Frequently Asked Questions
Use a reputable SMS API provider like Twilio, Sinch, MessageBird, or Plivo. Ensure your sender ID is registered with the "AD-" prefix and messages comply with UAE regulations.
The character limit is 160 for GSM-7 encoding and 70 for UCS-2 encoding (used for Arabic or special characters). Longer messages are automatically split into segments.
Two-way SMS is not supported due to regulatory reasons. Businesses should consider alternative channels like one-way SMS with clear call-to-actions directing users to web interfaces or apps.
Promotional messages are only permitted between 7:00 AM and 9:00 PM UAE time. Sending outside these hours will result in queuing for delivery during permitted times.
No, sending SMS to landline numbers in the UAE is not possible and will result in failed delivery. The messages will not be logged, and you won't be charged.
Explicit opt-in consent is mandatory before sending marketing SMS. Honoring STOP commands, maintaining opt-out lists, and adhering to content restrictions are crucial for compliance.
Gambling, adult content, political messages, religious content, controlled substances, alcohol, and money lending/loan services are strictly prohibited in SMS content.
Pre-registration is required with a 2-week approval timeline. The sender ID must include the "AD-" prefix and be a maximum of 11 characters, including the prefix. Business documentation is also needed.
Support both Arabic and English, use proper Arabic encoding (UCS-2), consider cultural sensitivities, and adapt content for local customs, including date and time formats.
No, short codes are not currently supported in the UAE for SMS messaging. Long codes are also not supported. Alphanumeric sender IDs are the primary method.
MMS is not directly supported. When sending an MMS, it's converted to an SMS containing a URL link to the media content.
Several providers offer SMS APIs for UAE, including Twilio, Sinch, MessageBird, and Plivo. Each has different features and code examples are available.
URLs must be pre-approved, WhatsApp/LINE links are blocked, phone numbers within messages are often filtered, URL shorteners are generally blocked, and certain keywords are filtered.
Collect written or electronic opt-in confirmation, maintain detailed records of consent, clearly state message purpose and frequency, provide transparent information about data use, and consider implementing double opt-in.
Loading...
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:
HELP/STOP and Other Commands
Do Not Call / Do Not Disturb Registries
While the UAE doesn't maintain a centralized Do Not Call registry, businesses must:
Time Zone Sensitivity
Strict time restrictions apply in the UAE:
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
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:
Healthcare and Financial Services Requirements:
Content Filtering
Known carrier filtering rules:
Best Practices for Sending SMS in United Arab Emirates
Messaging Strategy
Sending Frequency and Timing
Localization
Opt-Out Management
Testing and Monitoring
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.
Sinch
Sinch offers a comprehensive API for UAE SMS messaging with support for delivery reports and scheduling.
MessageBird
MessageBird provides a straightforward API for sending SMS to UAE recipients with built-in compliance checks.
Plivo
Plivo offers a feature-rich API with specific support for UAE regulations and requirements.
API Rate Limits and Throughput
Error Handling and Reporting
Recap and Additional Resources
Key Takeaways:
Next Steps:
Additional Information: