Mastering SMS Compliance in Australia: Key Regulations and Best Practices

Australia is officially known as The Commonwealth of Australia. As of early 2023, Australia has 32.71 million active cellular mobile connections, a figure that equates to 124.3% of the country’s total population. With SMS services, businesses in Australia can reach a broad audience for transactional, verification, and promotional purposes.

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The main mobile carriers in Australia are Telstra, Optus and Vodafone.

Regulations for Sending SMS in Australia

Full Dynamic (Alphanumeric-Numeric-Short Code) Sender ID is allowed in all Australian networks for both local and international SMS.

Best Practises to be Followed

• Send marketing messages only to users who have previously given their consent.
• Send transactional messages only to users with whom you have a business relationship or who have opted in to receive them.
• It is recommended to display the URL and toll-free number for opt-out, opt-out via the website, or replying to SMS free of charge
• Political, religious, unsolicited, or gambling content is not allowed.
• The best strategy is to communicate only during the daytime unless it is urgent.
• SMS campaigns should include HELP/STOP messages in the user's native language.
• Generic sender IDs such as INFO, SMS, NOTICE, etc. are prohibited.
• Do not contact users on do-not-call or do-not-disturb registries
• Follow the guidelines for easy SenderID Registrations.
• Make sure that the SMS messages are written within the prescribed character limit.

Fees and Charges

• Sender ID Registration Fee: There is no fee for Australia Sender ID registration.
• Service Charges: Fees are applied per SMS submitted.

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Australia’s SMS regulations ensure that communication remains secure, compliant, and efficient. By following the guidelines above, businesses can tap into the extensive mobile market and connect with their audience responsibly and effectively.

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