Sending SMS Internationally Compliance Guide
TL;DR:
- Every country has different SMS compliance rules you need to follow
- Some countries require sender registration before you can send messages
- Costs and delivery times vary significantly between destinations
- Always include the correct country code and test messages before going live
- Stay updated on changing regulations to avoid fines and delivery issues
International SMS compliance gets tricky fast. Each country has its own rules about who can send messages, what content is allowed, and how senders need to identify themselves.
Understanding International SMS Compliance
The biggest compliance challenge is sender registration. Countries like India, Turkey, and several Middle Eastern nations require you to register your business details before sending any commercial messages. This process can take weeks and involves submitting company documents and getting approval for your message templates.
Content restrictions vary too. Some countries ban promotional messages entirely on certain days or to specific number ranges. Others have strict rules about opt-out methods or require messages to include specific disclaimer text.
Data protection laws add another layer. GDPR affects messages to EU numbers, even if you're sending from outside Europe. Similar privacy regulations in other regions mean you need consent records and clear opt-out processes.
Choosing Your Messaging Platform
Not all SMS platforms handle international delivery the same way. Look for providers that offer direct carrier connections rather than relying on third-party aggregators. Direct connections usually mean better delivery rates and clearer compliance support.
Your platform should provide country-specific compliance guidance and handle sender registration where required. Some providers maintain relationships with local carriers and can navigate registration requirements on your behalf.
Delivery reporting becomes crucial for international messages. You need platforms that provide detailed delivery receipts so you can track which messages reach recipients and identify any compliance issues early.
Technical Requirements for Global Delivery
Country codes are non-negotiable. The format should be +[country code][local number] without spaces or special characters. Double-check your number formatting, especially for countries with variable mobile number lengths.
Message encoding matters more internationally. Some countries and carriers don't support certain character sets properly. Stick to basic Latin characters unless you're certain the destination supports extended character sets.
Test your messages to small groups first. Send to a few numbers in each target country to check delivery times, formatting, and any carrier-specific modifications to your content.
Common Compliance Pitfalls
Many businesses assume their domestic compliance approach works internationally. It doesn't. Each market needs its own compliance review, even if you're sending the same type of content.
Time zones catch people out too. Some countries restrict commercial messages to specific hours. Sending outside these windows can result in delivery failures or regulatory complaints.
Currency and pricing regulations affect promotional messages. If you're advertising prices or offers, make sure you're complying with local advertising standards and currency display requirements.
Managing Costs and Delivery
International SMS costs vary wildly. Premium routes to countries with strict compliance requirements cost more but deliver better results. Budget routes might seem attractive but often have poor delivery rates that make them expensive in the long run.
Plan for delayed delivery in countries requiring content filtering. Some carriers scan messages for compliance before delivery, adding several minutes to delivery times.
Keep records of everything. Many countries require detailed logs of who you sent messages to, when, and what content was sent. These records often need to be available for regulatory audits.
FAQs
Do all countries require sender registration for business SMS?
No, but the number requiring registration is growing. Major markets like India, Turkey, and UAE require it. Check requirements for each target country before sending.
How much more expensive is international SMS compared to domestic?
Costs range from 2-10 times domestic rates depending on the destination. Premium routes to well-regulated markets cost more but deliver better results.
Can I use the same opt-out process internationally?
Not always. Some countries require specific opt-out keywords in local languages or have different legal requirements for how quickly you must process opt-out requests.
What happens if I send non-compliant messages internationally?
Penalties range from message blocking and delivery failures to significant fines. Some countries can block your sender ID permanently, affecting all future campaigns.
Jargon Buster
Sender ID Registration: The process of registering your business identity with local telecom authorities before sending commercial SMS messages.
Direct Carrier Connection: A direct technical link between your SMS provider and the mobile network operator, bypassing third-party message aggregators.
Message Encoding: The technical format used to represent characters in SMS messages, affecting which languages and symbols display correctly.
Delivery Receipt: A technical confirmation from the recipient's mobile network that your message was successfully delivered to their device.
Wrap-up
International SMS compliance isn't something you can wing. Each country has specific rules that change regularly, and getting it wrong means wasted money and potential legal issues.
Start with thorough research for each target market. Work with SMS providers who understand international compliance and can guide you through country-specific requirements. Always test before launching full campaigns, and keep detailed records of your compliance efforts.
The complexity is worth it though. International SMS can reach customers effectively when done right, but only if you respect local regulations and technical requirements from the start.
Learn about QuickSMS: https://www.quicksms.com/