In Ireland, From 3 July 2025, if an SMS text message is sent from an unregistered Sender ID, it will be labelled ‘Likely Scam’.
SMS text messages labelled ‘Likely Scam’ may be from legitimate businesses or organisations who have not yet registered their Sender ID with ComReg, or they could be scam messages.
Eventually, SMS text messages from unregistered Sender IDs will be blocked, and those messages won’t reach your customers (From October 2026).
If you are using SMS messages in the Republic of Ireland with KennelBooker, and have specified a Sender Id (eg Purrfect Paws) you need to register the Sender Id with ComReg.
Note: there has been reports in the news that even when Sender IDs have been registered they are still getting flagged as 'Likely Scam' - ComReg seem to be having issues with their new scheme - hopefully it should be ironed out soon.
Registration Process
To register your Sender ID, please follow the steps below:
1. Visit the Communications Regulatory Authority website https://senderid.comreg.ie/sender-id-sign-up
2. Apply to become a Sender ID (SID) owner.
3. If you do not have a legal entity based in Ireland, indicate that you do not have a CRO number.
4. Submit the required documents as prompted by the portal.
5. Add PLIVO SERVICES INDIA PRIVATE LIMITED as your third-party partner aggregator (PA).
6. Submit your request to register a Sender ID in Ireland.
7. Await confirmation of your application from the Authority via email.
8. Once you get the confirmation email, forward it to stephen@kennelbooker.com, we then need to register the Sender ID with our SMS provider though an Admin panel