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Estonia SMS Guidelines: Messaging Best Practices and Compliance

Sending SMS messages in Estonia requires adherence to specific guidelines to ensure compliance with local regulations and to optimize message delivery. Below, we explore key factors such as two-way SMS support, message concatenation, MMS handling, and compliance recommendations.

Two-Way SMS Support

In Estonia, two-way SMS is fully supported. This means businesses and organizations can engage in interactive messaging with their customers. Whether you are running a customer service chatbot or conducting a survey, two-way communication is possible.

Number Portability

Estonia supports number portability, allowing users to retain their phone numbers when switching between mobile carriers. This is beneficial for maintaining consistent communication with customers, even if they change providers.

Concatenated Message Support

When sending messages that exceed the standard SMS character limit, concatenation is supported. This feature ensures that long messages are split into smaller segments and reassembled upon receipt, so the end-user sees the message as one coherent text. However, it's important to note that concatenation behavior may vary depending on the character encoding used and the sender ID type.

MMS Support

Estonia does not support direct Multimedia Messaging Service (MMS). Instead, MMS messages are converted to SMS with an embedded URL. This means that images, videos, or other multimedia content will be delivered as a link rather than as an attachment.

Sending SMS to Landline Numbers

It is not possible to send SMS messages to landline numbers in Estonia. If an attempt is made, the Sent API will return a 400 response with error code 21614, and the message will not be logged or charged.

Compliance Considerations

To ensure that your SMS campaigns in Estonia are compliant with local regulations, you should follow these best practices:

  • Obtain opt-in consent from each end-user before sending any communication, especially for marketing messages.
  • Respect local time zones and avoid sending messages outside of typical daytime hours unless the message is urgent.
  • Support HELP/STOP messages in the local language to allow users to easily manage their subscriptions.
  • Refrain from contacting users who are listed on do-not-call or do-not-disturb registries.

Additionally, message delivery to M2M (machine-to-machine) numbers is on a best-effort basis only, meaning delivery may not be guaranteed.

By adhering to these guidelines, you can ensure that your SMS campaigns in Estonia are both effective and compliant with local laws.

FAQ

Is two-way SMS supported in Estonia?

Yes, two-way SMS is supported in Estonia, allowing businesses to engage in interactive communication with their customers.

Can I send SMS to landline numbers in Estonia?

No, sending SMS to landline numbers in Estonia is not supported. The Sent API will return an error (code 21614), and the message will not be logged or charged.

What are the compliance considerations for SMS campaigns in Estonia?

To comply with local regulations, you should obtain opt-in consent from users, respect local time zones for communication, support HELP/STOP commands in the local language, and avoid contacting users listed on do-not-call registries.

For more information on compliance, visit the Estonian Consumer Protection and Technical Regulatory Authority.