Ensuring compliance when sending SMS messages to customers is essential but can be complex.
Regulations vary significantly between countries and mobile carriers often introduce additional requirements. While achieving 100% compliance may be challenging, the potential consequences of non-compliance (blocked messages, reputational damage, lost business, and fines) make it a critical concern.
Here is a summary of the most common global aspects of A2P SMS compliance:
(Please note that this content is for informational purposes only and does not constitute legal or compliance advice.)
Opt-in and Opt-out:
Explicit Consent: Most countries require businesses to obtain explicit, affirmative consent before sending SMS messages. Implied consent (e.g., pre-checked opt-in boxes) isn't sufficient.
Unsubscribe Option: A clear and easy to use unsubscribe mechanism must be provided in all messages.
Webex Interact provides the ability for you to manage your opt outs within the product. If you're sending messages within the UK then you can add your account's assigned random keyword on a shared long number.
Alternatively, if you want to pick the opt out keywords, you can purchase a long number from us for dedicated use.
If you're sending outside of the UK (or just prefer it) then you can add a web opt out link to your message so your customers can un-subscribe from there.
Sender ID:
Alphanumeric Senders: While many countries allow alphanumeric sender IDs (using your brand name rather than a number), this is not universal.
Registration: Registration and approval may be required to prevent duplication and fraud.
Message Content:
Transactional vs. Marketing: Many countries differentiate between transactional (e.g., delivery notifications) and marketing messages (promotional or sales).
Content Restrictions: Specific restrictions often apply to content related to gambling, drugs, alcohol, adult themes, politics, and religion.
Message Length:
Character Limits: The standard is 160 characters, but some countries may have lower limits.
Concatenation: Carriers may or may not support concatenated messages (multiple parts for longer messages).
Sending Time:
Restricted Hours: Some countries limit SMS sending to specific hours or days of the week.
Do Not Contact Registries:
Opt-out Lists: Consumers can often register on do-not-contact lists to opt out of business communications. Failure to respect these lists can lead to penalties.
Note: These are general guidelines, and specific regulations can vary significantly by country. It's essential to consult local laws and regulations.