In Ireland, since 3 July 2025, an SMS text message sent from an unregistered Sender ID is labelled 'Likely Scam' on the customer's phone. Texts labelled 'Likely Scam' may come from legitimate businesses that haven't registered their Sender ID with ComReg (the Commission for Communications Regulation), or they could be scam messages.
ComReg also plans to block texts from unregistered Sender IDs, so they won't reach your customers at all. Blocking was due to start in October 2025, but ComReg postponed it and hasn't announced a new date. Check comreg.ie/senderid for the latest position.
If you send SMS messages to customers in the Republic of Ireland with KennelBooker and you've set a sender name (for example Purrfect Paws), you need to register that sender name with ComReg.
Where your SMS sender name is set in KennelBooker
Your Sender ID is the Sender name on Settings > SMS Settings, under Your SMS account. It's the name your customers see as the sender of your texts. The box takes up to 12 characters, but text messages only allow 11, so KennelBooker sends the first 11 characters. Keep your sender name to 11 characters or fewer, and register it with ComReg exactly as you've typed it (same spelling, spaces and capitals). If you change it, click Save SMS settings, and register the new name too.
How to register your Sender ID with ComReg
To register your Sender ID, follow the steps below:
Visit the ComReg Sender ID website: https://senderid.comreg.ie/sender-id-sign-up
Apply to become a Sender ID (SID) owner.
If you don't have a legal entity based in Ireland, indicate that you don't have a CRO number.
Submit the required documents as prompted by the portal.
Add PLIVO SERVICES INDIA PRIVATE LIMITED as your third-party partner aggregator (PA). Plivo is the SMS provider KennelBooker uses to send your texts.
Submit your request to register a Sender ID in Ireland.
Wait for ComReg to confirm your application by email.
Once you get the confirmation email, forward it to [email protected]. We then register the Sender ID with our SMS provider through its admin panel.
A newly registered Sender ID can still show 'Likely Scam' for a short time, until every mobile network has switched it on.
ComReg Sender ID: frequently asked questions
Do I need to register my sender name with ComReg?
Yes, if you send SMS text messages to customers in the Republic of Ireland using a sender name (the Sender name on Settings > SMS Settings). Unregistered sender names are labelled 'Likely Scam' on customers' phones, and ComReg plans to block them.
I'm not in Ireland. Does the ComReg Sender ID rule affect me?
No. The ComReg Sender ID registry only covers texts sent to Irish mobile phones. If you don't text customers in the Republic of Ireland, you don't need to register.
Does KennelBooker register my Sender ID with ComReg for me?
No. You register your Sender ID with ComReg yourself, naming PLIVO SERVICES INDIA PRIVATE LIMITED as your partner aggregator. When ComReg emails you to confirm it, forward that email to [email protected] and we finish the set-up with our SMS provider.
How long should my sender name be?
Keep your SMS sender name to 11 characters or fewer. The Sender name box on Settings > SMS Settings takes 12, but texts only allow 11 characters, so KennelBooker sends the first 11. Register the name with ComReg exactly as it's sent.
Can I register more than one sender name?
Yes, ComReg lets you register several Sender IDs. KennelBooker uses the one sender name saved on Settings > SMS Settings for all your texts, so that's the one that must be registered.
Are emails or app notifications affected by ComReg Sender ID registration?
No. The ComReg Sender ID registry only covers SMS text messages. Emails and push notifications to the KennelBooker app aren't affected.
ComReg Sender ID: common problems
My texts show as 'Likely Scam' on my customers' phones
Your sender name isn't registered with ComReg yet, or it's registered but not set up with our SMS provider. Follow the registration steps above, and forward ComReg's confirmation email to [email protected]. Also check that the Sender name on Settings > SMS Settings is exactly the name you registered and is 11 characters or fewer. A newly registered name can take a little time to be switched on by every network.
I changed my sender name and texts are flagged again
Each sender name has to be registered separately. Register the new name with ComReg, forward the confirmation email to [email protected], or change the Sender name back to the name you registered and click Save SMS settings.
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