Cook Islands SMS Best Practices, Compliance, and Features

Cook Islands SMS Market Overview

Market Conditions: The Cook Islands mobile market is dominated by Vodafone Cook Islands, which is currently the only licensed mobile telephony service provider. SMS remains a crucial communication channel for businesses and consumers, particularly given the region's reliance on tourism and international communications. While OTT messaging apps are used, SMS maintains its importance for critical communications, notifications, and business messaging due to its reliability and universal reach.

Key SMS Features and Capabilities in Cook Islands

The Cook Islands supports basic SMS functionality with some limitations on advanced features, primarily focusing on one-way messaging capabilities.

Two-way SMS Support

Two-way SMS is not supported in the Cook Islands according to current provider specifications. Businesses should design their messaging strategies around one-way communications only.

Concatenated Messages (Segmented SMS)

Support: Concatenated messaging is not supported in the Cook Islands.
Message length rules: Standard SMS character limits apply - 160 characters for GSM-7 encoding, 70 characters for Unicode.
Encoding considerations: Both GSM-7 and UCS-2 encoding are supported, with UCS-2 recommended for messages containing local language characters.

MMS Support

MMS messages are automatically converted to SMS with an embedded URL link. This means that any multimedia content must be hosted separately and linked within the message body. Best practice is to use URL shorteners to preserve character count and ensure clear call-to-actions in the message body.

Recipient Phone Number Compatibility

Number Portability

Number portability is not available in the Cook Islands. This means phone numbers remain tied to their original carrier, simplifying message routing and delivery.

Sending SMS to Landlines

Sending SMS to landline numbers is not possible in the Cook Islands. Attempts to send messages to landline numbers will result in a failed delivery and a 400 response with error code 21614. Messages will not appear in logs and accounts will not be charged for these attempts.

Compliance and Regulatory Guidelines for SMS in Cook Islands

The Competition and Regulatory Authority (CRA) oversees telecommunications in the Cook Islands. While specific SMS marketing regulations are limited, businesses must follow general telecommunications guidelines and international best practices for messaging.

Consent and Opt-In

Explicit Consent Requirements:

• Obtain clear, documented opt-in consent before sending any marketing messages
• Maintain detailed records of when and how consent was obtained
• Include clear terms of service and privacy policy references during opt-in
• Specify message frequency and content type during the opt-in process

Best practices for documenting consent:

• Store timestamp and source of opt-in
• Keep records of the specific campaign or service the user agreed to
• Maintain audit trails of consent changes
• Regular validation of consent database

HELP/STOP and Other Commands

While not strictly regulated, implementing standard opt-out mechanisms is strongly recommended:

• Support universal STOP command for immediate opt-out
• Implement HELP keyword for user assistance
• Consider both English and Cook Islands Māori language support
• Acknowledge opt-out requests within 24 hours

Do Not Call / Do Not Disturb Registries

The Cook Islands does not maintain an official Do Not Call registry. However, businesses should:

• Maintain their own suppression lists
• Honor opt-out requests immediately
• Remove unsubscribed numbers within 24 hours
• Regularly clean contact lists to remove inactive numbers

Time Zone Sensitivity

The Cook Islands observes CKT (Cook Islands Time, UTC-10). Best practices include:

• Send messages between 8:00 AM and 8:00 PM CKT
• Avoid messaging during public holidays
• Consider seasonal timing during peak tourist seasons
• Schedule urgent messages only for genuine emergencies

Phone Numbers Options and SMS Sender Types for in Cook Islands

Alphanumeric Sender ID

Operator network capability: Supported with dynamic usage allowed
Registration requirements: Pre-registration not required
Sender ID preservation: Yes, sender IDs are preserved and displayed as sent

Long Codes

Domestic vs. International:

• Domestic long codes not supported
• International long codes fully supported

Sender ID preservation: Yes, original sender ID is preserved
Provisioning time: Immediate for international long codes
Use cases: Ideal for transactional messages, alerts, and customer service

Short Codes

Support: Short codes are not currently available in the Cook Islands
Provisioning time: N/A
Use cases: N/A

Restricted SMS Content, Industries, and Use Cases

Restricted Industries and Content:

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

Content Filtering

Known Carrier Filtering Rules:

• Messages containing certain keywords may be blocked
• URLs from suspicious domains are filtered
• High-frequency messaging patterns may trigger spam filters

Tips to Avoid Blocking:

• Avoid excessive punctuation and special characters
• Use registered URL shorteners
• Maintain consistent sending patterns
• Include clear business identification
• Avoid common spam trigger words

Best Practices for Sending SMS in Cook Islands

Messaging Strategy

• Keep messages under 160 characters when possible
• Include clear call-to-actions
• Personalize messages using recipient's name or preferences
• Maintain consistent branding across messages

Sending Frequency and Timing

• Limit marketing messages to 2-4 per month
• Space messages at least 48 hours apart
• Respect local holidays and cultural events
• Avoid sending during major cultural festivals

Localization

• Support both English and Cook Islands Māori
• Consider cultural context in message content
• Use appropriate date and time formats
• Respect local customs and traditions

Opt-Out Management

• Process opt-outs within 24 hours
• Send confirmation of successful opt-out
• Maintain centralized opt-out database
• Regular audit of opt-out compliance

Testing and Monitoring

• Test messages across different devices
• Monitor delivery rates by carrier
• Track engagement metrics
• Regular review of bounce rates and failed deliveries

SMS API integrations for Cook Islands

Twilio

Twilio provides a straightforward REST API for sending SMS to the Cook Islands. Authentication uses your Account SID and Auth Token.

import { Twilio } from 'twilio';

// Initialize the Twilio client with your credentials
const client = new Twilio(
  process.env.TWILIO_ACCOUNT_SID,    // Your Account SID
  process.env.TWILIO_AUTH_TOKEN      // Your Auth Token
);

async function sendSMSToCookIslands() {
  try {
    // Send message using E.164 format for Cook Islands (+682)
    const message = await client.messages.create({
      body: 'Your message to Cook Islands recipient',
      from: 'YOUR_TWILIO_NUMBER',    // Your verified sender ID
      to: '+682XXXXXXXX'            // Recipient number in Cook Islands
    });

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

Sinch

Sinch requires API Token and Service Plan ID for authentication. Their SDK provides robust error handling and delivery reporting.

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

// Initialize Sinch client
const sinchClient = new SinchClient({
  projectId: process.env.SINCH_PROJECT_ID,
  keyId: process.env.SINCH_KEY_ID,
  keySecret: process.env.SINCH_KEY_SECRET
});

async function sendSMSViaSinch() {
  try {
    const response = await sinchClient.sms.batches.send({
      sendSMSRequestBody: {
        to: ['+682XXXXXXXX'],        // Cook Islands number
        from: 'YOUR_SENDER_ID',      // Alphanumeric sender ID
        body: 'Your message content',
        delivery_report: 'summary'    // Request delivery report
      }
    });

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

MessageBird

MessageBird offers a simple API with support for delivery reports and Unicode messages.

import { MessageBird } from 'messagebird';

// Initialize MessageBird client
const messagebird = MessageBird(process.env.MESSAGEBIRD_API_KEY);

async function sendSMSViaMessageBird() {
  const params = {
    originator: 'YOUR_SENDER_ID',
    recipients: ['+682XXXXXXXX'],
    body: 'Your message content',
    reportUrl: 'YOUR_WEBHOOK_URL'    // Optional delivery report webhook
  };

  return new Promise((resolve, reject) => {
    messagebird.messages.create(params, (err, response) => {
      if (err) {
        console.error('MessageBird error:', err);
        reject(err);
      } else {
        console.log('Message sent:', response.id);
        resolve(response);
      }
    });
  });
}

Plivo

Plivo provides detailed delivery insights and supports Unicode messages for local language content.

import { Client } from 'plivo';

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

async function sendSMSViaPlivo() {
  try {
    const response = await client.messages.create({
      src: 'YOUR_SENDER_ID',         // Your sender ID
      dst: '+682XXXXXXXX',           // Cook Islands number
      text: 'Your message content',
      url_strip_query_params: false   // Preserve URL parameters if any
    });

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

API Rate Limits and Throughput

• Default rate limit: 1 message per second per destination
• Batch sending limit: 100 messages per request
• Daily sending quota may apply based on account type

Strategies for Large-Scale Sending:

• Implement queuing system for high-volume campaigns
• Use batch APIs when available
• Add exponential backoff for retry logic
• Monitor throughput and adjust sending rates

Error Handling and Reporting

• Implement comprehensive error logging
• Monitor delivery receipts
• Set up automated alerts for high failure rates
• Store message metadata for troubleshooting

Recap and Additional Resources

Key Takeaways

1. Compliance Priorities

   • Obtain explicit consent
   • Honor opt-out requests
   • Respect local time zones
   • Maintain clean contact lists

2. Technical Considerations

   • Use E.164 number formatting
   • Implement proper error handling
   • Monitor delivery rates
   • Test thoroughly before campaigns

3. Best Practices

   • Keep messages concise
   • Support both English and Cook Islands Māori
   • Maintain consistent sending patterns
   • Regular testing and monitoring

Next Steps

1. Review the Competition and Regulatory Authority (CRA) guidelines
2. Consult legal counsel for compliance review
3. Set up test accounts with preferred SMS providers
4. Implement proper error handling and monitoring

Additional Resources

• Cook Islands Competition and Regulatory Authority
• Telecommunications Act 2019
• SMS Provider Documentation:
  • Twilio Cook Islands Guidelines
  • Sinch API Documentation
  • MessageBird API Reference
  • Plivo API Documentation