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Philippines SMS Guidelines: Best Practices, Message Length, and Compliance

Ensuring compliance and successful delivery of SMS messages in the Philippines involves adhering to specific guidelines. This article outlines the essential SMS guidelines for the Philippines, focusing on message length, supported features, and compliance considerations.

Key Features of SMS in the Philippines

Two-Way SMS Support

The Philippines offers two-way SMS functionality, enabling users to both send and receive messages. This is particularly beneficial for customer support and interactive campaigns, allowing users to respond to received messages.

Message Length and Concatenation

SMS messages in the Philippines are limited to 160 characters. Messages exceeding this limit are split into multiple segments and reassembled by the recipient. Be aware that certain sender ID types may not support concatenation, and message splitting can vary based on character encoding.

MMS Support

Although MMS (Multimedia Messaging Service) is not directly supported, multimedia content like images and videos can be shared via SMS by embedding them in a URL. This method allows recipients to access multimedia content through a link in the SMS.

Sending SMS to Landline Numbers

Sending SMS to landline numbers is unsupported in the Philippines. Attempting this will result in a 400 error response from the Sent API, and the message will neither be logged nor charged.

Compliance Considerations

Adhering to local laws and regulations is crucial when sending SMS messages in the Philippines. Key compliance guidelines include:

  • Sender ID Restrictions:

    • International long codes are prohibited and replaced with a generic Alphanumeric Sender ID. Using a registered Alphanumeric Sender ID is recommended for better deliverability.
    • Sender IDs containing "TEST," "MESSAGE," "SMS," and network names like "SMART" and "SUN" are banned.

  • Opt-In and Opt-Out Requirements:

    • Commercial and promotional messages can only be sent to subscribers who have explicitly opted in.
    • Provide regular opt-out instructions — weekly for daily subscriptions and monthly for weekly subscriptions.

  • Prohibited Content:

    • Spam messages, including those promoting financial loans, real estate, and political content, are banned.
    • Content related to firearms, gambling (except for registered Philippine Inland Gaming Operators), adult content, and controlled substances is strictly forbidden.
    • Shortened URLs are not allowed, and URLs in banking-related messages must be pre-approved.

  • Best Practices:

    • Obtain opt-in consent before sending any communication, especially for marketing purposes.
    • Avoid contacting users during non-daytime hours unless urgent.
    • Ensure SMS campaigns support HELP/STOP messages in the local language.

Conclusion

Adhering to SMS guidelines in the Philippines is essential for ensuring successful message delivery and avoiding penalties. By following these best practices, such as using appropriate sender IDs, obtaining opt-in consent, and respecting content restrictions, you can create effective and compliant SMS campaigns.

For more detailed guidance, consult with legal counsel to ensure your SMS use cases comply with all applicable laws in the Philippines.