SMS marketing is one of those things that can look deceptively simple.
A short message. A link. A cheeky offer. Maybe an appointment reminder, a last-minute table release, an event nudge, or a “hey, we miss you” campaign.
But when it is done well? SMS can be an absolute powerhouse.
It’s fast, direct, and hard to ignore. Especially when compared with the 47 unread emails currently sitting in someone’s inbox. It is also brilliant for driving quick action, whether that is booking an appointment, grabbing tickets, making a purchase, or finally responding to that reminder they have been meaning to deal with for three days.
And unlike email, unsubscribe rates for SMS tend to stay wonderfully low when businesses use it properly: sparingly, strategically, and with messages that are actually useful to the person receiving them.
There is, however, one very important bit of SMS housekeeping businesses need to sort out right now.
The ACMA Sender ID changes are coming
From 1 July 2026, Australian businesses sending branded SMS messages need to have their Sender ID registered.
A Sender ID is the name that appears at the top of a text message instead of a phone number. Think “YOURBUSINESS”, “BOOKINGS” or “SALE ALERT” rather than a random mobile number that looks vaguely suspicious.
If you are using your business name as the sender of your SMS messages, you are using a Sender ID.
If that Sender ID is not registered by 1 July, your messages may be replaced with the word “Unverified” on your customer’s phone. They may also be grouped into one message thread with other unverified messages — including potential scam texts. Not exactly the premium brand experience we are going for.
Why it matters
Customers are already pretty scam-aware. They are cautious about links, suspicious of unexpected messages, and increasingly likely to delete anything that feels even slightly dodgy.
So imagine you have put together the perfect SMS campaign:
“Flash sale! 20% off today only. Tap here to shop…”
But instead of arriving from your trusted business name, it lands under “Unverified”, next to a suspicious parcel-delivery scam and a message claiming someone has inherited $4 million from a distant relative.
Not ideal.
Registering your Sender ID helps customers recognise that the message is genuinely from you. It protects your brand, supports customer trust, and makes it harder for scammers to pretend to be your business.
Why SMS is still worth having in your marketing mix
SMS is not here to replace email marketing. They are more like a very good duo.
Email is where you can tell the story, show off the products, share the details, and build a relationship over time.
SMS is where you can say:
- “Your appointment is tomorrow at 10 am.”
- “We have two tables available tonight.”
- “Tickets are nearly gone.”
- “Your cart is still waiting for you.”
- “This offer ends at midnight, don’t make us send another reminder.”
It is perfect for urgency, reminders, limited-time offers, booking confirmations, event updates, and bringing customers back through the door.
The trick is to not treat it like a megaphone. Nobody needs a text every second Tuesday because you felt like saying hello. But when the message is relevant, timely, and genuinely useful, customers tend to stick around.
What you need to do
If you send SMS messages using your business name, contact your SMS provider or telco before 1 July 2026 and ask them about registering your Sender ID.
You will need to register through the telco or messaging provider you use to send your SMS campaigns. Your Sender ID also needs to clearly relate to your business, registered name, trademark, or domain, and your ABN details need to be current.
Do not leave it until the eleventh hour. ACMA has warned that last-minute applications may not be processed in time, and nobody wants their first post-1 July campaign showing up as “Unverified”.
If you send SMS from a standard mobile number rather than a branded business name, you do not need to register a Sender ID.
Need a hand with SMS marketing?
SMS can be a seriously effective addition to your marketing mix when it is used with a bit of thought, good timing, and a clear reason for landing in someone’s pocket.
At Creative Little Soul, we can help with SMS campaigns, automations, customer journeys, database segmentation, and the all-important “what do we actually say?” part.
And if you are using a branded Sender ID, pop it on the to-do list now. Preferably above “sort office filing” and below “make coffee.”
Ready to get started? You’ve come to the right place. Contact us now.
