When registering a sender ID through SMSBroadcast, you need to select which entity type flow to use. This choice is final and cannot be changed, so it's important to select the correct option. Use this guide to determine which registration flow applies to your situation.
Note: This guide is for informational purposes only and does not constitute legal advice. The information provided in this article is intended to help you understand the different entity types and registration flows available through SMSBroadcast for ACMA Sender ID registration.
If you have questions about your legal obligations or which registration pathway applies to your specific circumstances, you should seek independent legal advice from a qualified legal professional.
International & non-ABN entities
If you do NOT have an Australian Business Number (ABN):
- Self-service sender ID registration is not yet available through SMSBroadcast
- Full registration support for Non-ABN entities is coming in a future release
- Interim Solution: Use a dedicated Australian mobile number instead of an alphanumeric sender ID
Why dedicated numbers?
- Available immediately with no registration requirements
- Ensures business continuity while we develop full Non-ABN support
To use a dedicated number: Self-serve a dedicated number via Settings > Numbers and scroll down to Dedicated Numbers
The three registration types (for ABN entities)
Important: All three registration flows below require an Australian Business Number (ABN). If you don't have an ABN, please see the notice above about using dedicated numbers as an interim solution.
Please take the time to choose the correct registration type. If you select the wrong registration type:
The registration cannot be changed - you'll need to start over
You may face compliance issues
Your sender ID registration may be rejected
You may need to re-register using the correct pathway
1. Your business (Direct Registration)
Register a sender ID for your own company linked to your SMSBroadcast account.
Choose this if:
You're registering a sender ID that your own company will use
The sender ID matches your company's registered business name, company name, trademark, or domain
You're sending messages for your own business purposes
Examples:
A retail store registering "ACME" to send order confirmations to their customers
A medical practice registering "DrSmith" to send appointment reminders
An e-commerce company registering "SHOPNOW" for delivery notifications
Follow the Direct customer registration flow
2. Entity associate (Authorized Entity)
Register a sender ID on behalf of another company that has authorized you.
Choose this if:
You're a service provider (like a marketing agency, call center, or customer support provider)
You actively send messages FOR your clients using their sender IDs
Your client has authorized you to send messages using their brand name
The sender ID belongs to your client's business, not yours
Key characteristic: You have an Australian Business Number (ABN) and operate as a service provider.
Examples:
A marketing agency sending campaign messages for multiple retail clients
A customer service center sending support messages on behalf of client companies
Important: The sender ID must match your client's registered business details, not yours. You'll need their authorization to proceed.
Follow Entity Associates registration flow
3. EMSP Partner (Platform Provider)
You are an electronic messaging service provider (e.g. a software platform provider) and this requires a formal partnership agreement with SMSBroadcast.
Choose this if:
You're a software platform or CRM provider
Your end-users send messages through your platform, but you need SMSBroadcast to fulfil technical or compliance requirements
You want SMSBroadcast to handle some or all of the compliance obligations on your behalf
You have multiple end-users who need to register sender IDs through your platform
Key characteristic: You're a technology intermediary that enables your customers to send messages, but you need SMSBroadcast to help fulfil technical or compliance requirements
Examples:
A CRM platform that enables hundreds of businesses to send SMS from within the platform
A marketing automation tool that processes bulk SMS campaigns for users
A telecommunications software provider that white-labels messaging services
An e-commerce platform that provides SMS notifications as a feature
Important: EMSP Partners must sign a Partner Addendum with SMSBroadcast before proceeding. Contact your SMSBroadcast account manager to discuss partnership terms.
The self-service EMSP Partner registration flow is currently in development and targeted for release in early 2026. In the meantime, contact your SMSBroadcast account manager to establish partnership agreements and prepare for launch.
Entity Associate vs. EMSP Partner
These two categories are often confused. Here's the key difference:
Aspect |
Entity Associate |
EMSP Partner |
What you do |
Actively send messages as a service to clients |
Provide a platform/software that enables clients to send messages |
Your business model |
Service provider (agency, call center) |
Software/platform provider (SaaS, CRM) |
Who operates the platform |
You use SMSBroadcast directly |
Your clients use YOUR platform, which uses SMSBroadcast |
ABN required? |
Yes |
Not always (can be international) |
Still not sure?
Ask yourself these questions:
Do your clients log into YOUR platform to send messages?
YES → You're likely an EMSP Partner
NO → You're likely an Entity Associate
Are you sending messages yourself on behalf of clients?
YES → You're likely an Entity Associate
NO → You're likely an EMSP Partner