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Rwanda SMS Guidelines: Key Considerations for Mobile Messaging

When planning SMS campaigns in Rwanda, understanding the local guidelines is crucial for compliance and effective message delivery. This guide provides essential insights into SMS messaging in Rwanda, including compliance, message length, and technical considerations.

Locale Overview: Rwanda

Rwanda, situated in the Middle East & Africa region, is identified by the ISO code "RW" and uses the mobile country code 635. The international dialing code is +250. For successful SMS campaigns targeting Rwandan users, it is important to adhere to specific technical and regulatory guidelines.

Two-Way SMS Support

Two-way SMS is not supported in Rwanda. While you can send SMS messages to recipients, they cannot reply directly via SMS. Consider alternative communication methods for two-way interactions.

Number Portability

Number portability, which allows users to retain their phone numbers when switching carriers, is not available in Rwanda. Mobile numbers are tied to specific carriers, impacting contact list management.

Concatenated SMS Messages

Rwanda supports concatenated SMS messages, allowing longer messages to be split into smaller segments and reassembled on the recipient’s device. The behavior of concatenation may vary based on character encoding and sender ID type. Messages exceeding the character limit for a single SMS will be split into multiple segments.

Message Length Considerations

The length of an SMS message in Rwanda depends on the encoding used. For standard GSM encoding, the character limit is typically 160 characters. Messages exceeding this limit will be split into multiple segments.

MMS Support

Rwanda does not support Multimedia Messaging Service (MMS). Instead, MMS messages are converted to SMS with an embedded URL. Multimedia content, such as images or videos, will be shared via a link in the SMS.

Sending SMS to Landline Numbers

Sending SMS to landline numbers in Rwanda is not allowed. Attempts to send an SMS to a landline will result in a 400 response with error code 21614 from the Sent REST API. The message will not appear in logs, and your account will not be charged.

Compliance Considerations

Compliance with local regulations is crucial for SMS campaigns in Rwanda. Businesses should consult with qualified legal counsel to ensure compliance with all relevant laws. General best practices include:

  • Obtain opt-in consent from each end-user before sending communications, especially for marketing or non-essential messages.
  • Send messages during the recipient's local daytime hours unless urgent.
  • Ensure SMS campaigns support HELP/STOP messages in the local language.
  • Avoid contacting users on do-not-call or do-not-disturb registries.

By following these best practices, your SMS campaigns can be both effective and compliant with Rwandan regulations.

Conclusion

When planning SMS campaigns in Rwanda, it's essential to understand the country's specific guidelines regarding two-way SMS, message concatenation, and compliance. Although Rwanda does not support two-way SMS or number portability, it allows concatenated messages and provides a robust framework for SMS communication. Ensure your campaigns comply with local laws to avoid legal issues.

By adhering to these guidelines, you can create a successful and compliant SMS campaign in Rwanda.

For more information on international SMS guidelines, visit the International Telecommunication Union website.