SMS Alpha Tag Registration for Australian Properties

Alpha Tag Compliance

Alpha Tag Compliance

Quick Answer: To send texts to Australian guests from your business name, the name must be registered with ACMA. Request it in Text Message Gateway Setup → Name (requires approval). GuestPoint lodges the registration, then your authorised representative completes ACMA's identity verification by email.

What is an alpha tag?

An alpha tag (also called an alphanumeric sender ID) is the business name that shows as the sender of your texts instead of a phone number. For example, a guest sees a booking confirmation from CoastalBay rather than a mobile number.

In GuestPoint, this is the Name (requires approval) sender option. Texts sent from a name are one-way: guests can't reply. See SMS Setup for the other sender options.

Why it must be registered

Since 1 July 2026, the Australian Communications and Media Authority (ACMA) requires every alpha tag used to text Australian mobiles to be registered on the SMS Sender ID Register. The register helps stop scammers pretending to be trusted businesses.

If your sender name isn't registered and verified, mobile carriers show your texts as "Unverified" instead of your business name. Guests are less likely to trust or act on them.

What you need

Make sure your Australian Business Register (ABR) details are up to date before you start.

What's requiredDetails
Entity nameYour full legal business name, exactly as it appears on the ABR.
ABNA valid Australian Business Number with current ABR details.
Authorised representativeThe legal name and business email of a person authorised to act for your business (usually an owner, director or manager). This person completes the verification.
Alpha tagThe sender name you want. See the naming rules below.
Use caseHow you'll use SMS, for example booking confirmations and guest reminders.

Naming rules

ACMA requires your alpha tag to:

  • Be 2 to 11 characters long. The GuestPoint Name field stops at 11 characters.
  • Use standard letters and numbers.
  • Clearly relate to your business, for example your registered business name, a trademark, a domain name, or a recognisable abbreviation or acronym of these.

ACMA may reject a name that isn't clearly linked to your business, so a name that obviously matches your entity has the best chance of approval.

How registration works

  1. Request the name in GuestPoint. In Text Message Gateway Setup, select Name (requires approval), enter the Name, choose a Reason and click Submit. See SMS Setup.
  2. GuestPoint submits your application. We lodge your alpha tag registration with ACMA on your behalf.
  3. ACMA reviews it. ACMA checks your business and that the name is genuinely linked to it.
  4. ACMA emails your authorised representative. The email has a verification link or QR code.
  5. Your authorised representative completes identity verification in ACMA Assist. Only you can do this step.
  6. Your alpha tag is registered. We'll let you know when it's ready to use.
Complete verification promptly. Your texts show as "Unverified" until verification is done. If you can't see ACMA's email, check your spam or junk folder.

Frequently asked questions

My texts already show my business name. Do I need to do anything?
Yes, if the name isn't registered and verified yet. Unregistered names show as "Unverified".

I haven't received the ACMA verification email. What should I do?
Check your spam or junk folder and confirm the authorised representative's email is correct and monitored. If it still hasn't arrived, contact our support team.

Can GuestPoint complete the verification for me?
No. ACMA requires the authorised representative to verify their identity personally. We handle the application; this final step is yours.

What if my business doesn't have an ABN?
You can't register directly and will need to go through an approved provider. Contact our support team and we'll guide you through the options.

Can I use more than one alpha tag?
Yes, but each one must be registered separately and meet the naming rules. Contact support to register additional names.

Can guests reply to texts sent from my alpha tag?
No. If you want guests to reply into Message Hub, use a virtual number instead. If you keep a sender name, add your property phone number to the end of your texts. See SMS Setup.

Need help?
Contact GuestPoint support through your usual channel and we'll help you register or verify your alpha tag.