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SMS Guidelines for Singapore: Compliance, Message Length, and Best Practices

Discover essential SMS guidelines for Singapore, focusing on compliance, message length, and best practices to enhance your mobile communication strategy effectively.

Locale Overview

In Singapore, the mobile country code is 525, and the country’s dialing code is +65. These codes are crucial for setting up your SMS campaigns to ensure messages reach the correct destination.

Two-Way SMS and Number Portability

  • Two-Way SMS: Not supported in Singapore.
  • Number Portability: Available, allowing users to retain their mobile numbers when switching carriers.

Message Length and Concatenation

  • Maximum Message Length: 160 ASCII characters.
  • Concatenated Messages: Supported but may not work with certain sender ID types.

MMS Support

  • MMS: Not fully supported. MMS messages are converted to SMS with an embedded URL linking to the multimedia content.

Sending SMS to Landline Numbers

Sending SMS to landline numbers is not allowed. Attempting to do so will result in a 400 error code (21614) from the Sent REST API, and the message will not be logged or charged.

Compliance and Regulatory Considerations

  • Sender ID Registration: All Alphanumeric, Shortcode, and Domestic Longcode Sender IDs must be registered with the Singapore Network Information Centre (SGNIC).
  • International Longcode Sender IDs: Cannot be registered.
  • Non-Registered Sender IDs: From 30 January 2023, these will be overwritten with ‘Likely-SCAM’.
  • Content Restrictions: Prohibited content includes firearms, gambling, adult material, money/loans, political or religious topics, controlled substances, cannabis, alcohol, and messaging apps links like WhatsApp or LINE.

Best Practices for SMS Campaigns in Singapore

  1. Obtain Opt-In Consent: Ensure explicit consent from users before sending messages.
  2. Respect Daytime Hours: Limit messages to daytime unless urgent.
  3. Support HELP/STOP Commands: Implement standard commands in the recipient’s local language.
  4. Avoid Do-Not-Call Registries: Do not contact users on do-not-call or do-not-disturb lists.

Conclusion

Adhering to SMS guidelines in Singapore is vital for successful messaging campaigns. Register your Sender ID, comply with content regulations, and follow best practices to avoid penalties and ensure message delivery.

For more detailed information, visit the Singapore Network Information Centre (SGNIC) website.