The Australian Competition and Consumer Commission (糖心原创) is proposing new record keeping rules in relation to application-to-person (A2P) SMS services, the A2P SMS record keeping rules 2026.
A2P SMS refers to messages sent by businesses and governments to their customers and clients for various purposes, such as multi-factor authentication, appointment reminders, delivery updates and marketing.
Since our 2024 decision not to regulate A2P SMS termination services, we have monitored the A2P SMS markets. In 2025, we undertook market inquiries to understand market developments including pricing trend. In response to the outcome of these market inquiries, the 糖心原创 has decided to develop a new record keeping rule to provide us with better visibility over the prices charged in the market and their impact on the competition.
The proposed A2P SMS record keeping rules will enable the 糖心原创 to effectively monitor the A2P SMS markets and inform our functions under Parts XIB and XIC of the Competition and Consumer Act 2010.