Guide for Sending SMS Messages to Australia

SMS Code Provisioning Guidelines

When requesting for SMS code for Australia, choose between one-way or two-way sending capabilities based on your campaign requirements.

• Use a custom alphanumeric code with an international long code set up for one-way sending. Alphanumeric codes must be associated with the brand, enterprise, product, or service. These codes can include only alphanumeric characters or spaces. Your codes require a minimum of 3 characters and can’t exceed 11 characters.
• Use a long code for two-way sending. Australian long codes are categorized into three tiers, each offering a different balance between ease of brand recall and cost, allowing you to choose the right long code based on your campaign goals and budget.

  Long Code Category

  CATEGORY	use case	Example
  Gold	Gold numbers are premium vanity long codes designed for maximum brand recall, making them ideal for high-visibility marketing campaigns where ease of remembering is important.	04XX 000 000 04XX 888 888 04XX 555 555
  Silver	Silver numbers offer a middle-ground solution with rhythmic, logical patterns that provide professional appeal and reasonable ease of remembering at a more accessible price point than Gold tier options.	04XX 123 123 04XX 10 20 30 04XX 500 600
  Standard	Standard numbers are cost-effective, randomly assigned long codes perfect for transactional messaging where brand recall isn't required and budget efficiency is the priority.	04XX 927 461

Business Roles for Registering Codes

Register alphanumeric codes for your own brand or as an authorized representative for other brands. To register codes for other brands, select one of these business roles.

• Entity Associate: A marketing agency that sends messages on behalf of its clients' brands.
• Electronic Messaging Service Provider (EMSP) Partner: A software platform, such as a CRM, that uses Sinch to send messages for its clients' brands. As an EMSP partner, you need a Sinch agreement.

Restricted Content

You’re responsible for complying with local rules and regulations. To ensure compliance, familiarize yourself with the legislation of the local market. Failure to comply can result in service suspension, cancellation, and fines.

Best Practices and Compliance References

Telecommunications in Australia are regulated by these agencies:

• Australian Mobile Telecommunications Association (AMTA)
• Australian Communications and Media Authority (ACMA)
• Australian Competition and Consumer Commission (ACCC)
• Industry Alliance Ltd Industry Code

Consider using separate alphanumeric codes for marketing and transactional sends.