Introduction
For firms operating in the UAE, navigating the SMS compliance landscape can be difficult. Since mobile technology has developed, it is more crucial than ever for regulatory organisations to put safeguards in place to protect consumers from unwanted spam and malicious texts. Businesses that want to use SMS as a way to communicate with clients have a responsibility to use SMS wisely and a shared interest in preventing the kind of traffic that would drive away users from the platform. Any business sending SMS messages to customers must go by the rules established by the Telecommunications Regulatory Authority (TDRA) in the United Arab Emirates in order to assure compliance and safeguard consumers. The key topics to be aware of are covered in this concise overview.

The rules outlined by the TDRA for commercial organisations sending messages in the UAE generally fall into three categories: timing, consent, and content. Let's examine each one in turn:

Timing
the user from receiving marketing text messages at all hours of the day and night. These can only be transmitted during a certain window of time. Any day of the week, from 7 am to 9 pm, is considered to be within that window. You may not send marketing messages outside of that time frame. This restriction does not apply to service communications, which include delivery updates, appointment confirmations, and OTP delivery messages. These messages can be delivered whenever they are needed.

Consent
The sender must adhere to these rules in order to send marketing messages.

Get the recipient's permission (opt-in) by SMS or another means (not including a voice call.)
Inform the recipient that they have consented to receive marketing communications. The terms "promotions," "offers," and "discounts" may be used.
Only one opt-in message may be sent through SMS, and if no answer is received after a month, a second message may be sent. The recipient must then be marked as unsubscribed if they don't reply.
Provide a free and simple mechanism for recipients of marketing messages to unsubscribe (opt-out).
Throughout the time when marketing messages are being distributed, keep a record of the recipients who have given their permission (subscribed, opted-in).
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Content
The content must adhere to specific standards and structures in order for the sender to continue to be in compliance with the rules for sending SMS messages:

Sender names for all promotional communications must begin with the letters AD before the body of the message. Users of mobile phones in the UAE are likely already accustomed to this format. It makes marketing messages instantly recognisable and minimises possibility for misunderstanding.

Any regulations in the UAE should not be broken by the message content itself. There may be no political, religious, or patriotic content, and advertisements for non-Muslim religious festivals, etc., should be avoided. This includes any details found in a link the SMS is directing to. For instance, if the SMS contains a link to a web page, the web page must also adhere to the rules.

What Service Providers Can Do to Assist
Businesses may negotiate these rules and maintain compliance by using a service provider, like ValueFirst, to manage their SMS advertising. The software from ValueFirst has protections that can notify the sender of potential content violations before they are sent out and can use templates to make sure all the necessary information is present and verified before distribution. Our equipment also makes sure that nothing is sent outside of the permissible time frames, and our systems are frequently updated to make sure that any new regulations or laws are applied as soon as they become effective. Any content can be set up to only be released when a selected member of staff in the sender organisation has read it and given their approval as a last line of defence.

Conclusion
As we can see, businesses may find it difficult to navigate the UAE's SMS compliance landscape, but those sending SMS messages to UAE consumers must pay special attention to these regulations. It's important to take the time to fully comprehend the landscape and take into consideration asking an experienced service provider for assistance because accidentally sending non-compliant messages can result in expensive fines or suspensions that prevent the business from being able to reach their customers via SMS.

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