Italy SMS Guide: Compliance, Regulations & Best Practices

Understanding the Italy SMS Market

Market Conditions: Italy operates a mature mobile market with high SMS adoption. In early 2025, Fastweb and Vodafone completed their merger, creating Italy's largest mobile operator with over 20 million subscribers. The major operators are Fastweb+Vodafone (20+ million), Wind Tre (19 million), TIM/Telecom Italia (16.1 million), and Iliad (11.45 million). While WhatsApp and Facebook Messenger dominate consumer messaging, SMS remains essential for business communications, two-factor authentication, and transactional notifications. The market splits approximately 75% Android and 25% iOS, with strong smartphone penetration across both platforms.

With 98 million SIM cards serving 59 million residents (134% mobile penetration), Italy's SMS delivery rates remain exceptionally high at 98% open rates within minutes, making it one of Europe's most reliable channels for business messaging.

Key SMS Features and Capabilities for Italian Mobile Networks

When you send SMS to Italy, you can leverage comprehensive capabilities including two-way messaging, concatenated messages, and number portability. Some features have specific restrictions on timing and content that require careful setup.

Two-way SMS Support

Italy fully supports two-way SMS, allowing you to engage in interactive messaging with your customers. You face no specific restrictions beyond standard compliance requirements for marketing messages.

Concatenated Messages (Segmented SMS)

Support: Yes, Italian networks fully support concatenation, though support may vary by sender ID type.

Message length rules:

• Single SMS: 160 characters for GSM-7 encoding, 70 characters for UCS-2 encoding
• Concatenated SMS: Messages exceeding single SMS limits split into segments of 153 characters (GSM-7) or 67 characters (UCS-2) due to header data required for reassembly
• Example: A 161-character GSM-7 message sends as two segments (153 + 8 characters)

Encoding considerations: Both GSM-7 and UCS-2 encodings are supported. Messages using special characters (emoji, Chinese script, etc.) automatically use UCS-2 encoding, reducing the character limit per segment.

MMS Support

MMS messages sent to Italian numbers automatically convert to SMS with an embedded URL link to access the multimedia content. This ensures compatibility across all devices while maintaining your ability to share rich media content.

Recipient Phone Number Compatibility

Number Portability

Italy supports number portability, allowing users to keep their phone numbers when switching carriers. This feature works seamlessly and does not affect SMS delivery or routing.

Sending SMS to Landlines

Italy does not support sending SMS to landline numbers. Attempts to send messages to landline numbers result in a 400 response error (code 21614) through the API, with no message delivery and no charges applied.

Italy SMS Compliance: GDPR and AGCOM Regulatory Requirements

Italy enforces strict telecommunications regulations governed by AGCOM (Autorità per le Garanzie nelle Comunicazioni) and adheres to GDPR requirements. Key regulations include AGCOM Resolution 42/13/CIR (alphanumeric sender ID rules) and the Telemarketing Code of Conduct (Resolution 197/23/CONS, July 2023).

Active Enforcement: The Italian Data Protection Authority (Garante Privacy) actively enforces telemarketing regulations. In May 2025, sanctions totaling €3.85 million were issued (€3 million to Acea Energia and €850,000 to related agencies) for non-compliant telemarketing practices involving aggressive tactics and unlawful personal data processing. Compliance is mandatory, not optional.

2025 Anti-Spoofing Measures: AGCOM Resolution 106/25/CONS (April 2025) introduced phased anti-spoofing protections:

• August 19, 2025: Calls from abroad displaying spoofed Italian caller IDs will be blocked
• November 19, 2025: Calls using fake Italian mobile numbers will be blocked
• These measures prevent foreign call centers from masking their origin, though they primarily affect voice calls rather than SMS

GDPR Consent Requirements for SMS Marketing in Italy

Explicit consent is mandatory under Article 130 of the Italian Privacy Code and GDPR Article 7. You must:

• Obtain clear, specific, freely given consent before sending marketing messages
• Use active opt-in mechanisms (unticked boxes that users must check, not pre-checked boxes)
• Maintain detailed records of when and how you obtained consent
• Provide clear information about the type and frequency of messages
• Allow users to withdraw consent easily at any time
• Document consent in a way that demonstrates GDPR compliance
• Double Opt-In Consideration: Recent Garante guidance suggests double opt-in may be required in certain circumstances, particularly for online forms or third-party intermediaries, to ensure consent validity
• Separate Consents: Require separate consent for different processing purposes (e.g., website registration vs. marketing communications)
• Third-Party Sharing: Obtain additional separate consent if you plan to transfer personal data to third parties for their marketing purposes

Legal Basis: SMS marketing relies on consent (GDPR Article 6(1)(a)) as the legal basis. Recipients retain an unconditional right to object to direct marketing at any time under GDPR Article 21(3).

Sources: Article 130, Italian Privacy Code; GDPR Articles 6, 7, 21; Garante Privacy guidance on marketing consent (accessed January 2025)

HELP/STOP and Other Commands

• Include opt-out instructions in all marketing messages
• Honor STOP commands immediately
• Support both Italian and English keywords:
  • STOP/FERMA
  • HELP/AIUTO
  • INFO
• Process messages in both uppercase and lowercase

Do Not Call / Do Not Disturb Registries

Italy maintains the "Registro Pubblico delle Opposizioni" (RPO, Public Opposition Register):

• Scope: Covers voice calls (telemarketing and automated calls) only. SMS messages and messaging apps are NOT covered by RPO.
• Mandatory Consultation: Operators must consult the RPO before launching voice-based telemarketing campaigns
• Coverage: Extended to all Italian phone numbers (landline and mobile) as of July 27, 2022
• Citizen Registration: Free registration available via web (registrodelleopposizioni.it), phone (800 957 766 for landlines, 06 42986411 for mobile), or email
• Effect: Registration blocks promotional phone calls (including robocalls) but does not prevent SMS marketing messages
• SMS Marketing Compliance: For SMS, obtain explicit opt-in consent under Article 130 of the Italian Privacy Code and GDPR, independent of RPO registration
• Best Practice: While RPO doesn't cover SMS, maintain separate SMS opt-out lists and honor all opt-out requests immediately
• Sources: Registro Pubblico delle Opposizioni (accessed January 2025); Article 130, Italian Privacy Code

Time Zone Sensitivity

Italy has specific time restrictions for telemarketing activities:

• Prohibited Times for Voice Calls:
  • Before 9 AM and after 8 PM on weekdays (Monday–Friday)
  • Before 10 AM and after 7 PM on Saturdays
  • All day on Sundays and public holidays
• SMS-Specific Timing: While SMS is not explicitly covered by the same time restrictions as voice calls, respect similar hours (send between 9 AM and 8 PM on weekdays) to maintain recipient trust and comply with GDPR's fair processing requirements
• Recommended SMS Window: Send messages between 10 AM and 8 PM on weekdays for optimal engagement
• Emergency and transactional messages are exempt from these timing recommendations
• Source: Italian Telemarketing Code of Conduct (approved July 26, 2023, AGCOM Resolution 197/23/CONS)

How to Choose Phone Numbers and SMS Sender IDs for Italy

Alphanumeric Sender ID Registration

Operator network capability: Fully supported with mandatory registration

Registration requirements:

• Mandatory Registration: Register all alphanumeric sender IDs in AGCOM's database per Resolution 42/13/CIR
• International Sender Restriction: As of Resolution 12/23/CIR, alphanumeric sender IDs are excluded for non-Italian entities
• International Senders: Use domestic long virtual numbers (LVNs) as sender IDs; alphanumeric IDs will be replaced with numeric sender IDs if not compliant
• Eligibility: Only "non-consumer" subjects possessing a VAT number or numerical tax code (e.g., businesses, associations, non-profit organizations) can use aliases
• Consequences: Non-registered alphanumeric IDs will be automatically replaced with numeric sender IDs

Sender ID preservation: Yes, when properly registered and compliant with AGCOM guidelines

Length: Maximum 11 characters, alphanumeric

Sources: AGCOM Resolutions 42/13/CIR and 12/23/CIR; accessed January 2025

Long Codes

Domestic vs. International:

• Domestic: Fully supported
• International: Not supported directly; messages deliver with local sender ID

Sender ID preservation:

• Domestic: Yes
• International: No, replaced with alphanumeric or local numeric sender ID

Provisioning time: Immediate for domestic numbers

Use cases: Ideal for two-way communication and customer service

Short Codes

Support: Yes, available through major carriers

Provisioning time: 3–5 weeks (varies by carrier availability, backlog, time of year, price point, and service type)

Regulatory Authority: AGCOM (Autorità per le Garanzie nelle Comunicazioni)

Use cases:

• High-volume marketing campaigns
• Two-factor authentication
• Customer service
• Premium SMS services (subject to additional AGCOM regulations including mandatory activation confirmations and subscription labeling)

Source: txtNation Italy Premium SMS Requirements; accessed January 2025

What Content is Restricted for SMS in Italy?

Prohibited Content:

• Cannabis-related content (strictly forbidden)
• Gambling without proper licensing
• Adult content
• Unauthorized financial services

Regulated Industries:

• Financial services require regulatory disclaimers
• Healthcare messages must comply with privacy regulations
• Insurance services need specific authorizations

Content Filtering

Carrier Filtering Rules:

• Messages containing certain keywords may be blocked
• Use URLs from reputable domains
• Excessive punctuation may trigger spam filters

Best Practices to Avoid Blocking:

• Avoid URL shorteners when possible
• Use consistent sender IDs
• Maintain regular sending patterns
• Keep content professional and clear

Best Practices for Sending SMS in Italy

Messaging Strategy

• Limit messages to 160 characters to avoid segmentation costs
• Include clear calls-to-action (e.g., "Reply YES to confirm" or "Visit mysite.it/offer")
• Personalize with recipient names using merge fields
• Use consistent sender IDs to build brand recognition

Sending Frequency and Timing

• Send no more than 2–3 marketing messages per week per recipient
• Schedule messages between 10 AM and 8 PM on weekdays for optimal engagement
• Avoid sending on Saturdays after 7 PM and never send on Sundays or public holidays
• Avoid Italian public holidays: January 6 (Epiphany), April 25 (Liberation Day), May 1 (Labour Day), June 2 (Republic Day), August 15 (Ferragosto), November 1 (All Saints), December 8 (Immaculate Conception), December 25–26 (Christmas)
• Space messages at least 48 hours apart to prevent recipient fatigue
• Regulatory Note: While SMS timing restrictions are not legally mandated like voice call restrictions (9 AM–8 PM weekdays, 10 AM–7 PM Saturdays), respecting these hours demonstrates GDPR fair processing and maintains trust
• Call Attempt Limits: Italy's 2024 Telemarketing Code limits voice calls to no more than three attempts per user per day; while this applies to calls rather than SMS, apply similar restraint to SMS retries to demonstrate responsible marketing practices

Localization

• Write all marketing messages in Italian by default
• Let recipients select language preferences during opt-in
• Format dates as DD/MM/YYYY (e.g., 15/01/2025)
• Use Italian number formatting (1.234,56 for thousands and decimals)
• Consider regional dialects only for hyper-local campaigns

Opt-Out Management

• Process opt-out requests within 24 hours maximum
• Maintain a centralized suppression database across all campaigns
• Send one final confirmation message: "You have been unsubscribed. No further messages will be sent."
• Audit opt-out lists monthly to ensure synchronization across systems

Testing and Monitoring

• Test campaigns on all major carriers (Fastweb+Vodafone, Wind Tre, TIM, Iliad) before launch to ensure consistent delivery
• Monitor carrier-specific delivery rates and flag anomalies that may indicate filtering issues
• Track key metrics: delivery rate, click-through rate (for links), conversion rate, opt-out rate
• Test opt-out keywords (STOP, FERMA) monthly to ensure automated processing works correctly
• Implement A/B testing for message content, timing, and sender IDs to optimize performance
• Set up alerts for sudden drops in delivery rates that may indicate regulatory or technical issues

SMS API Integrations for Sending to Italy

Twilio

Twilio provides a robust SMS API with comprehensive support for Italian messaging requirements. Authenticate using your account SID and auth token.

import { Twilio } from 'twilio';

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

// Function to send SMS to Italian number
async function sendSMSToItaly(
  to: string,
  message: string,
  senderId: string
): Promise<void> {
  try {
    // Ensure proper formatting for Italian numbers
    const formattedNumber = to.startsWith('+39') ? to : `+39${to}`;

    const response = await client.messages.create({
      body: message,
      from: senderId, // Alphanumeric sender ID or Twilio number
      to: formattedNumber,
      // Optional parameters for delivery tracking
      statusCallback: 'https://your-webhook.com/status'
    });

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

Sinch

Sinch offers direct carrier connections in Italy with support for alphanumeric sender IDs and delivery reporting.

import axios from 'axios';

class SinchSMSClient {
  private readonly apiToken: string;
  private readonly serviceId: string;
  private readonly baseUrl = 'https://sms.api.sinch.com/xms/v1';

  constructor(apiToken: string, serviceId: string) {
    this.apiToken = apiToken;
    this.serviceId = serviceId;
  }

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

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

MessageBird

MessageBird provides reliable SMS delivery in Italy with support for local compliance requirements.

import messagebird from 'messagebird';

class MessageBirdClient {
  private client: any;

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

  sendSMS(
    to: string,
    message: string,
    senderId: string
  ): Promise<void> {
    return new Promise((resolve, reject) => {
      this.client.messages.create({
        originator: senderId,
        recipients: [to],
        body: message,
        // Italy-specific parameters
        scheduledDatetime: this.validateBusinessHours(),
        reportUrl: 'https://your-webhook.com/delivery-reports'
      }, (err: any, response: any) => {
        if (err) {
          reject(err);
        } else {
          resolve(response);
        }
      });
    });
  }

  private validateBusinessHours(): string | null {
    // Implement business hours validation for Italy
    // Returns null for immediate sending or ISO string for scheduled delivery
    return null;
  }
}

API Rate Limits and Throughput

Rate limits vary by provider but typically include:

• Twilio: 100 messages per second
• Sinch: 30 messages per second
• MessageBird: 60 messages per second

Strategies for Large-Scale Sending:

• Implement a queuing system using Redis or RabbitMQ
• Use batch APIs when available
• Implement exponential backoff for retries
• Monitor throughput and adjust sending rates

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);

    // Log to monitoring system
    console.error(`SMS Error [${error.code}]: ${error.message}`);

    // Handle specific error types
    switch(error.code) {
      case 'invalid_number':
        // Clean up invalid numbers
        break;
      case 'rate_limit':
        // Implement backoff strategy
        break;
      case 'carrier_error':
        // Queue for retry
        break;
    }
  }
}

Frequently Asked Questions About Sending SMS in Italy

Do I need consent to send SMS marketing in Italy?

Yes. Explicit opt-in consent is mandatory under Article 130 of the Italian Privacy Code and GDPR Article 7. Obtain clear, specific, and freely given consent before sending any marketing SMS messages. Recipients must actively check an unticked box or sign a consent statement—pre-checked boxes or implied consent are not sufficient. Maintain detailed records of when and how you obtained consent.

Does the Registro Pubblico delle Opposizioni (RPO) apply to SMS?

No. The RPO only covers voice calls (telemarketing and automated calls). SMS messages and messaging apps are NOT covered by the RPO registry. Even if someone registers with the RPO, you can still send them SMS marketing messages—provided you have obtained explicit opt-in consent under Article 130 of the Italian Privacy Code and GDPR, independent of their RPO registration.

What are the time restrictions for sending SMS in Italy?

While SMS is not explicitly covered by the same legal time restrictions as voice calls, send messages between 10 AM and 8 PM on weekdays as a best practice. Never send on Sundays or public holidays. Voice call restrictions (which apply 9 AM–8 PM weekdays, 10 AM–7 PM Saturdays, never Sundays/holidays) serve as a good guideline for SMS to maintain recipient trust and comply with GDPR's fair processing requirements. Emergency and transactional messages are exempt.

Can international senders use alphanumeric sender IDs in Italy?

No. As of AGCOM Resolution 12/23/CIR, alphanumeric sender IDs are excluded for non-Italian entities. International senders must use domestic long virtual numbers (LVNs) as sender IDs. If you attempt to use an alphanumeric ID without proper Italian registration, it will be automatically replaced with a numeric sender ID.

How long does it take to provision a short code in Italy?

Short code provisioning in Italy typically takes 3–5 weeks, though timing varies based on carrier availability, backlog, time of year, price point, and service type. AGCOM regulates short codes and requires compliance with specific regulations for premium SMS services.

What is the SMS character limit in Italy?

For single SMS messages, the limit is 160 characters using GSM-7 encoding or 70 characters using UCS-2 encoding (for special characters like emoji). When messages exceed these limits, they split into segments: 153 characters per segment for GSM-7 or 67 characters per segment for UCS-2, due to header data required for reassembly.

Which mobile carriers operate in Italy?

As of 2025, the major mobile operators are Fastweb+Vodafone (20+ million subscribers, the largest after their merger), Wind Tre (19 million), TIM/Telecom Italia (16.1 million), and Iliad (11.45 million). Test SMS campaigns across all major carriers to ensure consistent delivery.

What are the penalties for non-compliant SMS marketing in Italy?

The Italian Data Protection Authority (Garante Privacy) actively enforces regulations with substantial fines. In 2025, sanctions totaling €3.85 million were issued to Acea Energia and related agencies for non-compliant telemarketing practices. Penalties can include fines, corrective measures, and reputational damage. Compliance with GDPR and Italian Privacy Code Article 130 is mandatory, not optional.

Summary: Sending SMS to Italy Successfully

Key Takeaways

1. Compliance Priorities:

   • Obtain explicit GDPR consent before sending marketing SMS
   • Respect business hours (10 AM – 8 PM on weekdays)
   • Maintain opt-out lists and honor STOP requests immediately
   • Follow AGCOM alphanumeric sender ID registration requirements

2. Technical Considerations:

   • Use proper Italian number formatting (+39)
   • Implement retry logic and error handling
   • Monitor delivery rates across all major carriers
   • Test campaigns with Fastweb+Vodafone, Wind Tre, TIM, and Iliad

3. Next Steps:

   • Review AGCOM guidelines and GDPR requirements
   • Set up delivery reporting webhooks
   • Test with major Italian carriers before launch
   • Implement proper error handling and consent tracking

Additional Resources

Official Regulatory Bodies:

• AGCOM (Autorità per le Garanzie nelle Comunicazioni) – Italian Communications Authority
• Garante per la Protezione dei Dati Personali – Italian Data Protection Authority
• Registro Pubblico delle Opposizioni – Public Opposition Register (voice calls only)
• Ministero delle Imprese e del Made in Italy – Ministry overseeing RPO

Key Regulations and Resolutions:

• AGCOM Resolution 42/13/CIR – Alphanumeric sender ID registration requirements
• AGCOM Resolution 12/23/CIR – International sender ID restrictions
• AGCOM Resolution 197/23/CONS (July 26, 2023) – Telemarketing Code of Conduct
• AGCOM Resolution 106/25/CONS (April 2025) – Anti-spoofing measures
• Article 130, Italian Privacy Code – Electronic communications consent requirements

Industry Guidelines:

• Mobile Marketing Association Italy – Industry best practices
• GSMA Guidelines for Italy – Mobile operator standards

Technical Documentation:

• Twilio Italy Guidelines – Twilio-specific Italy requirements
• Sinch Italy Documentation – Sinch implementation guide
• MessageBird Country Guide – MessageBird Italy features