Ireland SMS API Pricing Comparison 2025

Compare SMS API pricing in Ireland across Twilio, Plivo, Sinch, and Infobip. This guide covers 2025 pricing for SMS providers and mobile network operators, helping you choose the most cost-effective option for your business volume and integration needs.

Critical: ComReg SMS Sender ID Registry Requirements (2025)

You must act before July 2025. The Commission for Communications Regulation (ComReg) requires registration of all alphanumeric Sender IDs to combat SMS fraud costing Ireland over €309 million annually.

Registration Process

Step 1: Register as a Sender ID Owner (SIDO) Apply via the ComReg Sender ID Registry portal. Satisfy eligibility criteria including company registration documentation.

Step 2: Submit Sender ID Application Register individual Sender IDs (alphanumeric, 3–11 characters) through the online portal. ComReg processes applications on a first-come-first-served basis from end of March 2025.

Step 3: Validation ComReg validates both SIDO and Sender ID applications. Validation timelines vary – ComReg processes applications as quickly as possible during registration phases.

Registration cost: Free. ComReg does not charge fees for Sender ID registration (ComReg Document 24/97, December 2024).

Non-compliance consequences: From July 3, 2025, ComReg modifies unregistered Sender IDs to alert recipients of potential scam. From October 3, 2025, participating mobile operators block unregistered messages entirely.

Key Deadlines

• December 20, 2024: Bulk upload deadline (closed) – Aggregators/MSPs could pre-register multiple Sender IDs for customers
• End of March 2025: Individual registration opens – First-come-first-served Sender ID registration via online portal
• July 3, 2025: Transition phase begins – Unregistered Sender IDs modified to indicate potential scam
• October 3, 2025: Operation phase – Unregistered Sender IDs blocked entirely, messages will not deliver

Which deadline applies to you?

• Already registered via aggregator: Your SMS provider may have completed bulk registration on your behalf. Verify with your provider.
• New Sender IDs or not bulk-registered: Register immediately via individual portal (opens end March 2025). Earlier registration secures your preferred Sender ID on first-come-first-served basis.
• High-volume senders: Priority registration recommended to avoid July modification phase and ensure uninterrupted service.

Required documentation:

• Company registration documentation (Certificate of Incorporation or equivalent)
• Proof of right to use Sender ID (trademark registration, business name documentation)
• Contact details for Sender ID Owner
• Details of Participating Aggregator or MSP handling your SMS traffic

Documentation requirements per ComReg Numbering Conditions Section 7.2(8).

Who Must Register

Register your alphanumeric Sender ID (e.g., "YourBank", "HSEAlerts") if you send SMS via third-party services for:

• Appointment confirmations
• Service alerts or notifications
• Multi-factor authentication (MFA) codes
• Marketing messages

Registration responsibility: Even when using third-party SMS providers (Twilio, Plivo, Sinch, Infobip), your organization must register the Sender ID, as you are the entity represented in the message.

Exemption: Numeric senders (short codes like "50123" or standard mobile numbers) are not currently subject to registration requirements.

Sender ID Format Requirements

Alphanumeric Sender IDs must comply with ComReg specifications:

• Length: Minimum 3 characters, maximum 11 characters
• Permitted characters: a-z, A-Z, 0-9, and symbols: @ ! # % & ( ) * + , - . / : ; < = > ? [Space], plus Irish fada characters (é, á, ó, etc.)
• Prohibited characters: £ $ " ' ¡ € and accented characters (è, Ç), Greek letters (Ω, Ψ)
• Content restrictions:
  • Must contain at least one letter (a-z or A-Z)
  • Cannot be predominantly numbers (except permitted short codes)
  • Cannot be generic ("SMS", "Verify", "Doctor")
  • Cannot be sensitive, offensive, or obscene
  • Cannot contain leading or trailing spaces
  • Cannot cause confusion with other registered IDs

Examples:

• ✅ Allowed: "YourBank", "HSE-Alert", "Shop123", "Bánc@24"
• ❌ Rejected: "12345" (too many numbers), "SMS" (generic), "Verify$" (prohibited character)

(ComReg Document 24/97, Annex 2)

Register at: https://senderid.comreg.ie/sender-id-sign-up | ComReg Registry FAQs

GDPR and ePrivacy Compliance for SMS Marketing in Ireland

Ireland enforces strict consent requirements for SMS marketing under GDPR and ePrivacy Regulations (SI 336/2011).

Consent Requirements

General rule: Electronic direct marketing requires affirmative opt-in consent (Regulation 13, ePrivacy Regulations). Obtain explicit consent from recipients before sending marketing messages.

Compliant consent examples:

• ✅ "Yes, I agree to receive marketing SMS from [Company]" (checkbox unchecked by default)
• ✅ "Text YES to 50123 to receive offers" (explicit opt-in action)
• ❌ "By continuing, you agree to marketing" (implied consent, non-compliant)
• ❌ Pre-checked consent boxes (not affirmative opt-in)

Soft opt-in exception (Regulation 13(11)): You may use existing customer contact details for similar product/service marketing if:

1. The product/service is your own
2. It is similar to what the customer previously purchased
3. You provided an easy, free opt-out at the point of data collection
4. You offer an opt-out with each marketing message
5. The sale occurred within the previous 12 months

"Similar product/service" examples:

• ✅ Allowed: Customer bought smartphone → market smartphone accessories, warranty plans
• ✅ Allowed: Customer subscribed to gym → market personal training, nutrition classes
• ❌ Not allowed: Customer bought insurance → market unrelated financial products
• ❌ Not allowed: Customer purchased once → market after 12+ months without new purchase

Operational Requirements

• Opt-out processing: Process opt-out requests within 24 hours
• Keyword support: Support STOP/HELP keywords in English and Irish
• National Directory Database (NDD): Check the NDD for user opt-out preferences before sending marketing SMS to mobile numbers
• Right to object: Under Article 21 GDPR, recipients can object at any time to personal data use for direct marketing, including profiling

National Directory Database (NDD) Access

The NDD is Ireland's opt-out register for marketing communications. You cannot contact the NDD directly – access it through:

1. Your telephone line provider: Contact your service provider to check numbers against the NDD opt-out register
2. Service integration: Some SMS API providers offer NDD checking as part of their compliance tools
3. Verification requirement: Check mobile numbers against the NDD before sending marketing SMS

Important: Ex-directory subscribers are automatically included in the NDD opt-out register. Mobile operators (Vodafone, Three, Eir) have automatically opted out all mobile subscribers from marketing unless consent is recorded in the NDD.

(Data Protection Commission NDD FAQs)

GDPR Penalties

The Data Protection Commission (DPC) enforces GDPR compliance with substantial penalties:

• Maximum fines: Up to €20 million or 4% of global annual turnover (whichever is higher)
• Recent DPC enforcement: Meta (€1.2 billion, 2023), TikTok (€530 million, 2025), LinkedIn (€310 million, 2025)
• SMS marketing violations: Non-compliant consent practices, failure to honor opt-outs, inadequate record-keeping

Implement robust consent management, document opt-ins, and process opt-outs promptly to avoid enforcement action.

Authority: Data Protection Commission (DPC) | Direct Marketing Rules

SMS Pricing in Ireland: API Providers vs Mobile Operators

Provider type, message volume, and features influence SMS pricing in Ireland. Choose SMS API providers for programmatic access and cost-effective bulk messaging or mobile network operators for traditional plans.

Enterprise SMS API Providers

Enterprise SMS API providers offer flexible, scalable solutions for businesses sending messages programmatically. These providers charge per message, with volume discounts often available. Key advantages include advanced features like delivery reports, API access for seamless integration, and dedicated enterprise support. Prices range from €0.061 to €0.1 per message (as of January 2025).

Mobile Network Operators (MNOs)

Irish mobile operators – Vodafone, Three, and Eir – offer three pricing models:

• Pay-As-You-Go (PAYG): Best for low volumes with flexible billing. Costs 10–20 cents per SMS.
• Contract Plans: Include unlimited texts bundled with voice and data, ideal for high-volume users.
• Business Plans: Custom pricing with volume discounts and dedicated account management.

Choose API providers for flexibility and programmatic integration. Choose MNOs for extremely high volumes or bundled service needs.

SMS API Provider Pricing Comparison for Ireland

Compare SMS costs and features across leading SMS API providers in Ireland (pricing verified January 2025):

Provider	Price per SMS	Inbound SMS	Volume Discounts	Key Features
Twilio	€0.0735	€0.0075	Available	Robust REST API, global reach, advanced delivery reporting
Plivo	€0.06645	€0.0055	Available	Competitive rates, simple integration, real-time analytics
Sinch	€0.06105*	€0.0078*	Available	Cost-effective, direct carrier connections, high reliability
Infobip	€0.1*	Contact for pricing	Available	Enterprise-grade features, omnichannel capabilities, global reach

Pricing estimates based on typical rates. Contact provider for current Ireland-specific pricing.

Important: All providers are subject to ComReg Sender ID registration requirements. Budget for potential carrier surcharge fees and message segment charges for messages exceeding 160 characters.

Twilio SMS Pricing Ireland

Twilio offers a comprehensive suite of communication APIs, including SMS. Their platform delivers a robust REST API, global reach, and detailed delivery reports. Pricing for Ireland: €0.0735 per outbound SMS, €0.0075 per inbound SMS (verified January 2025, Twilio official pricing). Additional features include webhooks, comprehensive documentation, and optional engagement suite (link shortening, click tracking, message scheduling) at €0.0150 per message. Alphanumeric Sender IDs available at no additional monthly cost. Learn more about E.164 phone number formatting for international SMS delivery.

Source: Twilio Ireland SMS Pricing (verified January 2025)

Plivo SMS Pricing Ireland

Plivo focuses on providing a user-friendly API and competitive pricing. Ireland pricing: approximately €0.06645 per outbound SMS, €0.0055 per inbound SMS (via mobile numbers). Their platform delivers simple integration, real-time analytics, and flexible pricing tiers. Volume discounts available for high-volume users. Additional carrier surcharge fees apply to all usage rates. No setup fees – pay-as-you-go model with prepaid account balance.

Source: Plivo Ireland SMS Pricing (verified January 2025)

Sinch SMS Pricing Ireland

Sinch distinguishes itself with direct carrier connections, leading to high reliability and competitive pricing (approximately €0.06105 per outbound SMS, €0.0078 per inbound SMS). Their platform is built for scalability and offers advanced security features. Pay-as-you-go pricing with per-message carrier fees. Direct carrier connections route messages through fewer intermediaries, improving delivery rates and reducing latency for time-sensitive messages like two-factor authentication (2FA) and OTP codes.

Important: From July 2025, Sinch customers sending to Ireland must register alphanumeric Sender IDs or messages will be flagged/blocked.

Infobip SMS Pricing Ireland

Infobip positions itself as an enterprise-grade communication platform, offering a wide range of features beyond SMS. Their pricing (approximately €0.1 per SMS) reflects their comprehensive platform. Pay-as-you-go model with pricing varying by network and volume. Omnichannel capabilities include WhatsApp Business API, RCS, Viber, email, and voice – all manageable from a single platform. Enterprise features include dedicated account management, custom SLAs, and premium support with faster response times.

What Affects SMS API Pricing in Ireland?

Three key factors affect your SMS costs in Ireland:

Geographic Considerations

• Domestic vs. International Routing: Sending messages within Ireland is generally cheaper than sending international messages.
• Local Carrier Relationships: Providers with strong relationships with Irish carriers (Vodafone, Three, Eir) can often offer better pricing and reliability.
• Regulatory Compliance: Adhering to local regulations, such as GDPR data privacy laws and ComReg Sender ID registration (mandatory 2025), can impact operational costs.

Volume-Based Pricing

Providers offer tiered pricing with discounts for higher volumes. Calculate your projected monthly volume to optimize costs. Most providers offer enterprise committed-use discounts for annual message volume commitments.

Pricing Models

• Pay-As-You-Go: Flexible for variable volumes but typically more expensive per message. Best for: startups, seasonal businesses, testing phases.
• Subscription-Based: Offers predictable monthly costs and lower per-message rates for consistent volumes. Best for: established businesses with steady SMS needs.
• Hybrid Models: Combine fixed and variable costs, offering customization and scalability. Best for: enterprises with complex requirements.

Message Segmentation Costs

Messages exceeding 160 characters (GSM-7) or 70 characters (Unicode) split into multiple segments, each charged separately. Plan message content carefully to minimize multi-segment charges.

When Unicode encoding is triggered:

• Emojis: Any emoji (😀, ❤️, 👍) triggers Unicode/UCS-2 encoding, reducing limit to 70 characters
• Special characters: Characters outside GSM-7 set including: À, á, â, ç, ê, É, È, Ì, î, í, Ò, ô, ó, Ù, ú
• Curly quotes: Smart quotes (" ") vs straight quotes (") – smart quotes trigger Unicode
• Em/en dashes: — and – trigger Unicode (use regular hyphen - instead)

Concatenated SMS overhead: When messages exceed single-segment limits, a 7-byte header is added to each segment for message reassembly:

• GSM-7 multi-part: 153 characters per segment (vs 160 for single)
  • 2 parts: 306 characters total (charged as 2 messages)
  • 3 parts: 459 characters total (charged as 3 messages)
• Unicode multi-part: 67 characters per segment (vs 70 for single)
  • 2 parts: 134 characters total (charged as 2 messages)
  • 3 parts: 201 characters total (charged as 3 messages)

Message optimization strategies:

• Use GSM-7 characters only: Avoid emojis, accented characters, smart quotes
• Keep transactional messages under 160 characters
• Replace "€" with "EUR" (Euro symbol counts as 2 GSM-7 characters)
• Use URL shorteners for links to save character space
• Test messages with character counter tools before sending

How to Choose the Best SMS API Provider for Ireland

Evaluate these factors when selecting your SMS provider:

• ComReg Compliance: Verify the provider supports alphanumeric Sender ID registration and can assist with ComReg requirements.
• GDPR Tools: Confirm the provider offers consent management, opt-out handling, and NDD checking capabilities.
• Message Volume: Estimate monthly volume to leverage volume discounts.
• Integration Requirements: Review API documentation and integration complexity.
• Technical Support: Verify support level matches your team's needs.
• Budget: Balance features against pricing constraints, including carrier fees and potential multi-segment charges.
• Scalability: Confirm the provider scales with business growth.
• Features: Prioritize delivery reports, two-way messaging, and personalization.
• Delivery Reliability: Verify high delivery rates (>98%) and reliable infrastructure with direct carrier connections.

Frequently Asked Questions About Ireland SMS Pricing

How much does it cost to send SMS in Ireland?

SMS costs in Ireland range from €0.061 to €0.1 per message for enterprise API providers (verified January 2025). Twilio charges €0.0735 per outbound SMS, Plivo approximately €0.06645, Sinch €0.06105, and Infobip €0.1. Mobile network operators (Vodafone, Three, Eir) charge 10–20 cents per SMS on pay-as-you-go plans. Volume discounts available for higher message volumes, with bulk SMS pricing typically offering 20-40% savings for committed annual volumes.

Do I need to register my SMS Sender ID in Ireland?

Yes, as of 2025, ComReg requires registration of all alphanumeric Sender IDs. Key deadlines: bulk registration closed December 20, 2024; individual registration opens end of March 2025. From July 3, 2025, unregistered IDs will be modified to indicate potential scam. From October 3, 2025, unregistered messages will be blocked entirely. Registration is free. Register at ComReg Sender ID portal.

What are the GDPR requirements for SMS marketing in Ireland?

Irish SMS marketing requires affirmative opt-in consent under ePrivacy Regulations (SI 336/2011) and GDPR. Obtain explicit consent before sending marketing messages, process opt-outs within 24 hours, support STOP/HELP keywords in English and Irish, and check the National Directory Database (NDD) for opt-out preferences through your line provider. Limited soft opt-in exception available for existing customers under specific conditions (Regulation 13(11)). Maximum penalties: €20 million or 4% of global turnover.

Which is the cheapest SMS provider in Ireland?

Sinch offers the lowest base rate at approximately €0.06105 per SMS in Ireland (as of January 2025), followed by Plivo at €0.06645. However, total cost depends on your specific needs: message volume (volume discounts can significantly reduce costs), required features (delivery reports, two-way messaging, API capabilities), carrier surcharge fees, and message segmentation charges for longer messages. For bulk SMS pricing comparisons, request custom quotes from multiple providers based on your projected monthly volume – enterprises sending 100,000+ messages monthly can negotiate rates 30-50% below published pricing.

How are long SMS messages charged in Ireland?

Messages exceeding 160 characters (GSM-7 encoding) or 70 characters (Unicode encoding) split into multiple segments, with each segment charged separately. A 7-byte concatenation header reduces multi-part capacity to 153 characters (GSM-7) or 67 characters (Unicode) per segment. Example: a 200-character GSM-7 message requires 2 segments (charged 2×) with total capacity of 306 characters. All Irish SMS providers charge per segment. Plan message content carefully to minimize multi-segment charges and reduce costs.

Can I use a free SMS sender ID in Ireland?

Alphanumeric Sender IDs are free with most providers (Twilio offers them at no monthly cost), but you must register them with ComReg before July 2025. Registration is free. Numeric senders (short codes or standard mobile numbers) don't require Sender ID registration but may appear less branded.

Short code alternatives in Ireland:

• Standard rate short codes: €58.50/month + setup fee (€185) – Recipients pay standard SMS rates
• Free-to-text short codes: €58.50–€1,365/month depending on volume (200–10,000 messages/month included) + setup fee (€185) – No cost for sender to text
• Best for: High-volume campaigns, media advertising, contests, voting

(Adikat Ireland Short Code Pricing)

Ireland's SMS market operates under strict regulatory oversight, with increasing smartphone penetration and mobile engagement. Choose a reliable, compliant, scalable SMS provider that aligns with your business objectives, regulatory requirements, and budget.