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UAE REGULATIONS

SMS Regulations
in UAE

To ensure compliance and boost campaign success, the companies must follow the regulations and guidelines of the TRDA.

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Why Regulation Matters

SMS Regulations

Why Regulations Matter

To ensure message delivery and avoid legal issues, all businesses, whether local or global, must adhere to national telecom guidelines for SMS. This includes setting up Sender IDs, obtaining opt-in permissions, and following restricted hours for promotional messaging.

Local SMS Guidelines

Local SMS Regulations

SMS Regulations for Local Companies

  • Alphanumeric Sender IDs must be registered on UAE networks for successful message delivery.
  • As per the current TDRA regulation, a company based in the UAE must have an enterprise account on the operator portal.
  • A promotional SMS is sent by a brand to customers who have opted in to receive promotional messages.
  • Promotional communications are not permitted between 9:00 p.m. and 7:00 a.m
  • All promotional mobile marketing SMS must use Sender IDs starting with the prefix “AD-” followed by the Sender ID name.
  • For the message to be delivered successfully, the Sender ID must be registered through the operator (Etisalat or du) portal.

International SMS Regulations

SMS Regulations
for International Companies

  • Alphanumeric Sender IDs must be registered on all UAE networks.

  • Promotional messages are not allowed for international traffic; only transactional messages are permitted.

  • Generic and numeric Sender IDs are not supported.

  • The Sender ID must match the registered company name

Universal Best Practices

Best Practices for All Senders

Do's

  • Send only to users who opted in

  • Include free opt-out methods (link or SMS)

  • Use HELP/STOP keywords in user’s language

  • Maintain sender brand consistency

  • Follow message length limits

Dont's

  • No political, gambling, or religious content

  • Don’t message DND-listed numbers

  • Avoid generic Sender IDs

  • Never skip Sender ID registration

  • Don’t send during restricted hours

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