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United Arab Emirates SMS Guidelines

UAE Flag.png

 

United Arab Emirates Country Overview

View Disclaimer

 

Country

United Arab Emirates (UAE)

Region

Middle East

International Country Code

+971

Mobile Country Code

424, 430, 431

ISO Code

AE

Mobile Operators

UAE has three main mobile operators:

  • Etisalat
  • DU
  • Virgin Mobile – this uses ranges from DU.

 

Service Guidelines

 

Mobile Number Portability (MNP)

YES

Service offered (SC/LC)

Only Short Codes are allowed.

Does customer need to have shared/dedicated SC?

NO

2 Way Services (MO/MT)

YES

Handset Delivery Receipts

YES

Campaign/TSS?

YES

DLR

YES

Supported encoding

N/A

Unicode Support

YES

TPOA

TPOA (Sender ID)

Alpha Numeric TPOA are supported up to 11 characters.

Only the following special characters are approved for use in TPOAs:

  • Spaces ‘ ‘
  • Exclamation Mark ‘!’
  • Period ‘.’
  • Dash ‘-‘
  • Ampersand ‘&’
  • Single quote ‘.

Generic Sender IDs are NOT supported.

Dynamic TPOA available?

NO

TPOA Registration needed and what are the average delays?

YES – Sender ID should be registered. Unregistered Sender IDs will fail.

To register the sender ID over international route you need authorization letter from sender ID owner or from the aggregator if indirect. Letters templates can be obtained from procurement.

 

For local route sender ID registration, you will need signed SAP MENA NOC letter to be shared with the application. SAP CM and procurement will help in creating and signing the NOC letter. Contact your SAP Digital Interconnect Account Manager for information.

Specific TPOA comments

N/A

 

Regulatory Compliance

 

Differentiation between Marketing vs Transactional traffic?

YES. All promotional mobile marketing communication SMS can only be sent with sender IDs starting with prefix “AD-“ followed by the name of the sender ID. For example, if your company or customer has a sender ID as “BrandX”, the new sender ID shall be “AD-BrandX”.

 

Existing non-prefix “AD-“ based sender IDs can only be used for transactional SMS.

Opt-in/Opt-out requirements

A promotional SMS is sent by a brand to customers, who’ve opted in to receive promotional messages from the brand, for marketing purposes informing them about promotions, discounts, and offers. Promotional traffic will need consent from end users.

 

An opt out mechanism (i.e. STOP) should be provided for end users to stop receiving campaigns.

Regulatory Information

On 30 Jan 2020, TRA has issued new instructions (on top of Annex 1) to the Unsolicited Electronic Communication Policy to the public mobile operators in the UAE to further curb SPAM complaints. The Instructions provide guidelines to control delivery of SMS Marketing Communications and require licensees to classify marketing communication from non-marketing communication.

Accordingly, as of 3 May 2020, all promotional mobile marketing communication SMS can only be sent with sender IDs starting with prefix “AD-“ followed by the name of the sender ID. For example, if your company or customer has a sender ID as “BrandX”, the new sender ID shall be “AD-BrandX”.

Existing non-prefix “AD-“ based sender IDs can only be used for transactional SMS.

All A2P SMS new or existing customers must immediately start registering for new prefix based sender IDs and ensure no promotional Marketing Electronic Communication is sent out to their respective customers from any non-prefix based sender IDs.

In order to ensure a smooth prefix based sender ID registration process:

  • For non-transactional, ensure the sender ID name including prefix “AD-“ is within 11 characters limit of sender ID length
  • For medical centers, Ministry of Health approval copy is mandatory.

It is the customer’s responsibility to comply with all the rules and regulations as stated in the Code of Conduct and as specified by the operators themselves. Please refer to the material published by the relevant regulatory bodies.

Further References

The following industry body websites also contain useful information which may be of interest to the customer:

SAP Digital Interconnect Contact

sapdigitalinterconnect@sap.com

 

Disclaimer: The Country SMS Guidelines do not constitute legal advice. By providing you with these Country SMS Guidelines, SAP Digital Interconnect makes no assurances regarding the legal compliance of your use of the SAP Digital Interconnect services and any application built using SAP Digital Interconnect’s APIs, nor about the correctness or completeness of these Country SMS Guidelines, and SAP reserves the right to at any time amend or withdraw the Country SMS Guidelines. These Country SMS Guidelines do not relieve you from educating yourself about, and abiding by, all compliance obligations applicable to your specific use of the SAP Digital Interconnect services and any application built using SAP Digital Interconnect’s APIs.

 

See below for a pdf version of this document:

 

Shahzad Ismail
Head of Community Engagement
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