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This page provides a developer-focused summary of key compliance requirements. It is not legal advice. Consult a legal professional for full regulatory guidance.

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Opt-out handling

For all marketing and promotional SMS messages sent to Irish numbers, recipients must be given the ability to opt out. The standard opt-out mechanism in Ireland is: 
OPTOUT to 50123
  or
STOP to 50123
You are responsible for including opt-out instructions in your marketing messages and for honouring opt-out requests. Once a recipient has opted out, you must not send them further marketing messages.

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Example compliant message

Phonovation: 20% off this weekend only. Shop now at phonovation.com.
To opt out reply STOP to 50123.

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Handling inbound STOP messages

Set up Inbound Message Relays to receive opt-out replies. When you receive a STOP or OPTOUT keyphrase, remove that number from your active sending list immediately.
Node.js
app.post('/sms/inbound', (req, res) => {
  const keyphrase = req.body['SMS-Keyphrase']?.toUpperCase();
  const from = req.body['SMS-From'];

  if (keyphrase === 'STOP' || keyphrase === 'OPTOUT') {
    suppressionList.add(from); // add to your opt-out list
  }

  res.sendStatus(200);
});

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Sender ID registration

All alphanumeric Sender IDs used to send to Irish numbers must be registered with ComReg (Commission for Communications Regulation).

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Transactional vs marketing messages

TypeOpt-out requiredComReg Sender ID required
Marketing / promotionalYesYes
Transactional (order confirmations, alerts, OTPs)RecommendedYes (for Irish numbers)

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Data protection

SMS campaigns targeting Irish recipients are subject to GDPR and the ePrivacy Regulations. Key obligations include:
  • You must have a valid legal basis (typically consent) for sending marketing messages
  • You must maintain records of consent
  • You must honour opt-out requests promptly
  • Personal data (phone numbers) must be processed lawfully and securely
Contact support@phonovation.com if you have questions about compliance requirements for your specific use case.
Last modified on April 9, 2026