{"id":47223,"date":"2025-10-08T18:36:02","date_gmt":"2025-10-08T18:36:02","guid":{"rendered":"https:\/\/messagemedia.com\/?post_type=blog&p=47223"},"modified":"2025-11-06T20:20:48","modified_gmt":"2025-11-06T20:20:48","slug":"acma-texting-rules-australia","status":"publish","type":"blog","link":"https:\/\/messagemedia.com\/au\/blog\/acma-texting-rules-australia\/","title":{"rendered":"Navigating new ACMA rules: A guide to compliant SMS marketing in Australia"},"content":{"rendered":"\n

SMS is a powerful way to communicate with customers since most are essentially glued to their devices daily. In 2024, mobile phones were the most commonly used device by Australian adults to access the internet, with 92% of them doing so multiple times a day<\/a>.  <\/p>\n\n\n\n

If you’re currently or planning to use business texting in Australia, you should know that it has its own rulebook.<\/strong> You can\u2019t send any message to anyone, any time. The Australian Communications and Media Authority (ACMA) has the Spam Act 2003, which requires explicit consent, clear sender identification, and a simple, low-cost opt-out in every message. <\/p>\n\n\n\n

And there\u2019s another layer coming soon: A mandatory SMS Sender ID Register<\/a> is rolling out on 15 December 2025<\/strong>.<\/p>\n\n\n\n

If you use an alphanumeric sender name<\/a> (basically, your brand name in the \u201cfrom\u201d field), you\u2019ll need to register it or risk your messages being flagged and blocked. Here’s a helpful overview of SMS rules in Australia, including the new ACMA rules rolling out this year.<\/p>\n\n\n\n

This is not legal advice.<\/strong> This information is provided for general informational purposes only and should not be construed as legal advice or a substitute for consultation with qualified legal counsel or your organization\u2019s compliance professionals.<\/em>  <\/p>\n\n\n\n

A quick background on SMS regulations in Australia <\/h2>\n\n\n\n

What is ACMA? <\/h3>\n\n\n\n

ACMA is the Australian Communications and Media Authority<\/a>, a.k.a. the regulator that polices business texting. If you send commercial SMS in Australia, ACMA sets the rules and enforces them under what\u2019s known as the Spam Act 2003. <\/p>\n\n\n\n

To text customers legally, you need three things every time: <\/p>\n\n\n\n

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  1. Explicit consent (so no sneaky, pre-ticked boxes) <\/li>\n<\/ol>\n\n\n\n
      \n
    1. Clear sender identification <\/li>\n<\/ol>\n\n\n\n
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      1. An easy, low-cost opt-out in every message <\/li>\n<\/ol>\n\n\n\n

        How ACMA texting rules impact businesses <\/h3>\n\n\n\n

        In practice, this means you should be incorporating consent language right into your forms and checkout. You have to make it crystal clear what people are signing up for and keep a simple log of when<\/em> and how<\/em> each person opted in.  <\/p>\n\n\n\n

        Every SMS should also say who it\u2019s from and give an easy get out clause, like \u201cReply STOP to opt out.\u201d When someone opts out, you must remove them from your list straight away. <\/p>\n\n\n\n

        What you need to know about new ACMA rules in Australia for texting <\/h2>\n\n\n\n

        From 15 December 2025, Australia will have a mandatory SMS Sender ID Register.  <\/p>\n\n\n\n

        This means if you send texts using your brand name in the \u201cfrom\u201d field, you\u2019ll need to register that name.  <\/p>\n\n\n\n

        If you don\u2019t, your sender ID might show up as \u201cunverified\u201d or \u201clikely SCAM\u201d and messages can (and most likely will) be blocked. This will have a direct impact on deliverability, but obviously the more important issue is that you stay compliant under these new rules. <\/p>\n\n\n

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        \"\"<\/figure>\n<\/div>\n\n\n

        About Australian SMS Sender ID Registry <\/h2>\n\n\n\n

        Why it matters <\/strong><\/h3>\n\n\n\n

        If you don\u2019t register your sender names, your messages could be marked as spam and ultimately blocked from getting where they need to go. That hurts delivery, damages brand trust, and wastes campaign spend.  <\/p>\n\n\n\n

        The idea behind the registration is that it helps carriers and<\/em> customers recognise that the message really is from you. <\/p>\n\n\n\n

        Who\u2019s at risk? <\/strong><\/h3>\n\n\n\n

        The ACMA new texting rules apply to any business using alphanumeric sender IDs to text people in Australia, whether you\u2019re sending promos, alerts, or reminders. If you use short\/long codes instead, you still have to follow the core rules as above: consent, clear identification, and a low-cost opt-out in every message. <\/p>\n\n\n\n

        What should you do and when?  <\/strong><\/h3>\n\n\n\n