--- title: "SMS sender ID registration and rules in Ireland - PureSMS" source: /destinations/ireland --- # SMS Destination Guide for Ireland Country dialing code: +353. Numbers are written in E.164 as +353 followed by the number without its leading 0, so a mobile starting 087 becomes +353871234567. We deliver to 9 mobile network operators within Ireland, including Vodafone and 3 (Three). Learn how to send compliant SMS to Ireland with our guide below. - **Price per SMS:** 3.65p ex VAT — one flat rate, no tiers, no minimums, pay as you go - **Two-way support:** Coming soon ## Sender ID Types ### Alphanumeric (Your brand name as the sender) — After registration - Not overwritten. Messages arrive under your brand name exactly as you send it. - Send from your brand. - Registration required, approval takes ~10 business days. - Unregistered senders are blocked. - Allowed characters: A-Z, a-z, 0-9, space and common punctuation, with at least one letter; no £ $ € or quote marks, and no leading or trailing spaces. - Generic sender names (“Alert”, “Info”…) are not permitted. ### Long code (VMN / phone number) — Supported - International numeric sender IDs are not supported. SIDs using local landline numbers (e.g. starting 3531X) are not supported.. - Needed for two-way messaging and replies. ### Short code (Five-digit sender) — Supported - Best for high-volume campaigns. Sender ID registration is required by Ireland's networks. Allow ~10 business days for approval. We handle the paperwork, and our own KYC and Sender ID verification applies to every account on top for your safety and security. ## Ireland's mobile networks One flat 3.65p rate covers every network we reach in Ireland. - Vodafone Ireland — 1.7M subscribers - 3 Ireland — 1.4M subscribers - Eir Telecom — 876k subscribers Plus 6 further networks, all at the same rate. We don't charge per-carrier fees, so you always know what you're paying. ## Compliance in Ireland - **Opt-in:** Required. Marketing SMS needs affirmative consent: an unticked box or a texted keyword, never implied. Existing customers can be messaged about similar products for 12 months after a sale if they were offered an opt-out at the time. Consent to SMS must be separate from consent to email. - **Opt-out:** Required. Every marketing message must identify you and give a free, simple way to stop, such as 'reply STOP'. Honour opt-outs promptly and before your next send. PureSMS handles this for you: opt-out replies are processed automatically and the number is blocked from further sends, so you're compliant without building anything. - **Restricted content:** Controlled substances · Gambling · P2p traffic · Political · Religious · Unsolicited promotional - Gambling content is permitted subject to compliance with all applicable local laws and regulations; legal counsel should be consulted. ### Legislation & penalties - **[ePrivacy Regulations 2011 (S.I. No. 336/2011)](https://www.irishstatutebook.ie/eli/2011/si/336/made/en/print)** — Regulation 13 requires prior consent for direct marketing by SMS, with a soft opt-in for existing customers within 12 months of a sale. Every message must identify you and offer a free, easy opt-out. Penalty: A criminal offence prosecuted by the Data Protection Commission: up to €5,000 per message on summary conviction, or up to €250,000 on indictment. - **[GDPR and Data Protection Act 2018](https://www.dataprotection.ie/en/organisations)** — Phone numbers are personal data. You need a lawful basis to use them, must be transparent about how, and must honour objections to direct marketing. Penalty: Up to €20 million or 4% of global annual turnover, whichever is higher. - **[ComReg SMS Sender ID Registry](https://www.comreg.ie/sms-sender-id-registry/)** — Since 3 October 2025, Irish networks block messages from alphanumeric sender IDs that aren't on ComReg's registry (from 3 July 2025 they were relabelled 'Likely Scam'). Registration is free and first come, first served: register as a Sender ID Owner, then register each sender ID of 3 to 11 characters. Numeric senders are exempt. Penalty: Messages from unregistered alphanumeric sender IDs are blocked. These rules are what we generally check against, however they may not be up-to-date. We'll always keep you informed of what is needed for each destination throughout any registration process. ### Regulators & industry bodies - [Commission for Communications Regulation (ComReg)](https://www.comreg.ie/) - [Data Protection Commission (DPC)](https://www.dataprotection.ie/) Guidance last reviewed 2026-08-27. ## Frequently asked ### Can I use my brand name as the sender ID in Ireland? Yes, once it's registered on ComReg's SMS Sender ID Registry. Since 3 October 2025 the Irish networks block unregistered alphanumeric sender IDs, so register before you send. ### How do I register a sender ID in Ireland and what does it cost? Registration is free at senderid.comreg.ie. You first register your organisation as a Sender ID Owner, then apply for each sender ID (3 to 11 characters, at least one letter, no generic words like 'SMS' or 'Verify'). Allow around 10 business days. ### What happens if I send from an unregistered sender ID in Ireland? The message is blocked by the participating networks. Between July and October 2025 unregistered IDs were delivered with a 'Likely Scam' label; now they don't arrive at all. ### Do I need consent to send marketing SMS in Ireland? Yes. The ePrivacy Regulations require affirmative opt-in consent, with a soft opt-in for existing customers within 12 months of a sale. Each message must identify you and offer a free opt-out. PureSMS processes opt-out replies automatically and blocks further sends to that number. ### What are the penalties for unsolicited SMS in Ireland? Sending marketing SMS without consent is a criminal offence prosecuted by the DPC: up to €5,000 per message on summary conviction or €250,000 on indictment, on top of GDPR fines of up to €20 million or 4% of turnover. ### How do I format Irish mobile numbers? Use E.164: +353 then the number without its leading 0. A mobile shown as 087 123 4567 is sent as +353871234567. ### Can I use a phone number as the sender in Ireland? Yes. Numeric senders are supported and don't need ComReg registration, and a number is what you need for two-way messaging and replies. Start sending to Ireland in minutes — create a free account at https://new.puresms.app (no card required).