Trust is a prerequisite when it comes to the customer experience. Yet in today’s fast-moving digital world, it can be broken in seconds – with just one fraudulent text. Unfortunately, cybercriminals are now adept at SMS spoofing – sending messages that purport to come from legitimate brands. And these fraudulent messages can cause reputational damage to businesses that sometimes takes years to repair.
To tackle this growing threat, ComReg – Ireland’s communications regulator – has launched the Sender ID Protection Registry. Designed to block spoofed SMS messages, this initiative provides a strong layer of protection against scams. For businesses, signing up isn’t just a compliance check box – it’s an opportunity to safeguard your brand integrity and strengthen customer confidence.
But what exactly is the Sender ID Registry, and why should it matter to your organisation? Let’s break it down.
SMS spoofing: A growing threat to businesses across multiple sectors
SMS spoofing is one of the fastest-growing fraud tactics today – and it’s scarily effective. By manipulating the Sender ID on a text message, cybercriminals make their messages appear as if they’re coming from trusted brands – across sectors from banks to retailers and delivery companies. Customers who receive these texts often don’t hesitate before clicking a link, entering sensitive information or even sharing payment details.
The consequences can be both serious and far reaching. Of course, there’s an immediate risk of financial loss for consumers. Plus, companies across multiple industries are reporting increases in customer complaints, and contact centres are spending valuable hours dealing with these concerns.
But for brands, the damage isn’t purely operational – it’s reputational, too: spoofed messages erode trust in the brands they impersonate.
Enter ComReg’s Sender ID protection registry
To fight back, Ireland’s ComReg (the Commission for Communications Regulation) has introduced the Sender ID Protection Registry – a joint effort between telecom operators and messaging providers. The aim is to stop spoofed SMS messages before they reach consumers.
Here’s how it works:
- Legitimate organisations register their Sender IDs – names like YourBank or ParcelCo – in the central registry
- Telecom operators then cross-check messages against this registry, labeling any messages as “Likely Scam” that seem to be attempting to impersonate a registered brand
For businesses, the benefits are clear. Not only are customers less likely to be tricked by scams masquerading as your brand, but you’re safeguarding your business against the risk of being associated with fraudulent activity. And importantly, your messages continue to reinforce trust in your brand, even as customers grow wary of other SMS messages.
SMS protection is going global
Ireland isn’t alone in taking action against SMS spoofing. Around the world, regulators are recognising the urgent need to clamp down on fraud and safeguard digital communications.
For example, Australia launched its SMS Sender ID Registry in 2023, overseen by the Australian Communications and Media Authority (ACMA). The scheme has already significantly impacted sectors like banking and logistics, where message authenticity is integral to customer confidence.
The UK and several EU nations are also piloting or planning similar frameworks, reflecting a growing international consensus around the need for secure, authenticated channels. The momentum is clear: sender ID protection is becoming a global standard. And for organisations, early adoption isn’t just about compliance – it’s about reinforcing trust and keeping customers safe.
Don’t get caught out: Key ComReg deadlines
Organisations messaging customers in Ireland were required to pre-register their SMS Sender IDs with ComReg by 25 February 2025. If your brand missed this step, it’s essential to act quickly to avoid disruption.
Since 3 July 2025, any SMS messages sent with an unregistered Sender ID have been flagged as “Likely Scam.”
If you rely on SMS to reach customers in Ireland, you can’t afford delays. Pre-registration isn’t just a compliance exercise – it’s about protecting your brand, safeguarding your customers, and ensuring your messages continue to get through.
If you still need to register or aren’t sure where to start, now’s the time to act – and we’re here to help guide you through the process.
Supporting you through compliance and beyond
At Engage Hub, we believe proactive service means more than revolutionising customer journeys – it means protecting your customers from fraud. That’s why we help businesses:
- Register and manage Sender IDs with ComReg
- Stay compliant with evolving SMS regulations
- Deliver secure, real-time communications customers can trust
Whether you’re sending service updates, appointment reminders or marketing campaigns, SMS remains one of the most effective ways to connect with customers. But in today’s landscape, security and compliance must come first.
As fraud tactics evolve, ComReg’s Sender ID Registry is a critical step toward restoring trust in SMS – but its success depends on organisations taking part.
We’re launching a 3-part blog series on security and compliance requirements shaping modern communications – and the first post takes a deeper dive into Sender ID. Check it out here – and then get in touch to ensure your Sender IDs are compliant and your customer communications are always secure.
