Australia has compliance regulations put forth by the mobile governing bodies. Ensuring your mobile program is compliant is an important step in setting up your campaigns. Non-compliant mobile programs can be subject to audits, fines, and even termination of the program.
Below you will find an at-a-glance guide to SMS Compliance. For additional guidance, please contact your Account Manager.
Who Sets Compliance Rules?
The following organizations and laws govern SMS compliance in Australia.
The Spam Act 2003
Australian Privacy Principles Guidelines
Office of the Australian Information Commissioner (OAIC)
Telecommunications Industry Standard 2017
Australian Communications and Media Authority (ACMA)
The Compliance Basics
Express written consent is required for opt-in to marketing campaigns.
Contacts must be provided information about what type of content they will receive after opting in (e.g. marketing vs. transactional messaging).
Opt-in is only valid for the channel specified (e.g. email, SMS, web push).
Mobile Terms & Conditions must be easily accessible for contacts
Contacts must be able to easily opt-out of the program
⚠️ Always consult with your legal team to ensure your program is in full compliance.
Message Compliance Requirements
Below you will find the components that are recommended to be included in different message types.
Call to Action (CTA)
Product Description
Cost of program and message frequency (MsgFrequencyVaries & Msg&DataRatesMayApply)
Help Instructions or Customer service contact information (Reply HELP)
Opt-out instructions (Reply STOP)
Privacy policy or link to policy
Complete Terms & Conditions or link to T&C
Clear CTA
Recommended disclosures
Mention of cart reminders
Opt-In Subscription Prompt
Program (brand) name or product description
Recurring automated messages will be sent
Purchase is not required for participation
Link to Terms & Conditions
Recommended: Double opt-in prompt (Reply Y)
Opt-In Welcome Message
Program (brand) name or product description
Manage expectations about possible carrier fees
Cost of program (Msg&DataRatesMayApply)
Opt-out instructions (Reply STOP)
Help instructions (Reply HELP)
One-Time or Recurring Ongoing Broadcast Messages
Program (brand) name or product description
Opt-out instructions in every message (Reply STOP)
Compliance for Mandatory Messaging
Some compliance messaging must be sent at a specific cadence or contain specific information in certain types of messages. The requirements are the same in both languages.
Automated Help Messages
Program (brand) name or product description
Customer service contact information - email address, toll free phone number, or website information
Opt-out instructions (Reply STOP to cancel)
Cost of program {Msg&DataRatesMayApply)
ProgramName: For help, please call 1-800-123-4567. Msg&DataRatesMayApply. Reply STOP to cancel.
Automated Stop Messages
💡 These can also be triggered by texting Cancel, End, Unsubscribe, Quit, or any recognized opt-out request
Program (brand) name or product description
Confirm no additional messages will be sent
ProgramName: We'' miss you. You will no longer receive messages unless you opt back in.
Additional Compliance Notes
Australia does not currently have a cap on the number of messages a contact can receive in a timeframe. A frequency cap is not required to be set at the long code level.
Australia requires contacts to be at least 15+ to opt in to messages.
Australia's quiet hours vary. The times below reflect the receiver's time zone.
Monday-Friday: 9AM-8PM
Saturday: 9 AM-5PM
Sundays: No texts allowed
Holidays: No texts allowed