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Thailand SMS Guidelines: Best Practices and Compliance

When sending SMS messages to Thailand, adhering to specific guidelines is crucial for compliance and to avoid penalties. Thailand enforces strict regulations on SMS communication, and non-compliance can lead to fines or service suspension. This guide outlines the key aspects of sending SMS in Thailand.

Key Features of SMS in Thailand

  • Two-way SMS: Two-way SMS is not supported in Thailand. You can send SMS messages, but recipients cannot reply to the same number.

  • Number Portability: Thailand supports number portability, allowing users to keep their phone numbers when changing mobile service providers.

  • Concatenated Messages: Supports concatenated messages, allowing messages over 160 characters to be split and reassembled. Note that some sender ID types may not support this.

  • MMS Support: MMS is converted to SMS with an embedded URL, meaning multimedia messages are sent as links.

  • Landline SMS: Sending SMS to landline numbers is not possible in Thailand. Attempts will result in a 400 error code 21614, with no charge or log.

Compliance Considerations

Compliance with local regulations is essential when sending SMS in Thailand. The country's telecom regulator enforces strict rules on SMS content. Violations can lead to fines or service termination.

Content Restrictions

Thailand's telecom laws prohibit SMS content related to:

  • Pornography
  • Politics
  • Religion
  • Gambling
  • Money (including financial solicitations)

Additionally, AIS, a major telecom provider, blocks SMS from non-Thai numbers. Customers can opt out by dialing *137.

Best Practices for SMS in Thailand

To ensure compliance and effectiveness of your SMS campaigns in Thailand, follow these best practices:

  1. Obtain Opt-in Consent: Secure explicit consent from users before sending SMS, especially for marketing or non-essential communications.

  2. Respect Time Zones: Send SMS during local daytime hours unless urgent, to avoid disturbing recipients at inappropriate times.

  3. Support HELP/STOP Commands: Allow recipients to send HELP or STOP messages in their local language for user control and compliance.

  4. Avoid Do-Not-Call Registries: Ensure campaigns do not target numbers on do-not-call or do-not-disturb registries.

Conclusion

Sending SMS in Thailand requires careful attention to local regulations and best practices. By following these guidelines, you can ensure that your SMS campaigns are compliant and effective. Always consult with legal experts to align your use cases with Thai laws and avoid sending sensitive or prohibited content.

For more information on Thailand's telecom regulations, visit the National Broadcasting and Telecommunications Commission.