Sender ID regulations when sending SMS to Ireland

Why do I need to get the sender ID(s) I want to use approved?

Certain countries now require that you register a sender ID for approval before sending messages. This allows sender IDs to be identified and traced and will help to prevent text messages that seek to defraud recipients by using sender IDs based on:

• A well-known brand name that is not their own
• A generic name (e.g. DELIVERY or UPDATE)

The regulations cover all text messages sent using a sender ID, whether they are used to communicate externally with customers or internally with employees. The Irish regulations state that this applies to any company sending messages to Ireland from outside the country, or from within Ireland itself. For more information, visit the Irish regulator’s website.

What format does a sender ID need to be in to be approved?

An alpha-numeric Sender ID can be between 3 and 11 characters, including spaces.

It must not:

• Contain only numbers and/or present itself as a phone number*.
• Only use a generic name (e.g. DELIVERY or UPDATE).

It must clearly identify the sender – i.e., your brand name or company.

* A Virtual Mobile Number (VMN) or a Short Code you purchase from Esendex can still be used.

I am already using a sender ID. Do I need to get it approved?

• Yes. Even if you believe that your current sender ID meets regulatory standards, you must still register it for approval. 
• If you realise that your current sender ID does not meet the required standards, you will need to change it and register your new ID for approval. 

You can check whether your sender ID has been registered for Ireland here.

What are the benefits of registering a sender ID?

• Your business will be compliant with the Irish regulations and be able to send SMS messages within Ireland, or to Irish recipients from outside Ireland (e.g. the UK or any other country). This will avoid any interruption to your sends, due to non-compliance.
• The regulations are there to protect you and your reputation by reducing the likelihood of anyone impersonating or using your company credentials to defraud your customers or staff.
• As the regulations now ask that you clearly identify your brand/company in the sender ID, this will help to maximise transparency and recipient engagement.

How do I register a sender ID?

Regardless of whether you send SMS by the portal, our API, email to SMS or via an automation, you will need to register your Sender ID(s) with ComReg and then with us by logging into your account on the portal and following the process there.

There are two things you need to do with ComReg:

• Firstly, you’ll need to apply to be a sender ID owner with ComReg. You can do that here. You will need to do this before 3 July 2025.
  • Registering is currently free and ComReg will register sender IDs on a first come, first served basis.
  • Please download this guide for further guidance.
• Then, you’ll need to register each of your sender IDs with ComReg. With each sender ID registration, you will need to select Commify UK Ltd.

Once approved by ComReg, your sender ID will need to be registered with us so you can use it to send text messages. You’ll need to register to be able to send to and within Ireland. 

• Log in to our portal.
• Navigate to your profile and head over to Settings.
• Then follow the process from there.
• You will also need to provide us with your SIDR-ID. This can be seen on the ComReg site by checking the profile icon at the top and opening the Profile panel. It will be in the format “SIDR-#####”
• As part of the registration process, you will be asked to provide evidence to corroborate that your company has a valid use case for using sender ID. This evidence will need to include a written statement from the requisite authority within your company (by email or other electronic means), confirming that you have a valid use case. 
• Finally, hit submit.

Can I register more than one Sender ID for approval?

Yes. Multiple sender IDs can be registered for approval using the online process. You will need to register each sender ID separately and attach the appropriate evidence.

How will I know when my sender ID has been approved or rejected by us?

You can track the status of your submission on the portal. As soon as it’s approved, you can start sending messages using the sender ID(s).

I am an existing customer. Will I still be able to use my current Sender ID(s) while I am waiting for it to be approved?

For the time being, yes. However, all sender IDs must be approved by 3 July 2025, so please allow sufficient time for approval and for a second application, in the event of a refusal.

If you have not received sender ID approval by 3 July 2025, your sender ID will be re-labelled ‘Likely Scam’ when sending messages to or within Ireland. From October 2025, these messages will be blocked.

What happens if a sender ID I tried to register is rejected?

Please refer to the guidelines on this support page and re-register with a different sender ID, using the same online process.

Please don’t hesitate to contact us if you have any questions.

If you did not submit sufficient evidence when you registered, we will contact you to obtain the additional information required.

Once approved, will I be able to edit my sender ID?

No. You will need to register a new sender ID using the same online process, if you make even a slight change to your approved sender ID.

What will happen if I try to send messages using a sender ID that has not been approved?

From 3 July 2025, unregistered sender IDs will be changed to ‘Likely Scam’, alerting recipients to be cautious of the content within the text messages. Soon, your messages will be blocked and not reach your recipients if they are being sent to, or within, Ireland.

Whether you send messages using the portal, our API, email to SMS or via an automation, you will be able to track messages that have failed to send, using the reporting tools within your Message History. An error message will be displayed in the reporting, flagging that your message has failed to send.

If you send messages using our API, you can also call the API, to check the status of each message.

If you send a message to multiple contacts in one bulk send, which contains a range of destinations, including for example, Ireland, only the messages intended for Irish recipients will be blocked. All other messages will be sent.

You will be charged for all messages you attempt to send. This includes messages which are blocked, due to use of a non-approved sender ID.

Can I still create my own sender IDs, when sending within/to countries that do not require them to be approved?

Yes. You can still create a customised sender ID and use it straight away, when using the portal, our API, email to SMS or via an automation.

Do I need to register a sender ID before I can start sending messages?

Yes, if you want to use one to send to, or within Ireland.

However, you can still send messages instantly if you purchase a Virtual Mobile Number (VMN) or a Short Code from us. Both of these are normally used for two-way conversational messaging to provide your staff or customers with an opportunity to respond.

Are Virtual Mobile Numbers (VMNs) and shortcodes affected by the regulations covering sender IDs?

No. You can purchase a Virtual Mobile Number (VMN) or a Short Code from us and begin to use it straight away to send and receive messages.