Saudi Arabia SMS Best Practices, Compliance, and Features

Saudi Arabia SMS Market Overview

Market Conditions: Saudi Arabia has a highly developed mobile market with widespread SMS usage. The country's major mobile operators include STC (Saudi Telecom Company), Mobily, and Zain. While OTT messaging apps like WhatsApp and Telegram are popular, SMS remains crucial for business communications and authentication. The market shows a relatively even split between Android and iOS devices, with a slight preference for iOS among higher-income consumers.

Key SMS Features and Capabilities in Saudi Arabia

Saudi Arabia supports most standard SMS features including concatenated messages and alphanumeric sender IDs, though two-way SMS functionality is limited and MMS messages are converted to SMS with URL links.

Two-way SMS Support

Two-way SMS is not supported in Saudi Arabia through standard A2P channels. Businesses requiring two-way communication typically need to implement alternative solutions or use dedicated enterprise messaging services.

Concatenated Messages (Segmented SMS)

Support: Yes, concatenation is supported for most sender ID types, though support may vary based on the specific sender ID type used.
Message length rules: Standard 160 characters per message segment using GSM-7 encoding.
Encoding considerations: Messages using GSM-7 encoding can contain up to 160 characters, while UCS-2 encoding (used for Arabic and special characters) allows up to 70 characters per segment. For messages containing the EURO symbol (€), UCS-2 encoding is recommended.

MMS Support

MMS messages are not directly supported in Saudi Arabia through standard A2P channels. Instead, MMS content is automatically converted to SMS with an embedded URL link where recipients can view the multimedia content. This ensures compatibility while maintaining the ability to share rich media content.

Recipient Phone Number Compatibility

Number Portability

Number portability is available in Saudi Arabia. This means subscribers can change their mobile service provider while keeping their original phone number. While this feature is supported, it typically doesn't affect SMS delivery or routing as messages are routed based on current network assignments.

Sending SMS to Landlines

Sending SMS to landline numbers is not supported in Saudi Arabia. Attempts to send messages to landline numbers will result in a failure response (400 error code 21614) from the API, and no message will be delivered or charged to the account.

Compliance and Regulatory Guidelines for SMS in Saudi Arabia

The Communications and Information Technology Commission (CITC) governs SMS communications in Saudi Arabia, enforcing strict regulations to protect consumers. All businesses must comply with both CITC regulations and the Personal Data Protection Law (PDPL) when sending SMS messages.

Consent and Opt-In

Explicit Consent Requirements:

• Written or electronic consent must be obtained before sending any marketing messages
• Double opt-in is strongly recommended for marketing communications
• Consent records must be maintained and readily available for audit
• Purpose of messaging must be clearly stated during opt-in

Best Practices for Consent Management:

• Implement a clear opt-in process with checkbox confirmation
• Store consent timestamps and opt-in method
• Maintain detailed records of consent source and date
• Regularly update consent database and remove expired consents

HELP/STOP and Other Commands

• All promotional messages must include opt-out instructions in both English and Arabic
• Standard keywords must be supported:
  • STOP/إيقاف - for opting out
  • HELP/مساعدة - for assistance
• Opt-out confirmations must be sent in the same language as the original message
• Commands must be processed within 24 hours

Do Not Call / Do Not Disturb Registries

Saudi Arabia maintains a national DND registry managed by the CITC:

• Businesses must regularly check numbers against the DND list
• Numbers on the DND list must be removed from marketing databases
• Violations can result in significant penalties
• Recommended to maintain internal suppression lists in addition to DND compliance

Time Zone Sensitivity

Messaging Hours:

• Promotional messages: 09:00 AM to 08:00 PM (Saudi Arabia Time, GMT+3)
• Transactional/service messages: 24/7 permitted
• Religious and cultural considerations during Ramadan and other holidays

Phone Numbers Options and SMS Sender Types for Saudi Arabia

Alphanumeric Sender ID

Operator network capability: Fully supported and required for A2P messaging
Registration requirements:

• Pre-registration mandatory
• 2-week approval process
• Company documentation required
• "-AD" suffix required for promotional sender IDs

Sender ID preservation: Yes, displayed as registered when properly approved

Long Codes

Domestic vs. International: Neither domestic nor international long codes are supported
Sender ID preservation: N/A
Provisioning time: N/A
Use cases: Not available for SMS messaging in Saudi Arabia

Short Codes

Support: Not currently supported in Saudi Arabia
Provisioning time: N/A
Use cases: N/A

Restricted SMS Content, Industries, and Use Cases

Prohibited Content and Industries:

• Gambling and betting
• Adult content
• Political messages
• Religious content
• Controlled substances
• Cannabis and alcohol
• Money lending/loan services
• WhatsApp/LINE chat links
• Phone numbers in message body

Content Filtering

Carrier Filtering Rules:

• URLs must be pre-registered and whitelisted
• Identical content messages are blocked
• Messages containing restricted keywords are filtered
• Numeric sender IDs are blocked

Tips to Avoid Blocking:

• Register all URLs before sending
• Vary message content between campaigns
• Avoid URL shorteners
• Use registered alphanumeric sender IDs
• Keep content professional and compliant

Best Practices for Sending SMS in Saudi Arabia

Messaging Strategy

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

Sending Frequency and Timing

• Limit to 3-4 messages per month per recipient
• Respect prayer times and religious observances
• Avoid sending during sensitive cultural periods
• Space out messages to prevent recipient fatigue

Localization

• Support both Arabic and English
• Right-to-left text formatting for Arabic
• Use local date and time formats
• Consider cultural sensitivities in content
• Provide customer support in both languages

Opt-Out Management

• Process opt-outs within 24 hours
• Send confirmation of opt-out
• Maintain centralized opt-out database
• Regular database cleaning
• Honor opt-outs across all campaigns

Testing and Monitoring

• Test across all major carriers (STC, Mobily, Zain)
• Monitor delivery rates by carrier
• Track opt-out rates
• Analyze engagement patterns
• Regular content and URL testing

SMS API integrations for Saudi Arabia

Twilio

Twilio provides a robust SMS API for sending messages to Saudi Arabia. Authentication requires your Account SID and Auth Token.

Key Parameters:

• alphanumericSenderId: Pre-registered sender ID
• to: Recipient number in E.164 format (+966)
• body: Message content (supports Unicode)

import { Twilio } from 'twilio';

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

async function sendSMSToSaudiArabia(
  to: string,
  message: string,
  senderId: string
): Promise<void> {
  try {
    // Validate phone number format
    if (!to.startsWith('+966')) {
      throw new Error('Saudi Arabia numbers must start with +966');
    }

    const response = await client.messages.create({
      from: senderId,  // Your pre-registered alphanumeric sender ID
      to: to,         // Recipient phone number
      body: message,  // Message content
      statusCallback: 'https://your-webhook.com/status' // Optional status tracking
    });

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

Sinch

Sinch offers a comprehensive SMS API with specific features for Saudi Arabia. Authentication uses API Token and Service Plan ID.

import axios from 'axios';

class SinchSMSClient {
  private readonly apiToken: string;
  private readonly servicePlanId: string;
  private readonly baseUrl: string;

  constructor(apiToken: string, servicePlanId: string) {
    this.apiToken = apiToken;
    this.servicePlanId = servicePlanId;
    this.baseUrl = 'https://sms.api.sinch.com/xms/v1';
  }

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

      console.log('Message sent:', response.data.id);
    } catch (error) {
      console.error('Sinch SMS error:', error);
      throw error;
    }
  }
}

MessageBird

MessageBird provides SMS API access with support for Saudi Arabia's specific requirements.

import { MessageBird } from 'messagebird';

class MessageBirdSMSClient {
  private client: MessageBird;

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

  async sendSMS(
    to: string,
    message: string,
    senderId: string
  ): Promise<void> {
    return new Promise((resolve, reject) => {
      this.client.messages.create({
        originator: senderId,
        recipients: [to],
        body: message,
        datacoding: 'unicode' // Support for Arabic characters
      }, (err, response) => {
        if (err) {
          console.error('MessageBird error:', err);
          reject(err);
        } else {
          console.log('Message sent:', response.id);
          resolve();
        }
      });
    });
  }
}

Plivo

Plivo's SMS API supports Saudi Arabia with features for handling Arabic text and delivery reporting.

import * as plivo from 'plivo';

class PlivoSMSClient {
  private client: plivo.Client;

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

  async sendSMS(
    to: string,
    message: string,
    senderId: string
  ): Promise<void> {
    try {
      const response = await this.client.messages.create({
        src: senderId,
        dst: to,
        text: message,
        url_strip_query_params: false, // Preserve URL parameters if any
        powerpack_id: undefined // Use direct sender ID
      });

      console.log('Message sent:', response.messageUuid);
    } catch (error) {
      console.error('Plivo error:', error);
      throw error;
    }
  }
}

API Rate Limits and Throughput

Rate Limits:

• Standard rate limit: 100 messages per second
• Burst limit: 250 messages per minute
• Daily quota varies by provider and plan

Throughput Management:

class SMSRateLimiter {
  private queue: Array<() => Promise<void>> = [];
  private processing: boolean = false;
  private readonly rateLimit: number;

  constructor(rateLimit: number = 100) {
    this.rateLimit = rateLimit;
  }

  async addToQueue(sendFunction: () => Promise<void>): Promise<void> {
    this.queue.push(sendFunction);
    if (!this.processing) {
      this.processQueue();
    }
  }

  private async processQueue(): Promise<void> {
    this.processing = true;
    while (this.queue.length > 0) {
      const batch = this.queue.splice(0, this.rateLimit);
      await Promise.all(batch.map(fn => fn()));
      await new Promise(resolve => setTimeout(resolve, 1000));
    }
    this.processing = false;
  }
}

Error Handling and Reporting

interface SMSError {
  code: string;
  message: string;
  timestamp: Date;
  recipient: string;
}

class SMSErrorHandler {
  private errors: SMSError[] = [];

  logError(error: SMSError): void {
    this.errors.push(error);
    console.error(`SMS Error [${error.code}]: ${error.message}`);
    // Implement your error reporting logic here
  }

  async retryFailedMessages(): Promise<void> {
    // Implement retry logic for failed messages
  }
}

Recap and Additional Resources

Key Takeaways:

• Always use pre-registered alphanumeric sender IDs
• Implement proper error handling and retry mechanisms
• Monitor delivery rates and engagement metrics
• Maintain compliance with CITC regulations

Next Steps:

1. Register sender IDs with CITC
2. Implement proper opt-in/opt-out management
3. Set up monitoring and reporting systems
4. Test thoroughly across all major carriers

Additional Resources:

• CITC Official Website
• Saudi Arabia SMS Regulations
• Data Protection Guidelines