Australian small businesses are being urged to prepare for major changes to SMS verification rules before a July 1 deadline, with concerns many operators remain unaware of the new requirements.
According to Inside Small Business magazine, businesses using branded SMS sender IDs will soon need to register them under new anti-scam measures being introduced nationally.
The reforms, overseen by the Australian Communications and Media Authority (ACMA), are designed to reduce text message scams by helping consumers identify legitimate business communications.
A sender ID is the business name that appears at the top of a text message rather than a mobile phone number. These IDs are commonly used for appointment reminders, customer notifications, booking confirmations and marketing campaigns.
Inside Small Business magazine reported that from July 1, messages sent using unregistered sender IDs may instead display the word “Unverified”, potentially reducing customer trust and increasing the risk that legitimate communications are mistaken for scams.
ACMA Deputy Chair Adam Suckling warned businesses and community organisations to act quickly before the deadline arrives.
“We are urging small businesses and community organisations to act now,” Suckling said.
“Failing to register may mean consumers miss important messages or no longer trust them.”
The regulator said the changes could affect a wide range of operators including automotive small businesses that rely on SMS communications with customers.
Businesses will need to contact their telecommunications provider or SMS messaging platform to complete the registration process.
The changes form part of broader national efforts to combat fraudulent text message activity, which has continued to cost Australians millions of dollars each year.
Industry groups and regulators are encouraging SMEs to act early to avoid disruption to customer communications once the new verification system officially begins in July.