Partnering for Safer, Smarter Communications

Odin’s Collaboration with ComReg

Over the past 18 months, Odin has had the privilege of working closely with the Commission for Communications Regulation (ComReg) on projects that protect consumers, enhance trust in communications and improve the way digital services are delivered in Ireland.

In that time, we have seen first hand the positive impact that thoughtful collaboration can have, from tackling the growing threat of scam messages, to enabling data driven decision making, to improving the way people interact with licensing services online. Each initiative reflects ComReg’s leadership and commitment to safeguarding consumers and we are proud that Odin’s technical and design expertise could help bring that vision to life.

Protecting Consumers with the SMS Sender ID Registry

Text messaging remains a vital communications channel for banks, government services, healthcare providers and businesses. Unfortunately, it is also increasingly targeted by fraudsters. Europe Economics has estimated the annual harm to Irish consumers and businesses from scam calls and texts at over €300 million. For legitimate organisations these scams not only cause financial loss but also erode trust in SMS as a secure channel.

To address this challenge, ComReg introduced the SMS Sender ID Registry, a national system to protect both consumers and organisations. Odin was entrusted with a central role in building and operating the Registry, ensuring it is both secure and efficient.

Our work included:

• Design and build an online portal to manage the SMS Sender ID registry

• Developing validation logic to check registrations and ensure only legitimate IDs are approved

• Integrating with SMS providers to make the system seamless in day to day operations

• Building secure API endpoints to allow providers to check messages against the registered list of Sender IDs

• Implementing security layers to protect the integrity of the Registry and safeguard consumer data.

The rollout is already under way. From 3 July 2025, SMS providers must check text messages against the Registry. Messages from unregistered IDs will be marked as “Likely Scam” to warn consumers. From 3 October 2025, unregistered IDs will be blocked entirely, ensuring only registered, trusted organisations can send branded SMS.

This initiative will have a direct impact: helping consumers avoid scams, restoring confidence in SMS and allowing businesses to keep using this channel responsibly. Odin is proud to have supported ComReg in delivering a system with such meaningful public benefit.

Harnessing Data for Better Decision Making

Good regulation depends on good data. Over the past few years, ComReg has been reshaping its data collection and analysis capabilities to ensure decisions are grounded in accurate, timely and reliable information.

In partnership with Odin and other industry collaborators, ComReg has transformed its entire data analysis methodology, from how information is captured, to how it is validated, to how it can be analysed and acted upon.

Odin’s role was to design and build a robust, scalable data capture platform that streamlined the validation, analysis and publication of market data, while also providing industry with a single, consistent channel to submit their data to ComReg. This included the design, development and processing of a comprehensive Data Warehouse to support advanced analytics and reporting.

This modernised approach has already produced tangible results. In 2025, ComReg’s work in this area was recognised at the Analytics Institute’s Analytics and AI Awards, where it won the Business Value Award. The award highlights projects where analytics deliver measurable business outcomes and ComReg’s success reflects its commitment to becoming a data led regulator.

Behind the recognition lies a simple truth: when regulators have better insights, consumers are better protected and markets function more efficiently. Odin is delighted to have contributed to this transformation and to have supported ComReg in embedding data and analytics at the heart of its decision making.

Redesigning the eLicensing Portal for a Better User Experience

Another area where Odin has been privileged to collaborate with ComReg is the redesign of its eLicensing portal (elicensing.comreg.ie). The portal plays a critical role in the management of Ireland’s radio spectrum, enabling users to apply for licences, make payments and manage existing authorisations.

From private mobile radio to aircraft stations, these licences underpin essential services across business and society. Yet, like many regulatory systems, the experience of using the portal had become complex over time. ComReg recognised the need to create a simpler, faster and more accessible experience for all users.

Odin partnered with ComReg to deliver a full UI and UX and redesign of the portal, alongside technical improvements to its performance and accessibility.

Our work included:

• Redesigning the interface to be more intuitive and efficient

• Optimising performance for smoother operation

• Ensuring compliance with accessibility standards so all users can access the system with confidence

• Integrating the redesigned frontend with backend systems to ensure stability and continuity

The result is a platform that not only looks and feels more modern, but also makes it easier for businesses and individuals to complete essential licensing tasks quickly and securely.

It is a reminder that user experience is not just about aesthetics, it is about reducing friction, improving trust and enabling better outcomes for everyone. The new eLicensing portal will officially launch in the last quarter of  2025, marking the beginning of a smoother and more efficient licensing journey for all users.

Looking Ahead

Each of these projects; the SMS Sender ID Registry, the data analytics transformation and the eLicensing portal upgrade represents a different facet of ComReg’s mission: protecting consumers, enabling fair competition and making regulatory processes more effective.

For Odin, the common thread has been the opportunity to contribute technical expertise in a way that creates real world impact. Whether it is designing secure databases, building analytics processes, or reimagining user journeys, our work is ultimately about supporting partners like ComReg in achieving their goals.

We are proud of what has been accomplished together so far and we look forward to continuing to support ComReg and other organisations that share a commitment to safer, smarter and more trusted communications.