SMS rules for United Arab Emirates
+971
Sender ID restrictions
| Alphanumeric sender ID | Supported |
|---|---|
| Foreign numeric sender ID | Supported |
| Local numeric sender ID | Supported |
| Generic sender ID prohibited | Yes, you can |
| Sender ID can be changed | No, you can't. |
| Virtual number required | Yes, you can |
| Marketing requires opt-in | No, you can't. |
| P2P prohibited | Yes, you can |
| Handset DLR unavailable | No, you can't. |
Content restrictions
| Category | Status | Notes |
|---|---|---|
| Gambling / Games | PROHIBITED | Detected from provider text: gambling, betting, casino |
| Political content | PROHIBITED | Detected from provider text: political |
| Religious content | PROHIBITED | Detected from provider text: religious |
| Marketing / Advertising | PROHIBITED | Detected from provider text: marketing, promotion |
Notes
Country: United Arab Emirates (UAE).
The United Arab Emirates (UAE) has specific guidelines for sending SMS messages. To reduce the risk of SMS spam, the UAE Telecommunications Authority (TRA) requires organizations to register all traffic sent to customers in the country. Alphanumeric sender IDs are case sensitive and must include the brand name. Numeric sender IDs are not supported unless a two-way service is offered. Generic sender IDs such as INFO, SMS, QSMS, NOTICE, etc. are prohibited. As per TRA regulatory policy, Sender IDs that remain inactive for more than 6 months will be deactivated.
To begin the Sender ID registration process, please contact your account manager or support.
For marketing traffic, marketing and promotional SMS are only allowed for local brands. All marketing SMS requires prior consent, which must be documented with date, time, content of the consent and the recipient's signature. Consent may not be obtained via SMS or phone call. Effective opt-out options must be available and marketing SMS must include the code 7726 as a mechanism to opt-out. It is not permitted to send marketing SMS to mobile users between 21:00 and 07:00 local time in the UAE. No SMS may encourage subscribers to call or send an SMS or other electronic communication to a premium rate number. All registered marketing SMS traffic must be sent in the correct format with the prefix "AD-" included in the sender ID. Sender IDs must not exceed 11 characters, including the "AD-" prefix. Marketing SMS for medical centers require prior approval.
It is important to note that SMS broadcasting conditions in individual countries are constantly changing and we cannot be held responsible for any inaccuracies.
The United Arab Emirates (UAE) has specific guidelines for sending SMS messages. To reduce the risk of SMS spam, the UAE Telecommunications Authority (TRA) requires organizations to register all traffic sent to customers in the country. Alphanumeric sender IDs are case sensitive and must include the brand name. Numeric sender IDs are not supported unless a two-way service is offered. Generic sender IDs such as INFO, SMS, QSMS, NOTICE, etc. are prohibited. As per TRA regulatory policy, Sender IDs that remain inactive for more than 6 months will be deactivated.
To begin the Sender ID registration process, please contact your account manager or support.
For marketing traffic, marketing and promotional SMS are only allowed for local brands. All marketing SMS requires prior consent, which must be documented with date, time, content of the consent and the recipient's signature. Consent may not be obtained via SMS or phone call. Effective opt-out options must be available and marketing SMS must include the code 7726 as a mechanism to opt-out. It is not permitted to send marketing SMS to mobile users between 21:00 and 07:00 local time in the UAE. No SMS may encourage subscribers to call or send an SMS or other electronic communication to a premium rate number. All registered marketing SMS traffic must be sent in the correct format with the prefix "AD-" included in the sender ID. Sender IDs must not exceed 11 characters, including the "AD-" prefix. Marketing SMS for medical centers require prior approval.
It is important to note that SMS broadcasting conditions in individual countries are constantly changing and we cannot be held responsible for any inaccuracies.
Last updated: April 20, 2026