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SMS Guidelines for Malaysia: Compliance, Best Practices, and Technical Overview

When sending SMS messages to Malaysia, adhering to local regulations and best practices is crucial for compliance and successful message delivery. This guide provides a comprehensive overview for businesses and developers, covering technical details and content restrictions.

Two-Way SMS and Number Portability

Malaysia supports two-way SMS, enabling interactive messaging between senders and recipients. Additionally, number portability allows users to switch mobile carriers without changing their phone numbers.

Concatenated Messages

Concatenated messages are supported in Malaysia, allowing long messages to be split into smaller segments and reassembled on the recipient's device. Note that certain sender ID types may not support this, and Digi Malaysia delivers concatenated messages as multiple separate messages.

MMS Support

Malaysia does not directly support Multimedia Messaging Service (MMS). Instead, MMS messages are converted into SMS with an embedded URL. Important: Starting September 1, 2024, sending URLs in SMS messages will be prohibited.

SMS to Landline Numbers

Sending SMS to landline numbers in Malaysia is not supported. Attempting this will result in a 400 error code from the Sent REST API, and the message will not be delivered. Your account will not be charged for these failed attempts.

Compliance Considerations

To ensure compliance with Malaysian regulations, it is strongly recommended to consult with legal counsel before launching SMS campaigns. Here are some general best practices:

  • Opt-in Consent: Obtain explicit opt-in consent from recipients before sending any communication, especially for marketing purposes.
  • Respect Local Hours: Avoid sending non-urgent messages outside of daytime hours.
  • Support HELP/STOP Responses: Allow users to opt out of SMS campaigns and offer help messages in the local language.
  • Do-Not-Call Registries: Avoid contacting users listed on do-not-call or do-not-disturb registries.

Content Restrictions (Effective September 1, 2024)

Starting September 1, 2024, Malaysia will enforce strict regulations on SMS content. The following types of content will be blocked:

  • Phone Numbers: Any mobile or fixed-line phone numbers in the message body.
  • Personal Information: Requests for personal details such as names, identification numbers, or bank account numbers.
  • URLs: Any SMS containing URLs will be blocked.

Additionally, the following content is strictly prohibited:

  • Firearms
  • Gambling
  • Adult content
  • Money/loan offers
  • Political or religious content
  • Controlled substances (including cannabis)
  • Alcohol-related content

Promotional Message Restrictions

Marketing and promotional SMS messages are not allowed between 8 PM and 8 AM local time. Violating this rule can lead to message blocking or penalties from mobile operators.

Message Headers and Brand Name Requirements

All SMS messages sent to Malaysia must include a RM 0.00 header, informing the recipient that they are not being charged for receiving the message. If this header is missing, the message may be truncated or fail entirely.

Additionally, it is mandatory to include your brand name in the message content. This helps mobile operators identify the sender and prevents message blocking or filtering.

Sender ID and Long Code Restrictions

For Application-to-Person (A2P) messages, the sender ID will be overwritten with a shortcode. Only Person-to-Person (P2P) messages may be sent using Malaysian domestic long codes. If you are sending legitimate P2P messages, contact Sent Customer Services to enable the appropriate domestic long code connectivity.

For A2P messages, international long codes are permitted.

Best Practices for SMS Campaigns in Malaysia

To ensure the success of your SMS campaigns in Malaysia, follow these best practices:

  • Get explicit opt-in consent before sending any messages.
  • Respect local time zones and avoid sending messages during prohibited hours (8 PM to 8 AM).
  • Support opt-out options like HELP/STOP in the local language.
  • Avoid restricted content such as URLs, phone numbers, personal information, and prohibited topics like gambling or firearms.

By adhering to these guidelines, you can ensure your SMS campaigns are compliant, effective, and well-received by Malaysian recipients.

For more information on Malaysian SMS regulations, consider visiting the Malaysian Communications and Multimedia Commission website for official guidelines and updates.