🇺🇦 SMS Destination Guide for Ukraine

Compliance in Ukraine

• Sending times: Marketing traffic should be sent only during sociable hours, 9 am to 9 pm local time.
• Restricted content: Spam · Adult content · Pornographic, indecent, immoral or offensive content · Derogatory or discriminatory content based on sex, sexual orientation, race or nation · Defamatory, libelous or slanderous content · Fraudulent content · Promotion of criminal activities · Promotion of ethnic or religious hostility or intolerance · Promotion of violence, political unrest or war · Content endangering national or international security, national integrity or constitutional order · Religious content · Political content
• Registration: Numeric sender IDs must be agreed with the operators in advance or they are classified as international. Any tobacco-related content is subject to the operators' prior legal approval.
• Operators classify SMS traffic as local/national or international based on the sender ID and the content provider, and the operators determine the classification.
• Sender IDs are classified as international if they contain names of international companies not registered by a Ukrainian resident, electronic payment systems (e.g. Visa, MasterCard, AMEX), electronic wallets (e.g. WebMoney, Qiwi Wallet), payment processing platforms (e.g. PayPal), social media networks (e.g. Facebook, VKontakte, Odnoklassniki, Twitter, Instagram, Fotostrana), OTT applications (e.g. Skype, Viber, WhatsApp), online game services (e.g. World of Tanks, Gameserver, mobitva.com), foreign online booking services (e.g. Booking, AirBnB), or foreign banks and airlines (e.g. Arab Bank, AirBaltic).
• Sender IDs are also classified as international if they contain web addresses outside the Ukrainian (ua) domain zone unless registered by a Ukrainian resident, character combinations that make identification of the customer or brand impossible, the generic senders SMS or Info in any combination, names of foreign mobile operators, or names of third-party bulk SMS services (e.g. SMS-fly, TurboSMS, LetsAds, ePochta SMS).
• Gambling and betting content is not prohibited, but due to sanctions imposed on several bookmaker and gambling brands, including Parimatch, Melbet, Betwinner, 1xBet, MarathonBet, 1win, Mostbet, Bet365.ru and other entities listed in the National Security and Defense Council's decision of March 10, 2023, A2P SMS from these brands will not be delivered to Ukrainian mobile networks, and telecommunication services to these brands and use of their trademarks as sender IDs are prohibited.
• All SMS must comply with the local laws and regulations applicable in the recipient's jurisdiction.
• Ukraine calls on all telecom operators to refrain from routing outgoing and incoming traffic to the occupied territories of Crimea and the city of Sevastopol.
• The National Destination Codes 365, 978 and 869 assigned by the Russian Federation under country code +7, and the identification codes MNC 32, 33, 34 and 60 under mobile country code (MCC) 250, are not part of the Ukrainian networks.

These rules are what we generally check against, however they may not be up-to-date. We'll always keep you informed of what is needed for each destination throughout any registration process.