Last updated: May 2026 | Applies to: All dealers using a custom SMS Sender ID in AutoGate
What's changing
From 1 July 2026, a new federal government regulation — the Telecommunications (SMS Sender ID Register) Industry Standard 2025 — requires all businesses that send SMS using an alphanumeric Sender ID (such as a business name or trading name instead of a phone number) to register that ID with the Australian Communications and Media Authority (ACMA).
This is a mandatory regulatory requirement. It applies to every business in Australia that sends SMS using a brand or business name, regardless of which platform or provider they use.
| Key dates | |
| 1 June 2026 | Deadline to submit your ACMA proof to carsales |
| 1 July 2026 | ACMA regulation takes effect — unregistered Sender IDs when using AutoGate Auto-reply messages will default to a virtual phone number if your SenderID is not verified. |
What this means for your dealership
If you currently use a custom Sender ID in AutoGate (for example, your dealership's trading name) for SMS Auto Response, there are two scenarios:
| Scenarios | What it means |
|
Scenario 1: Register your own Sender ID (Highly recommended) |
You register your dealership's business name, trading name, trademark, or domain with ACMA. Once approved and verified with us, your messages will continue to send under your own name. |
| Scenario 2: No Sender ID registered – defaulting to virtual phone number | If you do not register your Sender ID before 1 June 2026, AutoGate will automatically switch your outbound SMS to a virtual phone number. We do not recommend this option as it may reduce open rates and consumer trust. |
We strongly recommend registering your own Sender ID if your dealership brand is important to how you communicate with customers. The deadline to submit your proof to carsales is 1 June 2026.
How to check if you are using a custom Sender ID
In AutoGate, go to Settings > SMS Auto Response (https://autogate.co/settings/templates/) and look for the Auto response name field. If this field contains a business name or trading name, that is your current SMS Sender ID and it will need to be registered with ACMA before 1 June 2026. You can attempt to register that one or another one with ACMA. If the field is blank, your outbound SMS is already sending under the carsales default and no action is required.
How to register your Sender ID with ACMA
Registration is completed by your dealership directly with ACMA. Carsales cannot register a Sender ID on your behalf — only your business can register its own name.
- Go to the ACMA Assist portal: https://acmaassist.acma.gov.au
- Log in using myID (your business's digital identity credential): https://www.myid.gov.au
- Register your business as a participant and submit each Sender ID you wish to use. Your Sender ID must match (or be a recognised abbreviation of) your registered business name, company name, trademark, or domain name.
- Wait for ACMA to approve your Sender ID(s). Approval is not instant — allow sufficient time before the 1 June deadline.
- Once approved, submit your proof to carsales Dealer Support (see section below).
Sender ID naming rules (ACMA requirements – for informational purpose only, check ACMA guidance directly for more details)
Your Sender ID must meet the following technical requirements set by ACMA:
- 2 to 11 characters in length
- Must contain at least one letter (cannot be numbers only)
- ASCII characters only
- No leading or trailing spaces or underscores
- Cannot be offensive, deceptive, or misleading
- Cannot consist solely of restricted generic words such as: account, alert, bank, billing, delivery, help, info, notice, secure, service, support, urgent, verify, and others as defined by ACMA
| Your Sender ID must be tied to a registered business name (Business Names Register), company name (ABN, active status), trademark (Register of Trademarks), or registered domain name. Generic names that do not match any of these will not be approved. |
How to submit your proof to carsales
Once ACMA has approved your Sender ID, you need to send us proof so we can update your AutoGate configuration. If you are prompted, you may need to approve carsales as an Entity Associate through ACMA Assist so that we can use your Sender ID for the Auto respond SMS we send on your behalf.
Submit your documents to carsales Dealer Support via the contact form here.
Submit a request – Autogate Help
Required documents
You must provide both of the following:
- ACMA participation approval — confirmation from ACMA Assist that your entity is a registered participant
- ACMA Sender ID approval — a screenshot or export from ACMA Assist showing the specific Sender ID that has been approved
What your Sender ID approval must clearly show
- The registered Sender ID value (e.g. your trading name)
- Your entity name
- Your ABN
- Approval status
Accepted file formats
PDF, PNG, or JPG. Please ensure screenshots are clear and all required fields are fully visible.
| Deadline: All proof must be received by carsales Dealer Support by 1 June 2026. Submissions received after this date cannot be guaranteed to be processed before the 1 July regulatory deadline. |
Our role — and yours
carsales is providing this information and intake process to help you manage this regulatory transition. We are not the registering authority and have no ability to register a Sender ID on your behalf. If you are prompted, you may need to approve carsales as an Entity Associate through ACMA Assist so that we can use your Sender ID for the Auto response SMS we send on your behalf.
Responsibility for registration sits with your business. This includes ensuring your Sender ID matches your registered business name, maintaining that registration with ACMA, and meeting ACMA's ongoing requirements.
| The ACMA SMS Sender ID Register is a federal government regulatory requirement. Carsales is not the registering authority and cannot register a Sender ID on a dealer's behalf. Dealers are responsible for registering their own business name, trading name, trademark, or domain with ACMA and for maintaining that registration. Carsales is providing this information as a courtesy to support dealers through the transition. |
Frequently asked questions
What if I miss the 1 June deadline?
Your AutoGate SMS Sender ID will be automatically switched to a virtualphone number from 1 June 2026. Your messages will still be delivered. If you subsequently complete registration and submit proof, we can update your Sender ID at that point.
Can carsales register my trading name for me?
No. ACMA's framework requires the entity that owns the business name, trademark, or domain to be the registrant. Only your business can register its own Sender ID. Carsales can only register Sender IDs that belong to carsales. If you are prompted, you may need to approve carsales as an Entity Associate through ACMA Assist so that we can use your Sender ID for the Auto response SMS we send on your behalf.
If a customer tries to call the virtual phone number, will it connect?
No. The carsales number is a virtual number used solely for outbound SMS delivery. Calls to that number will not be answered or connected. If you are concerned about customers being unable to reply, this is an additional reason to register your own Sender ID.
If my Sender ID defaults to the virtual phone number, will the SMS still appear in the customer’s main messages tab?
Yes. Messages sent via the virtual phone number will display as a standard SMS on the recipient’s device and will appear in their main messages tab, the same as any normal message.
We use an OEM Sender ID (e.g. "Mazda"). What should we do?
If you are using an OEM brand name as your Sender ID, the OEM (not your dealership) would generally need to register that Sender ID with ACMA and authorise you to use it. The exact process may vary depending on your OEM and franchise arrangement. We recommend checking with your OEM or dealer association as soon as possible.
We currently use a generic name like "SALES" or "SERVICE". Will that be approved?
Likely not. ACMA's rules require a Sender ID to match your registered business name, trademark, or domain. Generic terms that do not match a registered identity will not pass ACMA's valid-use-case check. If this applies to you, we recommend registering a Sender ID based on your actual business name as soon as possible.
What if another business is already using the same Sender ID?
ACMA approves Sender IDs per entity based on valid use case. If two separate businesses both legitimately hold the same registered name, both may be approved. The ACMA Register is the source of truth.
How do I contact Dealer Support?
Contact carsales Dealer Support through your usual support channel or via this form (Submit a request – Autogate Help).
Please include your dealership name, ABN, and your ACMA approval documents in your submission.
Useful links
- ACMA Assist portal: https://acmaassist.acma.gov.au
- myID (digital identity for businesses): https://www.myid.gov.au
- Australian Business Register: https://abr.business.gov.au
- AutoGate Support contact form: Submit a request – Autogate Help
Disclaimer
The information in this article is provided for general guidance only to help dealers understand the ACMA SMS Sender ID registration process as it relates to AutoGate. It does not constitute legal or compliance advice. carsales has made reasonable efforts to ensure accuracy at the time of publication, but regulations and ACMA requirements may change. Dealers are responsible for understanding and complying with their own obligations under the Telecommunications (SMS Sender ID Register) Industry Standard 2025. For authoritative guidance, refer directly to the ACMA SMS Sender ID Register.
Any information on this page is provided as a guide only. It is not professional or expert advice and is not a substitute for such advice. The content may not be appropriate, correct or sufficient for your circumstances and should not be relied on as the only reason you do or don’t do anything.