New rules for businesses sending branded text messages are a timely reminder that customer communication is no longer just a marketing task. For Australian small and medium businesses, SMS now sits across trust, privacy, cybersecurity, CRM hygiene and day-to-day service delivery.
Many businesses use text messages for appointment reminders, payment updates, service notifications, website enquiry follow-ups, promotions and customer support. Those messages may be sent from a CRM, booking system, ecommerce platform, marketing tool, accounting workflow or custom automation. If the controls are weak, the business can confuse customers, lose consent records, expose personal information or make it easier for scammers to copy the brand.
What is changing
Business.gov.au has advised that the way businesses and organisations send branded text messages is changing from 1 July 2026. For business owners, the practical message is simple: review how your organisation sends SMS messages, who controls sender names, which systems hold customer phone numbers, and whether your records are good enough to show consent and purpose.
This matters because customers are already cautious about text messages. A message that looks unusual, asks for payment, includes a link, or comes from a sender name the customer does not recognise can create doubt. At the same time, criminals continue to use SMS and messaging channels for phishing and impersonation. Good technology setup helps legitimate messages stand apart from scams.
Where SMEs should start
The first step is to map every system that can send a customer text message. That may include your CRM, website forms, booking software, ecommerce platform, email marketing system, payment reminders, service desk, mobile apps and staff phones. Once the list is clear, review who has access, which templates are being used, where consent is stored, and whether old data should be cleaned up.
Next, review message content. Keep messages short, specific and easy to verify. Avoid unnecessary links where possible. If a link is needed, use a trusted business domain and make sure the destination page is secure, current and mobile friendly. Customers should be able to recognise why they received the message and what action, if any, is required.
CRM and automation checks
For businesses using CRM or workflow automation, sender ID changes are also a good reason to check the full customer journey. Website enquiry forms should collect only the information needed. Staff should know when consent is required. Customer records should not be duplicated across disconnected spreadsheets, personal phones and old marketing lists.
Automated workflows should also have approval points. A new campaign, reminder sequence or customer update should not go live without checking the sender name, audience, message wording, unsubscribe process, privacy notice and error handling. These checks reduce mistakes and help the team communicate consistently.
Cybersecurity and privacy considerations
SMS communication is often connected to sensitive business systems. Staff accounts, CRM permissions, admin logins, payment workflows and website forms all need appropriate protection. Multi-factor authentication, strong admin controls, access reviews and staff training help reduce the chance of an attacker misusing the same systems that customers trust.
Australian businesses should also think about privacy. Phone numbers are personal information. They should be collected for a clear purpose, protected properly, kept accurate and removed when no longer needed. If your business uses external marketing, booking or automation platforms, review what data is shared and who is responsible for security.
Practical checklist for business owners
- List every system that can send SMS or customer notifications.
- Check who controls sender names, templates and message approvals.
- Review consent records, unsubscribe handling and privacy notices.
- Remove old customer lists and disconnected spreadsheets where possible.
- Use secure website forms and trusted links.
- Enable MFA for CRM, marketing, admin and finance systems.
- Train staff to recognise suspicious messages and customer scam reports.
- Test messages before campaigns go live.
How Xpansion Technologies can help
Xpansion Technologies helps Australian businesses connect websites, CRMs, automation, cybersecurity, cloud systems and customer communication tools in a practical way. That can include reviewing your current SMS and CRM setup, cleaning up customer data, improving website forms, securing staff access, building safer workflows and helping your team communicate with customers more confidently.
If your business sends appointment reminders, service updates, payment notices or marketing messages, now is a good time to check the process before small issues become customer trust or compliance problems.
Sources
- business.gov.au: New rules for businesses sending text messages
- business.gov.au: Promoting your business by email or text messages
- OAIC: Privacy guidance for small business
- Cyber.gov.au: Small Business Cyber Security Guide
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