Togo SMS Best Practices, Compliance, and Features

Togo SMS Market Overview

Market Conditions: Togo has a growing mobile market with increasing SMS adoption for business communications and notifications. The country primarily relies on GSM networks, with major operators including Togocel and Moov Togo. While OTT messaging apps like WhatsApp are gaining popularity, SMS remains a reliable channel for reaching users across all device types, with Android being the dominant mobile platform in the region.

Key SMS Features and Capabilities in Togo

Togo supports basic SMS functionality including concatenated messages and alphanumeric sender IDs, though some advanced features like two-way SMS are not available.

Two-way SMS Support

Two-way SMS is not supported in Togo. Messages can only be sent one-way from businesses to consumers, making it suitable for notifications and alerts but not for interactive messaging campaigns.

Concatenated Messages (Segmented SMS)

Support: Yes, concatenation is supported for most sender ID types.
Message length rules: Standard SMS length of 160 characters for GSM-7 encoding, or 70 characters for Unicode (UCS-2) encoding before splitting occurs.
Encoding considerations: Both GSM-7 and UCS-2 encodings are supported, with messages automatically split and rejoined based on the character encoding used.

MMS Support

MMS messages are not directly supported in Togo. When attempting to send MMS, the message will be automatically converted to SMS with an embedded URL link where recipients can view the multimedia content. This ensures message delivery while providing access to rich media content.

Recipient Phone Number Compatibility

Number Portability

Number portability is not available in Togo. This means mobile numbers remain tied to their original carrier, which helps ensure consistent message routing and delivery.

Sending SMS to Landlines

Sending SMS to landline numbers is not possible in Togo. Attempts to send messages to landline numbers will result in a failed delivery and an error response (400 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 Togo

While Togo doesn't have comprehensive SMS-specific regulations, businesses must follow general telecommunications guidelines overseen by the Autorité de Régulation des Communications Électroniques et des Postes (ARCEP). It's recommended to align with international best practices for SMS marketing and communications.

Consent and Opt-In

Explicit Consent Requirements:

• Obtain clear, documented opt-in consent before sending marketing messages
• Maintain records of how and when consent was obtained
• Include your business name and purpose in consent requests
• Provide clear terms and conditions regarding message frequency and content

HELP/STOP and Other Commands

• Support standard STOP commands for opt-outs
• Include HELP keyword support for user assistance
• Consider both French (primary) and English language commands:
  • STOP/ARRETER
  • AIDE/HELP
• Acknowledge opt-out requests within 24 hours

Do Not Call / Do Not Disturb Registries

While Togo doesn't maintain an official Do Not Call registry, businesses should:

• Maintain their own suppression lists
• Honor opt-out requests immediately
• Document all opt-out requests and actions taken
• Regularly clean contact lists to remove unsubscribed numbers

Time Zone Sensitivity

Togo operates in the GMT timezone (UTC+0). Best practices include:

• Sending messages between 8:00 AM and 8:00 PM local time
• Avoiding messages during religious holidays and national celebrations
• Limiting urgent messages outside business hours to genuine emergencies

Phone Numbers Options and SMS Sender Types for in Togo

Alphanumeric Sender ID

Operator network capability: Supported
Registration requirements: Pre-registration not required, dynamic usage supported
Sender ID preservation: Yes, sender IDs are preserved and displayed as sent

Long Codes

Domestic vs. International: Both domestic and international long codes supported
Sender ID preservation: Yes, original sender ID is preserved
Provisioning time: Typically 1-2 business days
Use cases: Ideal for transactional messages, alerts, and notifications

Short Codes

Support: Not currently supported in Togo
Provisioning time: N/A
Use cases: N/A

Restricted SMS Content, Industries, and Use Cases

Restricted Industries and Content:

• Gambling and betting services
• Adult content or services
• Unauthorized financial services
• Political campaign messages without proper authorization
• Cryptocurrency and unauthorized investment schemes

Content Filtering

Carrier Filtering Rules:

• Messages containing certain keywords may be blocked
• URLs may be subject to additional scrutiny
• High-volume sending patterns may trigger spam filters

Best Practices to Avoid Filtering:

• Avoid excessive punctuation and all-caps text
• Use clear, professional language
• Limit URL usage in messages
• Maintain consistent sending patterns
• Keep message content relevant and expected

Best Practices for Sending SMS in Togo

Messaging Strategy

• Keep messages under 160 characters when possible
• Include clear call-to-actions
• Personalize messages with recipient names when appropriate
• Maintain consistent branding across messages

Sending Frequency and Timing

• Limit marketing messages to 2-4 per month per recipient
• Space out messages to avoid overwhelming recipients
• Consider Togolese holidays and cultural events
• Avoid sending during major religious observances

Localization

• Primary language: French
• Consider including both French and English for international businesses
• Use local date and time formats
• Respect cultural sensitivities in message content

Opt-Out Management

• Process opt-outs within 24 hours
• Maintain accurate opt-out records
• Include clear opt-out instructions in messages
• Regular audit of opt-out list compliance

Testing and Monitoring

• Test messages across major carriers (Togocel, Moov)
• Monitor delivery rates by carrier
• Track engagement metrics
• Regular review of failed delivery reasons
• Test message rendering on popular device types

SMS API integrations for Togo

Twilio

Twilio provides a robust SMS API for sending messages to Togo. Integration requires your Account SID and Auth Token from the Twilio Console.

import { Twilio } from 'twilio';

// Initialize Twilio client with your credentials
const client = new Twilio(
  process.env.TWILIO_ACCOUNT_SID,
  process.env.TWILIO_AUTH_TOKEN
);

// Function to send SMS to Togo
async function sendSMSToTogo(
  to: string,
  message: string,
  senderId: string
): Promise<void> {
  try {
    // Format phone number for Togo (add +228 if not present)
    const formattedNumber = to.startsWith('+228') ? to : `+228${to}`;
    
    // Send message
    const response = await client.messages.create({
      body: message,
      from: senderId, // Alphanumeric sender ID or Twilio number
      to: formattedNumber,
    });
    
    console.log(`Message sent successfully! SID: ${response.sid}`);
  } catch (error) {
    console.error('Error sending message:', error);
    throw error;
  }
}

Sinch

Sinch offers SMS capabilities for Togo through their REST API. Authentication uses Bearer token.

import axios from 'axios';

interface SinchSMSConfig {
  serviceId: string;
  apiToken: string;
  senderId: string;
}

class SinchSMSService {
  private readonly baseUrl: string;
  private readonly config: SinchSMSConfig;

  constructor(config: SinchSMSConfig) {
    this.config = config;
    this.baseUrl = 'https://sms.api.sinch.com/xms/v1';
  }

  async sendSMS(to: string, message: string): Promise<void> {
    try {
      const response = await axios.post(
        `${this.baseUrl}/${this.config.serviceId}/batches`,
        {
          from: this.config.senderId,
          to: [to],
          body: message
        },
        {
          headers: {
            'Authorization': `Bearer ${this.config.apiToken}`,
            'Content-Type': 'application/json'
          }
        }
      );
      
      console.log('Message sent:', response.data.id);
    } catch (error) {
      console.error('Sinch SMS error:', error);
      throw error;
    }
  }
}

MessageBird

MessageBird provides SMS API access for Togo with straightforward integration.

import messagebird from 'messagebird';

class MessageBirdService {
  private client: any;

  constructor(apiKey: string) {
    this.client = messagebird(apiKey);
  }

  sendSMS(to: string, message: string, senderId: string): Promise<void> {
    return new Promise((resolve, reject) => {
      // Ensure proper formatting for Togo numbers
      const formattedNumber = to.startsWith('+228') ? to : `+228${to}`;

      const params = {
        originator: senderId,
        recipients: [formattedNumber],
        body: message
      };

      this.client.messages.create(params, (err: any, response: any) => {
        if (err) {
          console.error('MessageBird error:', err);
          reject(err);
        } else {
          console.log('Message sent:', response.id);
          resolve();
        }
      });
    });
  }
}

Plivo

Plivo's SMS API supports messaging to Togo with reliable delivery.

import plivo from 'plivo';

class PlivoSMSService {
  private client: any;

  constructor(authId: string, authToken: string) {
    this.client = new plivo.Client(authId, authToken);
  }

  async sendSMS(to: string, message: string, senderId: string): Promise<void> {
    try {
      const response = await this.client.messages.create({
        src: senderId,
        dst: to.startsWith('+228') ? to : `+228${to}`,
        text: message,
      });
      
      console.log('Message sent:', response.messageUuid[0]);
    } catch (error) {
      console.error('Plivo error:', error);
      throw error;
    }
  }
}

API Rate Limits and Throughput

• Default rate limits vary by provider (typically 1-10 messages per second)
• Implement exponential backoff for retry logic
• Use queuing systems (Redis, RabbitMQ) for high-volume sending
• Batch messages when possible to optimize throughput

Error Handling and Reporting

• Implement comprehensive error logging
• Monitor delivery receipts (DLRs)
• Track common error codes:
  • Invalid number format
  • Network errors
  • Rate limit exceeded
• Store message metadata for troubleshooting

Recap and Additional Resources

Key Takeaways

1. Compliance Priorities

   • Obtain explicit consent
   • Honor opt-out requests
   • Respect sending hours (8 AM - 8 PM)
   • Maintain proper records

2. Technical Considerations

   • Format numbers with +228 prefix
   • Support both French and English
   • Monitor delivery rates
   • Implement proper error handling

3. Best Practices

   • Keep messages concise
   • Use appropriate sender IDs
   • Regular testing across carriers
   • Maintain clean contact lists

Next Steps

1. Review ARCEP regulations for telecommunications
2. Consult legal counsel for compliance review
3. Set up test accounts with preferred SMS providers
4. Implement proper monitoring and logging

Additional Information

• ARCEP Togo Official Website
• Togo Telecommunications Law
• SMS Best Practices Guide