How to set up your branded sender ID

Yes, but this is not recommended. The long code will take precedence over the branded sender ID, so registering both number types will not benefit your business.

Further, your choice of sending number should be based on your business case. See this article comparing sending numbers for more information.

In Ireland, each branded sender ID must be unique per SMS service provider. For instance, 2 companies using Klaviyo cannot use the ID “SWAK Lipcare.”

Ireland requires that you register your branded sender ID via ComReg’s sender ID registry. You'll need to:

• Add information about your business (the type of business, contact information, eircode, etc.)
• Either:
  • Input 1 of the following:
    • Irish Companies Registration Office (CRO) number
    • Trademark numbers
    • Tax registration number
  • Select the option that says “I don’t have a CRO number” and, include any additional information if possible, such as:
    • A copy of your Certificate of Incorporation/Company Registration Certificate (or the equivalent in your country)
    • Any other supporting documents
• Ensure that the OPA and Third Party sections in your ComReg account reflect Twilio as the OPA and Klaviyo as the third party:
  1. Log in to your ComReg portal account and navigate to My Sender IDs. There, you’ll see a list of your registered Sender ID(s).
  2. Ensure the Sender ID in ComReg exactly matches your Sender ID in Klaviyo.
  3. In the OPA section, add "Twilio". Twilio is Klaviyo's upstream partner for Ireland SMS.
  4. In the Third Parties list, add "Klaviyo".

Once your Ireland branded sender ID is approved by ComReg, you will receive a confirmation email. If you have added Twilio as the OPA and Klaviyo as the third party, Klaviyo will then be notified to activate your branded sender ID. This process can take between 7-10 business days from the date of approval. If you have not added the OPA and third party fields correctly, Klaviyo will not be able to activate your sender ID even after ComReg has approved it.

This information is intended solely for educational and informational purposes and should not be construed as legal advice. The content provided is general in nature and may not reflect the most up-to-date information. Klaviyo strongly advises consulting with a qualified legal counsel to ensure your compliance with applicable laws and regulations in connection with your use of our services.

As of July 1st 2026, All businesses using a branded (alphanumeric) sender ID to send SMS messages to recipients in Australia must register their sender ID through Klaviyo. This includes customers who have previously registered their ID.

What you need to know about the 1 July 2026 deadline

Allow enough time. Registration takes 7–10 business days to process, and re-submissions after rejection take the same amount of time. There is no way for Klaviyo to expedite this process. We strongly recommend registering as early as possible — accounts that have not submitted a complete registration by mid-June may not receive approval before the deadline.

Who needs to register

You must register if both of the following apply:

• You send SMS or MMS to recipients with Australian phone numbers
• You use a branded (alphanumeric) sender ID (e.g., "YourBrand" rather than a numeric short code or long code)

If you're not sure whether your account uses a branded sender ID, check your SMS settings in Klaviyo.

Can I continue sending while my registration is pending?

Existing senders: If you already have an active branded sender ID in Klaviyo and are currently sending to Australian recipients, you may continue sending while your ACMA registration is in progress, up until 1 July 2026.

New senders: If you have not yet started sending to Australian recipients, do not send any SMS messages — including welcome messages — until your sender ID is successfully registered.

What you'll need before you start

Business documentation

You must provide proof of a valid business registration. Accepted documentation includes:

• Australian Business Number (ABN)
• Australian Company Number (ACN)
• Australian Registered Body Number (ARBN) — available to non-Australian businesses
• Indigenous Corporation Number (ICN)
• Corporate registration in the country in which you are incorporated — available to non-Australian businesses

Important: Your business name must match the name on your business license. If there is a discrepancy, your application is likely to be rejected. See What if my sender ID doesn't match my business name? below.

Business Registration

ABN Businesses: ASIC company extract (ABN businesses)

In addition to your ABN or equivalent, you must provide a full, current company extract from the Australian Securities and Investments Commission (ASIC). You can retrieve this on the ASIC registry.

• The extract must be complete — partial or abbreviated extracts are a common cause of rejection. Note: this is not found under the “View Summary (PDF)” link
• The extract must list current company officeholders

Non-ABN business documentation (non-Australian businesses)

If your business is not registered in Australia, you are not required to provide an ASIC company extract. Instead, you must submit an equivalent official company registration document from your country of incorporation. This document must confirm your business's legal name, registration number, and current status.

Accepted non-ASIC documentation includes:

• Certificate of Incorporation — issued by your country's national or state business registry (e.g., Companies House in the UK, SEC registration in the Philippines, a Delaware Certificate of Incorporation in the US)
• Company Registration Certificate — an official document issued by the relevant government authority confirming your business is legally registered
• Articles of Incorporation or Constitution — a founding document that establishes the legal existence of your company, where this is the standard registration instrument in your jurisdiction
• Memorandum of Association — used in many Commonwealth and European jurisdictions as the primary company registration document

The document must be current, unobscured, and issued by or verifiable through an official government or statutory body. Unofficial summaries, self-generated documents, or documents from third-party aggregators are not accepted.

Identity verification

A company officer listed in the "Officeholders and Other Roles" section of your ASIC extract (or equivalent document) must verify their identity using a government-issued ID as part of the registration process.

If a company officer is unable to complete identity verification, another company individual must complete identity verification and upload a Letter of Authorization signed by a company officer.

Make sure you identify the right person at your company before starting, as you will need their involvement to complete registration.

Sender ID ownership documentation (if your sender ID doesn't match your business name)

If your branded sender ID does not exactly match your registered business name, you will need to provide at least one of the following:

• Proof of domain ownership
• Trademark documentation showing your right to use that name

See What if my sender ID doesn't match my business name? for your options.

How to register your sender ID

Registration is completed directly in your Klaviyo account, available from April 2026.

1. Log in to your Klaviyo account
2. Navigate to Settings > SMS
3. Select the sender ID you want to register
4. Click Start registration
5. Complete the guided form — Klaviyo will pre-fill information already on your account where possible. Ensure the pre-filled information is up to date.
6. Upload required documentation (ASIC company extract, identity verification for a company officer or verification of another individual and a signed LOA, and ownership proof if your sender ID doesn't match your business name)
7. Submit your registration

Once submitted, your application is reviewed and submitted to the ACMA Sender ID Register. You can track your status at any time in your Klaviyo SMS settings.

Registration statuses

After submitting, you'll see one of the following statuses in Klaviyo:

• Action Required: You have either not yet completed a registration request, or you submitted the request but Klaviyo hasn't processed it yet.
• Under Review: Your registration request was submitted and is being reviewed.
• Active: Your registration has been approved and you can continue using your branded sender ID to send in Australia.
• Action Required: Your registration was rejected, likely due to missing or incorrect information, or is in an unverified state.

The account owner will receive an email once the registration has been processed (whether approved or rejected).

What if my sender ID doesn't match my business name?

If your sender ID and registered business name don't align, you have two options:

Option 1 – Provide supporting documentation. Submit proof that you own or are authorized to use the sender ID — domain ownership records or trademark documentation.

Option 2 – Update your sender ID. Change your sender ID to match your registered business name or domain. This is often the faster path to approval and avoids the need for additional ownership documentation.

Contact Klaviyo Support if you need guidance on which option is right for your account.

What if my registration is rejected?

If your registration is rejected, review the rejection reason provided by email and correct your submission before resubmitting. The review process takes another 7–10 business days, so act promptly.

Common reasons for rejection:

• The business name on the license does not match the business legal name on the registration form
• Lack of evidence to prove the relationship between a parent and subsidiary company
• Lack of evidence to prove ownership of the branded sender ID
• The document provided is partially or fully obscured
• The document provided is not a valid business license or company extract
• An incomplete or partial ASIC company extract was submitted

Frequently asked questions

I don't plan to use my branded sender ID in Australia. Do I need to register?

No. Registration only applies if you send SMS or MMS to recipients in Australia using a branded sender ID. However, if you think you may expand to Australian recipients in the future, we recommend registering proactively to avoid delays later.

I previously registered my branded sender ID with another SMS provider. Do I need to register again through Klaviyo?

Yes. When you switch SMS providers, Australia's ACMA has no way to confirm your identity or that you previously registered the same sender ID with a different provider. You must re-register through Klaviyo regardless of prior registrations.

I already registered my branded sender ID through Klaviyo. Do I need to register again for the ACMA requirement?

Yes. The ACMA registration is a new, separate requirement. Your existing Klaviyo sender ID registration does not satisfy the ACMA mandate. You must complete the new registration process described in this article.

I'm an international business, not based in Australia. Do I still need to register?

Yes, if you send SMS or MMS to Australian recipients using a branded sender ID, the requirement applies regardless of where your business is headquartered. International businesses may use an ARBN or corporate registration from their country of incorporation. Contact Klaviyo Support for guidance specific to your situation.

How long does registration take?

7–10 business days for initial review. Re-submissions after rejection take the same amount of time. Klaviyo cannot expedite this process. It’s important to register as early as possible to ensure ample time for approval.

What happens if I miss the 1 July 2026 deadline?

After 1 July 2026, any sends to Australian recipients using an unregistered branded sender ID will be blocked by Klaviyo. You can re-register at any time, but sending to Australian recipients will remain paused until your registration is approved.

Additional resources

• ACMA Sender ID Register information
• ASIC company extract