Frequently Asked Questions
Use an SMS API provider like Twilio, Sinch, MessageBird, or Plivo. Ensure the recipient's number includes the +975 country code and adhere to Bhutan's SMS guidelines and regulations. These APIs offer robust solutions for sending messages while managing delivery and compliance.
Both GSM-7 and UCS-2 encoding are supported in Bhutan. While GSM-7 is common for basic text, UCS-2 is crucial for sending messages in Dzongkha, the local language. This ensures proper character display.
Bhutan's current telecommunications infrastructure, primarily managed by B-Mobile, does not support two-way SMS. This means businesses can send messages but cannot receive replies via standard SMS channels.
While no strict rules exist, best practices suggest sending between 9:00 AM and 8:00 PM Bhutan Time (BTT), which is UTC+6. Avoid sending during religious holidays and festivals out of respect for local customs.
No, sending SMS to landlines in Bhutan is not supported. Attempts to do so will result in a failed delivery with a 400 response error (code 21614), but no charges will be incurred.
Explicit consent is required before sending marketing SMS in Bhutan. This can be written or electronic, and the purpose of communication must be clearly stated during the opt-in process. Records of consent should be maintained.
All SMS campaigns must support HELP and STOP commands in English and Dzongkha. Process opt-out requests promptly (within 24 hours) and maintain accurate opt-out records to ensure compliance.
The Bhutan InfoComm and Media Authority (BICMA) regulates SMS communications under the Information, Communications and Media Act of 2018. They provide guidelines for compliance and content restrictions.
Gambling, adult content, unauthorized financial services, and political campaign messages without authorization are restricted. Religious content requires specific permissions from relevant authorities.
Alphanumeric sender IDs are supported and preserved in Bhutan. Pre-registration is not required, allowing businesses to use their brand name as the sender ID.
The Twilio API provides a simple method. Use the `client.messages.create` function with parameters for the recipient's number (including +975), the message body, and your sender ID.
Short codes are not currently supported in Bhutan for SMS communication. Use long codes or alphanumeric sender IDs for your messaging needs.
Respect local customs, obtain explicit consent, use clear opt-out instructions, send messages during appropriate hours, and localize content by supporting both English and Dzongkha languages.
Visit the BICMA website (www.bicma.gov.bt) for access to the Information, Communications and Media Act, the SMS-CB Service Code of Practice, and Telecom Regulatory Guidelines.
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Bhutan SMS Best Practices, Compliance, and Features
Bhutan SMS Market Overview
Market Conditions: Bhutan's mobile market is dominated by B-Mobile as the primary operator. SMS remains an important communication channel, though delivery is considered "best effort" through B-Mobile networks. The market shows growing adoption of OTT messaging apps, particularly in urban areas, but SMS maintains relevance for business communications and notifications due to its reliability and universal reach.
Key SMS Features and Capabilities in Bhutan
Bhutan supports basic SMS functionality with some limitations, primarily operating through B-Mobile's network infrastructure with best-effort delivery guarantees.
Two-way SMS Support
Two-way SMS is not supported in Bhutan according to current operator capabilities. This means businesses cannot receive replies to their outbound messages through standard SMS channels.
Concatenated Messages (Segmented SMS)
Support: Yes, concatenated messages are supported, though with some limitations based on sender ID type.
Message length rules: Standard SMS length limits apply before concatenation occurs.
Encoding considerations: Both GSM-7 and UCS-2 encoding are supported, with UCS-2 particularly important for local Dzongkha language support.
MMS Support
MMS messages are not directly supported in Bhutan. When attempting to send MMS content, messages are automatically converted to SMS format with an embedded URL link where recipients can access the multimedia content.
Recipient Phone Number Compatibility
Number Portability
Number portability is not available in Bhutan. This means mobile numbers remain tied to their original carrier, simplifying message routing but limiting consumer flexibility.
Sending SMS to Landlines
Sending SMS to landline numbers is not supported in Bhutan. Attempts to send messages to landline numbers will result in a failed delivery with a 400 response error (code 21614), and no charges will be incurred.
Compliance and Regulatory Guidelines for SMS in Bhutan
SMS communications in Bhutan are regulated by the Bhutan InfoComm and Media Authority (BICMA) under the Information, Communications and Media Act of 2018. The Code of Practice for SMS-CB Service provides specific guidelines for mobile service providers and message senders.
Consent and Opt-In
Explicit Consent Requirements:
HELP/STOP and Other Commands
Do Not Call / Do Not Disturb Registries
While Bhutan does not maintain a centralized Do Not Call registry, businesses should:
Time Zone Sensitivity
Bhutan follows BTT (UTC+6), and while there are no strict legal time restrictions, best practices include:
Phone Numbers Options and SMS Sender Types for in Bhutan
Alphanumeric Sender ID
Operator network capability: Supported
Registration requirements: Pre-registration not required
Sender ID preservation: Yes, sender IDs are preserved and displayed as sent
Long Codes
Domestic vs. International:
Sender ID preservation: Yes, original sender ID is preserved
Provisioning time: Immediate to 24 hours
Use cases: Ideal for transactional messages and two-factor authentication
Short Codes
Support: Not currently supported in Bhutan
Provisioning time: N/A
Use cases: N/A
Restricted SMS Content, Industries, and Use Cases
Restricted Content:
Content Filtering
Carrier Filtering Rules:
Best Practices to Avoid Blocking:
Best Practices for Sending SMS in Bhutan
Messaging Strategy
Sending Frequency and Timing
Localization
Opt-Out Management
Testing and Monitoring
SMS API integrations for Bhutan
Twilio
Twilio provides a straightforward REST API for sending SMS to Bhutan. Here's how to implement it:
Sinch
Sinch offers robust SMS capabilities for Bhutan through their REST API:
MessageBird
MessageBird provides a reliable API for sending SMS to Bhutan:
Plivo
Plivo's API integration for Bhutan SMS:
API Rate Limits and Throughput
Throughput Management Strategies:
Error Handling and Reporting
Recap and Additional Resources
Key Takeaways:
Next Steps:
Additional Resources: