The ACMA is urging Australian businesses to register now, ahead of new anti-scam rules coming into effect later this year.
From July 1 this year, text messages sent from unregistered brands will display the word “unverified” instead of the brand name, in a move designed to fight growing SMS scams.
The Australian Communications and Media Authority said Australian businesses need to act now and register their brand, or face being listed alongside potential scams and other unregistered senders.
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Brands that do register will continue to have their name shown at the top of an SMS, allowing businesses to clearly identify themselves when contacting customers.
“If you use branded SMS, contact your telco or messaging provider now to register your sender ID,” ACMA member Samantha Yorke said in a May 4 statement.
“Messages labelled ‘Unverified’ may be ignored or deleted by customers who are on high alert for scams. That puts legitimate communications and brand trust at risk.
“Scammers rely on familiar names to make fake messages look real. Registering your sender ID helps customers recognise genuine messages and strengthens confidence in branded SMS.”
Organisations such as Australia Post, AAMI, StarTrack, EnergyAustralia and the Australian Taxation Office have already registered their brands, and a list of approved telecommunications providers for the SMS Sender ID Register can be found on the ACMA website.
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David Hollingworth
David Hollingworth has been writing about technology for over 20 years, and has worked for a range of print and online titles in his career. He is enjoying getting to grips with cyber security, especially when it lets him talk about Lego.
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