Australia registration guidelines

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These guidelines ensure compliance with the Australian Communications and Media Authority (ACMA) SMS Sender ID Register, helping to reduce sender impersonation and improve trust in branded SMS delivered to Australian recipients.

This documentation outlines the requirements, roles, and registration process for organizations involved in sender ID registration, including:

• Entity (brand owner/direct customer) - The legal owner of the brand and sender ID.
• Entity associate (partner/wholesaler) - A third party authorized to send SMS on behalf of the brand owner.

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Sender ID requirements

A sender ID must:

• Only consist of letters, numbers and symbols - these should correspond to decimal codes 32-126 from the American Standard Code for Information Interchange (ASCII (opens in a new tab)) standard
• Be at least 2 and no more than 11 characters long
• Not consist only of numbers
• Not contain a space or underscore at the beginning or end
• Not contain the word 'Unverified'
• Not contain words that are offensive, deceptive or misleading
• Not solely consist of a restricted word or words (opens in a new tab)

You can register a sender ID that:

• Is the same as your organization's name, or a shortened version (for example, 'Australian Taxation Office' → 'ATO')
• Is an acronym, contraction, abbreviation or initialism of your name (for example, 'Australian Communications and Media Authority' → 'ACMA')
• Includes extra words that relate to your organization's function, location, or the purpose of the message (for example, 'ACMA Alerts')

If your sender ID meets the requirements, proceed to the guidelines based on your business type.

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Entity registration guidelines

The entity is the legal owner of the sender ID and holds primary responsibility for its registration and ongoing compliance.

An ABN (Australian Business Number) is a unique 11-digit number issued to businesses registered in Australia.

Before starting the registration process, review the requirements below.

The entity must ensure that the sender ID:

• Clearly represents its legal business name, trademark, or domain
• Is actively used and publicly associated with the entity
• Is not misleading, generic, or impersonating another entity

Requirements and registration steps differ depending on whether your organization has an ABN.

Follow the section relevant to your business registration status.

Entity registration with ABN (local)

The entity with ABN is responsible for:

• Confirming the sender ID application in the ACMA Assist web interface
• Maintaining accurate business and contact details in the Australian Business Register (ABR)

Valid use case for ABN entities

The sender ID must match one of the following valid use cases to proceed:

• Registered business name in the business names register (opens in a new tab), and the status must be 'Registered'
• Registered company name in the Australian Business Register (ABR) (opens in a new tab), and the status must be 'Active'
• Registered trademark in IP Australia's Trade Mark Search (opens in a new tab) or equivalent register, and the status must be 'Registered', or
• Registered domain name on WHOIS (opens in a new tab), the entity is the 'registrant' and the domain name is used for an active and legitimate website, or an active email address.

Registration process

Step 1: Submit your request

Once your sender ID meets the eligibility requirements and you have a valid use case:

• Complete the Direct client Australia registration form (opens in a new tab) with your full business details.
• Then, submit your request by either:
  • Initiating the sender ID registration over the Infobip web interface (opens in a new tab) by selecting the Request sender button under Alphanumeric Sender ID, or
  • Contacting [email protected] for assistance.

Step 2: Submission to ACMA

• Infobip will review your request to ensure all required information is complete and compliant.
• Once validated, Infobip will submit the sender ID registration to ACMA on your behalf.
• If additional information or clarification is required, you will be notified.

Step 3: Confirmation over ACMA

• You will receive an email directly from ACMA requesting confirmation of the sender ID registration.
• You must follow the instructions in the email and confirm the registration over ACMA Assist.
• A step-by-step guide for accessing ACMA Assist is available in the official ACMA documentation (opens in a new tab).

Step 4: ACMA review

• After you complete the confirmation, ACMA will review the application.

Step 5: Confirmation

• Infobip will notify you once the sender ID has been successfully registered to ACMA.

Sender status in ACMA Assist

• Pending - The application is awaiting brand owner confirmation.
• Registered by [date] - ACMA has approved the application and the sender ID will be registered by the specified date and time.
• Complete - ACMA has approved the application and the sender ID is registered.
• Under review - ACMA has flagged your application for review. You will be notified of the outcome once the review is complete.

Entity registration without ABN (international)

Entities without an ABN cannot access the register directly. Infobip will manage the registration process, confirm your registered sender IDs, and maintain your contact details in the register.

Valid use case for non-ABN entities

The sender ID must match one of the following valid use cases to proceed:

• Name on a trademark register
• Name on an official register or record in the country in which the entity is based

Registration process

Step 1: Submit your registration request

Once your sender ID meets the eligibility requirements and you have a valid use case:

• Complete the Direct client Australia registration form (opens in a new tab) with your full business details.
• Submit your request by either:
  • Initiating the registration over the Infobip web interface (opens in a new tab) by selecting the Request sender button under Alphanumeric Sender ID, or
  • Contacting [email protected] for assistance

Step 2: Business review and identity verification

• Infobip will review and validate your request by assessing the legitimacy of your company and the provided use case.
• The authorized representative will then receive an email with QR code or verification link to complete identity verification through our accredited partner, Veriff.
• The authorized representative must complete the verification process as instructed. If any additional information or supporting documents are required, you will be notified accordingly.

Step 3: Submission to ACMA

• Once the company details have been validated and the identity verification is successfully approved by Veriff, Infobip will submit the sender ID registration to ACMA on your behalf.

Step 4: Confirmation

• Infobip will notify you once the sender ID has been successfully registered to ACMA.

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Entity associate registration guidelines

An entity associate acts solely as a sending party on behalf of the brand owner.

Before you proceed with the registration, review the requirements below.

The entity associate:

• Can submit sender ID registration requests through Infobip by collecting the valid use case and information from the brand owner
• Must coordinate confirmation steps with the brand owner (if they hold an ABN)
• Must use the sender ID strictly for the authorized brand and purpose
• Must have a formal arrangement with the sender ID owner

Follow the steps below to register the entity associate.

Step 1: Submit sender ID request

Once your customer's sender ID meets the eligibility requirements and they have a valid use case:

• Complete the Wholesale Australia registration form (opens in a new tab) including:
  • Your company details (wholesale partner), and
  • Your customer's details (brand owner).
• Submit the request by contacting:
  • [email protected], or
  • Your dedicated Infobip account manager.

Step 2: Company validation (one-time requirement)

Infobip will review and validate your company before proceeding.

If your company holds an ABN:

• You will receive an email directly from ACMA with a link to access ACMA Assist.
• You must log in and complete your participation steps in ACMA Assist.
• A detailed guide for the Entity Associate role is available in Appendix A of the official documentation (opens in a new tab).

If your company does not hold an ABN:

• Infobip will validate your company by assessing its legitimacy.
• Infobip will contact the nominated authorized representative.
• The authorized representative will receive an email with QR code or verification link to complete identity verification through our accredited partner, Veriff.
• The authorized representative must complete the identity verification process.
• Once identity verification is approved, Infobip will submit your participation application to ACMA.

Step 3: Brand owner (customer) validation

After your company participation has been completed, Infobip will proceed with validating the sender ID request for the brand owner.

If the brand owner holds an ABN:

• Infobip will submit the sender ID registration request to ACMA.
• The brand owner will receive an email directly from ACMA.
• The brand owner must log in to ACMA Assist and confirm the sender ID registration.

If the brand owner does NOT hold an ABN:

• Infobip will review and validate the request by assessing the legitimacy of their company and the provided use case.
• The authorized representative will receive an email with QR code or verification link to complete identity verification through our accredited partner, Veriff.
• The authorized representative must complete the identity verification process.
• Once identity verification is successfully approved and all details are validated, Infobip will submit the sender ID registration to ACMA.

Step 4: Confirmation

Infobip will notify you once the sender ID has been successfully registered to ACMA.

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