Anti-Spam Policy

Definition

The UAE's regulatory framework for SMS messaging, overseen by the Telecommunications and Digital Government Regulatory Authority (TDRA), necessitates that businesses secure explicit consent from recipients prior to disseminating promotional messages. This policy mandates the provision of a straightforward opt-out mechanism, ensures transparency in message content, and enforces adherence to data protection laws. Its principal objective is to shield consumers from unsolicited messages and promote responsible SMS marketing practices.

SCOPE OF THE ANTISPAM POLICY

Key elements of anti-spam policies for SMS messaging in the UAE include:

• Explicit Consent: Enterprises or service providers are required to obtain unambiguous and well-informed consent from individuals before dispatching promotional or marketing SMS messages. This is commonly known as an "opt-in" system.
• Opt-out Mechanism: Recipients must be furnished with a simple and cost-free method to opt out of receiving further messages. This is typically achieved by providing an unsubscribe option, such as responding with "STOP" to a message.
• Content Transparency: SMS messages must distinctly identify the sender, and the purpose of the message should be readily comprehensible. Deceptive or fraudulent content is strictly prohibited.
• Data Protection Compliance: SMS campaigns must conform to the data protection laws of the UAE, ensuring that personal data is handled securely and utilized solely for the purposes for which consent was provided.
• Frequency Limitation: Enterprises are often obligated to observe constraints on the frequency of promotional SMS messages to prevent overwhelming recipients.

UAE SMS Obligations and Restrictions

Country Summary

Sender ID Guidelines

As per the UAE Telecommunications Regulatory Authority (TRA) regulatory policy, the Sender IDs that remain dormant for more than 6 months will be deactivated.

*To initiate the Sender ID registration process, please contact your account manager support@reson8.ae

Marketing Content Guidelines

Marketing Traffic

• Prior consent is required for all marketing SMS from the recipient.
• No Mobile Text Messages should send Marketing Text messages to Mobile Customers, encouraging them directly or indirectly to call or send a short message or other Electronic Communication to a Premium Rate Number.
• It is mandatory to provide efficient unsubscribe options. Opt-out code 6992 should be included in marketing SMS as an opt-out method.
• Mobile subscribers cannot receive marketing SMS messages between 9:00 p.m. and 7:00 a.m. UAE time.
• Sender IDs should not exceed 11 characters, including the "AD-" prefix; all registered marketing SMS traffic must be sent in the proper manner with the prefix included with the Sender ID.
• Prior Ministry of Health approval is required for any medical center marketing SMS.

Additional Information

You are responsible for ensuring compliance with formatting guidelines, as non-compliance may result in fines of up to 400,000 AED (approximately $108,900 USD) per communication from the TRA. Additionally, suspected infractions may lead to the suspension or termination of your account.

P2P traffic is prohibited.

No political, religious, unsolicited promotion, or gambling content.