What Businesses Need to Know About ComReg’s New
SMS Rules
ComReg’s new anti-fraud system is live and it’s already impacting real businesses.
Find out what’s changed, what it means for Irish business, and how to protect your messages.
How ComReg’s Update Is Affecting SMS Senders
If your messages are suddenly showing up as “Likely Scam” you're not alone
A major change rolled out across Ireland in July 2025, and it's already affecting appointment reminders, delivery updates, hospital texts, and more.
Here’s what’s going on, and what you need to do about it.
Here’s what’s happening:
New ComReg system checks every Sender ID
If not registered, messages may:
Show as “Likely Scam”
Fail to send
Get flagged with errors
Avoid Getting Flagged: What ComReg Now Requires
Staying compliant under the new rules isn’t complicated but it does require action
Your Sender ID must be registered
If you use a name (like Pharmacy, MyClinic, BankX) instead of a number, it must be pre-approved in ComReg’s registry.
You must submit verified business info
This includes company name, CRO number, and contact details, to confirm you're a legitimate sender.
Unregistered Sender IDs will be blocked or flagged
If your ID isn’t approved, your messages may fail, be delayed, or show up as “Likely Scam.”
Only approved SMS providers are compliant
Your SMS provider must be officially integrated with ComReg’s registry
and not all are.
You’re responsible for your
Sender ID
Registration isn’t automatic. You need to register your sender ID's directly with ComReg yourself.
Even if you’ve used the same Sender ID for years it must be registered now.
This is a nationwide system. No exceptions.
How This Impacts Your Business
Even if your messages seem like they’re sending, things may not be working as they should.
❌Your texts might already be showing as “Likely Scam”
Customers may be ignoring or deleting your messages without you knowing.
This affects delivery updates, appointments, reminders, even payment links.
❌You might be non-compliant without realising it
ComReg now holds you, the sender, responsible, not just your SMS provider.
If your Sender ID isn’t registered and properly submitted, you’re out of compliance.
❌You’re losing trust
When sender details aren’t properly registered, even legitimate texts can raise red flags.
That can quietly lead to missed bookings, unanswered replies, or delayed updates.
Don’t assume you’re safe.
If your current provider hasn’t contacted you about this change there’s a good chance you’re already affected.
What a Safe, Compliant SMS Setup Should Look Like
Here’s what every business should expect from their SMS provider to stay fully compliant, and future-proof.
✅Easy Sender ID Registration (with Your Input)
You’re not expected to navigate this alone. Your provider should be available to walk you through what’s needed, and help make sure your Sender IDs are registered the right way.
✅Real Time Compliance Safeguards
The system should automatically check for sender ID registration issues before sending, protecting your brand from non-compliant messages or delivery problems.
✅Smart Error Handling
Mistakes happen. Your SMS system should respond clearly — making it easy to diagnose what went wrong and what to do next. Whether you're using the dashboard or the API, you should get clear feedback if something needs attention.
✅Full Visibility and Reporting
You deserve to know if your messages are being delivered or delayed. A transparent dashboard makes it easy to stay informed and in control.
✅Human Support from a Team Who Knows the System
This isn’t something you should have to figure out alone. Your provider should be able to walk you through the process quickly and clearly.
Not Sure If You’re Covered?
Here’s What You Should Check With Your Provider:
📌 Have they asked you about your ComReg status?
📌 Do they offer real-time checks to avoid non-compliant sends?
📌 Are your messages arriving cleanly — or showing “Likely Scam”?
📌 Have they explained the ComReg rollout at all?
If the answer is “no” or “I’m not sure” — you could already be affected.
What We’ve Already Done at Phonovation
Everything a compliant SMS setup should include. Already live.
We’ve implemented all the safeguards and support features we believe every provider should offer:
Sender ID registration, real-time checks, smart error handling, clear reporting, and human support.
We started preparing for ComReg’s rollout back in 2024, working closely with our clients and engineers to build a future-proof system from the ground up.
After 10,000+ hours of development and testing, here’s what’s already in place:
✅ Guided onboarding with clear Sender ID setup
✅ Automatic compliance checks before every send
✅ Real-time alerts when something’s off — with clear next steps
✅ Transparent delivery reporting
✅ Expert support from a team who knows the system
We built our system to meet ComReg’s full compliance requirements, months before the deadline.
If you’re using our Interact SMS platform or our API, non-compliant messages simply won’t send. Your messages never show up with the “Likely Scam” label, protecting your reputation and your customer relationships.
We’ve done the heavy lifting, so you don’t have to scramble now.
