Will SMS messages to clients come from "easyAML" or can they be rebranded?
The SMS Sender ID can be customised on Professional and Enterprise; under new ACMA rules the Sender ID must be registered with the SMS Sender ID Registry.
Overview
The SMS Sender ID - the short alphanumeric name that displays to the recipient instead of a phone number - is configured under Account Settings → Operations → Metadata. By default messages are sent from "easyAML"; firms on Professional and Enterprise tiers can replace this with their own brand name for the customer-facing experience.
ACMA registration requirement
Under new ACMA Sender ID Registration rules effective 1 July 2026, Sender IDs must be registered with the SMS Sender ID Registry to take effect - an unregistered ID will be substituted with a generic alternative regardless of what's entered. The "Branded SMS Sender ID Authority" clause in the easyAML proposal authorises easyAML to handle the registration, renewal and maintenance on the client's behalf; separate instructions cover the documentation required (entity ABN, trademark or business-name evidence, consent forms). Once registered, the branded Sender ID flows through to every customer SMS the firm sends.
What can and can't be customised
The SMS body content is separate from sender branding - it follows a template and isn't customisable beyond standard merge fields (customer name, firm name, link). Broader white-labelling of the customer-facing experience (logo on the VOI page, branded confirmation emails, custom subject lines) is available on Professional tier and above.