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What does the "Branded SMS Sender ID Authority" clause in the proposal authorise?

Authorises easyAML to apply for, register, renew and manage the SMS's sent on the customer's to branded for them.

This clause authorises easyAML to apply for, register, renew, maintain and manage the customer's branded SMS Sender ID with the SMS Sender ID Registry. Under new ACMA legislation effective 1 July 2026, Sender IDs (the short alphanumeric name shown to recipients in place of a phone number) must be registered with the central registry to be used - unregistered IDs will be substituted with a generic alternative.

What the customer needs to provide:

  • Information confirming the legal entity using the Sender ID (ABN, legal name, trading name).
  • Documents evidencing the connection between the entity and the Sender ID being requested (typically a trade-mark or business-name registration where the Sender ID matches a brand).
  • Consents authorising easyAML to act on the customer's behalf with the registry and SMS carriers.
  • Authorisation by loggin intot he ACMA Assist portal and agreeing to allow SMS Sender ID
    Approvals for renewals and any future changes.

However, the ACMA requires a two-step process - easyAML submits the application, and you must then log in to the ACMA Assist portal to approve it. easyAML can not complete that approval step for you.

Why the authority is part of the agreement: without explicit authorisation, easyAML can't lodge the registration on the customer's behalf. Please note an authorised account user for your business must then log in to the ACMA Assist portal to approve it. The clause is short and uncontroversial - it's purely an enabling provision, not a transfer of ownership or control of the Sender ID itself, which remains the customer's intellectual property.

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