New Zealand SMS Best Practices, Compliance, and Features

New Zealand SMS Market Overview

Market Conditions: New Zealand has a mature mobile market with high SMS adoption rates. The country's main mobile operators include Vodafone NZ, Spark, and 2degrees. While OTT messaging apps like WhatsApp and Facebook Messenger are popular, SMS remains a crucial channel for business communications and authentication. The mobile market shows a relatively even split between Android and iOS devices, with both platforms well-represented among New Zealand consumers.

Key SMS Features and Capabilities in New Zealand

New Zealand supports comprehensive SMS capabilities including two-way messaging and concatenation, though with specific requirements around sender IDs and compliance.

Two-way SMS Support

Yes, New Zealand fully supports two-way SMS communications.
Messages must be sent through dedicated short codes to enable proper two-way functionality and maintain compliance with local regulations.

Concatenated Messages (Segmented SMS)

Support: Yes, concatenation is supported, though availability may vary based on sender ID type.
Message length rules: Standard 160 characters for GSM-7 encoding, 70 characters for Unicode before splitting occurs.
Encoding considerations: Both GSM-7 and UCS-2 (Unicode) are supported, with GSM-7 being preferred for optimal message length.

MMS Support

MMS messages are automatically converted to SMS with an embedded URL link for accessing multimedia content.
Best Practice: When sending multimedia content, ensure the URL is shortened and clearly labeled, and consider including the file type in the message.

Recipient Phone Number Compatibility

Number Portability

Yes, number portability is available in New Zealand.
While it doesn't significantly impact delivery, carriers handle routing automatically through their number portability databases.

Sending SMS to Landlines

No, sending SMS to landline numbers is not possible in New Zealand.
Attempts to send SMS to landline numbers will result in a 400 response error (code 21614), with no message delivery and no charge to the account.

Compliance and Regulatory Guidelines for SMS in New Zealand

New Zealand's SMS communications are governed by the Unsolicited Electronic Messages Act 2007, overseen by the Department of Internal Affairs (DIA). The Commerce Commission and Privacy Commissioner also play key roles in enforcing compliance with consumer protection and privacy laws.

Consent and Opt-In

Explicit Consent Requirements:

• Written or electronic consent must be obtained before sending marketing messages
• Consent records must be maintained and easily accessible
• Purpose of communications must be clearly stated during opt-in
• Double opt-in recommended for marketing campaigns

Best Practices for Consent Documentation:

• Store date, time, and method of consent
• Maintain clear records of opt-in source
• Regular audit of consent database
• Implement consent expiration policies

HELP/STOP and Other Commands

Required Keywords:

• STOP, UNSUBSCRIBE, or CANCEL for opt-out
• HELP for information about the service
• All keywords must be free of charge for users
• Commands must be supported in English and Māori

Do Not Call / Do Not Disturb Registries

While New Zealand doesn't maintain a centralized Do Not Call registry, businesses must:

• Maintain their own suppression lists
• Honor opt-out requests within 5 working days
• Implement systems to prevent messaging to opted-out numbers
• Regularly update and audit suppression lists

Time Zone Sensitivity

Timing Guidelines:

• Restrict messages to 8:00 AM - 8:00 PM local time (NZST/NZDT)
• Avoid sending during public holidays
• Emergency messages exempt from time restrictions
• Consider daylight saving time changes (September-April)

Phone Numbers Options and SMS Sender Types for New Zealand

Alphanumeric Sender ID

Operator network capability: Not supported in New Zealand
Registration requirements: N/A
Sender ID preservation: N/A

Long Codes

Domestic vs. International:

• Domestic long codes not supported
• International long codes supported but with limitations

Sender ID preservation: No, original sender ID not preserved
Provisioning time: N/A
Use cases: Not recommended for A2P messaging in New Zealand

Short Codes

Support: Fully supported and required for A2P messaging
Provisioning time: 5-6 weeks average
Use cases:

• Marketing campaigns
• Two-factor authentication
• Customer service
• Transactional messages

Restricted SMS Content, Industries, and Use Cases

Prohibited Content:

• Firearms and weapons
• Gambling and betting
• Adult content
• Cryptocurrency
• Unregistered financial services
• Political messaging without proper disclosure
• Cannabis and controlled substances

Content Filtering

Carrier Filtering Rules:

• Messages containing prohibited keywords are blocked
• URLs must be from approved domains
• Message frequency limits enforced

Best Practices to Avoid Filtering:

• Avoid spam trigger words
• Use approved URL shorteners
• Maintain consistent sending patterns
• Include clear business identification

Best Practices for Sending SMS in New Zealand

Messaging Strategy

• Keep messages under 160 characters when possible
• Include clear call-to-action
• Use personalization tokens thoughtfully
• Maintain consistent brand voice

Sending Frequency and Timing

• Limit to 2-4 messages per month per recipient
• Respect local business hours
• Consider time zones for nationwide campaigns
• Plan around major holidays and events

Localization

• Primary language: English
• Consider Māori language inclusion for cultural significance
• Use local date/time formats (DD/MM/YYYY)
• Respect cultural sensitivities

Opt-Out Management

• Process opt-outs within 24 hours
• Maintain centralized opt-out database
• Include clear opt-out instructions in every message
• Regular audit of opt-out compliance

Testing and Monitoring

• Test across all major NZ carriers
• Monitor delivery rates by carrier
• Track engagement metrics
• Regular compliance audits
• A/B test message content and timing

SMS API integrations for New Zealand

Twilio

Twilio provides robust SMS capabilities for New Zealand through their REST API. Authentication requires your Account SID and Auth Token.

import { Twilio } from 'twilio';

// Initialize client with environment variables
const client = new Twilio(
  process.env.TWILIO_ACCOUNT_SID,
  process.env.TWILIO_AUTH_TOKEN
);

// Function to send SMS to New Zealand number
async function sendSMSToNewZealand(
  shortCode: string,
  recipientNumber: string,
  messageBody: string
) {
  try {
    // Ensure number is in E.164 format for New Zealand
    const formattedNumber = recipientNumber.startsWith('+64') 
      ? recipientNumber 
      : `+64${recipientNumber.substring(1)}`;

    const message = await client.messages.create({
      from: shortCode, // Must use approved short code
      to: formattedNumber,
      body: messageBody,
      // Add required disclaimer for NZ
      statusCallback: 'https://your-webhook.com/status'
    });

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

Sinch

Sinch offers SMS services in New Zealand through their REST API, requiring API Token authentication.

import axios from 'axios';

class SinchSMSService {
  private readonly baseUrl = 'https://au.sms.api.sinch.com/xms/v1';
  private readonly apiToken: string;
  private readonly serviceId: string;

  constructor(apiToken: string, serviceId: string) {
    this.apiToken = apiToken;
    this.serviceId = serviceId;
  }

  async sendSMS(recipient: string, message: string) {
    try {
      const response = await axios.post(
        `${this.baseUrl}/${this.serviceId}/batches`,
        {
          from: 'YOUR_SHORTCODE',
          to: [recipient],
          body: message,
          delivery_report: 'summary'
        },
        {
          headers: {
            'Authorization': `Bearer ${this.apiToken}`,
            'Content-Type': 'application/json'
          }
        }
      );

      return response.data;
    } catch (error) {
      console.error('Sinch SMS Error:', error);
      throw error;
    }
  }
}

MessageBird

MessageBird provides SMS capabilities through their REST API with API Key authentication.

import { MessageBird } from 'messagebird';

class MessageBirdService {
  private client: MessageBird;

  constructor(apiKey: string) {
    this.client = new MessageBird(apiKey);
  }

  async sendSMS(
    shortCode: string,
    recipient: string,
    message: string
  ): Promise<any> {
    return new Promise((resolve, reject) => {
      this.client.messages.create({
        originator: shortCode,
        recipients: [recipient],
        body: message,
        datacoding: 'plain' // Use 'unicode' for special characters
      }, (err, response) => {
        if (err) {
          reject(err);
        } else {
          resolve(response);
        }
      });
    });
  }
}

Plivo

Plivo offers SMS integration through their REST API using Auth ID and Auth Token authentication.

import * as plivo from 'plivo';

class PlivoSMSService {
  private client: plivo.Client;

  constructor(authId: string, authToken: string) {
    this.client = new plivo.Client(authId, authToken);
  }

  async sendSMS(
    shortCode: string,
    recipient: string,
    message: string
  ) {
    try {
      const response = await this.client.messages.create({
        src: shortCode,
        dst: recipient,
        text: message,
        // New Zealand specific parameters
        powerpack_uuid: 'your-powerpack-uuid'
      });

      return response;
    } catch (error) {
      console.error('Plivo SMS Error:', error);
      throw error;
    }
  }
}

API Rate Limits and Throughput

• Default rate limit: 100 messages per second
• Burst limit: 250 messages per minute
• Daily quota: Based on account level

Strategies for Large-Scale Sending:

• Implement queuing system (Redis/RabbitMQ)
• Use batch APIs where available
• Implement exponential backoff
• Monitor throughput metrics

Error Handling and Reporting

• Implement webhook endpoints for delivery reports
• Log all API responses
• Monitor error rates by error code
• Set up alerts for unusual error patterns
• Maintain error resolution documentation

Recap and Additional Resources

Key Takeaways

1. Compliance First: Always use approved short codes
2. Consent Management: Maintain clear opt-in records
3. Timing Sensitivity: Respect local business hours
4. Content Restrictions: Follow industry guidelines
5. Technical Implementation: Use proper error handling

Next Steps

1. Review Regulations

   • Unsolicited Electronic Messages Act 2007
   • Privacy Act 2020
   • Telecommunications Act 2001

2. Legal Consultation

   • Engage local counsel for compliance review
   • Verify consent collection processes
   • Review message templates

3. Technical Setup

   • Choose appropriate SMS provider
   • Implement delivery reporting
   • Set up monitoring systems

Additional Information:

• New Zealand Commerce Commission
• Department of Internal Affairs
• Privacy Commissioner
• Telecommunications Forum