Frequently Asked Questions
Use a reputable SMS API provider like Twilio, Sinch, MessageBird, or Plivo. Pre-register your alphanumeric sender ID, ensure it's 11 characters or less, and format recipient numbers with +66. Remember to handle Thai language using UCS-2 encoding and comply with local regulations.
Several providers offer robust SMS APIs for Thailand, including Twilio, Sinch, MessageBird, and Plivo. Each offers features like pre-registered sender IDs, Thai language support (UCS-2 encoding), and compliance tools, though specific capabilities and pricing may vary.
Thailand restricts A2P (Application-to-Person) messaging to one-way communication. Businesses can send messages but cannot receive replies directly via SMS. This is a regulatory restriction enforced by the NBTC.
Marketing messages are allowed between 9 AM and 9 PM ICT (UTC+7). Avoid sending messages outside these hours to comply with local regulations. Consider Buddhist holidays and weekends when planning campaigns to maximize engagement.
Short codes are not available for international businesses in Thailand. They are reserved for domestic entities. International businesses should use pre-registered alphanumeric sender IDs instead.
Standard SMS messages use GSM-7 encoding for Latin characters, allowing 160 characters per segment. For Thai language and special characters, UCS-2 encoding is used, limiting messages to 70 characters per segment.
Alphanumeric sender IDs require pre-registration with a 2-week approval process. The sender ID must be 11 characters or less, match your registered business name, and avoid special characters. Contact your SMS API provider for registration assistance.
Restricted content includes gambling, adult material, political or religious content, financial loan solicitations, controlled substances, alcohol, and firearms. Financial services messages need a Bank of Thailand license, and URLs are prohibited in banking messages.
You must support both English and Thai opt-out keywords (STOP, CANCEL, HELP, and their Thai equivalents). Process opt-outs within 24 hours, send confirmation messages, and maintain suppression lists. Consent records must be kept for at least 3 months.
MMS messages are automatically converted to SMS with an embedded URL. The recipient can access the media content via this link. Avoid URL shorteners as they are prohibited; use full-length URLs instead.
The National Broadcasting and Telecommunications Commission (NBTC) regulates SMS communications in Thailand, enforcing strict guidelines for commercial messaging, content, and sender ID registration. They are the primary authority on SMS regulations.
The Personal Data Protection Act (PDPA) governs data handling. Obtain explicit consent before sending marketing messages, clearly state the messaging purpose, and maintain consent records for at least three months. Follow best practices for documentation and consent management.
Space out campaigns to avoid network congestion, respect quiet hours (9 PM - 9 AM), limit promotional messages to one per recipient per day, and ensure messages are localized with proper Thai language support and cultural sensitivity.
Sending SMS to landlines in Thailand is not possible. Attempts will result in a 400 response with error code 21614. Messages to landlines will not be logged and will not incur charges.
Number portability allows users to keep their numbers when switching carriers. It doesn't significantly impact SMS delivery as messages are routed correctly to the current operator.
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Thailand SMS Best Practices, Compliance, and Features
Thailand SMS Market Overview
Market Conditions: Thailand has a vibrant mobile market with high SMS adoption rates alongside popular OTT messaging apps like LINE and WhatsApp. The country's three major mobile operators - AIS, DTAC, and True Move - serve a predominantly Android user base (approximately 75% market share). While OTT messaging apps dominate personal communications, SMS remains crucial for business communications, particularly for authentication, notifications, and marketing purposes due to its reliability and universal reach.
Key SMS Features and Capabilities in Thailand
Thailand offers robust SMS capabilities with support for concatenated messages and alphanumeric sender IDs, though two-way messaging is not supported and MMS requires URL conversion.
Two-way SMS Support
Two-way SMS is not supported in Thailand for A2P (Application-to-Person) messaging. Businesses must use one-way messaging for their communications, with no ability to receive replies from recipients.
Concatenated Messages (Segmented SMS)
Support: Yes, concatenation is supported for most sender ID types, though support may vary based on the specific sender ID used.
Message length rules: Standard 160 characters per message segment using GSM-7 encoding.
Encoding considerations: Messages use GSM-7 encoding for Latin characters (160 characters) or UCS-2 for Thai language and special characters (70 characters per segment).
MMS Support
MMS messages are automatically converted to SMS with an embedded URL link. When sending rich media content, the system will generate a URL where recipients can access the media, and this URL is included in the SMS message body. Best practice is to use full-length URLs rather than shortened ones, as URL shorteners are considered prohibited content in Thailand.
Recipient Phone Number Compatibility
Number Portability
Number portability is available in Thailand, allowing users to keep their phone numbers when switching between mobile operators. This feature does not significantly impact SMS delivery or routing as messages are properly routed to the current carrier.
Sending SMS to Landlines
Sending SMS to landline numbers is not possible in Thailand. Attempts to send messages to landline numbers will result in a 400 response with error code 21614, the message will not appear in logs, and the account will not be charged.
Compliance and Regulatory Guidelines for SMS in Thailand
Thailand's SMS communications are regulated by the National Broadcasting and Telecommunications Commission (NBTC), which enforces strict guidelines for commercial messaging. The Personal Data Protection Act (PDPA) also governs how businesses handle customer data and consent management.
Consent and Opt-In
Explicit Consent Requirements:
Best Practices for Documentation:
HELP/STOP and Other Commands
Do Not Call / Do Not Disturb Registries
Thailand does not maintain a centralized Do Not Call registry, but businesses must:
Time Zone Sensitivity
Phone Numbers Options and SMS Sender Types for Thailand
Alphanumeric Sender ID
Operator network capability: Fully supported
Registration requirements: Pre-registration required; 2-week approval process
Sender ID preservation: Yes, displayed as registered
Additional requirements:
Long Codes
Domestic vs. International:
Sender ID preservation: No, international numbers are typically overwritten Provisioning time: N/A for international businesses Use cases: Not recommended for international businesses
Short Codes
Support: Not available for international businesses Provisioning time: N/A Use cases: Reserved for domestic entities only
Restricted SMS Content, Industries, and Use Cases
Prohibited Content and Industries:
Financial Services Restrictions:
Content Filtering
Carrier Filtering Rules:
Best Practices to Avoid Filtering:
Best Practices for Sending SMS in Thailand
Messaging Strategy
Sending Frequency and Timing
Localization
Opt-Out Management
Testing and Monitoring
SMS API Integrations for Thailand
Twilio
Twilio provides robust SMS capabilities for Thailand through their REST API. Authentication uses your Account SID and Auth Token, with support for pre-registered sender IDs.
Sinch
Sinch offers SMS services with support for Thai language and pre-registered sender IDs. Their API requires API Token authentication.
MessageBird
MessageBird provides SMS API access with specific support for Thailand's regulations and character encoding.
Plivo
Plivo's API supports Thailand SMS with features for handling Thai language and compliance requirements.
API Rate Limits and Throughput
Error Handling and Reporting
Recap and Additional Resources
Key Takeaways
Compliance Priorities
Technical Considerations
Next Steps
Official Resources
Additional Support