Marketing SMS in Australia are governed by the Spam Act 2003 and the Privacy Act 1988, both enforced by the Australian Communications and Media Authority (ACMA). The principle is the same nationwide: you need consent, clear identification of the sender and a working unsubscribe in every message.
The three core rules (Spam Act 2003)
| Rule | What it means |
|---|---|
| Consent | Express or inferred — clearly documented |
| Identification | Sender clearly identified in every SMS |
| Unsubscribe | Functional opt-out in every message (typically STOP) |
Express vs inferred consent
Express consent is when the recipient explicitly opts in (form, checkbox, signed agreement). Inferred consent only applies when there is a clear ongoing business relationship and the SMS relates directly to it. Address books, scraped lists or “the email is on the website” do not count as inferred consent.
Other rules
Sender IDs and short codes must comply with ACMA telecommunications standards. Avoid sending late at night to keep complaints down. For a worldwide overview, see SMS laws and restrictions.
Stay compliant before your next Australian campaign
Use Mailpro’s opt-in management and STOP keyword handling to enforce the Spam Act automatically. Read how to send SMS with Mailpro.