Trust is Leaving Social. Registered SMS Wins It Back.
Summary for busy marketers
Bank of Ireland’s new research shows trust on social is collapsing.
73% of social media users don’t trust adverts on social media
76% say that the risk of fraud scams makes them wary when they shop online
83% of consumers believe that fraud is a big problem in society today
When the medium is distrusted, performance falls and costs rise.
The solution? Add registered SMS to your marketing mix to win back trust and lift conversion. ComReg’s SMS Sender ID Registry verifies brand identity and blocks unregistered traffic, ensuring delivery only over approved routes from 3 October 2025. For brands evaluating bulk SMS in Ireland, this makes registered SMS the most trust-efficient channel.
The trust crash on social
Social feeds are noisy and easy to fake. Audiences know it. So they don’t click, don’t buy and don’t believe. Costs rise while confidence falls. To win back trust, shift key communications into channels where identity isn’t a guess.
Why this matters now
From 3 July 2025, SMS that uses an unregistered alphanumeric Sender ID, or a registered ID sent via an unapproved route, is modified to Likely Scam before delivery. From 3 October 2025, that traffic is blocked and does not reach consumers. For registered brands sending over approved routes, the channel itself proves who is speaking, restoring confidence and conversion at the moment it matters.
“Win back trust by moving certainty-critical moments to registered SMS where identity is verified and delivery is enforced.”
What registered SMS changes for brands
Verified identity, visible to customers.
Registered Sender IDs over approved routes arrive branded without a warning label.
Lower Spoofing Risk.
Registry checks and network enforcement reduce impersonation, protecting brand equity.
Performance resilience.
Direct, consent-based reach to opted-in customers sustains clickthrough and conversion as social distrust rises.
Bulk SMS in Ireland under ComReg’s SMS Sender ID Registry
For buyers evaluating bulk SMS Ireland, these rules reshape deliverability.
An SMS gateway Ireland or SMS API Ireland that routes over approved paths and manages Sender ID registration protects both reach and reputation. Enterprises standardising on an A2P SMS platform with proactive compliance avoid last-minute interruptions and keep messaging consistent across brands, stores, and markets.
Where Phonovation fits
Phonovation designs, hosts, and operates enterprise-grade messaging at national scale, including operator platforms. Support covers Sender ID registration, route compliance, campaign migration, and ongoing deliverability monitoring. For organisations moving to outcome-driven business SMS and enterprise SMS, Phonovation provides the operational certainty to win back trust and revenue by talking to customers in a channel they believe.
Bottom Line
Audiences are telling the market they do not trust what they see on social, and that fear shapes how they shop online. Rather than fight uphill in a distrustful feed, connect where identity is verified and delivery is assured. In Ireland today, registered SMS is that channel.