Companies must now register with ComReg to send text messages to customers without having them flagged as potential scams, as new rules take effect to combat the widespread problem of fraudulent communications.
The communications regulator has launched a registration scheme for Application-to-Person SMS messages, which typically include a Sender ID showing the company or organization name. Around 8,000 companies have already signed up to avoid their messages being labeled as suspicious.
From today, text messages from unregistered SMS Sender IDs will be flagged to recipients as “Likely Scam.” The initiative targets fraudsters who masquerade as legitimate services to trick people into clicking dangerous links or sending money.
ComReg estimates that Irish consumers and businesses lose over €300 million annually to scam calls and texts, according to Europe Economics research. The new system aims to protect recipients while ensuring legitimate business communications can continue uninterrupted.
Recipients who receive messages marked as “Likely Scam” are advised to verify directly with the supposed sender before taking any action, as the warning may simply indicate an unregistered legitimate company. ComReg emphasizes the importance of this verification step to avoid falling victim to sophisticated scams.
The rules will become stricter from October 3rd, when messages from unregistered SMS Sender IDs will be blocked automatically rather than just flagged. Companies and organizations must register before this deadline to ensure their communications reach customers without interruption.