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SMS Guidelines for Latvia: Key Rules and Best Practices

Latvia, identified by the ISO code "LV," has specific regulations governing SMS messaging. Adhering to these rules is vital for compliance and optimizing your SMS campaigns. Below, we delve into the essential SMS guidelines you need to know for Latvia.

Two-Way SMS Support

In Latvia, two-way SMS communication is not supported. This limitation means that while you can send SMS messages, recipients cannot reply via SMS. Businesses should consider this when designing their messaging strategies, as interactive SMS features are not feasible.

Number Portability

Latvia supports number portability, allowing users to keep their mobile numbers when switching service providers. This is beneficial for businesses as it maintains the integrity of contact lists even if users change carriers.

Concatenated Message Support

Concatenation is supported in Latvia, enabling long SMS messages to be split into smaller parts and reassembled on the recipient’s device. This ensures recipients receive the full message as intended, even if it surpasses the standard SMS character limit. Note that for specific sender ID types, concatenation may not be supported, and message handling can vary based on character encoding.

MMS Support

Direct MMS (Multimedia Messaging Service) is not supported in Latvia. Instead, multimedia messages are converted to SMS with an embedded URL, allowing recipients to access images, videos, or other media via a link.

Sending SMS to Landline Numbers

SMS messages cannot be sent to landline numbers in Latvia. Attempts to do so will result in a 400 error with code 21614 from the Sent REST API. These messages will not be logged, and no charges will apply.

Compliance Considerations

To comply with local regulations, businesses must adhere to several best practices when sending SMS messages in Latvia:

  • Opt-in Consent: Secure explicit opt-in consent from users before sending any messages, especially for marketing or non-essential communications.
  • Respect Local Time Zones: Send messages during the recipient's local daytime hours unless the message is urgent.
  • Support HELP/STOP Commands: Ensure SMS campaigns support standard commands like HELP and STOP, available in the recipient’s local language.
  • Do-Not-Call Registries: Avoid contacting users listed on do-not-call or do-not-disturb registries.

Final Thoughts

Adhering to these guidelines when sending SMS messages in Latvia is crucial for compliance and maximizing campaign effectiveness. By respecting local laws and supporting features like number portability and concatenation, you can navigate Latvia's SMS landscape successfully.

For more information on telecommunications regulations, visit the Latvian Public Utilities Commission.

By following these best practices, businesses can ensure their SMS campaigns in Latvia are both compliant and effective, enhancing communication and engagement with their audience.