Ireland Mobile Billing and Messaging Overview


Billing Type: MT   DO for subscriptions

Subscriptions: Yes   Require a DO and a ComReg PRS license.

Micropayments: Yes

Shared Price Points: €1.50, €2.50

Dedicated Price Points: €0.20, €0.50, €1.00, €1.50, €2.00, €2.50, €5.00 or €10.00

Standard rate Price Points: Available.   Possible with shared, if high volumes via 51XXX short codes.

Regulator: ComReg

Approvals/Fees Required: Yes   ComReg PRS Licence required for any services more than standard rate.

Country Info

Population: 6,572,728

Subscribers: 5,614,744

Mobile Penetration Rate: 34%

Average Individual Income: $36,638

VAT Rate: 23%

Withholding Tax: 13.5% - 9%

Network Information:

Carriers: Subscribers: Market Share:
Vodafone 2,400,000 41.69%
O2 2,030,000 29.22%
Meteor 1,084,900 20.56%
3 449,745 8.53%


Regulation Overview

Regulator: ComReg

Regulator Website:

Code of Conduct: Click Here

Regulatory Levy: 1.8%

Opt-in Possibilities

Web (PIN) Opt-in: Yes   Requires approval from Comreg. Only available for one-time services - subscriptions require a DO -

WORAR (Requiring a Reply): Yes   See 10.5 of the Code of Conduct (See Source)

Single MO Shortcode Opt-in: Yes

In-app Billing: Yes

Multi-billing - Are you able to send multiple MOs?: Yes

Multi-billing - Are you able to send multiple MTs?: Yes

Permitted Content

Adult Permissible: No

Mobile Gambling /mCasino (Real money): No

Sportsbook (Real money): No

Virtual Gambling (Virtual credit): Yes

Lottery (Real money): No

Competitions: Yes   ComReg PRS Licence required for any services more than standard rate. Additionally, if a client wishes to run subscription services or adult services, they must obtain an Authorised service approval.

Voting: Yes

Chat: Yes   Authorised service approval. Sessions allowed. Standard 1 week. Price point for chat: any,regulatory reminders every €20.

Mobile Content: Yes

Info Messages: Yes

Alerts: Yes   Authorised service approval.

Physical Goods: Yes   Service must be submitted for approval, reviewed on a case by case basis.

Calling Services: Yes   Feedback should be sought from ComReg.

Charitable Services: Yes

Message Flow

Language: English   All messages limited to 160 characters.

Double Opt-in: The subscription confirmation message/ double opt in will need to follow this format:

FreeMsg: To subscribe to [name of service and optional description] for [sign-up cost] and [cost of service in €] per [billing frequency - message received/time] and confirm that you are over 18 yrs, text AGREE [or other unique keyword for the service] to Short Code 5XXXX.

Welcome: Subscriptions - You must send a confirmation message that must be in the following format:

FreeMsg: You have subscribed to {name of service} at €X per week until you send STOP to 5XXXXX. Ages 18+. SP: {insert Comreg service name}.Help? 0XXXXXXX

Billing: This can include service information, however each billed message MUST be different.

Reminder: This must be sent each time €20 has been spent - Comreg code 5.20
FreeMsg: You are subscribed to {insert name of service} at €X per week until you send STOP to 5XXXX. Helpline: {Non-premium). SP: {insert Comreg service name}

Stop: FreeMsg: You are now unsubscribed from [name of service]. Helpline [not more than national rate phone number].

Spend Limits

Maximum Transactional Value: €10.00. Children's services are limited to €5. €12 limit on Competition services.

Subscriptions Limit: €20 soft limit (per month), €10 for children's services   Users need to be notified every €20 spent.

Customer Care

Minimum Type Required: Local Call-Centre   Hotline must be at local rate.

Miscellaneous Items

Mandatory Keywords: STOP


Available Technologies

Premium MO SMS: Yes

Premium MT SMS: Yes

WAP Billing: Yes

Direct Operator Billing: Yes   Charge to Mobile. Available upon application to Operators.

MSISDN Forwarding: Yes   No payment screen. O2 & Vodafone. One time payments - Yes (Single Click) Subscription payments - Yes (Double opt-in required). Buttons - One time 'PAY', Subscriptions 'Pay' or 'Continue'. TIP: Can run both one-time & subscriptions model, see FAQ.

IVR Billing: Yes

Number Lookup (HLR): Yes

Number Lookup (VLR) /(RTLU): Yes

VSIM/Longcode: Yes

Bulk SMS: Yes

Push Messaging: Yes

USSD Messaging: Yes   3, Liffey Telecom, Meteor, O², Vodafone,

USSD Menus (Sessions): Yes   3, Liffey Telecom, Meteor, O², Vodafone,


Premium Shortcodes: Number range depends on tariff.

If more than standard rate, but below €0.80 per transaction, the code must be within the 53XXX range.

If €0.80 or more, the code must be within the 57XXX range.

Non-Premium Shortcodes: Must be within the 51XXX range.

Adult Shortcodes: Must be within the 59XXX range, regardless of tariff.

FreeText Shortcodes: Yes   Dedicated codes only.

Golden/Vanity Numbers Available?: Yes   Please see for available codes.

Charity Shortcodes: No

Direct Carrier Billing

DCB Type: Pure DCB   Charge to Mobile. Available upon application to Operators

Window based?: No

Window customisable/brandable?: N/A

MO required?: No

MT Required?: No

Flexible price points: No

Supported networks: Vodafone, O², 3

Receipt required?: Yes

MSISDN forwarding?: Yes   O2, Vodafone & 3.

Bulk Messaging

Alpha sender ID: Yes

Numeric sender ID: Yes

Alpha numeric sender ID: Yes

Shortcode sender ID: Yes

Sender IDs filtered: No

Handset Delivery reports: Yes

SMSC Delivery report: No

Binary: Yes

Concatenated Messages: Yes

Character Encoding: Yes   Full SMPP v3.4

Character Sets Supported: Yes   0×00(Default GSM encoding), 0×01(US-ASCII), 0×02(Binary), 0×03(ISO8859-1-Latin-1), 0×04(Binary), 0×08(UCS2/UTF-16BE)

Submit_multi: Yes

Maximum validity periods: 48 hours   Which is the recommended value

Traffic type exclusions?: No exclusions other than no illegal services or content

Notes: These are subject to change.