Sending SMS the right way in Australia
The rules for marketing texts in plain English, the sender ID changes from 1 July 2026, and the realay tools that help you follow them.
General information, not legal advice. This page summarises rules published by the Australian Communications and Media Authority (ACMA). It does not cover every situation. Check the official sources linked below, and get legal advice if you are unsure how the rules apply to your business.
The Spam Act in four rules
The Spam Act 2003 applies to commercial messages, such as offers, promotions and marketing. Each rule below comes with the realay tools that help.
1Get consent first
You need a person's consent before you send them marketing messages, and it is up to you to prove it. Express consent, where the person knowingly agrees to hear from you, is the safest kind. Keep a record of who agreed, when and how. You cannot send a text to ask for consent, because that text is itself marketing.
How realay helps: sign-up landing pages collect numbers from people who ask to hear from you, and add them straight to a contact group.
2Say who you are
Every message must identify the business that authorised it, using your correct legal name, or your name and ABN. This applies even when someone else sends the message for you.
How realay helps: send as your registered brand name, and save your business details in a template so they are in every message.
3Make it easy to unsubscribe
Every commercial message needs a way to unsubscribe. It must not ask for extra personal information, a login or a new account. When someone asks to stop, you must stop.
How realay helps: a STOP keyword rule opts people out when they reply, opt-out pages give them a link to use, and numbers on your opt-out list are filtered out when you send from the dashboard.
4Keep records
Because you must be able to prove consent and show that you honour unsubscribes, good records matter.
How realay helps: each opt-out records where it came from, such as a STOP reply, an opt-out page or the API, and you can download opt-out and delivery reports for any date range.
Register your sender ID, or it shows as Unverified
A sender ID is the name at the top of a text, such as your business name. Australia now has an SMS Sender ID Register to stop scammers pretending to be real brands.
If your sender ID is not registered, your texts show Unverified instead of your name, grouped in the same thread as other unverified messages, including scams. You register through your telco or message provider.
Registering with realay
- Request your sender ID in the dashboard with our guided Australian form
- Have your ABN handy, and make sure your contact details on the Australian Business Register are up to date
- We handle the registration and let you know when your sender ID is approved
- Until then, you can send from a phone number, which does not need registration
Sending outside Australia?
Every country has its own rules for sender IDs, registration, opt-outs and content. The coverage page lists them country by country.
Official sources
- Avoid sending spam (ACMA): consent, identifying your business and unsubscribe rules
- Sending text messages with your business or organisation name (ACMA): the sender ID changes from 1 July 2026
- SMS Sender ID Register (ACMA)
- About the register (ACMA)
Compliance tools on every account
Opt-out lists, STOP rules, opt-out pages and sender ID registration are all included.