An Open Letter to the CEOs of Ireland’s Mobile Network Operators: A New Year’s Call for Action Against SMS Fraud

Dear CEOs of Ireland’s Mobile Network Operators,

As 2024 comes to a close, one issue remains at the heart of SMS fraud targeting your customers: the exploitation of unverified links in SMS messages. While tactics may seem to evolve, the mechanism — a reliance on unsafe links to deceive your subscribers — remains unchanged.

We’ve had the privilege of meeting with your fraud teams, and it’s clear that regulatory constraints are a significant barrier to deploying proactive, in-network solutions like MetaCert’s Zero Trust SMS. This technology, already endorsed by a European operator under live conditions, was described to the GSMA as “the only solution that works.” While this operator awaits changes in its local laws to proceed domestically, they’ve provided formal recommendations to mobile operators in the US and UK, demonstrating their confidence in its effectiveness.

As the gatekeepers of SMS communication, you have a pivotal role in combating fraud and identity theft. Yet, the lack of enabling regulations in Ireland continues to delay the deployment of proven solutions like Zero Trust SMS. Bridging this gap would allow you to deliver the same proactive protection here that you’re poised to support internationally.

In the meantime, MetaCert has developed a GDPR-compliant service ready for immediate implementation. This solution empowers you to protect your customers without waiting for regulatory changes.

Now is the time to lead. Together, we can make SMS a safe communication channel for all.

The Real Problem: Dangerous Links in SMS and Beyond

Fraudsters exploit a predictable pathway: delivering malicious links through SMS, email, QR codes, and social media, preying on the trust people place in familiar communication channels. Their success isn’t due to innovation or advanced tactics — it stems from the absence of built-in verification for links across these platforms.

SMS Phishing (Smishing): The Leading Threat

AIB reports that Smishing accounted for 94% of all fraud cases in 2024. These fraudulent SMS messages impersonate trusted organizations, prompting recipients to click on dangerous links that steal credentials or financial information.

QR Code Fraud: Expanding Attack Vectors

Fake QR codes are now being placed on parking meters and other public locations. Dublin City Council warned of scams redirecting users to phishing sites where payment and personal details are stolen. Many victims are losing thousands of euros in a single con.

Seasonal Scams: Exploiting Goodwill and Shopping Habits

• Nearly half of consumers in Ireland and the UK were targeted by fake parcel delivery scams during the holiday season.
• Charity scams exploited goodwill, deceiving donors into supporting fraudulent causes, further eroding trust.

The Regulatory Barrier in Ireland

Despite the clear and ongoing threat, regulations in Ireland prohibit you from deploying in-network proactive cybersecurity measures like MetaCert’s Zero Trust SMS. This new approach allows operators to verify every SMS link before delivery, preventing dangerous links from ever reaching consumers. While regulatory barriers persist, you remain limited to “awareness campaigns”, leaving gaps in protection that criminals continue to exploit.

Brand Impersonation

82% of phishing sites now target mobile users, with SMS overtaking email as the leading fraud vector in 2024. After 20+ years as the most dangerous channel, email has been dethroned by SMS — a shift that threatens both consumer safety and the future revenue of SMS marketing and text alerts. As consumers demand security in digital interactions, the lack of safeguards in SMS communication has made it a primary target for fraud. This trend is a wake-up call for change.

Customer awareness campaigns are no longer sufficient. It’s time to take decisive action by implementing innovative solutions that directly address the root of the problem: impersonation and the exploitation of trust within SMS communications.

There is a new way

Imagine a fast, simple, and cost-effective solution that safeguards your brand reputation while slashing the cost and effort of fraud prevention. This service lets your customers easily verify SMS and QR code links for safety, giving them confidence to assess risks. By adding this proactive layer of protection, you reduce operational burdens, protect your customers, and strengthen trust in your communications and those of your business partners.

Introducing the 50099 Short Code Service

MetaCert’s 50099 short code service provides an immediate, proactive solution, empowering your subscribers to verify the safety of links they receive via SMS, QR codes, and other digital channels.

How It Works

1. Adrian receives a suspicious text claiming to be from “AIB”

To verify its legitimacy, Adrian forwards it to 50099 for instant analysis. Alternatively, Adrian can copy and paste a message or link from any app — such as WhatsApp, Messenger, or email — into a new text message and send it to 50099 for verification.

2. MetaCert’s SMS short code service

MetaCert verifies the URL against its ‘Zero Trust’ registry, identifying it as safe, malicious, or unverified.

3. MetaCert identifies the link as ‘unverified’ and warns Adrian

MetaCert warns Adrian not to engage with the link, safeguarding Adrian from fraud while protecting AIB’s reputation.

Why Mobile Operators Must Lead Now

Rebuild Customer Trust:

Equip your subscribers with tools to protect themselves, demonstrating your commitment to their safety.

Reduce Fraud Costs:

Minimize the volume of fraud-related support cases and investigations.

Strengthen Brand Reputation:

Position your network as a leader in proactive fraud prevention, enhancing customer loyalty and differentiation.

How 50099 Differs from 7726

7726 (Reactive):

This service requires users to report suspicious messages for investigation, offering no real-time feedback or protection. It is designed for intelligence gathering, not user safety.

50099 (Proactive):

MetaCert’s solution verifies URLs in real time, providing immediate feedback and empowering users to act before harm occurs.

A Call to Leadership in 2025

While regulations delay in-network solutions like Zero Trust SMS, the 50999 short code service offers an actionable solution available now. This service empowers your network to deliver immediate protection to customers, reducing fraud and reinforcing trust in SMS communications.

Let’s make 2025 the year mobile security evolves. Together, we can lead the fight against fraud and set a new standard for consumer protection in Ireland.

Sincerely,

Paul Walsh

Founder & CEO, MetaCert