Part 3—Criteria for sender identifications

10 Sender identifications

For paragraph 484G(4)(a) of the Act, a sender identification included in an application for registration:

must only include characters from ASCII decimal codes 32-126; must be at least 2 and no more than 11 characters long; must not consist only of numbers; must not contain a space or an underscore at the beginning or end of the sender identification; must not contain the word “unverified”; must not contain a word or words that are offensive, deceptive or misleading; must not solely consist of a restricted word or restricted words.

Note: The Register will be case insensitive (e.g. ‘ABC’ is considered the same as ‘abc’).

11 Entity must have a valid use case

Subject to subsection (4), an entity may only request to register a sender identification if the entity has a valid use case for the sender identification. When an entity applies, via a participating telecommunications provider that is an originating telecommunications provider, an international partner, or an EMSP partner, to register a sender identification – it must provide evidence of a valid use case to the provider or partner. When an entity applies directly to the ACMA to register a sender identification – it must provide evidence of a valid use case to the ACMA. Subsection (1) does not apply where the circumstances in subsection 11(5) or 12(5) of the Standard exist.

Note 1: Subsections 11(5) and 12(5) of the Standard provide for an exception in specified circumstances where a government agency, that is either an ABN entity or a non-ABN entity, requests a provider to initiate registration of a sender identification, where there is not a sender identification match to the agency. Note 2: The same sender identification can be registered by more than one entity, provided each entity is able to demonstrate it has a valid use case for that sender identification.