SMS Sender Names (Alpha Tags): What's Changing and What You Need to Do
A GuestPoint help guide for customers sending SMS to Australian guests.
An alpha tag — also called an alphanumeric sender ID — is the business name that appears as the sender of your SMS messages, instead of a phone number. For example, when a guest receives a booking confirmation and sees it's from “CoastalBay” rather than a mobile number, that name is your alpha tag.
Alpha tags make your messages instantly recognisable and build guest trust. They're widely used for booking confirmations, reminders, check-in details and other guest communications.
From 1 July 2026, the Australian Communications and Media Authority (ACMA) requires every alpha tag used to send SMS to Australian mobile numbers to be registered on the SMS Sender ID Register. This is now a legal requirement.
The change is part of a national effort to combat SMS scams. Scammers frequently impersonate trusted businesses by faking their sender names. Registering alpha tags creates a verified, protected list so that only the legitimate owner of a name can use it.
After 1 July 2026, messages sent from an unregistered alpha tag will no longer display your business name. Instead, mobile carriers will label them as “Unverified.”
This means lower guest trust, messages that look suspicious, and potentially fewer guests opening or acting on your confirmations and reminders. Registering protects both your brand and your guests.
Before registration begins, gather the following. Having your Australian Business Register details up to date will help the process go smoothly.
What's required | Details |
Entity name | Your full legal business name, exactly as it appears on the Australian Business Register (ABR). |
ABN | A valid Australian Business Number. Make sure your ABR details are current. |
Authorised representative | Legal name and business email of a person authorised to act for your business. This person completes the verification. |
Alpha tag | 2–11 characters, standard letters/numbers, clearly tied to your business (e.g. business name, trademark or domain). |
Use case | A short description of how you'll use SMS (e.g. booking confirmations, guest reminders). |
Note: Businesses without an ABN can't register directly and will need to register through an approved provider. If this applies to you, contact our support team.
We handle most of this for you. Here's the full process from start to finish:
1. We submit your application. GuestPoint SMS lodges your alpha tag registration with ACMA on your behalf.
2. ACMA conducts its review. They assess the legitimacy of your business and confirm the alpha tag is genuinely linked to your entity.
3. You receive a verification request. ACMA emails the authorised representative listed on your registration. This email contains a verification link or QR code.
4. You complete identity verification. The authorised representative follows the instructions and completes verification in ACMA Assist through ACMA's accredited partner. This step can only be done by you — it's the one part we can't complete on your behalf.
5. Your alpha tag is registered. Once verification is confirmed, your alpha tag is officially registered and ready to use. We'll let you know when it's done.
Important: Please complete the verification step promptly when ACMA's email arrives, and check your spam/junk folder if you don't see it. Verification needs to be completed by 30 June 2026 to avoid any interruption to your branded messaging.
ACMA has specific requirements for what an alpha tag can be. Your alpha tag must:
• Be between 2 and 11 characters long.
• Use standard characters (letters and numbers; standard ASCII).
• Clearly relate to your business — for example your registered business name, a trademark, a domain name, or a recognisable contraction, abbreviation or acronym of these.
If a name isn't clearly linked to your business, ACMA may reject it. Choosing a name that obviously matches your entity gives you the best chance of a smooth approval.
Do I have to do anything if my messages already show my business name?
Yes. Even if your alpha tag works today, it must be registered and verified to keep displaying your business name after 1 July 2026. Unregistered names will show as “Unverified.”
Who needs to complete the verification?
The authorised representative you listed on the registration — usually an owner, director or manager with authority to act for the business. They'll receive the verification email directly from ACMA.
I haven't received the ACMA verification email. What should I do?
First, check your spam/junk folder. Confirm the contact email on your registration is correct and actively monitored. If it still hasn't arrived, contact our support team and we'll help track it down.
Can GuestPoint complete the verification for me?
No. For security and identity reasons, ACMA requires the authorised representative to complete verification personally. We handle the application and submission, but this final step is yours.
What if my business doesn't have an ABN?
You won't be able to register directly. You'll need to register through an approved provider — please contact our support team and we'll guide you through the options.
Can I use more than one alpha tag?
Yes, but each alpha tag must be registered separately and meet the naming rules. Contact support if you need to register additional sender names.
Is there a deadline?
ACMA's rules take effect on 1 July 2026. To avoid any interruption, please complete your verification by 30 June 2026.
Our support team is here to help with any questions about registering or verifying your alpha tag. Reach out through your usual GuestPoint support channel and we'll guide you through it.