SMS Sender IDs

Details

SMS Sender IDs only apply to accounts that reside on our Australian infrastructure. Only users with 'Full' (or higher) access level can create & manage Sender IDs. 

Due to the ACMA (Australian Communications & Media Authority) regulations in Australia, all SMS messages not using the shared system number will need to have an associated Sender ID within your account on our platform. Some Sender ID types require more approval processes than others.

A Sender ID can be setup for the following types of SMS 'from' number options;

• An Alphanumeric Sender ID (for example, 'XYZ Donuts'): One-way communication (cannot be replied to), with only send reporting available.
• A dedicated number: These can be rented from us. Two-way communication with full reporting available.
• Your own mobile number: Two-way communication (all replies will go to your handset), but with only send reporting available.

In this guide, we'll explain the requirements, approval processes & setup details for all three types of Sender IDs.

How-to Guide

Add a Sender ID: Alphanumeric (eg. "XYZ Donuts")

For most customers, we only support sending SMS with an Alphanumeric Sender IDs to mobile numbers within Australia. For customers with a US account, support for other countries is available via our Twilio integration. If you send to contacts in unsupported countries, your SMS will not arrive at the destination handset.

What Is an Alphanumeric Sender ID?

When an SMS message comes from a name instead of a regular mobile number, it's been sent using an Alphanumeric Sender ID. This ID can be between 3 & 11 characters long and can contain uppercase / lowercase letters (A-Z, a-z), numbers (0-9), spaces and standard symbols (like -, +, &, _). It cannot consist solely of numbers and it cannot start or end with a space or an underscore.

Who Can Apply for an Alphanumeric Sender ID?

As per legislation, the following types of entities can be approved to make applications:

• An individual
• A body corporate
• A corporation sole
• A body politic
• A government entity (within the meaning of the A New Tax System (Australian Business Number) Act 1999)
• A partnership
• Any other unincorporated association or body of persons
• A trust
• A superannuation fund (within the meaning of the Superannuation Industry (Supervision) Act 1993).

What Are the Rules Surrounding the Use of an Alphanumeric Sender ID?

From 1st July 2026, all new & existing alphanumeric Sender IDs will require approval from the Australian Communications and Media Authority (ACMA). As part of the application process (outlined below), you will need to apply, and wait for, your alphanumeric Sender ID to be approved by the ACMA before you should start using it.

To be able to have the Sender ID registered, you must demonstrate a valid use case. The person making the request must be listed as an authorised contact for the entity on the Australian Business Register (ABR), or be otherwise authorised by that entity.

Additionally, the ACMA requires that the authorised contact pass an identification check, via the Australian Government's Digital ID System (also known as 'myID').

What if I Choose Not To Register My Alphanumeric Sender ID?

Although our platform will still let you to send from your alphanumeric Sender ID even if you haven't had it registered with the ACMA, telecommunications providers are required to intervene.

Your alphanumeric Sender ID will be replaced with a generic "Unverified" label, and your texts will be grouped into a single "Unverified" message thread on recipients' mobile phones. Read more on the ACMA website.

Alphanumeric Sender ID Application & Set up Process

1. Open the Account area (⚙️ icon, at top right).
2. Select Sender IDs from the sidebar.
3. Click Add Sender ID.
4. Select the Alphanumeric Sender ID  option, then enter your desired Alphanumeric Sender ID (refer to character limited & rules mentioned above).
5. Click Continue.
6. Complete the application form, then click Submit for Approval.
7. Click Close. At this point, our team will verify your Alphanumeric Sender ID to ensure it matches some basic criteria. During this time, the Alphanumeric Sender ID will appear with a red lock icon next to it. The account owner user will also receive an email at this time, confirming the request.

Once we approve your Alphanumeric Sender ID, your account's Owner-level user will be advised by email. Next up, you'll need to register it with the ACMA. Let's take a look at what's involved...

1. Open the Account area (⚙️ icon, at top right).
2. Select Sender IDs from the sidebar.
3. Locate the Alphanumeric Sender ID in question and click Register. A dialog will appear, containing an application form link. Click the link and complete the application form. Soon after it's been submitted, your Alphanumeric Sender ID will show in a "Registering" state. 
4. A few business days later, you will receive an email from the ACMA (sample below), containing a link to the ACMA Assist portal, which you can use to continue with your application.
   
5. As part of this process, you will be required to sign into the Australian Government's Digital ID System (also known as 'myID'), the consent to connecting your Digital ID to the ACMA Assist portal.
6. Once connected, you will be redirected back to the ACMA Assist portal.
7. Confirm your alphanumeric Sender ID, your ABN and your name.
8. Next, select whether you have access to the email address listed on the Australian Business Register (ABR).
9. Enter the email address of the authorised contact person on the ABR (the ACMA will send a verification code to this address).
10. Enter the verification code.
11. Confirm the entity details displayed on the ACMA Assist portal.
12. Review and, if you agree, consent to the Terms & Conditions displayed. Your alphanumeric Sender ID will now show in the ACMA Assist portal with a "Pending" status (as shown below).
    
13. Select the alphanumeric Sender ID and click Confirm registration of Sender ID application. This confirms that the Sender ID we have submitted on your behalf is valid, and that the request is legitimate.
14. Some time later, you will receive an email from the ACMA stating that your company has been approved to participate in the SMS Sender ID Register. You should see this reflected in the ACMA Assist portal with a new "Registered" status.
15. Several days later, you will receive an email from the ACMA stating that your alphanumeric Sender ID has been approved (as shown below).
    
    At this time, the status of the alphanumeric Sender ID within the ACMA Assist portal will also show with a "Complete" status.
    
16. Some time later (generally within 1 business day), we will receive notification of the status change from ACMA and our system will update accordingly. The alphanumeric Sender ID will then show in our platform as "Registered" and can then be used for SMS sends without the SMS 'from name' being replaced with "Unverified".

Add a Sender ID - Dedicated Number

If you don't wish to use the shared system number, you can purchase a dedicated number from us. Numbers are available in Australia & New Zealand.

If you are based in New Zealand, please reach out to our team to apply for a New Zealand SMS shortcode (note that the application process for shortcodes in New Zealand is complex and can take up to 10 weeks to obtain carrier approval.

1. Open the Account area (⚙️ icon, at top right).
2. Select Sender IDs from the sidebar.
3. Click Add Sender ID.
4. Select the Dedicated Number option.
5. Click Apply Now.
6. Complete the application form and press Submit Details.

Your application will now be submitted to our team and we'll be in touch regarding costs.

Add a Sender ID: Your Mobile Number

By default, we only support 'from' mobile numbers in Australia.

1. Open the Account area (⚙️ icon, at top right).
2. Select Sender IDs from the sidebar.
3. Click Add Sender ID.
4. Select the Your Mobile Number option, then enter your mobile number.
   
5. Click Continue.
6. We will send a verification code to this number. Once received, enter it into the field provided on screen. When done, click Verify Your Mobile Number.

Nice work - you can now create & send SMS messages from this mobile number!

Manage Existing Sender IDs

Once you remove a pending Sender ID, you will need to add it again and go through any approval processes (if applicable).

1. Open the Account area (⚙️ icon, at top right).
2. Select Sender IDs from the sidebar. You will now be able to view all of the account's current Sender IDs. Any Sender IDs set to 'pending' can be removed, if desired.