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Denmark SMS Guidelines: Best Practices, Compliance, and Messaging Rules

When sending SMS messages to Denmark, adhering to local guidelines is crucial for ensuring message delivery and compliance with regulations. This article outlines the key SMS guidelines, including two-way SMS support, message handling, and compliance considerations for Denmark.

Two-Way SMS Support

Denmark supports two-way SMS messaging, allowing users to both send and receive messages. This feature is vital for businesses aiming to engage in interactive communication with their customers, such as customer support or marketing campaigns.

Number Portability

Number portability is available in Denmark, enabling users to retain their phone numbers when switching between mobile service providers. This ensures consistent communication with customers, regardless of their mobile carrier.

Concatenated Message Support

Denmark supports concatenated messages. If your SMS exceeds the character limit for a single message, it will be split into smaller segments and reassembled on the recipient’s device, ensuring seamless delivery of longer messages.

MMS Support

In Denmark, MMS messages, which typically include multimedia content like images and videos, are converted to SMS with an embedded URL. This allows users to receive multimedia content via a clickable link, maintaining compatibility with the SMS format.

Sending SMS to Landline Numbers

Sending SMS messages to landline numbers in Denmark is not supported. If attempted, the Sent REST API will return a 400 error with code 21614, and the message will not be logged or charged.

Compliance Considerations

Compliance with local regulations is essential when sending SMS messages in Denmark. Mobile operators actively block and filter SMS content containing web addresses (URLs). To avoid filtering, register your SMS content with Sent customer services and use an International Long Code Sender ID or an Alphanumeric Sender ID. Using a Domestic Long Code Sender ID may result in message filtering.

Additionally, gambling and lottery-related content is strictly prohibited by mobile operators in Denmark. Message delivery to M2M (machine-to-machine) numbers is provided on a best-effort basis only, meaning delivery is not guaranteed.

Best Practices for SMS Messaging in Denmark

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

  1. Obtain Opt-In Consent: Always get explicit opt-in consent from users before sending them any communication, especially for marketing or non-essential messages.

  2. Respect Time Zones: Only send messages during the user’s local daytime hours unless the message is urgent.

  3. Support HELP/STOP Messages: Your SMS campaigns should allow users to send HELP or STOP messages in their local language to manage their preferences.

  4. Avoid Do-Not-Call Lists: Do not send messages to users who are on do-not-call or do-not-disturb registries.

By following these guidelines, you can ensure that your SMS campaigns in Denmark are compliant, effective, and respectful of users' preferences.

For more detailed information on SMS regulations, you can visit the Danish Business Authority website.