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Sender ID regulations when sending SMS to Australia

What is an alphanumeric Sender ID?

  • A sender ID is the name recipients see when they receive your SMS, identifying who has sent the message. 
  • This applies to all SMS messages & surveys sent using  our portal, our API, email to SMS or via an automation.
  • Sender IDs are used for sending one-way messages only and do not support replies. If you require two-way conversational messaging, you will need to purchase a Virtual Mobile Number (VMN) or a Short Code.

Why do I need to get the Sender ID(s) I want to use approved?

  • Certain countries now require that you register a sender ID for approval, prior to you sending messages.  This allows numbers to be identified and traced and will help to prevent text messages that seek to defraud recipients by using sender IDs based on:
  • A well known brand name that is not their own
  • Another company’s phone number
  • A generic name (e.g. DELIVERY or UPDATE)
  • The regulations cover all text messages sent using a sender ID, whether they are used to communicate externally with customers or internally with employees. 
  • In certain countries, SMS providers (like Esendex) are now obliged to report any material misuse of a sender ID to the correct regulatory body and freeze suspected accounts.

Which countries currently require me to register a sender ID?

What format does a sender ID need to be in, to be approved?

  • An alpha-numeric Sender ID can be between 4 and 11 characters, including spaces.
  • It must not:
    • Contain only numbers and/or present itself as a phone number*.
    • Use a generic name (e.g. DELIVERY or UPDATE).
  • It must:
    • Identify the sender – i.e. your brand name/company.
  • Please download our factsheet, to see examples of sender IDs which are compliant and non-compliant with the Australian regulations.

* A Virtual Mobile Number (VMN) or a Short Code you purchase from Esendex can still be used.

I am already using a sender ID. Do I need to get it approved?

  • Yes. Even if you believe that your current sender ID  meets regulatory standards, you must still register it for approval. 
  • If you realise that your current sender ID  does not meet the required standards, you will need to change it and register your new ID for approval. 

Can I continue to use the default sender ID WEB SMS, that was given to me when I opened my account?

  • No. You will need to register a new Sender ID(s) for approval.
  • The default WEB SMS sender ID can only be used as part of a free trial when an account is first opened.

What are the benefits of registering a sender ID?

  • You need to register to send text messages to Australia, using a sender ID.
  • The regulations are there to protect you and your reputation, by reducing the likelihood of anyone impersonating and using your company credentials to defraud your customers or staff.
  • As the regulations now ask that you clearly identify your brand/company in the sender ID, this will help to maximise transparency and recipient engagement.

When can I register my Sender ID?

  • Registering your sender ID with us is quick and easy. If you’re an existing customer, we’ll send you a follow-up email to remind you when it’s time to register; you can  expect this at the beginning of June 2023.
  • New customers opening an account after 30th June 2023, will be able to register their preferred Sender ID for online approval. 

How do I register a sender ID?

  • Sender IDs need to be registered with, and approved by the company you use to send text messages. So you’ll register with the team here at Esendex.
  • Regardless of whether you send SMS by the portal, our API, email to SMS or via an automation, you will need to register your Sender ID(s) by logging into your account on the Esendex portal and following the online process, which will be live from 1st July 2023.
  • As part of the registration process, you will be asked to provide evidence to corroborate that your company has a valid use case for using sender ID. 
  • This evidence will need to include a written statement from the requisite authority within your company (by email or other electronic means), confirming that you have a valid use case.
  • You will also need to provide one of the following:
    • Company Number certificate
    • Business utility bill.

Can I register more than one Sender ID for approval?

  • Yes. Multiple sender IDs can be registered for approval using the online process.
  • You will need to register each sender ID separately and attach the appropriate evidence.

How will I know when my sender ID has been approved or rejected?

  • We will notify you by email when the process is complete. You can also  track the status of your submission on the Esendex portal.
  • You can start sending messages using the sender ID, as soon as it is approved.

I am an existing customer. Will I still be able to use my current Sender ID(s) while I am waiting for it to be approved?

  • Yes. However we  strongly recommend that you register your sender ID(s) for approval, as soon as we notify you by email that you can do so.
  • All sender IDs must be approved by 30th June 2023, so please allow sufficient time for approval and for a second application, in the event of a refusal.
  • If you have not received sender ID approval by 30th June 2023, you will not be able to send messages to or within Australia.

What happens if a sender ID I tried to register is rejected?

  • Please refer to the guidelines on this support page, and re-register with a different sender ID, using the same online process.
  • You can also call us on 0161 359 3100 or email customercare@textanywhere.com if you have any questions.
  • If you did not submit sufficient evidence when you registered, we will contact you to clarify the additional information required. 

Once approved, will I be able to edit my sender ID?

  • No. You will need to register a new sender ID using the same online process, if you make even a slight change to your approved sender ID.

Where can I view sender ID(s) that have been approved?

  • A list will be available to view on the Esendex portal, after you have logged in. This will be available online from 1st July 2023.
  • For sending messages, you can set a default sender ID. If you have more than one approved sender ID, you can also select which one to use, from a drop down menu.

What will happen if I try to send messages using a sender ID that has not been approved?

  • Your messages will not be sent, if they are being sent to, or within, a country, that requires approved sender IDs.
  • Whether you send messages using the Esendex portal, our API, email to SMS or via an automation, you will be able to track messages that have failed to send, using the reporting tools within your Message History. The error message Failed – Sender ID Not Allowed will be displayed in the reporting.
  • If you send messages using our API, you can also call the API, to check the status of each  message.
  • If you send a message to multiple contacts in one bulk send, which contains a range of destinations, including for example, Australia, only the messages intended for Australian recipients will be blocked. All other messages will be sent.
  • You will be charged for all messages you attempt to send. This includes messages which are blocked, due to use of a non-approved sender ID.

Can I still create my own sender IDs, when sending within/to countries that do not require them to be approved?

  • Yes. You can still create a customised sender ID and use it straight away, when using the Esendex portal, our API, email to SMS or via an automation. 

Do I need to register a sender ID before I can start sending messages?

  • Yes, if you want use one to send to, or within Australia.
  • However, you can still  send messages instantly, if you purchase a Virtual Mobile Number (VMN) or a Short Code from Esendex. Both of these are normally used for two-way conversational messaging, to provide  your staff or customers with an opportunity to respond.

Are Virtual Mobile Numbers (VMNs) and shortcodes affected by the regulations covering sender IDs ?

  • No. You can purchase a Virtual Mobile Number (VMN) or a Short Code from Esendex and begin to use it straight away to send and receive messages.

Re-sellers – is the process the same for registering a sender ID?

  • If your company sends SMS on behalf of someone else (e.g. you are a re-seller or a marketing agency etc), you will need to obtain a written statement from the requisite authority within your customer, authorising you to send messages on their behalf. You will then need to share this with us.
  • You will also need to provide one of the following from your customer:
    • Company Number certificate
    • Business utility bill.