Thailand SMS API Pricing Comparison

Pricing Verification Note: Pricing information was last verified in October 2025. SMS pricing is subject to change without notice. Always verify current rates directly with providers before committing to a service.

Staying connected is crucial for businesses operating in or targeting Thailand. This guide compares SMS API pricing from international gateway providers like Twilio, Plivo, and Sinch alongside local Thai carriers (AIS, True Move H, DTAC) so you can choose the best solution for your messaging needs. Whether you're implementing SMS authentication for your application or running bulk marketing campaigns, understanding carrier agreements, regulatory changes, and market demand is essential for effective budgeting and strategic planning.

International SMS Gateway Providers: Twilio, Plivo & Sinch Pricing

International SMS gateway providers offer robust APIs, global reach, and enterprise features, making them the preferred choice for businesses requiring advanced messaging capabilities or international reach.

Choose international providers when you need:

• Advanced API capabilities (delivery tracking, webhooks, analytics)
• Global reach beyond Thailand
• Enterprise-grade security and compliance tools
• Programmable messaging workflows
• Integration with existing cloud infrastructure

Choose local carriers when:

• You only send domestic messages within Thailand
• Cost optimization is the primary concern
• You have simpler messaging requirements
• You can manage direct carrier relationships

Provider Comparison Overview

Note: Plivo rates may include additional carrier surcharges ($0.0030-0.0050/SMS). Always verify current pricing directly with providers as rates are subject to change.

Sources: Twilio Thailand Pricing, Plivo Thailand Pricing, Sinch Pricing (verified October 2025)

Twilio

Twilio is a market leader, balancing competitive pricing with advanced features.

• Outbound SMS: $0.0305 per message segment to Thailand (messages exceeding character limits are split into segments).
• Inbound SMS: Pricing varies by number type (not free with all international numbers).
• Phone Numbers:
  • International Numbers: Starting at $1.15/month
  • Alphanumeric Sender IDs: Free (requires 2-week registration)
• MMS: Converted to SMS with embedded URL (Thailand does not support native MMS).
• Benefits:
  • First 1,000 messages free per month.
  • Link shortening and click tracking ($0.0150 per message, first 1,000 free monthly).
  • Real-time delivery tracking and automated message scheduling.
  • Volume-based discounts for high-volume users.
  • SMS pumping protection to detect and block fraud ($0.0250 per message).
• Considerations: Pricing can increase with message segmentation and optional features like engagement suite and SMS pumping protection. Keep messages under 160 characters (GSM-7) or 70 characters (Thai) to avoid multi-segment charges.

Cost Calculation Examples:

• 5,000 msgs/month: First 1,000 free + (4,000 × $0.0305) = $122.00
• 10,000 msgs/month: First 1,000 free + (9,000 × $0.0305) = $274.50
• 50,000 msgs/month: First 1,000 free + (49,000 × $0.0305) = $1,494.50 (volume discounts may apply)

Source: Twilio Thailand SMS Pricing (verified October 2025)

Plivo

Plivo offers a competitive alternative to Twilio, focusing on flexible integration and reliable delivery.

• Outbound SMS: $0.0055 per message segment (base rate, excluding carrier surcharges).
• Inbound SMS: $0.0055 per message segment.
• Phone Numbers:
  • Long codes: $10.00/month
  • Toll-free numbers: $10.00/month
  • Short codes: Not supported in Thailand
• Carrier Surcharges: Additional $0.0030-0.0050 per SMS depending on network.
• Benefits:
  • Flexible API integration options.
  • Reliable delivery infrastructure and enterprise-grade security.
  • Custom pricing for high-volume users.
  • Message queueing and Powerpack features included.
• Considerations: Plivo's pricing is usage-based with additional carrier surcharges. The effective rate per message ranges from $0.0085 to $0.0105 when including surcharges. Monitor your messaging volume to accurately predict costs.

Source: Plivo Thailand Pricing (verified October 2025)

Sinch

Sinch offers cost-effective inbound messaging rates and enterprise-level capabilities.

• Inbound SMS: $0.009 per message.
• Outbound SMS: Contact Sinch directly for current Thailand rates.
• Phone Numbers:
  • Setup fee: $10.00 (one-time)
  • Monthly fee: $12.80 per number
• Benefits:
  • Bulk messaging capabilities and advanced delivery reporting.
  • Enterprise-level support with dedicated account management.
  • Advanced routing and failover capabilities.
• Considerations: Understand the outbound pricing structure before committing. Sinch typically serves enterprise customers with custom pricing agreements.

Source: Sinch Pricing (verified October 2025)

Local Thai Carriers: AIS, True Move H & DTAC SMS Rates

Local carriers offer the most competitive rates for domestic SMS messaging within Thailand, though they require direct business relationships and Thai registration.

Direct integration with Thai carriers requires:

1. A registered Thai business entity
2. Direct contracts with each carrier
3. Technical integration with proprietary carrier APIs
4. Minimum volume commitments

For most international businesses, SMS aggregators (like Twilio, Plivo, Sinch) provide easier access to Thai networks without direct carrier relationships, though at slightly higher per-message costs.

AIS (Advanced Info Service)

Thailand's largest mobile operator with approximately 45% market share.

• Domestic SMS: 1–2 THB per message (≈$0.03-0.06 USD at 1 THB = $0.03 USD).
• International SMS: 5–10 THB per message (≈$0.15-0.30 USD).
• Benefits: Special bundle packages and corporate solutions with volume discounts.
• Access: Direct API access requires Thai business registration and corporate contracts. International businesses should use SMS aggregators.

True Move H

Formed from the merger of TrueMove H and DTAC, True is Thailand's second-largest operator.

• Domestic SMS: 1–2 THB per message (≈$0.03-0.06 USD).
• International SMS: 5–10 THB per message (≈$0.15-0.30 USD).
• Benefits: Monthly package options and business-specific pricing plans.
• Access: Corporate SMS API available for Thai-registered businesses. Aggregator recommended for international senders.

DTAC (Total Access Communication)

Now merged with True Move H but still operating under the DTAC brand in some regions.

• Domestic SMS: 1–2 THB per message (≈$0.03-0.06 USD).
• International SMS: 5–10 THB per message (≈$0.15-0.30 USD).
• Benefits: Bundle deals with voice and data and enterprise messaging solutions.
• Access: Enterprise contracts available for high-volume Thai businesses.

Thai Carrier Pricing Comparison (USD Equivalent at 1 THB ≈ $0.03 USD):

Note: Thai carrier pricing requires direct contracts and typically includes minimum commitments or bundle packages. Setup fees and monthly minimums vary by contract. Exchange rate as of October 2025: 1 THB ≈ $0.03 USD.

How to Choose the Best SMS Provider for Thailand

Selecting the right SMS provider requires evaluating multiple factors beyond per-message pricing:

• Target Audience: Are you targeting primarily domestic or international recipients?
• Messaging Volume: Do you need low, medium, or high volume capacity?
• Required Features: Do you need basic messaging or advanced features like two-way SMS, scheduling, and analytics?
• Reliability and Support: What level of uptime guarantee and support responsiveness do you require?
• Regulatory Compliance: Ensure your provider adheres to Thailand's regulations, including restrictions on content and sending times (no marketing messages between 9 PM and 9 AM). Alphanumeric Sender IDs require pre-registration with a 2-week approval timeline. Certain content – including gambling, adult content, firearms, controlled substances, alcohol, and financial services promotions – is restricted.

Regulatory Compliance Requirements

Sender ID Registration: Alphanumeric Sender IDs must be registered with Thai carriers through your SMS provider. Registration typically takes 2 weeks and requires business documentation. As of August 2025, the NBTC has mandated that unregistered Sender IDs will be blocked (previously overwritten on best-effort basis). Enforcement became stricter following new NBTC regulations published August 29, 2025.

Opt-In and Consent Requirements: Under Thailand's Personal Data Protection Act (PDPA) and NBTC regulations, you must:

1. Obtain explicit opt-in consent before sending marketing messages
2. Clearly state the purpose of messaging at the time of consent
3. Maintain consent records for at least 3 months
4. Support both English and Thai opt-out keywords (STOP, CANCEL, HELP, and Thai equivalents: หยุด, ยกเลิก, ช่วยเหลือ)
5. Process opt-outs within 24 hours
6. Send confirmation messages upon opt-out

URL Registration: As of August 2025, the NBTC requires all URLs in A2P (Application-to-Person) messages to be registered with carriers. URLs must: (1) direct users to legitimate and verified destinations, (2) not lead to interactive platforms (direct download sites or forms requiring user input), and (3) have transparent and lawful purposes. URL shorteners are prohibited in Thailand SMS messages. Registration deadline was January 13, 2025 for existing senders.

Penalties for Non-Compliance: While specific fine amounts vary by violation severity, the NBTC can impose heavy fines, suspend SMS services, or terminate carrier connections for violations. Financial institutions without proper Bank of Thailand licenses sending loan-related content face additional regulatory action.

Sources: Twilio Thailand SMS Guidelines, NBTC New Regulations (August 2025)

Best Practices for SMS Messaging in Thailand

1. Register Alphanumeric Sender IDs Early

• Action: Submit registration 2-3 weeks before launch
• Requirements: Business documentation, Sender ID 3-11 characters matching brand name
• Provider: Contact your SMS provider (Twilio, Plivo, Sinch) for registration assistance
• Cost: Free with Twilio; varies by provider

2. Test Before Production Launch

• Delivery Testing: Send test messages to all three Thai carriers (AIS, True, DTAC)
• Format Testing: Test messages with Thai characters (UCS-2 encoding, 70 char limit)
• Segment Testing: Verify how your provider handles multi-segment messages
• Link Testing: Ensure URLs are registered and displaying correctly
• Timing: Allow 1-2 weeks for thorough testing across all scenarios

3. Implement Proper Opt-In/Opt-Out Management

• Opt-In: Capture explicit consent with clear messaging purpose
• Documentation: Store consent records with timestamp, method, and message content
• Opt-Out: Support STOP, CANCEL, HELP in English and Thai (หยุด, ยกเลิก, ช่วยเหลือ)
• Processing: Automate opt-out processing within 24 hours
• Suppression List: Maintain do-not-send list integrated with sending systems

4. Optimize Message Length and Segmentation

• GSM-7 Characters: Use standard Latin characters for 160 char limit
• Thai Language: UCS-2 encoding reduces limit to 70 characters per segment
• Segment Cost: Each segment charged separately (200-char message = 2 segments)
• Optimization: Keep messages under 160 chars (or 70 for Thai) to minimize costs

5. Negotiate Volume Discounts

• Thresholds: Most providers offer discounts starting at 50,000-100,000 msgs/month
• Annual Commits: Commit to annual volumes for deeper discounts
• Contact: Reach out to provider sales teams for custom pricing

6. Monitor Usage and Track Costs

• Dashboard: Use provider dashboards to track daily/weekly usage
• Alerts: Set up billing alerts for unexpected spikes
• Analytics: Monitor delivery rates, failure reasons, and segment counts
• Review: Conduct monthly cost reviews to identify optimization opportunities

7. Stay Updated on NBTC Regulations

• Monitoring: Subscribe to NBTC announcements and provider compliance updates
• Recent Changes: New SMS regulations effective August 29, 2025 tightened Sender ID and URL requirements
• Legal Counsel: Consult legal experts for compliance in regulated industries (finance, healthcare)

Sources: Twilio Thailand Guidelines, Thailand SMS Best Practices Guide (verified October 2025)

Conclusion

Choosing the right SMS provider requires careful consideration of pricing, features, compliance requirements, and your specific use case. Decision Framework:

1. High-volume, domestic-only messaging in Thailand: Consider local Thai carriers (AIS, True, DTAC) for lowest per-message costs, but only if you can establish direct carrier relationships
2. International business with moderate volumes (5,000-50,000 msgs/month): Twilio offers best balance of features, reliability, and transparent pricing with free tier
3. Cost-sensitive, high-volume international sender (50,000+ msgs/month): Plivo provides lowest base rates; negotiate volume discounts
4. Enterprise with complex requirements: Sinch offers enterprise support and advanced routing capabilities
5. Getting started/testing: Use Twilio's 1,000 free messages/month to prototype and test

Quick-Start Checklist:

• Choose provider based on volume and requirements
• Register alphanumeric Sender ID (2-week timeline)
• Register URLs with carrier through provider
• Implement opt-in consent collection
• Configure opt-out keyword handling (English + Thai)
• Test messages across all Thai carriers
• Set up delivery tracking and monitoring
• Schedule messages within allowed hours (9 AM - 9 PM)
• Review NBTC compliance requirements
• Launch with small test audience before full rollout

Review your SMS strategy and provider regularly to adapt to evolving market dynamics, regulatory changes, and ensure optimal performance and cost-effectiveness. Thailand's telecommunications regulations continue to tighten, with major updates in August 2025 affecting Sender ID registration and URL handling. For implementing two-way messaging or bulk SMS campaigns, ensure your chosen provider supports these features with Thailand-specific compliance.

Frequently Asked Questions

How much does it cost to send SMS to Thailand?

International SMS pricing to Thailand varies by provider:

• Twilio: $0.0305 per message segment (verified October 2025)
• Plivo: $0.0055 per message segment base rate (plus $0.0030-0.0050 carrier surcharges)
• Sinch: $0.009 per inbound message
• Thai carriers (AIS, True Move H, DTAC): 1–2 THB (≈$0.03-0.06 USD) for domestic SMS, 5–10 THB (≈$0.15-0.30 USD) for international SMS

Add phone number rental costs: Twilio $1.15+/month, Plivo $10/month, Sinch $12.80/month.

Which is the cheapest SMS provider for Thailand?

Lowest per-message cost: Plivo at $0.0055 base rate (total $0.0085-0.0105 with carrier surcharges).

Best value for moderate volumes: Twilio with 1,000 free messages/month.

Total cost of ownership example for 10,000 msgs/month:

• Twilio: $274.50 messages + $1.15 number = $275.65/month
• Plivo: $105 messages (with surcharges) + $10 number = $115/month
• Thai carriers: $300-600 (domestic only, requires Thai business entity)

For international gateways, Plivo offers the lowest per-message rate. For domestic messaging within Thailand, local carriers (AIS, True Move H, DTAC) offer the most affordable rates at 1–2 THB per message, but require direct carrier contracts and Thai business registration.

Does Twilio offer free SMS for Thailand?

Yes. Twilio provides the first 1,000 messages free per month across all destinations, including Thailand. After that, you pay $0.0305 per message segment. Inbound SMS pricing varies by number type and is not universally free with international numbers. Additional features like engagement suite ($0.0150/message, first 1,000 free) and SMS pumping protection ($0.0250/message) incur separate charges. Alphanumeric Sender IDs are free but require 2-week registration.

What are Thai SMS carrier pricing rates?

Thailand's three major carriers offer similar pricing: AIS (Advanced Info Service), True Move H, and DTAC (Total Access Communication) all charge 1–2 THB per domestic SMS (≈$0.03-0.06 USD) and 5–10 THB per international SMS (≈$0.15-0.30 USD). All three carriers provide special bundle packages, volume discounts for corporate clients, and business-specific pricing plans. Direct access requires Thai business registration, minimum volume commitments, and technical integration. Compare bundle offerings to find the best value for your messaging volume.

Do I need to register alphanumeric Sender IDs in Thailand?

Yes. Alphanumeric Sender IDs require pre-registration in Thailand with a 2-week approval timeline. Registration became mandatory with stricter enforcement effective August 29, 2025 following new NBTC regulations. Unregistered Sender IDs are now blocked (previously overwritten on best-effort basis).

Register your Sender ID through your SMS provider (Twilio, Plivo, Sinch) by providing business documentation. The Sender ID must be 3-11 characters, match your registered business name, and avoid special characters. Twilio offers free alphanumeric Sender IDs; other providers may charge registration fees. Pre-registration ensures compliance with Thai telecommunications regulations and prevents message blocking.

Source: NBTC New Regulations (August 2025), Twilio Thailand Guidelines

What are Thailand's SMS marketing time restrictions?

You cannot send marketing messages between 9 PM and 9 AM local time (ICT/UTC+7). Transactional messages (OTPs, order confirmations, account notifications, shipping updates) are exempt from these restrictions.

Marketing messages include promotional content, sales offers, surveys, and non-essential communications.

Transactional messages are triggered by user actions and contain essential information for completing transactions or account management.

Violations can result in NBTC fines and service suspension. Ensure your SMS provider's platform supports scheduling and timezone handling to maintain compliance with Thai regulations.

Source: Twilio Thailand Guidelines, Thailand SMS Compliance Guide

How do SMS message segments affect pricing in Thailand?

SMS providers charge per message segment. Standard SMS (GSM-7 encoding) supports 160 characters per segment for Latin characters, numbers, and basic symbols. Unicode SMS (UCS-2 encoding) supports 70 characters per segment for Thai language, emojis, and special characters. Messages exceeding these limits split into multiple segments, with each segment charged separately. Segmentation examples:

• 150-char English message: 1 segment = $0.0305 (Twilio)
• 200-char English message: 2 segments = $0.061 (Twilio)
• 65-char Thai message: 1 segment = $0.0305 (Twilio)
• 140-char Thai message: 2 segments = $0.061 (Twilio)

Characters triggering Unicode encoding: Thai characters (ก-๙), emojis (😀🎉), special symbols (€, ™, ©), Arabic/Chinese characters, and some punctuation marks. To minimize costs, keep messages under 160 characters for English or 70 characters for Thai. Avoid emojis and special characters in cost-sensitive campaigns.

Source: Twilio Character Limits

What is the difference between international SMS gateways and Thai carriers?

International gateways (Twilio, Plivo, Sinch) offer: global reach to 200+ countries, advanced REST APIs with webhooks, delivery tracking and analytics, programmable workflows, two-way messaging (via non-SMS channels), enterprise features (scheduling, templates, A/B testing), no minimum commitments, instant account setup, and multi-currency billing. Thai carriers (AIS, True Move H, DTAC) provide: lowest rates for domestic Thai messaging, bundle packages with voice and data, simpler pricing structures, direct carrier relationships, but require Thai business registration, minimum volume commitments, proprietary API integration, and typically no international reach.

Choose international gateways for global operations, advanced features, quick setup, or when you lack Thai business registration. Choose local carriers for cost-effective domestic messaging if you can establish direct relationships and meet minimum commitments.

How can I reduce SMS costs in Thailand?

8 strategies to reduce SMS costs:

1. Leverage free tiers: Use Twilio's 1,000 free messages/month
2. Optimize message length: Keep under 160 chars (English) or 70 chars (Thai) to avoid segmentation
3. Negotiate volume discounts: Contact providers for custom pricing at 50,000+ msgs/month
4. Use local carriers for domestic: Switch to Thai carriers (AIS, True, DTAC) if you only send domestically and can establish direct contracts
5. Compare providers: Plivo ($0.0085-0.0105 total) vs Twilio ($0.0305) for high volumes
6. Implement opt-outs: Reduce waste by honoring unsubscribe requests within 24 hours
7. Monitor and analyze: Track delivery rates, identify failures, remove inactive numbers
8. Avoid Unicode when possible: Use GSM-7 characters to double your character limit (160 vs 70)

Cost reduction example: A business sending 10,000 messages/month could save $160/month ($1,920/year) by switching from Twilio to Plivo and optimizing message length to avoid segmentation.

Are there content restrictions for SMS in Thailand?

Yes, Thailand imposes strict SMS content restrictions enforced by the NBTC (National Broadcasting and Telecommunications Commission). Prohibited content includes:

• Gambling promotions and betting services
• Adult content and pornography
• Firearms and weapons
• Controlled substances and cannabis
• Alcohol promotions (restricted)
• Political messaging (restricted)
• Religious content (restricted)
• Financial loan solicitations without Bank of Thailand license
• URLs in banking/financial services messages

Marketing vs. Transactional distinction:

• Marketing messages: Promotional offers, sales campaigns, surveys, newsletters, non-essential communications. Must comply with 9 AM - 9 PM time restrictions and require explicit opt-in consent.
• Transactional messages: OTPs, order confirmations, shipping notifications, account alerts, password resets. Exempt from time restrictions but still require initial consent for account creation.

Penalties for violations: The NBTC can impose heavy fines (amounts vary by severity), suspend SMS services, or terminate carrier connections. Following August 2025 regulations, automated SMS must use registered Sender IDs, and carriers must verify URL authenticity before delivery. Financial institutions face additional scrutiny and require proper licensing. Recommendation: Consult legal counsel to ensure compliance, especially in regulated industries (finance, healthcare, gambling).

Sources: Twilio Thailand Guidelines, NBTC Regulations August 2025, Thailand SMS Compliance Guide