We welcome regulation.
We were built for it.
Ofcom's new rules to combat mobile messaging scams take effect in July 2027. Every protection they require, and more, has been standard at PureSMS for years. Not because we had to, but because it protects you, your customers and your reputation.
What Ofcom has decided
On 15 July 2026, Ofcom published its Combatting mobile messaging scams statement, introducing General Condition C9 and accompanying guidance. For the first time, every UK mobile operator and messaging aggregator will be required to run Know Your Customer checks on business senders, verify Sender IDs, restrict generic and protected Sender IDs, monitor traffic on an ongoing basis, block known scam URLs automatically, and act on suspected scam senders within one working day. The rules for business (A2P) messaging come into force on 15 July 2027.
As an A2P provider, we welcome this. We have long argued that the UK messaging market needs stronger rules: every provider that skips these checks makes SMS less trustworthy for everyone, and it is your customers who pay the price when scammers impersonate the brands they trust. Regulation raises the floor. We are already well above it.
Already compliant, ahead of the deadline
What Ofcom will require of every provider from July 2027, PureSMS does today. Here is the requirement-by-requirement picture.
KYC on every new sender
Every new sender goes through full Know Your Customer checks before a single message is sent: who you are, your company details, and what you intend to send. Scammers rely on providers that do not ask questions. We ask them all, so the traffic alongside yours is as legitimate as you are.
Every Sender ID pre-registered and verified
No message leaves our platform from an unregistered sender name. Every Sender ID, for every sender, in every country, is approved before use: domain verification, terms and conditions, privacy policy and company checks, with per-country approvals where destinations require them. Nobody can borrow your brand on our network, and you cannot accidentally fall foul of a destination's rules.
No generic senders, full stop
Sender names like "Alert", "Delivery" or "Security" are exactly what scammers use to look plausible while staying anonymous. Our policies do not allow generic Sender IDs at all: every sender name must identify a real, verified organisation. Your customers always know a message from you is from you.
Continuous monitoring, human audits
Onboarding checks only catch scammers at the door. Our Know Your Traffic programme watches what happens after it: continuous automated monitoring of traffic patterns, backed by random human compliance audits. If an account is hijacked or misused, we catch it before it damages the channel your business depends on.
Suspected scam URLs blocked automatically
Messages containing suspected spam or scam URLs are blocked automatically, in transit, before they reach a handset. Fewer scam links delivered means end users keep trusting the links in legitimate messages, including yours.
Suspected scams stopped immediately
Ofcom will give providers one working day to act on a suspected scam sender. We do not wait that long: suspected cases are blocked or suspended automatically, the moment they are detected, and stay that way while a human reviews the evidence. Legitimate senders are quickly restored. Scammers are not.
GDPR compliant, and we check your PECR compliance too
PureSMS is fully compliant with both UK and EU GDPR in how we handle data. We also go a step further than most: as part of our sender checks we validate that our customers' messaging complies with the Privacy and Electronic Communications Regulations (PECR), including having a proper basis to contact recipients. It keeps you on the right side of the ICO, and it keeps unwanted messages off our network.
As far as we know, we're the only one
Plenty of providers will scramble to meet these requirements before July 2027. As far as we know, PureSMS is the only UK provider that already operates every one of these controls as standard, today. We did not build them for Ofcom. We built them because when you send through us, your deliverability, your sender reputation and your customers' trust are riding on the quality of everyone else's traffic too, and we refuse to compromise on that.
Compliance is how we protect you
Every check we run exists for one reason: so that your messages arrive, your brand stays yours, and the people you message can trust what lands in their inbox. That is what keeps delivery reliable, month after month. Send with a provider that took fraud seriously before it was the law.
Get Started - 2.8p/UK SMS