Unpacking the Essentials of Australia’s SMS Anti-Spam and Opt-out Regulations

Unpacking the Essentials of Australia’s SMS Anti-Spam and Opt-out Regulations

Navigating the realm of text messaging for business requires a nuanced understanding of Australia’s regulations. Skirting these rules could invite not only hefty fines but also a tarnished brand image.


The silver lining? Keeping compliant with SMS regulations is straightforward. Dedicate a few moments to acquaint yourself with Australia’s anti-spam measures concerning SMS, ensuring your strategies align.


This article is for informational purposes only. While it offers a general overview, it’s crucial to seek legal counsel specific to SMS regulations. We also advise engaging with regulatory bodies, such as the Australian Communications and Media Authority (ACMA), for in-depth guidance.


Embracing Core Principles of SMS Marketing in Australia:

Embarking on SMS marketing in Australia? Stay attuned to the Spam Act 2003. In essence, the act mandates the following:

Always get Consent: This involves either direct consent—when a customer willingly subscribes—or inferred consent, reflecting an existing business relationship.

Clear Identification: Your SMS should clearly identify you as the sender. Registering an Alpha Sender ID or Virtual Number can assist in achieving this.

Register Your Verified Sender ID: Your aggregator must green-light your Sender ID before any SMS dispatch.

Always Provide a Way for Recipients to Unsubscribe: Marketing and promotional SMS must include an opt-out method – either by reply or if using an Alpha Sender ID, via Opt Out link.

Now, let’s delve deeper into these components.

Securing Customer Consent

Customer approval is paramount. The Spam Act separates this into:

Expressed Consent: Customers overtly agree, perhaps through a checkbox, endorsing promotional texts from you.

Inferred Consent: It arises when a customer, by virtue of their business with you, anticipates marketing messages.

Given the potential ambiguity of inferred consent, express consent is always preferable. Something as simple as a checkbox during checkout asking “Would you like to receive exclusive offers from us via SMS?”, can assist in building your SMS marketing list quickly.

Establishing Your Identity

Transparency is pivotal. The Spam Act unambiguously requires senders to clearly identify themselves in promotional SMS – either by using an Alpha Sender ID or including business details in the body of the message.

For instance, beginning a message with “Enjoy a 20% discount at ShoeHaus this weekend” ensures the recipient is clear of the sender’s identity. An Alpha Sender ID or “ShoeHaus” would further amplify recognition.

Registering a Verified Sender ID

Australia has taken a hard line against scam texts in its upcoming SMS Sender ID registry, unveiled in the 2023-24 Budget. Marketers must register and validate their Sender ID before submitting any SMS campaigns.

This registry is a proactive step towards curbing deceptive messages by facilitating efficient tracking.

The touchSMS platform allows you to submit your Alpha Sender ID for review and registration, directly from the online portal.

Facilitating Smooth Opt-out

An opt-out option is non-negotiable in marketing texts.

Simple directives, like “Reply STOP to unsubscribe” (when sending from a Virtual Number) or Opt Out Link directing to an unsubscribe form, “Opt-out here: https://abc.def/optout”, are effective. The touchSMS online portal manages Opt-Outs automatically for you; contacts opting out by reply or link are added to your Opt Out list, which prevents future SMS communication with their number.


Negligence can be pricey. An Australian bank, after dispatching over three million promotional emails and SMS without an opt-out provision, bore a hefty $1.55 million fine from ACMA.


Seeking further insights on the Spam Act or opt-out intricacies? Get in touch with our team today at 1300 794 419!