Ireland SMS Best Practices, Compliance, and Features

Ireland SMS Market Overview

Market Conditions: Ireland has a highly developed mobile market with widespread SMS usage. The main mobile operators include Vodafone Ireland, Three Ireland, and Eir Mobile. While OTT messaging apps like WhatsApp and Facebook Messenger are popular, SMS remains crucial for business communications and authentication. The market shows a relatively even split between Android and iOS devices, with a slight preference for iOS in urban areas.

Key SMS Features and Capabilities in Ireland

Ireland offers comprehensive SMS capabilities including two-way messaging, concatenated messages, and number portability, though MMS is handled through SMS conversion with URL links.

Two-way SMS Support

Two-way SMS is fully supported in Ireland, allowing for interactive business messaging and customer engagement. No special restrictions apply, making it ideal for customer service and automated response systems.

Concatenated Messages (Segmented SMS)

Support: Yes, concatenation is fully supported across Irish networks.
Message length rules: Standard GSM-7 encoding allows 160 characters per message, while messages using UCS-2 encoding are limited to 70 characters before splitting occurs.
Encoding considerations: GSM-7 is recommended for standard Latin alphabet messages, while UCS-2 should be used for messages containing special characters or non-Latin alphabets.

MMS Support

MMS messages are automatically converted to SMS with an embedded URL link to the media content. This ensures compatibility across all devices while maintaining the ability to share rich media content. Best practice is to use short URLs and include clear instructions for accessing the media content.

Recipient Phone Number Compatibility

Number Portability

Number portability is available in Ireland, allowing users to keep their phone numbers when switching carriers. This feature doesn't significantly impact message delivery or routing as the system automatically updates routing information.

Sending SMS to Landlines

Sending SMS to landline numbers is not supported in Ireland. Attempts to send messages to landline numbers will result in a 400 response with error code 21614, and the message will not be delivered or charged to the account.

Compliance and Regulatory Guidelines for SMS in Ireland

Ireland follows strict data protection and electronic communications regulations governed by the Data Protection Commission (DPC) and ComReg (Commission for Communications Regulation). SMS marketing must comply with both GDPR and the ePrivacy Regulations (S.I. No. 336/2011).

Consent and Opt-In

Explicit Consent Requirements:

• Obtain clear, specific, and documented consent before sending marketing messages
• Maintain detailed records of when and how consent was obtained
• Include clear terms and conditions during the opt-in process
• Provide transparent information about message frequency and content type

Best Practices for Consent Collection:

• Use double opt-in processes for marketing lists
• Keep consent records for a minimum of 5 years
• Regular audit and cleanup of consent databases
• Provide clear privacy policies accessible via short links

HELP/STOP and Other Commands

Required Keywords:

• STOP, UNSUBSCRIBE, or OPTOUT for opt-out requests
• HELP for assistance information
• INFO for additional service details

Language Considerations:

• Support both English and Irish (Gaeilge) keywords
• Include keyword instructions in initial messages
• Process opt-out requests in any common variation (e.g., "STOP", "Stop", "stop")

Do Not Call / Do Not Disturb Registries

Ireland maintains the National Directory Database (NDD) for opt-out preferences. Businesses must:

• Check numbers against the NDD before sending marketing messages
• Maintain internal suppression lists
• Process opt-outs within 24 hours
• Regularly update suppression lists across all systems

Time Zone Sensitivity

Sending Window:

• Primary sending window: 09:00-18:00 IST
• Restricted period: 21:00-07:00 IST
• Emergency messages exempt from time restrictions
• Document justification for out-of-hours messages

Phone Numbers Options and SMS Sender Types for Ireland

Alphanumeric Sender ID

Operator network capability: Fully supported
Registration requirements: No pre-registration required, dynamic usage supported
Sender ID preservation: Yes, displayed as-is across major networks
Best practices: Avoid generic terms like "SMS" or "INFO"

Long Codes

Domestic vs. International:

• Domestic: Fully supported across all carriers
• International: Limited support (not supported by Meteor Ireland and Three Ireland)

Sender ID preservation: Yes for domestic, may be replaced for international
Provisioning time: Immediate for domestic, 1-2 business days for international
Use cases: Customer service, two-way communication, verification codes

Short Codes

Support: Not currently supported in Ireland
Alternative: Use long codes or alphanumeric sender IDs

Restricted SMS Content, Industries, and Use Cases

Prohibited Content:

• Cannabis-related content
• Unlicensed gambling services
• Adult content
• Unauthorized financial services

Regulated Industries:

• Financial services require Central Bank of Ireland approval
• Healthcare messages must comply with GDPR and health data regulations
• Gaming/gambling requires proper licensing

Content Filtering

Carrier Filtering Rules:

• URLs must be from approved domains
• Message content screened for prohibited terms
• Spam patterns monitored and blocked

Tips to Avoid Blocking:

• Use registered sender IDs
• Avoid URL shorteners where possible
• Maintain consistent sending patterns
• Include clear opt-out instructions

Best Practices for Sending SMS in Ireland

Messaging Strategy

• Keep messages under 160 characters when possible
• Include clear call-to-action
• Personalize using recipient's first name
• Use trackable links for engagement monitoring

Sending Frequency and Timing

• Limit to 2-4 messages per month per recipient
• Respect Irish bank holidays and weekends
• Maintain consistent sending patterns
• Allow minimum 24 hours between marketing messages

Localization

• Default to English for general communications
• Offer Irish language option where appropriate
• Consider cultural context and local references
• Use local date/time formats (DD/MM/YYYY)

Opt-Out Management

• Process opt-outs within 24 hours
• Maintain centralized opt-out database
• Confirm opt-out with one final message
• Regular audit of opt-out compliance

Testing and Monitoring

• Test across all major Irish carriers
• Monitor delivery rates by carrier
• Track engagement metrics
• Regular A/B testing of message content
• Document and analyze failure patterns

SMS API Integrations for Ireland

Twilio

Twilio provides a robust SMS API with comprehensive support for Irish numbers and messaging requirements.

Authentication & Setup:

• Account SID and Auth Token required
• Support for alphanumeric sender IDs
• Automatic number formatting handling

import { Twilio } from 'twilio';

// Initialize Twilio client
const client = new Twilio(process.env.TWILIO_ACCOUNT_SID, process.env.TWILIO_AUTH_TOKEN);

// Function to send SMS to Irish numbers
async function sendIrishSMS(to: string, message: string) {
  try {
    // Ensure number is in E.164 format for Ireland
    const formattedNumber = to.startsWith('+353') ? to : `+353${to.substring(1)}`;
    
    const response = await client.messages.create({
      body: message,
      from: 'YourBrand', // Alphanumeric sender ID
      to: formattedNumber,
      // Optional parameters for delivery tracking
      statusCallback: 'https://your-webhook.com/status'
    });
    
    return response.sid;
  } catch (error) {
    console.error('SMS sending failed:', error);
    throw error;
  }
}

Sinch

Sinch offers dedicated Irish SMS capabilities with strong delivery rates.

import { SinchClient } from '@sinch/sdk';

const sinch = new SinchClient({
  servicePlanId: process.env.SINCH_SERVICE_PLAN_ID,
  apiToken: process.env.SINCH_API_TOKEN,
  region: 'eu' // Ireland uses EU region
});

async function sendSinchSMS(to: string, message: string) {
  try {
    const response = await sinch.messages.send({
      from: 'CompanyName',
      to: [to],
      body: message,
      // Optional delivery report flag
      deliveryReport: 'summary'
    });
    
    return response.messageId;
  } catch (error) {
    console.error('Sinch SMS failed:', error);
    throw error;
  }
}

MessageBird

MessageBird provides reliable SMS delivery with Irish-specific features.

import { MessageBird } from 'messagebird';

const messagebird = MessageBird(process.env.MESSAGEBIRD_API_KEY);

async function sendMessageBirdSMS(to: string, message: string) {
  const params = {
    originator: 'YourBrand',
    recipients: [to],
    body: message,
    // Ireland-specific parameters
    datacoding: 'auto', // Automatic character encoding
    gateway: 272 // Ireland MCC
  };

  return new Promise((resolve, reject) => {
    messagebird.messages.create(params, (err, response) => {
      if (err) {
        reject(err);
      } else {
        resolve(response);
      }
    });
  });
}

Plivo

Plivo offers competitive rates for Irish SMS with good delivery reliability.

import { Client } from 'plivo';

const client = new Client(
  process.env.PLIVO_AUTH_ID,
  process.env.PLIVO_AUTH_TOKEN
);

async function sendPlivoSMS(to: string, message: string) {
  try {
    const response = await client.messages.create({
      src: 'YourBrand', // Sender ID
      dst: to, // Destination number
      text: message,
      // Ireland-specific options
      type: 'sms',
      url: 'https://your-webhook.com/status'
    });
    
    return response.messageUuid;
  } catch (error) {
    console.error('Plivo SMS failed:', error);
    throw error;
  }
}

API Rate Limits and Throughput

Rate Limits:

• Twilio: 100 messages per second
• Sinch: 30 messages per second
• MessageBird: 60 messages per second
• Plivo: 50 messages per second

Throughput Management Strategies:

• Implement exponential backoff for retries
• Use message queuing systems (Redis, RabbitMQ)
• Batch messages in groups of 50-100
• Monitor delivery rates and adjust sending speed

Error Handling and Reporting

Best Practices:

• Implement comprehensive error logging
• Monitor delivery receipts
• Set up automated alerts for failure thresholds
• Store message status updates in database
• Regular audit of failed messages

Recap and Additional Resources

Key Takeaways

1. Compliance First: Always prioritize GDPR and ePrivacy regulations
2. Timing Matters: Respect Irish business hours (09:00-18:00 IST)
3. Clear Consent: Maintain robust opt-in/opt-out processes
4. Technical Setup: Use proper number formatting and character encoding

Next Steps

1. Review ComReg guidelines for SMS marketing
2. Implement proper consent management systems
3. Set up monitoring and reporting infrastructure
4. Test delivery across all major Irish carriers

Additional Information

Official Resources:

• ComReg (Irish Communications Regulator): www.comreg.ie
• Data Protection Commission: www.dataprotection.ie
• National Directory Database: www.ndd.ie

Industry Guidelines:

• GSMA Ireland Guidelines
• Mobile Marketing Association Best Practices
• Irish Direct Marketing Association Standards