SMS Rules for Roofers in Australia: Spam Act, STOP and Sender IDs

In Australia, marketing texts to customers need three things under the Spam Act: their consent, your business clearly identified, and an easy way to unsubscribe (like "Reply STOP"). Purely factual messages, such as confirming an inspection time, are treated differently. And since 1 July 2026, texts sent under an unregistered branded sender name show as "Unverified".

Which texts does the Spam Act cover?

The Spam Act, enforced by the Australian Communications and Media Authority (ACMA), covers commercial electronic messages: emails, SMS, MMS and instant messages that promote goods or services.

For a roofer, that typically includes:

• Specials and seasonal offers ("$200 off gutter guard this month")
• Messages to past customers asking if they need any work
• Storm campaign texts offering inspections
• Review requests that also promote your services

A message counts as commercial if one of its purposes is to promote. As law firm Clayton Utz notes, the promotional purpose doesn't have to be the main one. A mostly factual message with a promotional line added can be treated as marketing.

What are the three rules for marketing texts?

The ACMA sets out three core rules:

The unsubscribe can't cost the customer money, ask for extra personal details or require them to create an account. For SMS, "Reply STOP to opt out" is the usual approach.

What counts as consent?

Express consent is when someone clearly agrees to receive marketing from you. Examples:

• A website form with an unticked box they tick: "Send me roof care tips and offers."
• A customer who says yes when you ask, "Can we text you about specials?" and you record it.

Inferred consent is narrower. The ACMA says it may apply where someone has knowingly given you their number and would reasonably expect marketing from you, usually because of a provable, ongoing relationship, with the marketing directly related to that relationship. The ACMA also says it doesn't cover messages sent just after a purchase.

Because inferred consent is harder to prove, express consent is the safer habit. Keep records of when and how each person agreed.

Are factual messages different?

Yes. The Spam Act allows "designated commercial electronic messages" that contain no more than factual information, plus limited extras like your business name and contact details, to be sent without consent or an unsubscribe.

For roofers, factual messages generally include things like:

A reply to someone who just called or texted you about a job is also generally factual.

Even with factual messages, always name your business. Our quote follow-up guide shows how to write follow-ups that stay on the right side of the line.

What is the SMS Sender ID Register?

Some businesses send texts that show a brand name at the top instead of a phone number, such as "CoastRoof". That's called an alphanumeric or branded sender ID.

The ACMA's SMS Sender ID Register is designed to make it harder for scammers to impersonate trusted brands. The ACMA warned in May 2026 that from 1 July, texts from unregistered branded sender IDs show as "Unverified" instead of the brand name, grouped with other unregistered senders, including potential scams. The ACMA says businesses register through their telco or SMS provider.

What this means for most roofers:

• If you text from a normal mobile number, customers can see the number and reply to it. That's the usual setup for roofers, and replies matter.
• If you use a branded name for bulk messages, talk to your SMS provider about registering it, or your messages may show as "Unverified".
• Branded sender IDs often can't receive replies, so "Reply STOP" won't work on them. You'd need another unsubscribe method.

What about phone calls and the Do Not Call Register?

The Spam Act covers texts and emails. Marketing phone calls fall under different rules, including the Do Not Call Register.

According to Sprintlaw's telemarketing guide:

• Unsolicited marketing calls to numbers on the Register are generally not allowed unless you have consent.
• Telemarketing calls must stay within set hours in the recipient's local time: weekdays 9am to 8pm, Saturdays 9am to 5pm, and not on Sundays or public holidays.
• Businesses should check their call lists against the Register and keep an internal do-not-call list.

Calling back someone who asked you for a quote is very different from cold-calling a list. If you plan outbound marketing calls, check the Do Not Call Register guidance first.

What's a safe SMS checklist for roofers?

How does LeadKites handle this?

When we set up your messages, we keep factual ones (missed-call replies, booking confirmations, quote follow-ups) separate from marketing. We only send marketing to people with recorded consent, every marketing message carries your business name and "Reply STOP", and a STOP reply takes that person off marketing straight away. Missed-call text-back sends from a real Australian mobile number in your business name, so customers can reply.

Plans start at $397/month + $997 setup (Foundation), AUD, no GST charged. We're not lawyers, so if your situation is unusual, get advice.