AU branded sender ID rejection reference
Use this checklist before resubmitting a rejected Australia branded sender ID registration.
How to fix a rejected application:
Find the rejection reason from your email or in-app notification in the first column, then complete every check in that row before resubmitting.
ACMA requires that a Sender ID is clearly linked to the entity's registered business name, company name, trademark, or domain name. Full registration guidelines: acma.gov.au/registering-sender-ids.
Fix every rejection reason listed in your notification before resubmitting.
Business Registration:
Rejection reason | ACMA requirement | Check before resubmitting |
|---|---|---|
Official business registration document is missing K0012 | Businesses must have an active ABN or ACN registered with the relevant Australian authority. Status must be Active (ABR) or Registered (ASIC). | ☐ Document is a current, official government-issued registration record ☐ Business name on document exactly matches the registration form ☐ ABN or ACN is shown and correct ☐ Business status is Active or Registered (not cancelled or deregistered) ☐ Pty Ltd: fresh ASIC company extract from connectonline.asic.gov.au. Ensure that this is a complete extract that lists "Registered Officers". An example of the correct, complete extract can be seen here. ☐ Sole trader: ABN confirmation from abr.business.gov.au ☐ Trust: ABN registration for the trust entity ☐ Partnership: ABN registration for the partnership entity |
Authorised Representative is not listed on the Business Registration Extract K0129 | The authorised representative must be the ABR contact for the ABN — the person who manages the business's ABN. For companies: must be a listed director or officer on the ASIC extract. | ☐ Rep is listed as a current director or officer on ASIC extract (Pty Ltd) ☐ OR is the ABN holder shown on ABR registration (sole trader) ☐ OR is the named trustee on the trust deed (trust) ☐ OR is a named partner in the partnership agreement (partnership) ☐ If rep is not a listed officer: ensure an LOA signed by a listed officer is uploaded when you resubmit. The LOA must be this template. ☐ Rep's name on document exactly matches name on form |
Details on document do not match registration form K0028 | All details on the uploaded document must exactly match the details entered on the registration form. | ☐ Business name matches form exactly — check punctuation, spacing, abbreviations (Pty Ltd vs Pty. Ltd.) ☐ ABN/ACN on document matches form exactly ☐ Address on document matches form exactly ☐ Document is a fresh copy — not an old extract with outdated details ☐ Scan is clear and all text is readable |
Business & Representative Verification
Rejection reason | ACMA requirement | Check before resubmitting |
|---|---|---|
Contact person must be an official business representative with verification authority K0058 | The authorised representative must be an official business representative verifiable against the business registration extract. | ☐ Rep is listed on the business registration extract as a director or officer ☐ If not listed: ensure an LOA signed by a listed officer is uploaded when resubmitting ☐ Rep's name, email, and phone number on form are correct and match exactly |
Email address of Authorised Representative does not align with the business domain K0057 | The rep's email must use the business's official domain — not a generic provider such as Gmail or Outlook. | ☐ Email ends with business domain (e.g. @mybusiness.com.au) ☐ Email is not @gmail.com, @yahoo.com, @outlook.com, or similar generic domain ☐ Email domain matches the business website domain |
Email domain does not match the website domain K0109 | The email domain and website domain must match. | ☐ Email domain (part after @) matches the website domain ☐ e.g. email: name@mystore.com.au, website: mystore.com.au |
Business name does not match the website SSL certificate or URL K0010 | The business name must be verifiable against the website. The site must be live, secure, and display the registered business name. | ☐ Website is publicly accessible ☐ Website URL begins with https:// (valid SSL certificate) ☐ Business name is clearly displayed on the website ☐ Business name on website matches the name on the registration exactly |
Website is not affiliated with or representative of the business K0110 | Website must be owned and operated by the registered entity. | ☐ Website is owned by the business and not a marketplace storefront (e.g. not a Shopify/Etsy/Amazon seller page) ☐ Website displays business name, contact details, and ABN if possible |
Letter of Authority (LOA)
Rejection reason | ACMA requirement | Check before resubmitting |
|---|---|---|
A Letter of Authority (LOA) is required K0131 | An LOA is required when the person completing the registration is not a listed officer on the business registration extract. | ☐ Correct LOA template is being used. You must use this template. ☐ LOA clearly identifies the business by name and ABN/ACN ☐ States the full legal name of the person being authorised ☐ States their authority (e.g. 'to register and manage SMS Sender IDs on behalf of [Business]') ☐ Signed by a director or officer whose name appears on the business registration extract ☐ Includes the date of signing ☐ Signatory's full name and role are clearly stated |
Letter of Authority (LOA) contains incomplete information K0130 | LOA must be complete with all required fields present. | ☐ All required fields are present: reason, authorised person's name, business name/ABN, signatory name and role ☐ Signatory is a listed officer on the business registration extract |
Letter of Authority (LOA) is not dated K0132 | LOA must include the date it was signed. | ☐ Date of signing is clearly shown on the LOA ☐ LOA has been re-signed if date was added after original signing |
Letter of Authority (LOA) is not signed K0133 | LOA must be signed by an authorised officer whose name appears on the business registration extract. | ☐ Ensure that documentation listing authorised officers is uploaded when resubmitting your registration ☐ LOA is signed by a director, officer, or business owner listed on the registration extract |
Sender ID
Rejection reason | ACMA requirement | Check before resubmitting |
|---|---|---|
Sender ID not clearly associated with your legal business name K0015 | Sender ID must clearly represent the entity via one of: registered business name (ASIC, Registered), company name (ABR, Active), registered trademark (IP Australia, Registered), or registered domain (WHOIS, entity is registrant, active). | ☐ Sender ID matches registered business name at asic.gov.au — status is Registered ☐ OR matches company name at abr.gov.au — status is Active ☐ OR matches trademark at search.ipaustralia.gov.au — status is Registered ☐ OR matches domain at whois.auda.org.au — entity is registrant, site/email is active ☐ If using a brand name: ensure that trademark cert or domain ownership cert is uploaded when resubmitting ☐ Sender ID is not generic, misleading, or impersonating another entity |
The Sender ID was rejected by ACMA K0101 | Sender ID must not contain prohibited, offensive, deceptive, or restricted words as defined by ACMA. | ☐ Sender ID does not contain a restricted word — check acma.gov.au/restricted-terms-sender-ids ☐ Sender ID is not offensive, deceptive, or misleading ☐ Sender ID does not contain the word 'Unverified' ☐ If required, create a new Sender ID and update in Klaviyo: Settings > Text Message > Sender Information |
Sender ID is too generic and does not relate to your brand or business name K0104 | Sender ID must be specific to the brand or business — generic terms are not accepted. | ☐ Sender ID is specific to this business — not a common word (e.g. not 'Store', 'Shop', 'Deals') ☐ If borderline: ensure a trademark cert or domain ownership cert is uploaded when resubmitting to prove the link |
Sender ID is missing or does not match the expected format K0146 | Sender ID format rules (ACMA): • 2–11 characters (ASCII 32–126) • Not solely numbers • No leading/trailing space or underscore • Does not contain 'Unverified' | ☐ Sender ID is between 2 and 11 characters ☐ Contains only letters, numbers, and spaces — no special characters ☐ No leading or trailing spaces ☐ Sender ID exactly matches Klaviyo account settings |
Use Case
Rejection reason | ACMA requirement | Check before resubmitting |
|---|---|---|
Use case description is missing K0141 | A specific, accurate description of the SMS use case must be provided. | ☐ Description is specific — not just 'marketing messages' ☐ Includes: message type, audience, and how recipients opted in ☐ Example: 'Promotional campaigns and transactional order notifications sent to customers who opted in via our website checkout.' |
Sample message is missing or exceeds 160 characters K0142 | A realistic sample message must be provided, 160 characters or fewer. | ☐ Sample message is 160 characters or fewer ☐ Sample reflects an actual message that will be sent (not a placeholder) ☐ Includes opt-out language where relevant (e.g. 'Reply STOP to unsubscribe') |
Estimated message volume per month is missing K0143 | Estimated monthly message volume must be provided. | ☐ A realistic monthly volume estimate has been entered ☐ Field is not blank |
Business Address
Rejection reason | ACMA requirement | Check before resubmitting |
|---|---|---|
A PO Box is not an acceptable form of address K0113 | ACMA requires a full physical business address. PO Boxes are not accepted. | ☐ Address is a full physical street address ☐ Address matches the address on the official business registration extract |
Partial addresses are not accepted K0114 | A complete address must be provided, partial addresses are not accepted. | ☐ Address includes: street number, street name, suburb, state, and postcode ☐ Address matches the official business registration extract |
Government-Issued ID
Rejection reason | ACMA requirement | Check before resubmitting |
|---|---|---|
Provided identity document is not an acceptable form of proof of identity K0115 | Must be a government-issued photo ID. | ☐ ID is a government-issued photo ID (Australian passport or Australian driver's licence or is issued from a non-Australian government) ☐ Not a Medicare card, employee ID, membership card, or any non-photo document |
Provided identity document has expired K0116 | ID must be current and not expired. | ☐ Check the expiry date, ID must be valid at time of submission ☐ New, current ID obtained and uploaded |
Name on government-issued ID does not match Authorised Representative details K0117 | Name on the ID must exactly match the authorised representative's name as entered on the form. | ☐ Full legal name on ID exactly matches name on form — including middle names, hyphens, initials ☐ No nicknames or shortened names used on the form ☐ If name changed (e.g. marriage): supporting document uploaded (marriage cert, statutory declaration) |
Issuing authority or country of the document does not match the information provided K0118 | Issuing authority and country of ID must be consistent with information provided on the form. | ☐ Country on form matches the country of the ID document ☐ If foreign passport: contact Klaviyo support before resubmitting |
Proof of identity does not show a visible address K0119 | ID must display a visible physical address. | ☐ ID shows a physical address ☐ For Australian driver's licence: both front AND back uploaded as the address is on the back |
Date of birth indicates the applicant is under 18 K0120 | An authorized representative must be 18 years of age or older. | ☐ Representative is 18 or older ☐ If under 18: a different representative has been nominated |
ID document quality issue K0121 / K0122 / K0123 / K0124 / K0125 / K0126 | ID must meet all quality requirements: • Government-issued photo ID • Colour copy (not black and white) • Both sides if double-sided • Clear and legible • Authentic and unaltered | ☐ ID is a government-issued photo ID (passport or driver's licence) ☐ Upload is a colour copy ☐ Both front AND back uploaded for double-sided IDs (e.g. Australian driver's licence) ☐ Image is clear, in focus, and fully visible ☐ All four corners of the document are visible ☐ Not a photocopy or screenshot of a screen |
Supporting document is not legible K0127 | All supporting documents must be clear and readable. | ☐ All uploaded documents are clear and all text is readable ☐ Re-scanned or re-photographed any document that was blurry, dark, or cropped |