UNITED ARAB EMIRATES SMS: Products and Compliance

United Arab Emirates

Sender ID Alphanumeric  
Dialing code 971
Major Carriers Etisalat, du
Number portability Yes
Message length 160 characters.
Support for Concatenated message -
Sender ID Supported Long Code
Setup Time -
Support for Two Way SMS -
Extra Information


SMS Compliance

Promotional / Marketing Messages

  • All promotional mobile marketing communication SMS can only be sent with sender IDs starting with prefix “AD-“ followed by the name of the sender ID (e.g. If your company or customer has a sender id as “Brandpro”, the new sender id shall be “ AD-BrandPro”)
  • Ensure that the sender ID name including the “AD-XXXX“ prefix “AD-“ does not exceed the maximum limit of 11 characters limit of sender ID length
  • All marketing or promotional SMS traffic towards the UAE must include 'To stop receiving "bsenderID" to 7726" at the end of the message body. Messages sent without the "blocking option" will be blocked.
  • All receiving recipients must be opted in to receive promotional/marketing messages: Maintenance of documentation with Customer consent(s) which proves that the recipient number has opted in to receive promotional/marketing messages from the Sender ID/Short code.

Prohibited Content:

The following types of messaging on all SMS messaging products are all prohibited:

  • Adult content
  • Religious Messages
  • Political messages 
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