Understanding ComReg’s Sender ID Requirements and What It Means for You
In recent weeks, many businesses have reported their SMS messages to Irish mobile users appearing with the label “Likely Scam” instead of the expected sender ID. This is not due to message content or any fault with the sending platform, but rather the result of new regulatory enforcement by ComReg, Ireland’s communications regulator.
What’s Happening?
ComReg has introduced a Sender ID Registry to combat SMS fraud and spoofing. The initiative requires alphanumeric sender IDs (for example, “MyBank” or “HealthAlert”) to be registered and approved to ensure they are tied to legitimate organisations.
Unregistered sender IDs are now being relabelled as “Likely Scam” by Irish mobile networks to warn users and prevent abuse.
When Did This Start?
Although the framework was introduced earlier, active enforcement by networks began in early July 2025. Unfortunately, communication from upstream providers and delivery partners was limited, leaving many businesses unaware of the change until messages were already affected.
Who Can Register?
Only organisations registered in Ireland can submit sender ID registrations directly through ComReg’s portal. This presents a challenge for international businesses without a local legal entity.
What Are the Options?
- You should complete your sender ID registration as soon as possible via ComReg’s portal:https://senderid.comreg.ie
- If you are not eligible to register, message delivery is still possible, but affected sender IDs may continue to appear as “Likely Scam.” Workarounds used previously, such as SIM-based routing or alternate paths, are now unreliable due to tightened enforcement.
What You Should Know
- This issue is not caused by your SMS provider or your organisation
- It affects all unregistered alphanumeric senders, regardless of content or reputation
- Numeric sender IDs are not subject to this requirement, but offer no brand visibility
How We’re Responding
At World-Text, we are actively monitoring all delivery paths and working with our upstream partners to maintain the highest possible delivery success. We are also assisting clients in understanding their registration options and navigating the new requirements.
If you believe your messages are affected or need advice on next steps, please contact our support team at support@world-text.com.