Thailand SMS Guide - sms-compliance -

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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