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UAE SMS Guidelines: Compliance and Best Practices

When sending SMS messages to the United Arab Emirates (UAE), adhering to specific guidelines is crucial for compliance and optimizing message delivery. This article outlines the key aspects of SMS messaging in the UAE, including message length, compliance considerations, and best practices for Sender IDs.

Key SMS Messaging Features in the UAE

Two-Way SMS

Two-way SMS is not supported in the UAE. Users cannot reply to your messages, so alternative channels are necessary for customer responses.

Message Length and Concatenation

Messages in the UAE are limited to 160 characters per SMS. Exceeding this limit results in the message being split into smaller segments, which are reassembled at the recipient’s end. This process is known as concatenation, ensuring long messages are received as a single, coherent text.

MMS Support

The UAE does not support Multimedia Messaging Service (MMS). Instead, any MMS sent will be converted to SMS with an embedded URL, allowing recipients to access multimedia content via a web link.

Sending SMS to Landlines

SMS messages cannot be sent to landline numbers in the UAE. Attempting to do so will result in a 400 error with error code 21614. The message will not appear in logs, and your account will not be charged.

Compliance Considerations

Compliance is crucial when sending SMS messages in the UAE. Below are key regulations and best practices:

  • Registered Sender ID: All SMS messages must originate from a registered Sender ID. Messages from unregistered IDs are automatically blocked by UAE mobile carriers.
  • AD- Prefix for Promotional Messages: Promotional messages must include an AD- prefix, which counts toward the 11-character limit for Sender IDs.
  • Time Restrictions: Promotional messages cannot be sent between 09:00pm and 07:00am local time. Messages sent during this period will be queued and delivered after 07:00am.
  • Prohibited Content: The UAE strictly prohibits certain content types in SMS:
    • Gambling
    • Adult content
    • Money/loan services
    • Political and religious content
    • Controlled substances (e.g., cannabis, alcohol)
    • URLs, WhatsApp/LINE chat links, or phone numbers in the message body

Best Practices for SMS Messaging in the UAE

To ensure compliance and enhance the effectiveness of your SMS campaigns, follow these best practices:

  1. Obtain Consent: Always secure opt-in consent from recipients before sending marketing or non-essential messages. This is both a best practice and a legal requirement in many regions.
  2. Respect Time Zones: Send messages during the recipient’s daytime hours, unless the communication is urgent.
  3. Support HELP/STOP Messages: SMS campaigns should support HELP/STOP messages, allowing recipients to easily opt out or request assistance. Ensure these messages are available in the recipient’s local language.
  4. Respect Do-Not-Disturb Registries: Avoid sending messages to users on do-not-call or do-not-disturb registries.

Conclusion

Sending SMS messages to the United Arab Emirates requires careful attention to compliance, message formatting, and timing restrictions. By adhering to these guidelines and best practices, you can ensure successful message delivery and compliance with local regulations.

For businesses operating in the UAE, it’s essential to consult with legal counsel to review your SMS campaigns and ensure they meet all applicable laws. This will help you avoid potential legal issues and ensure your campaigns effectively reach your audience.

For more information on UAE regulations, visit the UAE Telecommunications Regulatory Authority.