile device to another person.
Alphanumeric sender ID format rules
Q: What is the required length for an alphanumeric Sender ID?
Q: What is the required length for an alphanumeric Sender ID?
A: Sender IDs must be between 3 and 11 characters long.
Q: Can a Sender ID be made up of numbers only?
Q: Can a Sender ID be made up of numbers only?
A: No. Sender IDs must include letters. They can be a mix of letters, numbers, and allowed symbols, but cannot consist solely of numbers.
Q: Does the Sender ID need to start with a letter?
Q: Does the Sender ID need to start with a letter?
A: Yes. Sender IDs must start with a letter (some exceptions are under review by the ACMA).
Q: Are non-Latin characters allowed in Sender IDs?
Q: Are non-Latin characters allowed in Sender IDs?
A: No. Sender IDs must not contain non-Latin characters.
Q: Can a Sender ID start or end with a space or underscore?
Q: Can a Sender ID start or end with a space or underscore?
A: No. Sender IDs must not start or end with a space or underscore.
Q: What symbols are permitted in a Sender ID?
Q: What symbols are permitted in a Sender ID?
A: Only the following symbols are allowed: + - _ &
Registration process for entities
Q: What happens if I don't register by the deadline?
Q: What happens if I don't register by the deadline?
A: Messages from unregistered sender IDs will likely be disrupted or blocked by carriers as per ACMA directives.
Registration process for entities
Q: What happens if I don't register by the deadline?
Q: What happens if I don't register by the deadline?
A: Messages from unregistered sender IDs will likely be disrupted or blocked by carriers as per ACMA directives.
Q: Can I register through Sinch ClickSend?
Q: Can I register through Sinch ClickSend?
A: Yes, once Sinch ClickSend has been approved as a participating telco, registration can be initiated through Sinch ClickSend. Registration can also be via another participating telco or directly via ACMA Assist. A list of all participating providers will be available on the ACMA’s website.
Originating telcos must contact their existing customers prior to the register commencement to: (a) provide them with information about the Register (see Schedule 1 information - attached); and (b) offer to initiate registration of a sender ID on their behalf. Schedule 1 - Draft Telecommunications (SMS Sender ID Register) Industry Standard 2025.pdf
Q: Why do I need to go through the registration process for my alphanumeric sender ID (formerly alpha tag) when I have already done this recently?
Q: Why do I need to go through the registration process for my alphanumeric sender ID (formerly alpha tag) when I have already done this recently?
A: Our previous approval process for alphanumeric sender IDs (alpha tags) was implemented to comply with existing anti-scam requirements where there was no central Sender ID Register in place. Even though you've recently gone through an approval process, these alphanumeric sender IDs must now be registered through ACMA's official framework. This is to ensure all alphanumeric sender IDs comply with ACMA's new requirements and are associated with legitimate use cases.
Q: Who is authorised to register alphanumeric sender IDs (formerly alpha tags) under the new ACMA process?
Q: Who is authorised to register alphanumeric sender IDs (formerly alpha tags) under the new ACMA process?
A: Only the following types of entities can participate in the Register: an individual; a body corporate; a corporation sole; a body politic; a government entity; a partnership; any other unincorporated association or body of persons; a trust; a superannuation fund.
The authorisation process requires:
Verification of the entity’s legitimacy and their authorised representatives.
Identification of the representative responsible for registering, which could include individuals or business administrators tied to the entity on platforms like the Australian Business Register (ABR).
Q: Will registering alphanumeric sender Ids (formerly alpha tags) under the ACMA process cost anything?
Q: Will registering alphanumeric sender Ids (formerly alpha tags) under the ACMA process cost anything?
A: There may be an applicable charge associated with registering sender IDs, including any ongoing annual charge. The exact cost details will be provided once the ACMA finalises and communicates the fee structures. We are committed to updating our customers with more information as soon as it becomes available from the ACMA.
Q: What types of information and documents will I need to supply for ACMA registration?
Q: What types of information and documents will I need to supply for ACMA registration?
A: To register, entities must provide:
Full entity name and Australian Business Number (ABN) (or other accredited business register, in the country in which the entity is based).
Contact information of an authorised representative (legal name and business email) for the entity on the Australian Business Register — this is critical for ACMA’s verification process.
Valid use case details showing a match between the sender ID and the entity. To have a sender ID match, the sender identification must be the same as, a contraction or abbreviation of or an acronym of:
the registered business name;
the company name;
the registered trade mark; or
the domain name.
In addition, sender identification may also include another word or other words associated with the entity’s functions.
e.g., for 'TS Pty Ltd' with a business name 'Telservice', trademark 'TelService', and domain 'Zrates.com.au', valid sender IDs could include 'Telservice', 'TelServs', 'Telser', 'TS', 'TS_Track', 'TelServSale', and 'Zrates'.
Q: Can I use my registered sender ID with other telecommunications providers?
Q: Can I use my registered sender ID with other telecommunications providers?
A: Yes, once your sender identification is registered, you can authorise other participating telecommunications providers to originate messages using that same sender identification.
Q: What is an Electronic Messaging Service Provider (EMSP)?
Q: What is an Electronic Messaging Service Provider (EMSP)?
A: An Electronic Messaging Service Provider (EMSP) is a business that facilitates email and/or messaging services. Under the proposed new regulations, EMSPs are considered telecommunications providers. This means if you operate as an EMSP, you may be required to take action to register as a participating telecommunications provider yourself, in addition to registering and verifying your customers' sender IDs. For more detailed information and guidance, please refer to the ACMA's official website.
Conclusion
To ensure seamless messaging services and compliance with ACMA regulations, please proactively prepare for the upcoming changes in alphanumeric sender ID (alpha tag) registration. For further assistance or queries, contact support or visit the ACMA website for more detailed guidance.