Madagascar SMS API Guide: Pricing, Compliance & Best Practices for +261

What Is the Madagascar SMS Market Like?

Madagascar's SMS market serves over 13 million mobile subscribers across three major operators. With limited smartphone penetration in rural areas, SMS remains the most reliable channel for business communications, customer notifications, and marketing campaigns reaching both urban and remote populations.

Madagascar SMS Market Overview: Madagascar's mobile telecommunications market features three major operators competing for over 13 million subscribers. Telma Mobile (recently rebranded as Yas in November 2024) leads with 5 million subscribers, followed by Airtel Madagascar with 4.9 million subscribers and Orange Madagascar with 3.3 million subscribers. Together, these three operators control 93.6% of total mobile subscriptions.

SMS remains your most reliable communication channel in Madagascar due to limited smartphone penetration and internet connectivity in rural areas. While OTT messaging apps like WhatsApp gain popularity in urban centers like Antananarivo, traditional SMS maintains strong usage patterns nationwide, particularly for business communications, transactional notifications, and customer engagement.

Key Market Developments (2024):

• Telma rebranded to "Yas" as part of Axian's pan-African unification strategy
• Orange renewed its operational license and plans 90% population coverage by end of 2024
• Airtel's revenue grew 19.9% with mobile-money turnover up 28.8%
• Overall telecom revenue projected to grow at 2.7% CAGR through 2029
• Mobile data revenue expected to grow at 15.9% CAGR through 2029

What SMS Features Work in Madagascar?

When you send SMS to Madagascar, understanding supported features helps you design effective messaging campaigns. Madagascar's networks support concatenated messages and alphanumeric sender IDs, but two-way SMS capabilities are currently unavailable.

Does Madagascar Support Two-Way SMS?

No, two-way SMS is not supported in Madagascar through major SMS providers. Design your messaging strategies around one-way communications for marketing, notifications, and alerts.

Can You Send Concatenated Messages (Long SMS)?

Support: Yes, you can send concatenated messages, though availability varies by sender ID type.

Message length rules: Standard SMS length limits apply:

• GSM-7 encoding: 160 characters per segment
• Unicode (UCS-2) encoding: 70 characters per segment

Encoding considerations: Both GSM-7 and UCS-2 (Unicode) encodings work across all networks. Use UCS-2 encoding for messages containing Malagasy special characters like "ô," "ñ," or unique diacritical marks.

Does Madagascar Support MMS?

MMS messages are automatically converted to SMS with an embedded URL link. This conversion ensures message delivery while providing access to multimedia content through web links. Your recipients receive a text message containing a clickable link to view images, videos, or audio files.

Can You Send SMS to Any Number Type?

Is Number Portability Available?

No, number portability is not available in Madagascar. Phone numbers remain permanently tied to their original mobile network operators. You can identify a subscriber's current network by analyzing their phone number prefix.

Mobile Network Codes (ITU-T E.212):

• 646 01: Airtel Madagascar (formerly Celtel/Zain)
• 646 02: Orange Madagascar
• 646 04: Telma Madagascar (now Yas)

Can You Send SMS to Landlines?

No, you cannot send SMS to landline numbers. If you attempt to send messages to landline destinations, the Twilio REST API returns a 400 response error (error code 21614). The message won't appear in logs, and your account won't be charged.

How to Comply with Madagascar SMS Regulations (ARTEC Requirements)

Madagascar's SMS communications are regulated under Interdepartmental Order number 2471/2016, which establishes guidelines for telecommunications services and client identification requirements. The ARTEC (Autorité de Régulation des Technologies de Communication) oversees telecommunications regulations and compliance enforcement.

What Are the Consent Requirements for SMS in Madagascar?

Obtain Explicit Consent Before Sending:

• Get written or electronic consent before sending marketing messages
• Maintain documentation of consent readily available for regulatory audits
• Record consent details including timestamp, source, and scope of permission
• Provide clear disclosure of message frequency and purpose at opt-in
• Keep consent records for at least 12 months

Penalties for Non-Compliance: ARTEC enforces penalties for unauthorized commercial messaging, including fines and potential suspension of messaging services.

How to Handle HELP/STOP Commands (Opt-Out Compliance)

• Support standard STOP commands in all SMS campaigns
• Recognize HELP and STOP keywords in both French and Malagasy
• Process common local variations including "ARRÊTER" (French) and "AJANONA" (Malagasy)
• Respond to STOP commands immediately with confirmation
• Remove opted-out numbers from your sending lists within 24 hours

Is There a Do Not Call Registry?

Madagascar does not maintain a centralized Do Not Call registry. However, you must:

• Maintain your own suppression lists with opted-out numbers
• Honor opt-out requests within 24 hours
• Keep records of opted-out numbers for at least 12 months
• Regularly clean contact lists to remove unsubscribed numbers
• Never re-add opted-out numbers without explicit new consent

What Are the Time Restrictions?

Madagascar enforces strict time-based restrictions for SMS communications:

• Permitted Hours: 6:00 AM to 10:00 PM (Madagascar Time, UTC+3)
• Maximum Daily Messages: No more than three SMS messages per recipient per day
• Exception: Send emergency notifications and explicitly requested messages outside these hours

Best Practice: Target business hours (8:00 AM – 5:00 PM) for optimal engagement. Avoid major holidays like Independence Day (June 26) and other national celebrations.

What Phone Number Options Work in Madagascar? (+261 Format)

Can You Use Alphanumeric Sender IDs?

Operator network capability: Supported across major networks

Registration requirements: Pre-registration not required for alphanumeric sender IDs

Sender ID preservation: Yes, but with network-specific exceptions:

• Telma Mobile (Yas) may override certain sender IDs
• Generic terms like "InfoSMS," "INFO," "Verify," and "Notify" should be avoided
• Use specific brand names (e.g., "YourBrand," "CompanyName") for better deliverability

Character limits: 3-11 alphanumeric characters (letters A-Z, numbers 0-9)

Use cases:

• Brand recognition for marketing campaigns
• Transactional notifications from recognizable company names
• Account alerts and verification codes

Can You Use Long Codes?

Domestic vs. International: International long codes supported; domestic long codes have limited availability

Sender ID preservation: Yes for international numbers

Provisioning time: Immediate for international numbers

Network compatibility:

• ✅ Telma (Yas): Supports international long codes
• ❌ Airtel: Does not support dynamic numeric sender IDs
• ❌ Orange: Does not support dynamic numeric sender IDs

Use cases:

• Transactional messaging requiring consistent sender identity
• Customer support communications
• Account notifications and security alerts

Are Short Codes Available?

Support: No, short codes are not currently supported in Madagascar

Alternative: Use alphanumeric sender IDs for brand recognition and campaign tracking

What Content Is Restricted in Madagascar?

Prohibited Industries and Content:

• Gambling and betting services without proper licensing
• Adult content or services
• Cryptocurrency promotions and trading
• Unauthorized financial services
• Political messaging without proper authorization from ARTEC

How to Avoid Content Filtering

Known Carrier Filters:

• URLs from unknown or suspicious domains get blocked
• Messages containing certain keywords in French or Malagasy trigger filters
• Multiple exclamation marks or all-caps text raise spam flags
• Excessive special characters or symbols

Best Practices to Ensure Delivery:

• Use registered URL shorteners (Bitly, TinyURL with verified accounts)
• Avoid excessive punctuation (limit to one exclamation mark per message)
• Maintain consistent sender IDs across campaigns
• Use clear, professional language without aggressive sales tactics
• Test messages across all three operators before large campaigns

How to Send Effective SMS in Madagascar: Best Practices

What Messaging Strategy Works Best?

• Keep messages under 160 characters when possible to avoid segmentation
• Include clear call-to-actions with specific next steps
• Personalize using recipient's name or relevant account details
• Maintain consistent branding across all messages
• Use both French and Malagasy depending on your target audience

How Often Should You Send Messages?

• Respect the regulatory daily limit of 3 messages per recipient
• Consider Madagascar's business hours (8:00 AM – 5:00 PM) for best engagement
• Avoid sending during major holidays like Independence Day (June 26)
• Space out messages by at least 4 hours to prevent recipient fatigue
• Monitor engagement metrics and adjust frequency based on response rates

How to Localize Your Messages

• Support both French (official language) and Malagasy (national language)
• Consider regional dialects for different provinces when targeting specific areas
• Use appropriate date formats (DD/MM/YYYY) familiar to local recipients
• Account for cultural sensitivities in message content
• Test messages with local team members before large campaigns

How to Manage Opt-Outs

• Process opt-outs within 24 hours of receiving STOP requests
• Maintain clear opt-out records with timestamps and source
• Include opt-out instructions in every marketing message
• Conduct regular audits of opt-out compliance
• Never require recipients to visit a website or call a number to opt out

How to Test and Monitor Delivery

• Test across all major carriers (Telma/Yas, Airtel, Orange) before campaigns
• Monitor delivery rates by carrier to identify network-specific issues
• Track engagement metrics (click rates, response rates, conversions)
• Regularly test opt-out functionality with test numbers
• Set up delivery receipt webhooks for real-time status tracking

How Much Does SMS Cost in Madagascar? (2025 Pricing)

What Are the Twilio Pricing Rates?

Official Twilio Pricing (2025):

• Outbound SMS: $0.5267 per message segment
• Alphanumeric Sender ID: Free (no monthly charge)
• International Numbers: Starting at $1.15/month

Additional Costs:

• Engagement Suite (link shortening/click tracking): $0.0150 per message (first 1,000 free monthly)
• SMS Pumping Protection: $0.0250 per message
• Failed Message Fee: $0.001 per failed message

Cost Optimization Tips:

• Keep messages under 160 characters to avoid multi-segment charges
• Use GSM-7 encoding when possible (avoid special Unicode characters)
• Implement SMS pumping protection to prevent fraud
• Monitor failed messages and clean invalid numbers from your lists

How Do Other Providers Compare?

Competitive Pricing Comparison (2025):

• Plivo: ~$0.028 per SMS
• Infobip: ~$0.034 per SMS
• Sinch: ~$0.038 per SMS
• Twilio: $0.5267 per SMS

Note: Twilio's higher pricing reflects premium deliverability, comprehensive API features, and extensive global infrastructure. Consider your specific requirements for delivery rates, API features, and support when choosing a provider.

How to Integrate SMS APIs for Madagascar

How to Send SMS with Twilio

Twilio provides a robust SMS API with comprehensive support for Madagascar. Here's how to implement it:

import { Twilio } from 'twilio';

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

// Function to send SMS to Madagascar
async function sendSMSToMadagascar(
  to: string,
  message: string,
  senderId: string
) {
  try {
    // Ensure proper formatting for Madagascar numbers
    const formattedNumber = to.startsWith('+261')
      ? to
      : `+261${to.replace(/^0/, '')}`;

    const response = await client.messages.create({
      body: message,
      from: senderId, // Alphanumeric sender ID or Twilio number
      to: formattedNumber,
      // Optional parameters for delivery tracking
      statusCallback: 'https://your-webhook.com/status'
    });

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

Key Implementation Details:

• Always format numbers with +261 country code
• Remove leading zeros from local numbers before adding country code
• Use alphanumeric sender IDs for better brand recognition
• Implement statusCallback webhook for delivery tracking
• Handle errors gracefully with retry logic

How to Send SMS with Sinch

Sinch offers direct operator connections in Madagascar. Implementation example:

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

// Initialize Sinch client
const sinchClient = new SinchClient({
  servicePlanId: process.env.SINCH_SERVICE_PLAN_ID,
  apiToken: process.env.SINCH_API_TOKEN,
  region: 'africa-1' // Specify region for Madagascar
});

async function sendSinchSMS(
  recipientNumber: string,
  messageText: string
) {
  try {
    const response = await sinchClient.messages.send({
      from: 'YourBrand', // Alphanumeric sender ID
      to: [recipientNumber],
      body: messageText,
      delivery_report: 'summary' // Request delivery reports
    });

    console.log('Message batch ID:', response.id);
    return response;
  } catch (error) {
    console.error('Sinch SMS error:', error);
    throw error;
  }
}

Sinch Advantages:

• Direct operator connections for better deliverability
• Africa-specific infrastructure optimized for regional carriers
• Competitive pricing with volume discounts
• Comprehensive delivery reporting

How to Send SMS with MessageBird

MessageBird provides reliable SMS delivery in Madagascar:

import { MessageBird } from 'messagebird';

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

interface SMSResponse {
  id: string;
  status: string;
  recipients: {
    totalCount: number;
    totalSentCount: number;
  };
}

async function sendMessageBirdSMS(
  to: string,
  message: string
): Promise<SMSResponse> {
  return new Promise((resolve, reject) => {
    messagebird.messages.create({
      originator: 'YourBrand',
      recipients: [to],
      body: message,
      datacoding: 'auto' // Automatic handling of special characters
    }, (err, response) => {
      if (err) {
        reject(err);
        return;
      }
      resolve(response);
    });
  });
}

MessageBird Features:

• Automatic character encoding detection
• Built-in handling of Malagasy special characters
• Real-time delivery status updates
• Simple API with comprehensive Node.js SDK

How to Send SMS with Plivo

Plivo's API integration for Madagascar:

import { Client } from 'plivo';

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

async function sendPlivoSMS(
  destination: string,
  message: string
) {
  try {
    const response = await client.messages.create({
      src: 'YourBrand', // Your sender ID
      dst: destination,
      text: message,
      // Optional parameters
      url: 'https://your-webhook.com/status',
      method: 'POST'
    });

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

Plivo Benefits:

• Lowest pricing among major providers (~$0.028/SMS)
• Simple REST API with excellent documentation
• Real-time analytics and reporting dashboard
• Reliable delivery across all three Madagascar operators

What Are the API Rate Limits?

Default Rate Limits:

• Messages per second: 30 (varies by provider and plan)
• Batch sending limit: 500 recipients per request
• Daily sending quota: Varies by provider and account tier

How to Manage High-Volume Sending

Throughput Management Strategies:

• Implement exponential backoff for retry logic when hitting rate limits
• Use queue systems (Redis, RabbitMQ, AWS SQS) for high-volume campaigns
• Batch messages when possible to reduce API calls
• Monitor delivery rates and adjust sending patterns based on carrier performance
• Distribute traffic across multiple accounts for very high volumes

How to Handle API Errors

Common Error Codes and Solutions:

• 4001 – Invalid number format: Verify +261 country code and number length (9 digits after country code)
• 4002 – Network not available: Retry with exponential backoff; carrier may be experiencing issues
• 4003 – Message blocked: Review content for prohibited keywords or restricted industries
• 4004 – Rate limit exceeded: Implement queue system and throttle sending rate
• 21614 – Landline destination: Remove landline numbers from recipient lists

Error Handling Best Practices:

• Implement comprehensive logging with Winston, Bunyan, or similar
• Monitor delivery receipts via webhooks for real-time status
• Set up alerts for sudden increases in failure rates
• Maintain retry queues for temporary failures (4002, 4004)
• Never retry permanent failures (4001, 21614)

Frequently Asked Questions About Madagascar SMS

What is the SMS pricing for Madagascar in 2025?

SMS pricing varies significantly by provider in Madagascar. Twilio charges $0.5267 per message segment, while Plivo offers the lowest rate at ~$0.028 per SMS. Infobip charges ~$0.034, and Sinch costs ~$0.038 per message. All providers charge per segment (160 characters for GSM-7 or 70 for Unicode). Additional fees may apply for features like link shortening ($0.015/message on Twilio) and SMS pumping protection ($0.025/message). Alphanumeric sender IDs are free across all providers, while international numbers start at $1.15/month.

Does Madagascar require ARTEC approval for SMS campaigns?

No, you don't need pre-approval from ARTEC to send SMS in Madagascar. However, you must comply with Interdepartmental Order 2471/2016, which requires documented consent, STOP/HELP command support, and adherence to time restrictions (6 AM – 10 PM). ARTEC enforces these regulations and can impose fines or suspend services for non-compliance. Political messaging requires specific authorization from ARTEC before sending.

Which mobile operators work with SMS in Madagascar?

Madagascar has three major mobile operators: Telma (recently rebranded as Yas) with 5 million subscribers, Airtel Madagascar with 4.9 million subscribers, and Orange Madagascar with 3.3 million subscribers. Together, they control 93.6% of the market. All three support alphanumeric sender IDs and concatenated messages. However, Airtel and Orange don't support dynamic numeric sender IDs (international long codes), while Telma/Yas supports all sender ID types.

Can I use alphanumeric sender IDs in Madagascar?

Yes, alphanumeric sender IDs work across all major Madagascar networks without pre-registration. Use 3-11 alphanumeric characters (letters A-Z, numbers 0-9) for your brand name. However, avoid generic terms like "InfoSMS," "INFO," "Verify," or "Notify" – Telma/Yas may override these for deliverability. Use specific brand names like "YourBrand" or "CompanyName" instead. Alphanumeric sender IDs are free and don't support two-way SMS.

What are Madagascar's SMS time restrictions?

Madagascar enforces strict sending hours: 6:00 AM to 10:00 PM (UTC+3, Madagascar Time). You can send a maximum of 3 messages per recipient per day. Emergency notifications and explicitly requested messages (like verification codes) are exempt from these restrictions. Target business hours (8:00 AM – 5:00 PM) for best engagement. Avoid major holidays like Independence Day (June 26) to maintain positive brand reputation.

How do I format phone numbers for Madagascar SMS?

Format Madagascar numbers with the +261 country code followed by 9 digits. Remove any leading zeros from local numbers before adding the country code. For example, local number "034 12 345 67" becomes "+261341234567." The three main operator prefixes are: Telma/Yas (030, 031, 032, 033, 034), Airtel (037, 038), and Orange (035, 036, 039). Attempts to send to landlines will fail with error code 21614.

Is two-way SMS supported in Madagascar?

No, two-way SMS is not supported in Madagascar through major SMS providers like Twilio, Sinch, MessageBird, or Plivo. Design your messaging strategies around one-way communications. You can send marketing messages, transactional notifications, alerts, and verification codes, but recipients cannot reply directly. For customer engagement requiring responses, consider directing users to web forms, email, or voice channels.

What content is prohibited in Madagascar SMS?

ARTEC prohibits SMS for: gambling and betting services (without licensing), adult content, cryptocurrency promotions, unauthorized financial services, and political messaging (without authorization). Carriers also filter messages with excessive punctuation, all-caps text, suspicious URLs, and spam keywords in French or Malagasy. Use professional language, registered URL shorteners, and limit punctuation to one exclamation mark per message.

How do I handle opt-outs in Madagascar?

Process all STOP requests within 24 hours. Support STOP and HELP keywords in both French ("ARRÊTER") and Malagasy ("AJANONA"). Respond immediately with confirmation messages. Maintain suppression lists with opted-out numbers for at least 12 months. Include opt-out instructions in every marketing message. Never require recipients to visit websites or call numbers to opt out – SMS-based opt-outs must be sufficient. Madagascar doesn't have a centralized Do Not Call registry.

Which SMS API is best for Madagascar?

The best SMS API depends on your priorities. Choose Plivo ($0.028/SMS) for lowest cost and simple REST API. Select Sinch ($0.038/SMS) for direct operator connections and Africa-optimized infrastructure. Pick MessageBird for automatic character encoding and Malagasy special character handling. Use Twilio ($0.5267/SMS) for premium deliverability, comprehensive features, and extensive global infrastructure. All providers support alphanumeric sender IDs, delivery receipts, and webhook integration.

What Are the Key Takeaways?

Essential Requirements:

1. Always format numbers with +261 prefix followed by 9 digits
2. Respect time window restrictions (6 AM – 10 PM, UTC+3)
3. Implement proper opt-out handling with 24-hour processing
4. Monitor delivery rates by carrier (Telma/Yas, Airtel, Orange)
5. Obtain explicit consent before sending marketing messages

Cost Optimization:

• Keep messages under 160 GSM-7 characters to avoid multi-segment charges
• Use alphanumeric sender IDs (free) instead of leased numbers when possible
• Monitor and block SMS pumping fraud
• Clean invalid numbers regularly to avoid failed message fees

Compliance Checklist:

• ✅ Documented consent for all recipients
• ✅ STOP/HELP command support in French and Malagasy
• ✅ Messages sent only between 6 AM – 10 PM
• ✅ Maximum 3 messages per recipient per day
• ✅ 24-hour opt-out processing
• ✅ Suppression list maintained for at least 12 months

Where to Find More Information

Regulatory Resources:

• ARTEC Official Website: www.artec.mg – Primary telecommunications regulator
• ARTEC Guidelines: www.artec.mg/guidelines – Compliance documentation
• Ministry of Posts and Telecommunications: www.mptdn.gov.mg – Government oversight

Mobile Operator Information:

• Telma (Yas) Coverage: www.telma.mg/coverage – Network maps and specifications
• Airtel Madagascar: Corporate site with service areas
• Orange Madagascar: Coverage and service documentation

SMS Provider Documentation:

• Twilio Madagascar Guide: twilio.com/en-us/guidelines/mg/sms – Official implementation guide
• Twilio Pricing: twilio.com/en-us/sms/pricing/mg – Current rates and features
• Sinch API Documentation: developers.sinch.com/docs/sms/ – Complete API reference
• MessageBird API Reference: developers.messagebird.com/api/ – Integration guides
• Plivo SMS API Guide: plivo.com/docs/sms/api/message/ – Getting started documentation

Implementation Support:

• Review provider-specific guidelines before production deployment
• Test with all three carriers during development
• Monitor ARTEC announcements for regulatory changes
• Join provider community forums for troubleshooting and best practices