UAE SMS Regulations 2024: TDRA Compliance, Sender ID Registration & AD- Prefix Guide

UAE SMS Market: Key Statistics and Operator Requirements

Sending SMS in the UAE requires compliance with strict regulations set by the Telecommunications and Digital Government Regulatory Authority (TDRA). Understanding UAE SMS regulations is critical for businesses sending promotional or transactional messages. The UAE leads globally in mobile connectivity with 200.9% mobile penetration (19.05 million active connections as of 2023) and 96.2% mobile internet penetration (2024). Two major operators dominate: Etisalat (now branded as e&) and du. While WhatsApp and Facebook Messenger handle personal communication, SMS remains essential for business authentication, transactional notifications, and marketing campaigns. The market splits relatively evenly between Android and iOS users, with iOS preferred among affluent consumers. Sender ID registration, TDRA compliance, and proper consent mechanisms are mandatory for all UAE SMS campaigns.

UAE Phone Number Format: Mobile numbers follow the format +971 XX XXX XXXX, where XX represents the operator prefix (50, 52, 54, 55, 56, 58 for Etisalat/e&; 51, 53, 57, 59 for du). Format all numbers in E.164 standard for API submissions.

How to Send SMS in UAE: Technical Capabilities and Requirements

The UAE offers robust SMS capabilities with support for concatenated messages and alphanumeric sender IDs. Two-way SMS is not available, and MMS messages convert to SMS with URL links.

Is Two-Way SMS Supported in UAE?

Two-way SMS is not supported in the UAE market. Consider alternative communication channels or use one-way SMS with clear call-to-action instructions directing users to web interfaces or apps.

How Do Concatenated Messages Work in UAE?

Support: Yes, concatenated messages are fully supported.

Message length rules:

• GSM-7 encoding: 160 characters for single SMS; 153 characters per segment for concatenated messages (7 characters reserved for UDH header)
• UCS-2 encoding (Unicode): 70 characters for single SMS; 67 characters per segment for concatenated messages

Encoding considerations:

• GSM-7 supports basic Latin characters, numbers, and common symbols
• UCS-2 is automatically used for Arabic script, emojis, and special characters outside GSM-7
• Extended GSM characters (|, ^, €, {, }, [, ], ~, \) count as 2 characters
• Maximum concatenated message length: 6 segments (918 characters GSM-7 or 402 characters UCS-2)

MMS Support

MMS messages are not directly supported. When you attempt to send MMS, the system automatically converts the message to an SMS containing a URL link to the media content, ensuring delivery while maintaining regulatory compliance.

UAE Phone Number Compatibility and Portability

Mobile Number Portability

Number portability allows users to switch between Etisalat/e& and du while keeping their phone numbers. Launched in 2008 and regulated by TDRA, this feature uses the Mobile Number Portability (MNP) database to route messages through the current carrier network, ensuring reliable delivery regardless of the recipient's original operator prefix.

Sending SMS to Landlines in UAE

You cannot send SMS to landline numbers in the UAE. UAE landline numbers begin with prefixes 02, 03, 04, 06, 07, and 09. Attempts to message landline numbers result in failed delivery with a 400 response (error code 21614). These messages will not appear in logs, and you won't be charged for failed attempts.

UAE SMS Compliance: Understanding TDRA Regulations and Legal Requirements

The Telecommunications and Digital Government Regulatory Authority (TDRA) regulates SMS communications in the UAE. You must comply with federal laws regarding electronic communications and data protection, including Federal Decree-Law No. 45 of 2021 on the Protection of Personal Data (UAE PDPL, effective January 2, 2022).

Telemarketing Regulations: Cabinet Decision No. 56/2024 (published June 28, 2024; effective August 27, 2024) requires TDRA prior approval before conducting telemarketing activities, which includes phone calls, SMS, and messages sent through social media applications for marketing, advertising, or promoting products or services. The regulations apply to all companies operating within the UAE, including those based in free zones, and also apply to individuals marketing their products or services. Additional requirements include:

• Comprehensive staff training on professional conduct ethics and Do Not Call Register usage
• Using local telephone numbers issued by licensed telecommunications companies in the UAE, registered under the licensed company
• Proper recordkeeping using TDRA-provided forms
• Transparency in identifying company name and call purpose at the beginning
• Source disclosure of customer databases to TDRA upon request
• Adherence to designated telemarketing calling hours: 9:00 AM to 6:00 PM local time (for voice calls)
• Promotional SMS time window: 7:00 AM to 9:00 PM UAE time (Gulf Standard Time, UTC+4)

Penalties for non-compliance:

• TDRA may charge up to 400,000 AED (approximately $108,900 USD) per non-compliant message (per TDRA Regulatory Policy on Unsolicited Electronic Communications, Version 1.1, June 13, 2022)
• Cabinet Decision No. 57/2024 establishes additional penalties including warnings, administrative fines up to 150,000 AED (approximately $40,840 USD), activity suspension, and commercial license revocation

What Are UAE SMS Consent Requirements and Opt-In Rules?

You must obtain explicit consent before sending any marketing or promotional messages under UAE PDPL Article 5 and Article 11, and TDRA Regulatory Policy on Unsolicited Electronic Communications (Version 1.1, June 13, 2022). Follow these best practices:

• Collect written or electronic opt-in confirmation with clear, unambiguous language
• Maintain detailed records of when and how you obtained consent (retain for the entire period Marketing Text Messages are sent, plus 2 years after the last communication)
• Record must include date, time, consent content, customer identity, and telephone numbers (if consent obtained by phone)
• Written consent must include customer signature
• Clearly state the purpose and frequency of messages during opt-in
• Provide transparent information about how you will use personal data
• Implement double opt-in procedures for additional security
• Important: You cannot infer consent from existing customer relationships; explicit opt-in is required for SMS marketing
• Consent proof timeline: Submit proof of consent within 3 working days when requested by TDRA
• All forms of consent are acceptable as long as they can be stored and presented in tangible form
• You cannot withhold or refuse service based on a customer's failure to give marketing consent

Transactional vs. Promotional SMS:

• Transactional messages (account alerts, delivery notifications, OTP) do not require marketing consent but must be service-related only
• Promotional messages require explicit prior consent and must include opt-out instructions

How to Implement HELP/STOP Commands in UAE SMS

• Include clear opt-out instructions in all promotional messages
• Honor STOP commands immediately (24-hour maximum)
• Support both English and Arabic opt-out keywords
• Common English keywords: STOP, UNSUBSCRIBE, END, CANCEL
• Common Arabic opt-out keywords: "إيقاف" (iqaf) and "إلغاء" (ilgha)
• Maintain records of opt-out requests for compliance audits
• Send a confirmation message acknowledging opt-out (recommended but not mandatory)

UAE Do Not Call Registry: Requirements and Compliance

The TDRA manages an official Do Not Contact Register (DNCR) per Cabinet Decision No. 56/2024. You must:

• Check the TDRA DNCR before conducting telemarketing activities
• Maintain your own suppression lists in addition to the official register
• Process opt-out requests within 24 hours maximum
• Regularly update contact lists to remove unsubscribed numbers
• Implement systems to prevent messaging opted-out numbers
• Document all opt-out requests (minimum 2-year retention after last communication per TDRA policy; 5 years recommended under PDPL)
• Provide comprehensive staff training on DNCR usage

When Can You Send SMS in UAE? Time Restrictions Explained

Strict time restrictions apply per TDRA Regulatory Policy on Unsolicited Electronic Communications (Version 1.1, June 13, 2022):

• SMS marketing messages: Prohibited between 9:00 PM and 7:00 AM UAE time (Gulf Standard Time, UTC+4, no daylight saving time)
• Telemarketing voice calls: Permitted only between 9:00 AM and 6:00 PM local time (per Cabinet Decision No. 56/2024)
• Messages sent outside permitted hours may be queued for delivery during allowed times or rejected
• Emergency or critical service messages (OTP, fraud alerts, service disruptions) are exempt from time restrictions
• Government messages are exempt from these restrictions (except charities and entities specified by TDRA)
• Adjust campaigns during Ramadan (avoid sending during fasting hours; optimal time: after Iftar)

How to Register a Sender ID in UAE: Complete Guide

UAE Alphanumeric Sender ID Registration Process

Operator network capability: Fully supported
Registration requirements: Pre-registration required with 10-15 business day average approval timeline (can extend to 4 weeks)
Sender ID preservation: Yes, registered IDs are preserved
Dormancy policy: Sender IDs that remain inactive for more than 6 months will be deactivated (per UAE TRA regulatory policy)

Registration details:

• Promotional IDs must include "AD-" prefix (e.g., AD-YourBrand) – required since November 3, 2020
• Domestic entity requirement: Promotional sender IDs with AD- prefix are only accepted for domestic entities (companies with local UAE presence and valid trade license)
• Transactional sender IDs do not require the AD- prefix
• Maximum 11 characters including prefix (8 characters available after AD-)
• Allowed characters: A-Z, 0-9 only (no spaces, special characters, or lowercase letters)
• Sender ID must match registered company name; generic and numeric sender IDs not supported
• Registration requires business documentation (local trade license with at least 1 month validity, Emirates ID, passport and visa of authorized person, authorized signatory letter/NOC on company letterhead for both Etisalat and du)
• Registration process involves carrier approval from both Etisalat/e& and du through their respective portals (CMS portal for Etisalat, ESP portal for du)
• Blockchain verification: When sender ID is approved, a unique blockchain ID is assigned to the sender name for verification and security
• Rejection is common for sender IDs resembling phone numbers or containing offensive terms
• No registration fees
• Message classification: Marketing messages must be classified by type (banking, real estate, health, education, retail, tourism, charity services) with TDRA pre-approval; customers can block by category

Long Codes

Support: Not supported for domestic or international use
Use cases: Not applicable in UAE market. Use alphanumeric sender IDs as the primary method for A2P messaging.

Short Codes

Support: Not supported for commercial A2P messaging
Use cases: Not applicable. Mobile operators use short codes primarily for internal services and emergency numbers.

What Content Is Prohibited in UAE SMS? Industry Restrictions

Strictly prohibited content:

• Gambling and betting services
• Adult content and dating services
• Political messages and campaign materials
• Religious content (proselytizing or comparative religious messaging)
• Controlled substances and pharmaceuticals
• Cannabis products (CBD and THC)
• Alcohol-related content (marketing, sales, promotions)
• Money lending/loan services (payday loans, unsecured lending)
• Cryptocurrency trading and investment schemes

Healthcare and Financial Services Requirements:

• Healthcare services require approval from UAE Ministry of Health and Prevention (MOHAP) or local health authorities
• Financial services must comply with Central Bank of UAE regulations and obtain necessary licenses
• Insurance products require approval from Insurance Authority
• Pre-register and approve all URLs with carriers before use
• Financial fraud prevention messages are permitted without prior consent

UAE Carrier Content Filtering: What Gets Blocked?

Carrier filtering rules:

• Pre-approve all URLs with carriers before use
• WhatsApp/LINE/Telegram invite links are blocked
• Phone numbers in message body are filtered (use text format: "Call us at eight hundred..." instead of digits)
• URL shorteners (bit.ly, tinyurl, t.co) are generally blocked; use full domain URLs
• Messages containing restricted keywords are filtered (keyword lists vary by carrier)
• Email addresses may be filtered; use format "contact @ domain dot com"
• Messages with excessive capitalization, multiple exclamation marks, or spam indicators are blocked
• Carrier-specific spam filters apply additional content scanning

Filtering consequences: Filtered messages may be silently dropped (no delivery receipt) or returned with error code 30007 (carrier violation).

SMS Marketing Best Practices for UAE Market

Message Content Strategy

• Keep messages under 160 characters when possible to avoid segmentation costs
• Include clear call-to-action with specific next steps
• Avoid excessive punctuation (more than one exclamation mark) or all-caps
• Use registered and approved sender IDs consistently
• Include company name in message body for brand recognition
• Use templates pre-approved by carriers for faster delivery
• Test messages across both Etisalat/e& and du networks before launching campaigns

SMS Sending Frequency and Timing

• Limit to 3-4 messages per week per recipient for marketing messages
• Respect UAE weekend (Friday-Saturday) and adjust send times accordingly
• Adjust campaigns during Ramadan (send after Iftar, typically 7-8 PM)
• Space out messages throughout the day to avoid appearing as spam
• Avoid sending during prayer times (Fajr: ~5 AM, Dhuhr: ~12:30 PM, Asr: ~4 PM, Maghrib: sunset, Isha: ~8 PM)
• Peak delivery times: 9-11 AM and 6-9 PM UAE time

Localization for Arabic and English Audiences

• Support both Arabic and English content based on audience preference
• Use proper Arabic character encoding (UCS-2/UTF-16)
• Consider cultural sensitivities (avoid content conflicting with Islamic values)
• Adapt content for local customs and holidays (UAE National Day, Ramadan, Eid)
• Use local date and time formats (DD/MM/YYYY format preferred)
• Apply right-to-left text direction for Arabic content
• Test rendering on both Arabic and English devices

Opt-Out Management

• Process opt-outs within 24 hours maximum (immediate processing recommended)
• Maintain accurate suppression lists synced across all sending systems
• Include opt-out instructions in every promotional message (e.g., "Reply STOP to unsubscribe")
• Send confirmation message acknowledging opt-out (optional but recommended)
• Audit opt-out database regularly (monthly minimum)
• Honor opt-outs across all brands if operated by same entity

Testing and Monitoring

• Test across Etisalat/e& and du networks before production deployment
• Monitor delivery rates by carrier (typical delivery rate: 95-98% for properly configured campaigns)
• Track opt-out rates and patterns (typical opt-out rate: 1-3% for compliant campaigns)
• Conduct regular content filter testing with sample messages
• Benchmark performance against industry standards
• Monitor error codes and adjust strategies accordingly
• A/B test sender IDs, message content, and send times

How to Integrate SMS APIs for UAE: Twilio, Sinch, MessageBird, and Plivo

How to Send SMS to UAE Using Twilio

Twilio provides a robust REST API for sending SMS to the UAE. You need an account SID and auth token for authentication.

import * as Twilio from 'twilio';

// Initialize client with environment variables
const client = new Twilio(
  process.env.TWILIO_ACCOUNT_SID,
  process.env.TWILIO_AUTH_TOKEN
);

async function sendSMSToUAE() {
  try {
    // Ensure UAE time restrictions are met
    const currentHourUAE = new Date().getUTCHours() + 4; // UAE is UTC+4
    if (currentHourUAE >= 21 || currentHourUAE < 7) {
      throw new Error('Outside permitted sending hours in UAE');
    }

    const message = await client.messages.create({
      // Sender ID must be pre-registered and include "AD-" prefix for promotional
      from: 'AD-YourName',
      // UAE numbers must be in E.164 format with country code +971
      to: '+971XXXXXXXXX',
      // Message content following UAE guidelines
      body: 'Your message here. To opt out, reply STOP.',
    });

    console.log(`Message sent successfully: ${message.sid}`);
    return message;
  } catch (error) {
    console.error('Error sending message:', error);
    throw error;
  }
}

How to Send SMS to UAE Using Sinch

Sinch offers a comprehensive API for UAE SMS messaging with support for delivery reports and scheduling.

import { SinchClient } from '@sinch/sdk-core';

// Initialize Sinch client
const sinchClient = new SinchClient({
  projectId: process.env.SINCH_PROJECT_ID,
  apiToken: process.env.SINCH_API_TOKEN
});

async function sendSMSViaSinch() {
  try {
    const response = await sinchClient.sms.batches.send({
      from: 'AD-YourName',
      to: ['+971XXXXXXXXX'],
      body: 'Your message here. To opt out, reply STOP.',
      // Enable delivery reports
      deliveryReport: 'summary',
      // Scheduled sending during permitted hours
      sendAt: '2024-01-01T09:00:00+04:00'
    });

    console.log('Batch ID:', response.id);
    return response;
  } catch (error) {
    console.error('Sinch API error:', error);
    throw error;
  }
}

How to Send SMS to UAE Using MessageBird

MessageBird provides a straightforward API for sending SMS to UAE recipients with built-in compliance checks.

import { MessageBird } from 'messagebird';

const messagebird = MessageBird(process.env.MESSAGEBIRD_API_KEY);

interface UAEMessageOptions {
  originator: string;
  recipients: string[];
  body: string;
}

function sendSMSViaMessageBird({
  originator,
  recipients,
  body
}: UAEMessageOptions): Promise<any> {
  return new Promise((resolve, reject) => {
    messagebird.messages.create({
      originator, // Must be registered sender ID
      recipients,
      body,
      // UAE specific parameters
      datacoding: 'unicode', // For Arabic support
      type: 'premium', // For business messages
    }, (err, response) => {
      if (err) {
        reject(err);
        return;
      }
      resolve(response);
    });
  });
}

How to Send SMS to UAE Using Plivo

Plivo offers a feature-rich API with specific support for UAE regulations and requirements.

import * as plivo from 'plivo';

const client = new plivo.Client(
  process.env.PLIVO_AUTH_ID,
  process.env.PLIVO_AUTH_TOKEN
);

async function sendSMSViaPlivo() {
  try {
    const response = await client.messages.create({
      src: 'AD-YourName', // Registered sender ID
      dst: '971XXXXXXXXX', // UAE number
      text: 'Your message here. To opt out, reply STOP.',
      // UAE specific options
      url_strip: true, // Remove URL preview
      method: 'POST',
      type: 'sms'
    });

    console.log('Message UUID:', response.messageUuid);
    return response;
  } catch (error) {
    console.error('Plivo API error:', error);
    throw error;
  }
}

Understanding UAE SMS API Rate Limits and Throughput

• Default rate limit: 100 messages per second
• Use batch processing for large volumes
• Implement exponential backoff for retry logic
• Queue messages during peak hours
• Monitor throughput metrics

UAE SMS Error Codes: Handling and Reporting

• Implement comprehensive error logging with error code tracking
• Monitor delivery receipts (DLR) for delivery confirmation
• Track bounce rates and failure reasons
• Common error codes:
  • 21614: Invalid phone number (landline or invalid format)
  • 30007: Carrier violation/content filtering
  • 30003: Unreachable destination handset
  • 30005: Unknown destination handset
  • 30006: Landline or unreachable carrier
• Set up alerts for unusual error patterns (>5% failure rate)
• Maintain audit logs for compliance (minimum 5-year retention under PDPL)

Frequently Asked Questions About Sending SMS in UAE

How long does it take to register a sender ID in UAE?

Sender ID registration in the UAE typically takes 10-15 business days for approval, though the process can extend to 4 weeks in some cases. The process requires business documentation including a trade license or Certificate of Registration, company registration, and authorized signatory letter/NOC on company letterhead. Both Etisalat/e& and du must approve the sender ID before it can be used. Note: Sender IDs that remain inactive for more than 6 months will be deactivated.

Do I need the AD- prefix for all SMS in UAE?

No, only promotional and marketing messages require the "AD-" prefix (mandatory since November 3, 2020). Transactional messages such as OTPs, account alerts, and delivery notifications do not require the AD- prefix and can use a standard alphanumeric sender ID (up to 11 characters). The sender ID must match your registered company name. Note: Promotional sender IDs with AD- prefix are only accepted for domestic entities (companies with local UAE presence and valid trade license).

What happens if I send SMS during restricted hours in UAE?

SMS marketing messages sent between 9:00 PM and 7:00 AM UAE time may be queued for delivery during allowed hours (7:00 AM to 9:00 PM) or rejected entirely. Emergency messages such as OTPs and fraud alerts are exempt from time restrictions. Note: Telemarketing voice calls have different restrictions (9:00 AM to 6:00 PM only) per Cabinet Decision No. 56/2024.

Can I use URL shorteners like bit.ly in UAE SMS?

No, URL shorteners (bit.ly, tinyurl, t.co) are generally blocked by UAE carriers. You must use full domain URLs that have been pre-registered and approved with the carriers before use.

What is the maximum SMS length in UAE?

For GSM-7 encoding, a single SMS can contain 160 characters. Concatenated messages support up to 6 segments (918 characters total). For UCS-2/Unicode encoding (used for Arabic), a single SMS contains 70 characters, and concatenated messages support up to 6 segments (402 characters total).

Is SMS consent required under UAE data protection law?

Yes, explicit consent is mandatory under the UAE Personal Data Protection Law (Federal Decree-Law No. 45 of 2021, Articles 5 and 11) and TDRA Regulatory Policy on Unsolicited Electronic Communications (Version 1.1, June 13, 2022). Consent cannot be inferred from existing customer relationships and must be documented with retention for the entire messaging period plus 2 years after the last communication. You must provide consent proof to TDRA within 3 working days when requested.

Which mobile operators support SMS in UAE?

The two major operators in UAE are Etisalat (now branded as e&) and du. Both networks support A2P SMS messaging with alphanumeric sender IDs. Messages are routed correctly via the Mobile Number Portability (MNP) database regardless of the recipient's original operator prefix.

What are common SMS error codes in UAE?

• 21614: Invalid phone number (landline or wrong format)
• 30007: Carrier violation or content filtering
• 30003: Unreachable destination handset
• 30005: Unknown destination handset
• 30006: Landline or unreachable carrier

How much does it cost to send SMS in UAE?

SMS costs in UAE vary by provider and message type. Promotional messages with AD- prefix typically cost more than transactional messages. Pricing ranges from $0.02 to $0.10 per message segment depending on your SMS provider (Twilio, Sinch, MessageBird, Plivo), volume commitments, and message classification. Contact your chosen provider for current rate cards and volume discounts.

Can foreign companies send promotional SMS in UAE?

No, promotional sender IDs with the mandatory AD- prefix are only accepted for domestic entities with local UAE presence and a valid trade license. Foreign companies must establish a local entity or partner with a UAE-based company to send promotional SMS. Transactional messages may be sent by international companies using standard alphanumeric sender IDs.

What is the difference between transactional and promotional SMS in UAE?

Transactional SMS includes service-related messages like OTPs, account alerts, delivery notifications, and fraud alerts. These don't require marketing consent and don't need the AD- prefix. Promotional SMS includes marketing, advertising, and sales messages that require explicit prior consent, must include the AD- prefix, and must comply with time restrictions (7:00 AM to 9:00 PM).

How do I get TDRA approval for telemarketing in UAE?

To obtain TDRA approval for telemarketing activities under Cabinet Decision No. 56/2024, you must submit an application with required business documentation, demonstrate staff training programs for DNCR usage, provide recordkeeping systems using TDRA-provided forms, and show compliance with time restrictions and consent mechanisms. Contact TDRA directly through their official portal at www.tdra.gov.ae for the application process.

Summary: Key Requirements for Sending SMS in UAE

Essential compliance requirements:

• Pre-register sender IDs with "AD-" prefix for promotional messages (10-15 business day average approval; can extend to 4 weeks; domestic entities only – requires local UAE trade license)
• Respect time restrictions: SMS marketing prohibited 9:00 PM - 7:00 AM UAE time (UTC+4); promotional SMS window 7:00 AM - 9:00 PM; telemarketing calls only 9:00 AM - 6:00 PM
• Maintain proper consent and opt-out mechanisms (explicit consent required under UAE PDPL and TDRA regulations)
• Follow content guidelines and restrictions (no gambling, alcohol, adult content)
• Format phone numbers in E.164 format: +971XXXXXXXXX
• Test across both Etisalat/e& and du networks
• Check TDRA Do Not Contact Register before telemarketing activities
• Sender IDs inactive for 6+ months will be deactivated

Next Steps:

1. Review TDRA regulations at www.tdra.gov.ae
2. Review UAE Personal Data Protection Law (Federal Decree-Law No. 45 of 2021)
3. Review Cabinet Decision No. 56/2024 and No. 57/2024 on telemarketing regulations
4. Consult legal counsel for compliance review
5. Register sender IDs with chosen SMS provider (allow 10-15 business days minimum)
6. Implement testing and monitoring systems
7. Set up opt-out management and suppression list infrastructure
8. Obtain TDRA approval for telemarketing activities

Additional Information:

• TDRA Official Website: www.tdra.gov.ae
• TDRA Regulatory Policy on Unsolicited Electronic Communications (Version 1.1, June 13, 2022)
• UAE PDPL Information: u.ae/en/information-and-services/justice-safety-and-the-law/data-protection
• GSMA Mobile Economy MENA: www.gsma.com/mena
• Etisalat/e& Business Services: www.etisalat.ae/en/business
• du Business Solutions: www.du.ae/business