New Australian regulations are changing the way businesses send branded SMS messages, and venues using SMS as part of their member communications need to
take notice.
Under new ACMA and carrier requirements, businesses sending SMS messages using a branded Sender ID (such as your venue name) must register that Sender ID.
If not, Australian telecommunications providers may replace your brand name with “Unverified”, potentially reducing trust, impacting delivery rates, and increasing the likelihood of messages being treated as spam.
The new framework is designed to help combat SMS fraud and provide greater confidence for consumers receiving legitimate business communications.
For Cherryhub customers, we’re currently working through the registration process to ensure SMS messages sent via Cherrypass, Cherrypay and other Cherryhub
services continue to be delivered under your approved brand identity.
Cherryhub will manage the technical registration through our SMS partner, but we require some information from each venue, including company details, supporting
business documentation, and verification from an authorised representative.
You may receive a request from the Cherryhub team to complete your SMS Brand Verification Form, or you can simply complete the form online now at
https://share-ap1.hsforms.com/1Jvu-w-EEQQq00A_UiCym4Q5cqw9
We encourage you to act promptly. Failure to complete registration may result in SMS messages being filtered, relabelled as “Unverified”, or subject to delivery
impacts by Australian carriers.
If you have any questions, please contact the Cherryhub Support Team at support@cherryhub.com.au.
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