Compliance guides
Messaging Compliance in Ireland
SMS, WhatsApp, voice and RCS rules for businesses messaging customers in Ireland.
Overview
Marketing SMS in Ireland is governed by the ePrivacy Regulations (S.I. No. 336 of 2011) and the GDPR, which require prior consent (with a limited exception for existing customers), sender identification and an opt-out in every message. The Data Protection Commission enforces these rules.
Irish websites must comply with the GDPR and ePrivacy Regulations, including consent for non-essential cookies; the Data Protection Commission is also the lead EU regulator for many global tech companies based in Dublin.
English is the main language of search in Ireland, with Irish used in some public-sector and cultural contexts.
In Europe, WhatsApp marketing is treated like other electronic marketing: you need a lawful basis, usually consent, and you must be transparent about how contact data is used under GDPR or UK GDPR.
European countries regulate marketing calls through national laws and do-not-call or objection registers, and automated (recorded) marketing calls generally require prior consent.
Advertising Rules
Advertising should follow the Advertising Standards Authority's code in Ireland and consumer protection law, including disclosure of influencer marketing.
Guides by Channel
SMS in Ireland
Marketing SMS in Ireland is governed by the ePrivacy Regulations (S.I.
Read the guide →WhatsApp in Ireland
WhatsApp Business API campaigns to Irish customers should be consent-based under the ePrivacy Regulations and GDPR, alongside Meta's policies..
Read the guide →Voice Call in Ireland
Marketing calls to mobile numbers in Ireland need prior consent, and calls to landlines must respect the opt-out preferences recorded in the National Directory Database under the ePrivacy Regulations..
Read the guide →RCS in Ireland
RCS business messaging availability in Ireland depends on operator and device support, so we confirm coverage before planning campaigns and keep SMS as a fallback; the same consent rules that apply to SMS apply to RCS..
Read the guide →Digital Habits and Channels in Ireland
Ireland has high smartphone adoption, and WhatsApp is the dominant messaging app, while SMS is widely used for appointment reminders, deliveries and bank codes. Alphanumeric sender IDs are supported but must be registered on ComReg's SMS Sender ID Registry, launched in June 2025; since 3 October 2025 texts from unregistered sender IDs are blocked before they reach Irish phones.
Contactless card payments and Revolut are widespread, and many people use the Revolut app for splitting bills. Many multinational technology and pharmaceutical companies have European headquarters in Ireland, so B2B audiences are international. Key consumer dates include St Patrick's Day, the Leaving Cert results in August, Black Friday and Christmas, and prices are shown including VAT.
Ireland hosts the European headquarters of many US technology and pharmaceutical companies, including Google, Meta, Apple, Pfizer and Intel, which gives it a large international workforce. VAT is 23% at the standard rate. ePrivacy rules under S.I. 336 of 2011 require prior consent for marketing SMS and email to individuals, and the Data Protection Commission, based in Dublin, is the lead EU regulator for many tech companies.
Regulators, Registers and Practical Rules in Ireland
Ireland's ComReg and the DPC oversee marketing rules.
Ireland's S.I. 336 of 2011 requires prior consent for marketing SMS and email to individuals, and the Data Protection Commission enforces it with prosecutions. ComReg runs the National Directory Database opt-out. Vodafone, Three and Eir are the operators.
General guidance, not legal advice. Check current rules with the regulator or a local adviser before launch.
Compliance in Ireland: FAQs
Which messaging channels need registration in Ireland?
It depends on the channel. Sender IDs for SMS often need registration with operators or the regulator, WhatsApp requires a verified business account and approved templates, and RCS needs brand verification. Each channel guide explains the details.
Does data protection law apply to messaging in Ireland?
Irish websites must comply with the GDPR and ePrivacy Regulations, including consent for non-essential cookies; the Data Protection Commission is also the lead EU regulator for many global tech companies based in Dublin.
Is this legal advice?
No. These guides are general information. For significant campaigns, take advice from a local lawyer.
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