SMS Regulations
How is the content of business SMS messages regulated?
The content of SMS business messages is subject to rules and regulations that differ from country to country.
Some countries have specific regulations that may be overseen by an official regulatory body. Others do not, but there are instances where the mobile networks themselves have introduced their own rules.
In addition to data protection laws, there is a growing amount of legislation and rules being introduced. This is aimed at reducing fraud, to better protect consumers and businesses.
When do these rules or regulations apply?
They will apply whether you are sending SMS by using our portal, our API, Email to SMS, or via an automation.
Your message(s) may be blocked, if their content does not conform to the destination country’s rules or regulations.
What content within an SMS message can be subject to a country’s rules or regulations?
Rules, regulations and best practice focuses on the following 7 areas:
1. Sender IDs*
2. Virtual mobile numbers & shortcodes
3. Use of special characters
4. Use of specific words
5. Names of organisations
6. URL links
7. Message content
Please make yourself familiar with this support area and check the country pages, as current send rules vary, and are subject to change at any time.
We will continue to update this site when we are notified of changes that will affect you. In the meantime, if you are unsure about what the rules and regulations mean for you, please reach out to our support team who are here to help.
*A sender ID is the name recipients see when they receive your SMS, identifying who has sent the message. Sender IDs are used for sending one-way messages only and do not support replies. If you require two-way conversational messaging, you will need to purchase a Virtual Mobile Number (VMN) or a Short Code.
What do I need to do next?
Even if you are happy that your sender ID and message content meets the rules or regulations of the country you are sending within or to, we’d ask you to take the time to double-check, to ensure service continuity.
It is important that you take the time to complete these checks and make any necessary adjustments, as you will still be liable for SMS charges if your messages are blocked for non-conformance with any rules or regulations.
Rules & regulations by country destination:
Sending within or to:
Need more help?
We’re here to help, so please reach out to your account manager or to the support team.