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SMS Guidelines for the Netherlands: Two-way SMS, Number Portability, and Compliance

Introduction

Navigating SMS regulations in the Netherlands is essential for businesses aiming to communicate effectively and legally with their audience. This guide delves into key aspects such as two-way SMS support, number portability, message length considerations, and compliance requirements. Mastering these elements is vital for the success of your SMS campaigns.

Two-Way SMS Support

In the Netherlands, two-way SMS is fully supported, allowing businesses to both send and receive messages from users. This capability enhances customer interaction, making it ideal for customer service and marketing campaigns. Two-way SMS facilitates seamless, real-time conversations with your audience.

Number Portability

The feature of number portability in the Netherlands enables users to retain their mobile numbers when switching service providers. This ensures continuity in communication, allowing businesses to maintain contact with users without needing to update their databases.

Message Concatenation and Length

Message concatenation is supported, allowing longer messages to be split into segments and reassembled at the recipient's end. Businesses should note that the message encoding and sender ID type can affect character limits. Different encoding formats may reduce the number of characters per SMS, impacting how messages are split and rejoined.

MMS Support

While Multimedia Messaging Service (MMS) is not fully supported, Sent provides a workaround by converting MMS to SMS with an embedded URL. This enables businesses to share media-rich content like images or videos via SMS by linking to the content online.

Sending SMS to Landline Numbers

It's crucial to remember that SMS cannot be sent to landline numbers in the Netherlands. Attempts will result in a 400 error response with code 21614, and such messages won't appear in logs or incur charges. Businesses should ensure their contact lists exclude landline numbers.

Compliance Considerations

Compliance is a cornerstone of SMS communication in the Netherlands. Businesses should consult legal experts to ensure their campaigns adhere to regulations. Key compliance guidelines include:

  • Opt-in Consent: Secure explicit consent from users before sending any messages, especially marketing-related.
  • Respect Time Zones: Send messages during local daytime hours unless urgent.
  • Support HELP/STOP Commands: Enable users to manage preferences easily with HELP and STOP commands in the local language.
  • Do-Not-Call Registries: Avoid contacting users listed on do-not-call or do-not-disturb registries.

Conclusion

Adhering to SMS guidelines in the Netherlands ensures your campaigns are compliant, effective, and respectful of user preferences. Whether utilizing two-way SMS for customer service or marketing promotions, understanding local regulations is key to avoiding pitfalls and maximizing success.

For more information on SMS regulations, visit the Netherlands Authority for Consumers & Markets.