A2P SMS regulations in Ireland.
Compliance with ComReg rules and sender-ID registration.
A2P SMS to Ireland is regulated by the Commission for Communications Regulation (ComReg). Alphanumeric sender IDs must be registered in ComReg's SMS Sender ID Registry; since 3 July 2025, messages from unregistered IDs are labelled "Likely SCAM". GDPR + ePrivacy Regulations 2011. BroadNet carries this traffic over direct operator connections.
Who regulates A2P SMS in Ireland?
Application-to-person messaging to Ireland is overseen by the Commission for Communications Regulation (ComReg), which licenses the operators that terminate A2P traffic and sets the conditions those routes run under. BroadNet delivers into Ireland over direct operator connections — Vodafone Ireland, Three Ireland and Eir — rather than through resold or grey routes, so the sender ID, the delivery receipt and the audit trail all come back from the licensed path.
- Telecoms regulator: Commission for Communications Regulation (ComReg).
- Direct operator routes: Vodafone Ireland, Three Ireland and Eir.
- Sender-ID registration: mandatory in ComReg's SMS Sender ID Registry (Decision D14/24).
- Typical lead time: ComReg publishes no fixed processing time.
Sender ID registration in Ireland
ComReg runs a mandatory SMS Sender ID Registry under Decision D14/24. Since 3 July 2025, a message sent with an alphanumeric sender ID that is not registered is labelled "Likely SCAM" on the handset, and ComReg has said blocking will follow. A participating aggregator registers the ID on the sender's behalf, or the organisation registers it directly; ComReg approves it, and every SMS provider must then activate it — until all of them have, messages may still be labelled. ComReg publishes no fixed processing time, so register before you need the route, not during a launch.
- Registry: ComReg SMS Sender ID Registry (Decision D14/24).
- Format: alphanumeric, 3–11 characters; generic words and mainly numeric IDs are refused.
- Unregistered alphanumeric IDs: labelled "Likely SCAM" since 3 July 2025; blocking to follow.
- BroadNet coordinates the registration during onboarding.
Consent and content rules
GDPR + ePrivacy Regulations 2011. DPC (Data Protection Commission) supervises. Transactional messages — one-time passcodes, delivery and account alerts — are treated differently from marketing, but the distinction is decided by the content of the message rather than by how the campaign is labelled.
- GDPR + ePrivacy: GDPR plus ePrivacy Regulations 2011. DPC supervises.
- SMS Sender ID Registry: unregistered alphanumeric IDs labelled "Likely SCAM" since 3 July 2025.
What this means for your integration
Practically, three things decide whether traffic to Ireland performs: a registered sender ID on a ComReg-licensed route, a consent and opt-out record you can evidence, and message content that matches the category it was registered under. BroadNet's compliance engine checks each submission against the Ireland ruleset before it reaches the operator, so a non-compliant send is rejected back to you rather than filtered silently downstream — which is the difference between a fixable error and traffic that quietly disappears.
- Every message returns a delivery receipt (DLR); BroadNet does not publish per-country delivery percentages.
- Indicative list pricing: EUR 0.05 – 0.075 per message.
- Addressable mobile base: 5.5M subscribers.
- GDPR + ePrivacy: GDPR plus ePrivacy Regulations 2011. DPC supervises.
- Submit your KYC packTrade licence, authorisation letter and sample messages
- BroadNet files the applicationWith the operators or the regulator, as the market requires
- Review and approvalTypical lead timeNo published time (ComReg registry)
- Send under your brandYour approved sender ID on every message
Technical facts for Ireland
Network codes, message lengths and sender-ID rules in one table. Segment lengths are the GSM standard values (3GPP TS 23.038).
| Mobile country code (MCC) | 272 |
|---|---|
| Dialling code | +353 |
| Operators (MCC-MNC) |
|
| SMS length, GSM-7 (Latin alphabet) | 160 characters in a single SMS; 153 per part when concatenated |
| SMS length, UCS-2 (Arabic, Cyrillic and other scripts) | 70 characters in a single SMS; 67 per part when concatenated |
| Regulator | ComReg (Commission for Communications Regulation) |
| Sender-ID rules | Alphanumeric sender IDs must be registered in ComReg's SMS Sender ID Registry (Decision D14/24). Since 3 July 2025, messages from unregistered IDs are labelled "Likely SCAM". |
| Sender-ID lead time | No published time (ComReg registry) |
More on Ireland
Compare A2P SMS rules across the region.
Each market pairs a regulatory playbook with its live coverage and operator-direct routing detail.
Ireland rules: promotional vs. transactional SMS
| Capability | Promotional / marketing | Transactional / service (OTP, alerts) |
|---|---|---|
| Registered sender ID required | ||
| Prior consent required | — | |
| Opt-out instruction required | — | |
| Delivery receipts available |
Common questions
Who regulates SMS in Ireland?
Do I need to register a sender ID for Ireland?
How long does it take to start sending to Ireland?
What does A2P SMS cost in Ireland?
What delivery rate should I expect in Ireland?
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