🇦🇪 SMS Destination Guide for United Arab Emirates

Compliance in United Arab Emirates

• Opt-in: Subscribers who have opted out can opt back in by texting U followed by the sender address (for example U ExampleSender) to short code 7726, which removes their number from the operator's DND registry for that sender address.
• Opt-out: All marketing SMS must include an opt-out method: subscribers text B followed by the sender address (for example B ExampleSender) to the free short code 7726 provided by Du and Etisalat, which adds their number to the operator's DND list for that sender address.
• Sending times: Marketing SMS may not be sent between 21:00 and 08:00 local time (GMT+04:00); transactional SMS has no curfew or time restrictions.
• Restricted content: Gambling · Adult content · Tobacco
• Registration: The sender address must be registered for all traffic types. Marketing sender addresses must be registered with the prefix AD- (a local regulation), for example AD-Example, and the prefix plus sender ID cannot exceed 11 characters.
• The characters hyphen, underscore, apostrophe, ampersand and space are also supported in sender addresses, subject to operator approval.
• No DND is applied to transactional SMS.
• The end brand must keep records of all customer opt-ins and consent to receive marketing SMS, along with records of all SMS content providers and details, for up to 2 years.
• A record of customer opt-outs is required.
• Brands may manage their own opt-outs via a URL or an existing short code instead of the operator short code if they prefer.

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.