Netherlands SMS Guide - sms-compliance -

Frequently Asked Questions

The Netherlands operates under GDPR and the Dutch Telecommunications Act, overseen by the Authority for Consumers & Markets (ACM). Businesses must obtain explicit consent for marketing messages, honor opt-out requests within 24 hours, and adhere to strict data privacy regulations. Double opt-in is recommended, and records of consent must be maintained.
Several APIs like Twilio, Sinch, and MessageBird offer SMS services in the Netherlands. You'll need an account and to adhere to specific formatting for Dutch phone numbers (+31). Remember to comply with regulations like obtaining consent and respecting quiet hours (21:00-08:00 CET).
Keywords like STOP/STOPPEN, HELP/HULP, and INFO must be supported in both Dutch and English. These commands need to be processed within 24 hours, and confirmation messages should be sent in the language of the received command.
SMS to landline numbers isn't supported, resulting in delivery failure and a 400 API response with error code 21614. Such messages won't be logged or charged. The Netherlands has high mobile penetration, making landline SMS impractical.
Permitted sending hours are 08:00-21:00 CET. Emergency notifications are exempt. Avoid sending messages during major Dutch holidays and weekends. Consider using automated delivery windows to respect these times.
Alphanumeric sender IDs and long codes are fully supported. Short codes are not supported; use long codes or alphanumeric sender IDs instead. For A2P messaging, a +3197 prefix number is required.
Process opt-outs immediately and send confirmation messages. Maintain a centralized suppression list and regularly audit opt-out processes. Be sure to document opt-out dates and methods for compliance.
The standard limit is 160 characters for GSM-7 encoding and 70 for UCS-2, which handles special characters. Concatenation is supported for longer messages, splitting them into segments.
No, short codes are not currently supported. Utilize long codes or alphanumeric sender IDs for your messaging needs in the Netherlands.
Keep messages concise, include a clear call to action, personalize when possible, and maintain a consistent brand voice. Track engagement metrics and conduct A/B testing to optimize your messaging strategy.
Implement strategies like exponential backoff for retries, use queue systems for high volume, batch messages, and monitor rate limit headers provided by the API.
Gambling (unless licensed), adult content, unauthorized financial services, prescription medications, and political messaging without proper disclosures are restricted.
Use consistent sender IDs, avoid URL shorteners, include clear opt-out instructions, and maintain regular sending patterns. Keep content professional and relevant to the recipient.
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