Online SMS Compliance For Australia

If you’re sending SMS through Notifyre in Australia, you must follow the Spam Act 2003 and our Acceptable Use Policy, which require consent, clear sender identification, and an easy unsubscribe option.

Notifyre is committed to helping businesses communicate responsibly and lawfully. If you use our SMS services in Australia, you must comply with Australian legislation, including the Spam Act 2003 and Notifyre’s Acceptable Use of Service Policy. Here are the key areas you need to know about:

1. SMS Marketing & the Spam Act: Learn what counts as a commercial message, when you need consent, and what information must be included in every SMS.
2. Notifyre’s Acceptable Use Policy: Our policy explains what you can and can’t use Notifyre for, such as avoiding unsolicited messages, harassment, or illegal content.
3. SMS Custom Sender ID Registration: All alphanumeric SMS Sender IDs (like your business name) must be registered with the ACMA Sender ID Register.
4. SMS Best Practices: Go beyond compliance by building trust with your audience: keep messages clear, relevant, and respectful.

Who is Australian Communications and Media Authority (ACMA)?

The Australian Communications and Media Authority (ACMA) is the government regulator for communications in Australia.

When it comes to SMS, ACMA’s job is to protect consumers from scams and spam and make sure businesses follow the law, like the Spam Act 2003 and the new SMS Sender ID Register rules.

Their goal is to keep SMS a safe and trusted channel by stopping impersonation scams and ensuring only legitimate businesses can use branded Sender IDs.

Australian Spam Act 2003

Are you a business sending SMS messages to your customers? Before you hit “send,” it’s important to understand the rules that apply to you. In Australia, the Spam Act 2003 sets out the legal requirements for sending commercial electronic messages, including SMS.

Under the Spam Act 2003, all commercial SMS messages must:

1. Have consent from the recipient (express or inferred).
2. Clearly identify the sender (your business name and contact details).
3. Include a functional unsubscribe option that works for at least 30 days and is actioned within 5 business days.
4. Avoid misleading or deceptive content.

Failure to comply can result in significant penalties. Read this guide provided by the Australian Communications and Media Authority to understand your responsibilities.

What is a Commercial Message (a.k.a SMS Marketing)?

A commercial message is any SMS that promotes or advertises something. If your message is trying to sell a product or service, offer a deal, or promote your business, it’s considered commercial.

Examples of commercial messages:

• “Get 20% off your next order! Shop now at [link].”
• “Book your appointment today and receive a free consultation.”

What’s NOT a commercial message?
Messages that are purely informational and don’t include any marketing or promotional content.
For example:

• “Your appointment is confirmed for 3 PM tomorrow.”
• “Your verification code is 123456.”

If your SMS includes a link or contact details that lead to promotional content, it’s still considered commercial.

Requirements of the Spam Act

1. Obtain Consent
   • Express consent (best practice): e.g., opt-in forms, sign-up checkboxes.
   • Keep records of consent for at least 2 years.
2. Identify Yourself: Use an approved Sender ID or include your business name in the SMS body.
3. Provide an Unsubscribe Option
   • Include a STOP reply or an unsubscribe link.
   • Action unsubscribe requests within 5 business days.
4. Maintain Clean Lists
   • Remove unsubscribed numbers promptly.
5. Monitor Compliance
   • Use Notifyre’s built-in compliance tool such as:

• • • Auto unsubscribe recipients feature
    • Managing the unsubscribed contact group

Notifyre’s Acceptable Use Policy

We’re all about helping you send messages the right way. Our Acceptable Use of Service Policy explains what you can and can’t do with Notifyre, how to handle consent and unsubscribes, and the types of content we don’t allow. It takes just a few minutes to read and can save you hours of rework (and potential headaches) later.

Read the full Acceptable Use of Service Policy

What you should do when sending SMS with Notifyre

1. Get and keep consent records: Know who said “yes” and when.
2. Always identify yourself: Use your business name and include an unsubscribe option.
3. Stay on top of opt-outs: Remove people quickly when they unsubscribe.
4. Use Notifyre’s tools: Features like opt-out links and STOP keyword handling make compliance easy.

What you can’t do with Notifyre

1. No sending texts without permission: Always get consent first.
2. No messaging people who opted out: If they said “stop,” respect it.
3. No pretending to be someone else: Be clear about who you are.
4. No harmful or offensive content: Keep it respectful and professional.
5. No scams or illegal stuff: Fraud, phishing, or banned products are not allowed.

SMS Custom Sender ID Registration

What is a Sender ID?

A Sender ID is the name that appears at the top of your SMS instead of a phone number, usually your business name (e.g., CityClinic, MyBrand). It helps customers instantly recognise who the message is from.

From 15 December 2025, the Australian Communications and Media Authority (ACMA) will require all alphanumeric Sender IDs (like your brand name) to be registered in the new SMS Sender ID Register.

If you don’t register:

• Your messages may be blocked or
• Displayed as “Unverified”, which can damage trust and reduce engagement.

8 SMS Best Practices For Compliance

1. Keep it short and clear: Use natural language that engages your target audience. Avoid textspeak, for example "H!, S4L3 0N 2MOZ - 20% @FF" as this could be mistaken for spam. 
2. Be transparent: Identify your business right away so customers recognise you. 
3. Make opting out easy: Include “Reply STOP to opt out” or add Notifyre’s unsubscribe link. Check your process removes people within 5 business days. 
4. Time it right: Message during reasonable hours. Avoid very early morning or late night.
5. Send at a sensible frequency: Too many texts feel spammy. Let people choose their frequency if possible.
6. Use a recognisable SMS number or Sender ID: This boosts trust and cuts down on confusion. Notifyre reviews/approves Sender IDs to align with Australian rules.
7. Always get consent: Use explicit opt‑in on forms and capture the who/when/how so you can show proof later if asked.
8. Link carefully: Short links are fine, but make sure they go somewhere safe and relevant. If a “factual” message links to sales content, it may be treated as commercial.