Businesses that send branded text messages must now register their sender ID through their telco or messaging provider. The change applies where a business name or brand appears at the top of a text message instead of a phone number, and is intended to reduce scam impersonation.
Why it matters: Businesses using SMS for appointment reminders, marketing campaigns, delivery updates, payment reminders or customer service may need to confirm that their provider has handled registration.
Who is affected: Retailers, health clinics, trades, gyms, professional services, e-commerce businesses, hospitality groups and any business using branded SMS.
