Réunion (France) SMS Best Practices, Compliance, and Features

Réunion (France) SMS Market Overview

Market Conditions: Réunion, as a French overseas department, maintains a robust mobile telecommunications infrastructure. The market is dominated by major French operators including Orange Réunion, SFR Réunion, and Free Réunion. While SMS remains a crucial communication channel, particularly for business communications and authentication, OTT messaging apps like WhatsApp and Facebook Messenger have significant penetration. Android devices hold a majority market share, though iOS devices maintain a strong presence among higher-income consumers.

Key SMS Features and Capabilities in Réunion

Réunion supports most modern SMS features with some limitations, operating under French telecommunications regulations while maintaining its distinct market characteristics.

Two-way SMS Support

Two-way SMS is not supported in Réunion through standard channels. Businesses requiring two-way communication should consider alternative messaging solutions or dedicated short code services.

Concatenated Messages (Segmented SMS)

Support: Yes, concatenated messages are supported, though availability may vary by sender ID type.
Message length rules: Standard SMS length of 160 characters for GSM-7 encoding, or 70 characters for Unicode (UCS-2) encoding.
Encoding considerations: Both GSM-7 and UCS-2 encodings are supported. Messages using special characters will automatically use UCS-2 encoding, reducing the character limit per segment.

MMS Support

MMS messages are automatically converted to SMS with an embedded URL link. This ensures compatibility across all devices while still allowing rich media content to be shared through a web-based interface.

Recipient Phone Number Compatibility

Number Portability

Number portability is not available in Réunion. This simplifies message routing as numbers remain tied to their original carriers.

Sending SMS to Landlines

Sending SMS to landline numbers is not supported in Réunion. Attempts to send messages to landline numbers will result in a 400 response with error code 21614, and no charges will be applied to the account.

Compliance and Regulatory Guidelines for SMS in Réunion (France)

As a French overseas department, Réunion follows French telecommunications regulations, overseen by ARCEP (Autorité de Régulation des Communications Électroniques et des Postes) and CNIL (Commission Nationale de l'Informatique et des Libertés). All SMS communications must comply with both French national and EU data protection laws, including GDPR.

Consent and Opt-In

Explicit Consent Requirements:

• Written or electronic consent must be obtained before sending marketing messages
• Consent must be freely given, specific, informed, and unambiguous
• Records of consent must be maintained and easily accessible
• Purpose of messaging must be clearly stated at the time of consent

Best Practices for Documentation:

• Maintain detailed records of when and how consent was obtained
• Store consent data in a secure, GDPR-compliant database
• Implement double opt-in processes for marketing lists
• Regular audit of consent records

HELP/STOP and Other Commands

• All marketing messages must include clear opt-out instructions
• STOP command must be supported in both French and English
• Common keywords that must be honored:
  • STOP, ARRÊT, DÉSABONNEMENT (unsubscribe)
  • AIDE, HELP (help)
• Response to STOP commands must be immediate and confirmed

Do Not Call / Do Not Disturb Registries

Réunion follows the French Bloctel system for telemarketing opt-outs. While primarily focused on voice calls, best practices include:

• Maintaining internal suppression lists
• Immediate processing of opt-out requests
• Regular updates of blocked number databases
• Proactive filtering of known opt-out numbers

Time Zone Sensitivity

Réunion observes UTC+4, and messaging restrictions include:

• Marketing messages allowed only between 8 AM and 10 PM local time
• No marketing messages on Sundays and public holidays
• Transactional messages can be sent 24/7
• Emergency notifications exempt from time restrictions

Phone Numbers Options and SMS Sender Types for in Réunion (France)

Alphanumeric Sender ID

Operator network capability: Supported
Registration requirements: Not required
Sender ID preservation: Yes, displayed as sent
Character limit: Up to 11 characters, letters and numbers only

Long Codes

Domestic vs. International: International long codes supported; domestic not available
Sender ID preservation: No, typically overwritten with random shortcode
Provisioning time: Immediate for international numbers
Use cases: Transactional messaging, alerts, notifications

Short Codes

Support: Available through mobile operators
Provisioning time: 8-12 weeks
Use cases: High-volume messaging, marketing campaigns, 2FA

Restricted SMS Content, Industries, and Use Cases

Restricted Industries:

• Gambling and betting services
• Adult content
• Cryptocurrency promotions
• Unauthorized financial services
• Political messaging without proper disclaimers

Content Filtering

Carrier Filtering Rules:

• URLs must be from whitelisted domains
• No excessive punctuation or special characters
• Maximum of one URL per message
• No mention of restricted keywords

Best Practices to Avoid Blocking:

• Use registered URL shorteners
• Avoid excessive capitalization
• Maintain consistent sending patterns
• Use approved sender IDs consistently

Best Practices for Sending SMS in Réunion (France)

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 marketing messages to 2-4 per month per recipient
• Respect local holidays and cultural events
• Avoid sending during peak hours (8-9 AM, 12-2 PM)
• Space out bulk campaigns to prevent network congestion

Localization

• Primary language should be French
• Consider Creole for specific campaigns
• Use appropriate date formats (DD/MM/YYYY)
• Account for local cultural references and customs

Opt-Out Management

• Process opt-outs within 24 hours
• Maintain centralized opt-out database
• Confirm opt-out with one final message
• Regular cleanup of contact lists

Testing and Monitoring

• Test across all major local carriers
• Monitor delivery rates by carrier
• Track engagement metrics
• Regular A/B testing of message content

SMS API integrations for Réunion (France)

Twilio

Twilio provides a robust SMS API with specific support for Réunion's messaging requirements. Integration requires your Account SID and Auth Token for authentication.

import { Twilio } from 'twilio';

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

// Function to send SMS to Réunion
async function sendSMSToReunion(
  to: string,
  message: string,
  senderId: string
) {
  try {
    // Ensure number is in E.164 format for Réunion
    const formattedNumber = to.startsWith('+262') ? to : `+262${to}`;
    
    const response = await client.messages.create({
      body: message,
      from: senderId, // Alphanumeric sender ID
      to: formattedNumber,
      // Schedule message within allowed hours (8 AM - 10 PM)
      scheduleType: 'fixed',
      sendAt: new Date(), // Will be adjusted if outside allowed hours
    });
    
    return response;
  } catch (error) {
    console.error('Error sending SMS:', error);
    throw error;
  }
}

Sinch

Sinch offers comprehensive SMS capabilities for Réunion, requiring API Token and Service Plan ID for authentication.

import { SinchClient } from '@sinch/sdk-core';

// Initialize Sinch client
const sinchClient = new SinchClient({
  projectId: process.env.SINCH_PROJECT_ID,
  apiToken: process.env.SINCH_API_TOKEN
});

// Function to send SMS via Sinch
async function sendSinchSMS(
  recipientNumber: string,
  messageText: string
) {
  try {
    const response = await sinchClient.sms.batches.send({
      sendSMSRequestBody: {
        to: [recipientNumber],
        body: messageText,
        // Set delivery time window for Réunion
        deliveryReport: 'summary',
        parameters: {
          delivery_window: {
            start_time: '08:00',
            end_time: '22:00'
          }
        }
      }
    });
    
    return response;
  } catch (error) {
    console.error('Sinch SMS Error:', error);
    throw error;
  }
}

MessageBird

MessageBird provides reliable SMS delivery to Réunion with straightforward API integration.

import { MessageBirdClient } from 'messagebird';

// Initialize MessageBird client
const messagebird = new MessageBirdClient(
  process.env.MESSAGEBIRD_API_KEY
);

// Function to send SMS via MessageBird
async function sendMessageBirdSMS(
  to: string,
  message: string,
  senderId: string
) {
  return new Promise((resolve, reject) => {
    messagebird.messages.create({
      originator: senderId,
      recipients: [to],
      body: message,
      // Réunion specific parameters
      datacoding: 'auto', // Handles special characters
      type: 'premium', // For marketing messages
    }, (err, response) => {
      if (err) {
        reject(err);
      } else {
        resolve(response);
      }
    });
  });
}

Plivo

Plivo offers SMS capabilities with specific features for Réunion's regulatory requirements.

import { Client } from 'plivo';

// Initialize Plivo client
const plivo = new Client(
  process.env.PLIVO_AUTH_ID,
  process.env.PLIVO_AUTH_TOKEN
);

// Function to send SMS via Plivo
async function sendPlivoSMS(
  destination: string,
  message: string,
  senderId: string
) {
  try {
    const response = await plivo.messages.create({
      src: senderId,
      dst: destination,
      text: message,
      // Réunion specific options
      url: 'your-callback-url',
      method: 'POST',
      type: 'sms'
    });
    
    return response;
  } catch (error) {
    console.error('Plivo Error:', error);
    throw error;
  }
}

API Rate Limits and Throughput

• Default rate limits: 100 messages per second
• Batch sending recommended for volumes over 1000/hour
• Implement exponential backoff for retry logic
• Queue messages during peak hours (8-10 AM local time)

Error Handling and Reporting

• Implement comprehensive logging with Winston or similar
• Track delivery receipts for all messages
• Monitor carrier responses for blocking patterns
• Set up alerts for unusual error rates
• Store message metadata for compliance reporting

Recap and Additional Resources

Key Takeaways:

• Always use alphanumeric sender IDs for better deliverability
• Respect time windows (8 AM - 10 PM) for marketing messages
• Maintain proper consent records and honor opt-outs immediately
• Test thoroughly across all major carriers

Next Steps:

1. Review ARCEP and CNIL guidelines for SMS marketing
2. Implement proper consent management systems
3. Set up monitoring and reporting infrastructure
4. Establish relationship with SMS provider support teams

Additional Information:

• ARCEP Official Website
• CNIL Data Protection Guidelines
• Réunion Telecom Authority
• French SMS Marketing Association

Best Practice Resources:

• Mobile Marketing Association Guidelines
• GDPR Compliance Documentation
• Local Consumer Protection Laws
• Carrier-specific Technical Documentation