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Ireland SMS Guidelines: Compliance, Two-way SMS, and Best Practices

Introduction

Engaging users through SMS in Ireland requires adherence to specific guidelines and best practices. This guide outlines essential SMS regulations in Ireland, focusing on two-way SMS support, number portability, message concatenation, and compliance considerations.

SMS Features in Ireland

Two-way SMS Support

In Ireland, two-way SMS enables businesses to interactively communicate with customers. This feature is crucial for customer service, surveys, and interactive marketing campaigns.

Number Portability

Ireland supports number portability, allowing users to keep their mobile numbers when switching service providers. This ensures businesses can maintain contact with customers across different networks.

Message Concatenation

For SMS messages exceeding the character limit, message concatenation is available. Long messages are split and reassembled on the recipient's device, appearing as a single message. Note that this may vary based on sender ID and message encoding.

MMS Support

In Ireland, Multimedia Messaging Service (MMS) is converted to SMS with an embedded URL. Instead of sending images or videos directly, a link to the content is included in the SMS.

Sending SMS to Landline Numbers

Sending SMS to landline numbers is unsupported in Ireland. Attempting this will result in a 400 response with error code 21614, and the message will not be logged or charged.

Compliance Considerations

Compliance is crucial when sending SMS in Ireland. Businesses should consult legal counsel to ensure all communications adhere to local laws. Here are some best practices:

  • Message Delivery to M2M Numbers: Delivery is on a best-effort basis only.
  • Prohibited Content: Content related to cannabis is strictly prohibited.
  • Opt-in Consent: Obtain opt-in consent from users before sending communications, especially for marketing.
  • Timing of Messages: Send messages during the recipient's local daytime hours, unless urgent.
  • HELP/STOP Support: SMS campaigns should support HELP/STOP messages in the recipient's local language.
  • Do-Not-Call Registries: Avoid contacting users on do-not-call or do-not-disturb registries.

Conclusion

Ireland provides robust SMS communication support, but businesses must adhere to specific guidelines to ensure compliance and foster positive customer relationships. By following best practices such as obtaining opt-in consent and respecting local regulations, businesses can effectively engage with their audience in Ireland.

For more detailed information on SMS regulations, visit the Irish Communications Regulatory Authority website.