A new rule aimed at cutting scam texts is now in force, and small businesses that send branded SMS messages to customers need to act or risk their texts being dismissed as spam.

The Australian Communications and Media Authority (ACMA) has launched a national register for business SMS sender IDs, the ABC reports. From 1 July 2026, any text sent using a branded sender ID not on the register is automatically flagged as ‘unverified’ by the recipient’s phone, similar to an email landing in a spam folder.

Registration is free. Businesses contact their telecommunications provider to sign up. More than 17,000 sender IDs have already been registered.

ACMA spokesperson Samantha Yorke said businesses of all sizes are affected, not just large organisations. ‘Many small businesses and community groups and charities are using branded SMS messages,’ she told ABC Radio. ‘If they’re using a branded ID and they want to continue using that beyond July 1 they should register them.’

The rule targets a scam method that has cost Australians dearly. ACMA estimates Australians lost nearly $18 million to SMS scams last year, with criminals impersonating organisations including the Australian Taxation Office and myGov. Telecommunications companies blocked more than 153 million scam texts in 2025 under the industry’s existing scam code; the new register adds another layer on top of that.

For tradies and sole traders who send appointment reminders, job confirmations, or payment requests by text, an ‘unverified’ label could erode customer trust. If a customer receives a text about an upcoming job and it lands in the unverified folder, they may ignore it or assume it is a scam. Registering removes that risk entirely.

Cybersecurity associate professor Mohiuddin Ahmed from Adelaide University warned that the end of financial year is prime time for scammers. ‘Scammers will try their hardest to scam people because they still have that option to send through texts without that sender ID registered,’ he said. His general advice: do not interact with unverified messages, do not click links, and call the organisation directly if a message seems urgent. Telstra customers can forward suspicious texts to 7226.

Frequently asked questions

How do I register my business SMS sender ID?

Contact your telecommunications provider directly. Registration is free and more than 17,000 sender IDs have already been added to the ACMA register.

What happens if I don’t register?

From 1 July 2026, texts sent from an unregistered branded sender ID are automatically flagged as ‘unverified’ on the recipient’s phone, which may cause customers to ignore or distrust the message.

Does this affect sole traders and small businesses, or just large companies?

All businesses using a branded SMS sender ID are affected, including sole traders, community groups, and charities, according to ACMA spokesperson Samantha Yorke.

What should I do if I receive a suspicious text?

Do not click any links or interact with the message. Call the organisation directly using a number from their official website. Telstra customers can forward suspicious texts to 7226.

Sourced from ABC News. Original article.