Setting up an Alphanumeric Sender ID for Australian SMS (ACMA Assist Guide)

When sending SMS to Australian recipients, your business can choose to display a custom name, such as "MYBUSINESS", instead of a standard mobile number. This is known as an Alphanumeric Sender ID.

Due to strict anti-scam regulations introduced by the Australian Communications and Media Authority (ACMA), all Alphanumeric Sender IDs must be formally registered and linked to a verified Australian business entity.

This article outlines the requirements and the step-by-step process for securing your Sender ID through TNZ and the ACMA Assist portal.

What is an Alphanumeric Sender ID?

An Alphanumeric Sender ID allows you to set your "From" name to a custom string of text. This increases brand recognition and trust, as the recipient sees your business name immediately upon receiving the message.

Technical Specifications

• Length: Maximum of 11 characters.
• Characters: Alphanumeric only (A-Z, 0-9).
• Symbols: No symbols or spaces are permitted (e.g., "MY_CORP" or "MY CORP" are invalid; use "MYCORP").
• Functionality: One-way messaging only. Recipients cannot reply to an Alphanumeric Sender ID.

Requirements

To comply with Australian regulations, TNZ must register your authority to use a specific Sender ID. Your chosen ID must have a direct relevance to your business (e.g. your legal business name, a registered trademark, or your domain name).

To begin the process, you must provide TNZ with the following information:

The Approval Process

The registration process involves coordination between your business, TNZ, and the ACMA.

Step 1: Submit Details to TNZ

Provide the required business information listed above to the TNZ Support or Account Management team. We will then initiate the registration with the ACMA.

Sender IDs=                          [up to 10]
Business Name=                                   
ABN/ABR=                                              
Business Address=                               
Company Representative Email=      

Step 2: The ACMA Notification

Once TNZ registers the ID, the ACMA will send an automated email to your nominated Company Representative. This email will contain an "Approve" link.

Step 3: ACMA Assist Portal

The representative must click the link to access ACMA Assist.

• Existing Users: Log in with your credentials.
• New Users: You will need to create an account to verify your identity and your authority to act on behalf of the business.

Once logged in, the representative must review the Sender ID request and click Approve. Once this step is completed, the ACMA notifies TNZ, and we will activate the Sender ID on your account.

Comparing Sender IDs vs. Virtual Mobile Numbers (VMN)

If your business cannot meet the ACMA registration requirements (for example, if you do not have an Australian ABN), or if you require the ability to receive replies, you should use a Virtual Mobile Number (VMN) instead.

Frequently Asked Questions

Why was my Sender ID rejected?

The most common reasons for rejection include a lack of clear relevance to the business (e.g. using "REMINDERS" instead of "MYBUSINESS"), or the representative failing to complete the ACMA Assist approval within the required timeframe.

How long does the process take?

Once the Company Representative approves the link in ACMA Assist, activation is typically completed within 24 hours.