Companies are now required to register details of their SMS messaging on ComReg database
Text messages sent by Domino’s Pizza to customers on Friday to promote a summer meal deal carried a spam warning. Photograph: Jason Alden/Bloomberghas become one of the first high-profile businesses in Ireland to have its marketing text messages labelled as likely spam following an overhaul of how such communications are managed.
The SMS sender ID registry has been designed to protect consumers, services and brands by helping mobile service providers to identify and block fake SMS messages at source. More than 8,000 businesses registered on ComReg’s register before the deadline on Thursday, with businesses who failed to do so running the risk of having their text messages to customers and potential customers labelled as “likely scam” after the deadline passed.
The “likely spam” label attached to the marketing messages would be considered unexpected given the size of the Dominos operation in Ireland and the potential such a label has to harm its reputation and lead to a loss of business.
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