Ofcom has significantly tightened its approach to SMS fraud in recent years, introducing new rules that affect every business sending text messages in the UK. While these regulations primarily target scammers and spoofers, legitimate businesses need to understand the changes to ensure their own messaging remains compliant and deliverable.
The Problem Ofcom Is Solving
SMS fraud in the UK has escalated rapidly. According to Ofcom, 45 million UK adults received a suspected scam text in a single six-month period. The most common tactics include:
- Sender ID spoofing: Scammers impersonate legitimate brands (banks, Royal Mail, HMRC) by using their sender ID
- Smishing: Phishing attacks via SMS that trick recipients into clicking malicious links
- Artificially inflated traffic (AIT): Bots triggering OTP messages to generate revenue for fraudulent number operators
The scale of the problem has eroded consumer trust in SMS — which is bad for every business that relies on text messaging for legitimate communication.
What Ofcom Has Changed
Sender ID Protection
Ofcom now works with UK mobile networks to maintain a registry of protected sender IDs. Major brands — particularly banks, government departments, and delivery companies — can register their sender IDs so that messages from unregistered sources using those same IDs are blocked before reaching consumers.
This means if your business uses an alphanumeric sender ID (e.g., "YourBrand"), you should ensure it's registered with your SMS provider and, where applicable, with the network sender ID registries.
Network-Level Filtering
UK mobile networks have implemented more aggressive content filtering, scanning messages for known scam patterns — suspicious URLs, urgency language, and requests for personal information. While this primarily catches fraudulent messages, poorly worded legitimate marketing messages can occasionally be flagged.
Aggregator Accountability
Ofcom has placed greater responsibility on SMS aggregators (the companies that connect businesses to mobile networks) to verify their customers' identities and monitor for suspicious messaging patterns. This means reputable providers like Faretext are required to:
- Verify the identity of every business customer
- Monitor messaging patterns for signs of fraud or abuse
- Block suspicious traffic proactively
- Report fraudulent activity to networks and regulators
What This Means for Your Business
If you're sending SMS through a reputable provider and following best practices, these changes should improve your delivery rates, not hinder them. However, there are steps you should take:
- Use a consistent sender ID — don't change it frequently, as this can trigger filters
- Avoid spammy language — phrases like "ACT NOW", "FREE", and excessive urgency can flag content filters
- Include opt-out instructions — every marketing message should include "Reply STOP to unsubscribe"
- Use a reputable provider — providers using direct carrier connections (not grey routes) are far less likely to have messages filtered
How Faretext Protects Your Messages
Faretext uses direct carrier connections to all UK mobile networks, ensuring your messages take the most reliable route to delivery. We also:
- Register sender IDs with networks on your behalf
- Provide guidance on message content to avoid filter triggers
- Monitor delivery rates and flag any anomalies
- Maintain strict governance policies and fraud prevention measures
Connect with Faretext to ensure your SMS messaging meets the latest regulatory requirements.
Sources: Ofcom — Telecoms Research
