Traficom has issued a regulation (28 L/2025 M) that directly affects how text messages are delivered in Finland. The second phase of the change will enter into force on November 2, 2026, after which unauthorized sender IDs will be changed to ”Spam” or the messages will be blocked entirely.
Here, we'll go over what the regulation means in practice and how Quriiri works in this context.
The regulation will enter into force in two phases.
Traficom’s regulation took effect on May 4, 2026, at which point licensing of shipper IDs became mandatory. Many companies have already taken the necessary steps, and Quriiri has handled the licensing process largely on behalf of its customers as part of its standard customer service.
In the first phase, the lack of authorization was less noticeable to the recipient: the unauthorized sender ID was replaced with the text ”Unknown”.
The second phase of the regulation will enter into force on November 2, 2026, at which point the consequences will become stricter.
What is the change about
The regulation requires telecommunications companies to ensure that the sender ID of text messages is licensed. Licensing is already a familiar process for many companies that send text messages, and Quriiri has handled this on behalf of its customers in accordance with a previously established schedule.
Starting from November 2, 2026, the lack of authorization will have direct consequences for message delivery:
- If used as the sender If the phone number has not been licensed, the telecommunications operator will block the message.
- If a name-based or alphanumeric identifier that has not been authorized is used as the sender, the telecom operator will either block the message or change the sender information to ”Spam”.
In both cases, the end result for the customer is the same: the message does not reach the recipient in its original form.
This rule applies to everyone, not just Quriirin customers
It is important to note this: the regulation applies to everyone. Companies sending text messages to Finland, regardless of through which service provider the messages are sent. It does not matter whether the operator is Finnish or foreign.
If your company uses a foreign service to send text messages, it is advisable to check directly with your service provider whether it handles the authorization of sender IDs for Finland. Not all international operators may be prepared for country-specific requirements like Finland's, in which case the responsibility may in practice fall on the sending company itself.
If you have any questions about this, we'd be happy to help you sort things out, regardless of whether you're currently a Quriirin customer.
Here's How Quriiri Works
The regulation gives telecommunications companies two options regarding alphanumeric identifiers: blocking or altering the sender information. Quriiri has chosen blocking.
In practice, this means that none of our customers” messages will ever be shown to the recipient as coming from a ”Spam" sender. If the sender ID has not been authorized, the message will not go through at all. This is how we ensure that our customers' communications never appear misleading or untrustworthy to the recipient.
Besides the API – What to Pay Attention To
The way you send messages affects what you should pay attention to.
If you send messages through the Quriirin user interface, sender IDs are always authorized. Only IDs that have already been approved appear in the selection list.
If you send messages via the Quriirin interface (API), the situation is different. You can enter the sender ID as free text in the API call, so the system does not restrict the choice in the same way as it does in the user interface. For this reason, it is important to ensure that an authorization request has been submitted and the ID approved before using it to send messages. When using the API, you must also ensure that the spelling is exactly the same as the authorized sender ID (e.g., Quriiri, not quriiri).
Through the Quriirin interface, you can retrieve a list of already authorized sender IDs, which makes it easier to verify them as part of your own system. The interface also returns an error if you attempt to send a message using an unauthorized sender ID.
Permits and registration are different things
These two terms are easily confused, so let's break them down separately.
Authorization is mandatory for all SMS sender IDs, both phone numbers and alphanumeric IDs. Authorization is a prerequisite for using the ID to send messages in Finland at all.
Registration, or protection, on the other hand, is voluntary and applies only to sender IDs in name format. Protection:
- grant exclusivity for the sender ID
- it happens by registering a sender ID with Traficom
- requires that you authorize your text message service provider, such as Quriirin, to use the ID
- prevent others from using the same name to send messages in Finland
If you have already registered your sender ID with Traficom, you do not need to apply for a separate permit for it. Instead, you must submit a power of attorney to your service provider so that it can use the ID on your behalf.
In short: licensing enables the use of the trademark, registration protects the name.
What does this mean to you
If your sender ID has already been authorized through Quriirin, you do not need to take any action. We will take the necessary steps in accordance with the regulation, and the shipper IDs will remain valid even after November 2, 2026.
If you are unsure whether all sender IDs in use have already been authorized, it is a good idea to check well in advance of the regulation taking effect. This applies in particular to IDs that have been put into use recently or through different systems.
If you are not yet a Quriirin customer and use a foreign service provider, for example, you should check with your own provider. We’re also happy to help if you’d like to get an independent assessment of your situation.
How to ensure your message doesn't get cut off
- Verify that all sender IDs in use have been authorized through Quriirin.
- If you are implementing new sender IDs, submit a sender ID authorization request to Quriiri (via the user interface or API).
- If you use another service provider, make sure with them that Finland's permit requirement has been taken care of.
- If you are unsure about your situation, please contact us. We will go through the situation with you.
Permitting is not a complicated process, and we are happy to handle it on behalf of our customers. The goal is simple: your messages will still get through even after November 2, 2026.
Contact us, if you want to check the status of your sender IDs before the regulation takes effect.
Read more about SMS Sender ID in our article: SMS Sender ID in Finland – What businesses need to know?
