SMS marketing in the UAE: sender ID, consent and the rules to follow
Promotional SMS works in the UAE because people read it. It also has some of the tightest rules in the region, and operators block campaigns that do not follow them. Here is what to set up before the first send.
Promotional and transactional are different
Transactional messages, such as one-time passwords and delivery or booking updates, follow lighter rules. Promotional messages, which advertise a product or offer, need a registered sender name and the recipient's consent.
Registered sender ID
Since May 2020, promotional messages in the UAE are sent with a sender ID that starts with the prefix AD- followed by the brand name, registered through the operators. Using an unregistered name is one of the quickest ways to have messages blocked.
Consent records
Brands sending promotional SMS are expected to register their sender name and upload their consent database for approval on the operators' consent management platform. In practice that means keeping a clean record of who agreed to receive messages, when and how. Do not buy lists. Collect consent at the point of sale, on forms or through a microsite.
Sending hours and who may send
Providers report that promotional messages are not allowed between 9 pm and 7 am, so schedule within the day. They also report that promotional traffic must come from a company with a local UAE entity.
Telemarketing rules were also tightened in 2024 through Cabinet Decision No. 56 of 2024, which covers calls, SMS and messages through social apps. The regulator has issued fines to companies that broke the rules, so treat compliance as part of the campaign budget.
Writing a message that performs
- Say who you are in the first words.
- Give one offer and one action.
- Include a clear way to opt out.
- Keep it short, and send it at a time when people are free to act.
Rules and operator procedures change, so confirm the current steps with the operator or the regulator. Arsh Marketing runs one-way and two-way SMS campaigns across the UAE. See SMS marketing or send us the brief. This is a general guide, not legal advice.
Questions
Do I need a registered sender ID to send promotional SMS in the UAE?
Yes. Promotional SMS is sent with a registered sender ID that carries the AD- prefix.
Can I send promotional SMS at night in the UAE?
Providers report a ban on promotional messages between 9 pm and 7 am, so schedule sends inside that window.
Do I need consent to send marketing SMS in the UAE?
Yes. Promotional messages require the recipient's consent, and sender names and consent databases are registered with the operators.
