United Arab Emirates SMS Best Practices, Compliance, and Features

United Arab Emirates SMS Market Overview

Market Conditions: The UAE has one of the highest mobile penetration rates globally, with over 90% of the population using mobile devices. The market is dominated by two major operators: Etisalat and du. While OTT messaging apps like WhatsApp and Facebook Messenger are popular for personal communication, SMS remains crucial for business communications, especially for authentication, notifications, and marketing. The market shows a relatively even split between Android and iOS users, with a slight preference for iOS devices among the affluent population.

Key SMS Features and Capabilities in UAE

The UAE offers robust SMS capabilities with support for concatenated messages and alphanumeric sender IDs, though two-way SMS functionality is not available and MMS messages are converted to SMS with URL links.

Two-way SMS Support

Two-way SMS is not supported in the UAE market. Businesses looking to implement interactive messaging solutions should consider alternative communication channels or one-way SMS with clear call-to-action instructions directing users to web interfaces or apps.

Concatenated Messages (Segmented SMS)

Support: Yes, concatenated messages are fully supported in the UAE.
Message length rules: Messages are limited to 160 characters before splitting occurs. When using Unicode characters (UCS-2), the limit is 70 characters per segment.
Encoding considerations: Both GSM-7 and UCS-2 encodings are supported. For messages containing Arabic characters or special symbols, UCS-2 encoding is automatically used, which reduces the character limit per segment.

MMS Support

MMS messages are not directly supported in their traditional form. Instead, when attempting to send MMS, the message is automatically converted to an SMS containing a URL link to the media content. This ensures message delivery while maintaining compliance with local regulations.

Recipient Phone Number Compatibility

Number Portability

Number portability is available in the UAE market, allowing users to switch between Etisalat and du while keeping their phone numbers. This feature does not significantly impact SMS delivery or routing as messages are properly routed through the current carrier network.

Sending SMS to Landlines

Sending SMS to landline numbers is not possible in the UAE. Any attempts to send messages to landline numbers will result in a failed delivery and a 400 response with error code 21614. These messages will not appear in logs, and accounts will not be charged for failed attempts.

Compliance and Regulatory Guidelines for SMS in United Arab Emirates

The UAE's SMS communications are regulated by the Telecommunications and Digital Government Regulatory Authority (TDRA). All businesses must comply with federal laws regarding electronic communications and data protection. The TDRA oversees SMS marketing activities and enforces strict compliance requirements to protect consumers.

Consent and Opt-In

Explicit consent is mandatory before sending any marketing or promotional messages. Best practices for obtaining and maintaining consent include:

• Collecting written or electronic opt-in confirmation
• Maintaining detailed records of when and how consent was obtained
• Clearly stating the purpose and frequency of messages during opt-in
• Providing transparent information about how personal data will be used
• Implementing double opt-in procedures for additional security

HELP/STOP and Other Commands

• All promotional messages must include clear opt-out instructions
• STOP commands must be honored immediately
• Support for both English and Arabic opt-out keywords is required
• Common Arabic opt-out keywords include "??????????" and "????????"
• Businesses must maintain records of opt-out requests

Do Not Call / Do Not Disturb Registries

While the UAE doesn't maintain a centralized Do Not Call registry, businesses must:

• Maintain their own suppression lists
• Process opt-out requests within 24 hours
• Regularly update contact lists to remove unsubscribed numbers
• Implement systems to prevent messaging to opted-out numbers
• Document all opt-out requests for compliance purposes

Time Zone Sensitivity

Strict time restrictions apply in the UAE:

• Promotional messages can only be sent between 7:00 AM and 9:00 PM UAE time
• Messages sent outside these hours will be queued for delivery during permitted times
• Emergency or critical service messages may be exempt from time restrictions
• Consider Ramadan timing adjustments for marketing campaigns

Phone Numbers Options and SMS Sender Types for in United Arab Emirates

Alphanumeric Sender ID

Operator network capability: Fully supported
Registration requirements: Pre-registration required with 2-week approval timeline
Sender ID preservation: Yes, registered IDs are preserved

• Promotional IDs must include "AD-" prefix
• Maximum 11 characters including prefix
• Registration requires business documentation

Long Codes

Domestic vs. International: Not supported for either domestic or international use
Sender ID preservation: N/A
Provisioning time: N/A
Use cases: Not applicable in UAE market

Short Codes

Support: Not currently supported in UAE
Provisioning time: N/A
Use cases: N/A

Restricted SMS Content, Industries, and Use Cases

Strictly prohibited content includes:

• Gambling and betting
• Adult content
• Political messages
• Religious content
• Controlled substances
• Cannabis products
• Alcohol-related content
• Money lending/loan services

Healthcare and Financial Services Requirements:

• Healthcare services require approval from UAE health authorities
• Financial services must comply with Central Bank regulations
• All URLs must be pre-registered and approved

Content Filtering

Known carrier filtering rules:

• URLs must be pre-approved and registered
• WhatsApp/LINE chat links are blocked
• Phone numbers in message body are filtered
• URL shorteners are generally blocked
• Messages containing restricted keywords are filtered

Best Practices for Sending SMS in United Arab Emirates

Messaging Strategy

• Keep messages under 160 characters when possible
• Include clear call-to-action
• Avoid excessive punctuation or all-caps
• Use registered and approved sender IDs
• Include company name in message body

Sending Frequency and Timing

• Limit to 3-4 messages per week per recipient
• Respect UAE weekend (Friday-Saturday)
• Adjust campaigns during Ramadan
• Space out messages throughout the day

Localization

• Support both Arabic and English content
• Use proper Arabic character encoding
• Consider cultural sensitivities
• Adapt content for local customs
• Use local date and time formats

Opt-Out Management

• Process opt-outs within 24 hours
• Maintain accurate suppression lists
• Include opt-out instructions in every message
• Confirm opt-out with acknowledgment message
• Regular audit of opt-out database

Testing and Monitoring

• Test across Etisalat and du networks
• Monitor delivery rates by carrier
• Track opt-out rates and patterns
• Regular content filter testing
• Performance benchmarking against industry standards

SMS API integrations for United Arab Emirates

Twilio

Twilio provides a robust REST API for sending SMS messages to the UAE. Integration requires an account SID and auth token for authentication.

import * as Twilio from 'twilio';

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

async function sendSMSToUAE() {
  try {
    // Ensure UAE time restrictions are met
    const currentHourUAE = new Date().getUTCHours() + 4; // UAE is UTC+4
    if (currentHourUAE >= 21 || currentHourUAE < 7) {
      throw new Error('Outside permitted sending hours in UAE');
    }

    const message = await client.messages.create({
      // Sender ID must be pre-registered and include "AD-" prefix for promotional
      from: 'AD-YourName'_
      // UAE numbers must be in E.164 format with country code +971
      to: '+971XXXXXXXXX'_
      // Message content following UAE guidelines
      body: 'Your message here. To opt out_ reply STOP.'_
    });

    console.log(`Message sent successfully: ${message.sid}`);
    return message;
  } catch (error) {
    console.error('Error sending message:'_ error);
    throw error;
  }
}

Sinch

Sinch offers a comprehensive API for UAE SMS messaging with support for delivery reports and scheduling.

import { SinchClient } from '@sinch/sdk-core';

// Initialize Sinch client
const sinchClient = new SinchClient({
  projectId: process.env.SINCH_PROJECT_ID_
  apiToken: process.env.SINCH_API_TOKEN
});

async function sendSMSViaSinch() {
  try {
    const response = await sinchClient.sms.batches.send({
      from: 'AD-YourName'_
      to: ['+971XXXXXXXXX']_
      body: 'Your message here. To opt out_ reply STOP.'_
      // Enable delivery reports
      deliveryReport: 'summary'_
      // Scheduled sending during permitted hours
      sendAt: '2024-01-01T09:00:00+04:00'
    });

    console.log('Batch ID:'_ response.id);
    return response;
  } catch (error) {
    console.error('Sinch API error:'_ error);
    throw error;
  }
}

MessageBird

MessageBird provides a straightforward API for sending SMS to UAE recipients with built-in compliance checks.

import { MessageBird } from 'messagebird';

const messagebird = MessageBird(process.env.MESSAGEBIRD_API_KEY);

interface UAEMessageOptions {
  originator: string;
  recipients: string[];
  body: string;
}

function sendSMSViaMessageBird({
  originator_
  recipients_
  body
}: UAEMessageOptions): Promise<any&gt; {
  return new Promise((resolve, reject) =&gt; {
    messagebird.messages.create({
      originator, // Must be registered sender ID
      recipients,
      body,
      // UAE specific parameters
      datacoding: 'unicode', // For Arabic support
      type: 'premium', // For business messages
    }, (err, response) =&gt; {
      if (err) {
        reject(err);
        return;
      }
      resolve(response);
    });
  });
}

Plivo

Plivo offers a feature-rich API with specific support for UAE regulations and requirements.

import * as plivo from 'plivo';

const client = new plivo.Client(
  process.env.PLIVO_AUTH_ID,
  process.env.PLIVO_AUTH_TOKEN
);

async function sendSMSViaPlivo() {
  try {
    const response = await client.messages.create({
      src: 'AD-YourName', // Registered sender ID
      dst: '971XXXXXXXXX', // UAE number
      text: 'Your message here. To opt out, reply STOP.',
      // UAE specific options
      url_strip: true, // Remove URL preview
      method: 'POST',
      type: 'sms'
    });

    console.log('Message UUID:', response.messageUuid);
    return response;
  } catch (error) {
    console.error('Plivo API error:', error);
    throw error;
  }
}

API Rate Limits and Throughput

• Default rate limit: 100 messages per second
• Batch processing recommended for large volumes
• Implement exponential backoff for retry logic
• Queue messages during peak hours
• Monitor throughput metrics

Error Handling and Reporting

• Implement comprehensive error logging
• Monitor delivery receipts
• Track bounce rates and failure reasons
• Set up alerts for unusual error patterns
• Maintain audit logs for compliance

Recap and Additional Resources

Key Takeaways:

• Pre-register sender IDs with "AD-" prefix
• Respect time restrictions (7 AM - 9 PM UAE time)
• Maintain proper consent and opt-out mechanisms
• Follow content guidelines and restrictions

Next Steps:

1. Review TDRA regulations at www.tdra.gov.ae
2. Consult legal counsel for compliance review
3. Register sender IDs with chosen SMS provider
4. Implement testing and monitoring systems

Additional Information:

• TDRA Guidelines: www.tdra.gov.ae/en/regulatory-framework
• UAE Data Protection Law: www.difc.ae/business/laws-regulations
• Industry Best Practices: www.gsma.com/mena/resources