Each country has its own guidelines for sending marketing communications via SMS.
Use this page as a guide and consult your Customer Success Representative if you're unsure.
General best practices
We recommend that you follow these guidelines in all locales:
- Get opt-in consent from your contacts before sending marketing communications to them.
- Only send SMS during your contacts' daytime hours. See: SMS quiet hours
- Support STOP messages in your contact's local language.
🇦🇺 Australia
| Locale | Australia |
| ISO code | AU |
| Region | Oceania |
| Mobile country code | 505 |
| Dialling code | +61 |
| Double opt-in | Not required |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
20:00 - 11:00 (8pm - 11am) See also: SMS quiet hours |
Other information
- Generic URL shortening (i.e. the link no longer contains your domain) is not allowed. Ometria automatically shortens your links for you - please don't use an external link shortening service.
🇦🇹 Austria
| Locale | Austria |
| ISO code | AT |
| Region | Europe |
| Mobile country code | 232 |
| Dialling code | +43 |
| Double opt-in |
Prior consent is required for SMS marketing. Double opt-in is recommended and should be used where possible. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
None specified. See also: SMS quiet hours |
Other information
- A soft opt-in exception applies where a contact has previously purchased a product or service from you. In this case, you may send marketing SMS about similar products without double opt-in.
🇧🇪 Belgium
| Locale | Belgium |
| ISO code | BE |
| Region | Europe |
| Mobile country code | 206 |
| Dialling code | +32 |
| Double opt-in | Not required. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
20:00 - 09:00 (8pm - 9am) See also: SMS quiet hours |
Other information
- All promotional traffic must include an opt-out method. See: Managing SMS marketing preferences
- Generic URL shortening (i.e. the link no longer contains your domain) is not allowed. Ometria automatically shortens your links for you - please don't use an external link shortening service.
🇨🇦 Canada
| Locale | Canada |
| ISO code | CAN |
| Region | North America |
| Mobile country code | 310, 311 |
| Dialling code | +1 |
| Double opt-in |
It is illegal to send marketing SMS messages without obtaining the necessary consent. The recipient must have explicitly agreed to receive such messages. Double opt-in is considered a best practice. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
21:00 - 08:00 (9pm - 8am) See also: SMS quiet hours |
🇨🇴 Colombia
| Locale | Colombia |
| ISO code | CO |
| Region | South America |
| Mobile country code | 732 |
| Dialling code | +57 |
| Double opt-in | Not required. |
| Preferred sender IDs |
Alphanumeric sender IDs are not supported. All sender IDs will be overwritten to a shared short code. You can request a dedicated short code directly from the CRC. See: Sender IDs for SMS |
| Quiet hours |
Week days: 22:00 - 08:00 (10pm - 8am) Saturday: 15:00 - 09:00 (3pm - 9am) Do not send any marketing texts on Sundays or public holidays. See also: SMS quiet hours |
🇩🇰 Denmark
| Locale | Denmark |
| ISO code | DK |
| Region | Europe |
| Mobile country code | 238 |
| Dialling code | +45 |
| Double opt-in | Not required, but explicit prior consent is needed for all electronic marketing. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
None specified. See also: SMS quiet hours |
Other information
- URL whitelisting is required by Danish carriers. Messages containing non-whitelisted or short URLs may be blocked. Contact your Customer Success Representative to confirm your URLs are whitelisted before go-live.
- Denmark maintains a Robinson opt-out list. You must check this list and exclude registered contacts before sending marketing SMS.
🇫🇮 Finland
| Locale | Finland |
| ISO code | FI |
| Region | Europe |
| Mobile country code | 244 |
| Dialling code | +358 |
| Double opt-in | Not required. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
20:00 - 09:00 (8pm - 9am) See also: SMS quiet hours |
Other information
- Standard GDPR and ePrivacy Directive requirements apply. Explicit opt-in consent is required, opt-out must be supported, and your brand must be clearly identified.
- URL whitelisting is required by Finnish carriers. Messages containing non-whitelisted or short URLs may be blocked. Contact your Customer Success Representative to confirm your URLs are whitelisted before go-live.
🇫🇷 France
| Locale | France |
| ISO code | FR |
| Region | Europe |
| Mobile country code | 208 |
| Dialling code | +33 |
| Double opt-in | Not required. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
22:00 - 08:00 (10pm - 8am) Do not send marketing SMS on Sundays or French public holidays. These restrictions are enforced at carrier level. Messages sent outside permitted windows will be blocked. See also: SMS quiet hours |
Other information
- A STOP command must be included in all promotional messages, in French (e.g. "STOP" or "STOP SMS").
- Commercial SMS must be sent from verified number ranges. Standard mobile numbers (starting with 06 or 07) cannot be used for marketing SMS.
- France has some of the most actively enforced sending restrictions in Europe. Make sure you understand these requirements before go-live.
- Sender ID registration is required. Contact your Customer Success Representative to arrange this before go-live.
🇩🇪 Germany
| Locale | Germany |
| ISO code | DE |
| Region | Europe |
| Mobile country code | 262 |
| Dialling code | +49 |
| Double opt-in |
Prior consent is required for all SMS marketing under Section 7 of the UWG (Unfair Competition Act). Double opt-in is the industry-standard method used to demonstrate valid consent and should be treated as required. German courts have consistently ruled that single opt-in is not accepted as valid consent. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
20:00 - 09:00 (8pm - 9am) See also: SMS quiet hours |
Other information
- Germany is the most legally demanding market in Europe for SMS marketing. Do not treat it as a standard EU country.
- You must document and retain proof of consent for 5 years from the point it was obtained and from each time it is used.
- Your consent collection process must meet the double opt-in standard before any sends can begin. Contact your Customer Success Representative to confirm your setup.
🇮🇪 Ireland
| Locale | Ireland |
| ISO code | IE |
| Region | Europe |
| Mobile country code | 272 |
| Dialling code | +353 |
| Double opt-in | Not required. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
20:00 - 08:00 (8pm - 8am) See also: SMS quiet hours |
Other information
- Generic URL shortening (i.e. the link no longer contains your domain) is not allowed. Ometria automatically shortens your links for you - please don't use an external link shortening service.
🇮🇹 Italy
| Locale | Italy |
| ISO code | IT |
| Region | Europe |
| Mobile country code | 222 |
| Dialling code | +39 |
| Double opt-in |
Prior opt-in consent is required under Article 130 of the Italian Privacy Code. Double opt-in is considered best practice, particularly where consent is collected via online forms or third-party intermediaries. |
| Preferred sender IDs |
Sender ID registration may be required via AGCOM. Contact your Customer Success Representative to confirm. See: Sender IDs for SMS |
| Quiet hours |
None specified. See also: SMS quiet hours |
Other information
- Italy's data protection authority (Garante) actively enforces SMS marketing rules, with significant fines issued for non-compliant practices.
🇱🇺 Luxembourg
| Locale | Luxembourg |
| ISO code | LU |
| Region | Europe |
| Mobile country code | 270 |
| Dialling code | +352 |
| Double opt-in | Not required. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
None specified. See also: SMS quiet hours |
Other information
- Standard GDPR and ePrivacy Directive requirements apply. Explicit opt-in consent is required, opt-out must be supported, and your brand must be clearly identified.
🇳🇱 Netherlands
| Locale | Netherlands |
| ISO code | NL |
| Region | Europe |
| Mobile country code | 362 |
| Dialling code | +31 |
| Double opt-in | Not required. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours | None. |
Other information
- Netherlands RGTN network is not included in general coverage.
- Generic URL shortening (i.e. the link no longer contains your domain) is not allowed. Ometria automatically shortens your links for you - please don't use an external link shortening service.
🇳🇴 Norway
| Locale | Norway |
| ISO code | NO |
| Region | Europe |
| Mobile country code | 242 |
| Dialling code | +47 |
| Double opt-in | Not required, but prior consent is needed for all SMS marketing. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
20:00 - 09:00 (8pm - 9am) See also: SMS quiet hours |
Other information
- Norway is not an EU member but is part of the EEA and is covered by GDPR.
- Norway maintains a national Reservation Register. Contacts registered on this list must not receive marketing SMS. You are responsible for checking this list before sending.
- Opt-out must be easy and free for the recipient.
- URL whitelisting is required by Norwegian carriers. Messages containing non-whitelisted or short URLs may be blocked. Contact your Customer Success Representative to confirm your URLs are whitelisted before go-live.
- Some carriers (e.g. Telenor) may convert alphanumeric sender IDs to numeric format.
🇵🇱 Poland
| Locale | Poland |
| ISO code | PL |
| Region | Europe |
| Mobile country code | 260 |
| Dialling code | +48 |
| Double opt-in | Not required. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
None specified. See also: SMS quiet hours |
Other information
- Standard GDPR and ePrivacy Directive requirements apply. Explicit opt-in consent is required, opt-out must be supported, and your brand must be clearly identified.
- Sender ID registration is required. Contact your Customer Success Representative to arrange this before go-live.
🇵🇹 Portugal
| Locale | Portugal |
| ISO code | PT |
| Region | Europe |
| Mobile country code | 268 |
| Dialling code | +351 |
| Double opt-in | Not required. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours | None. |
Other information
- Generic URL shortening (i.e. the link no longer contains your domain) is not allowed. Ometria automatically shortens your links for you - please don't use an external link shortening service.
🇪🇸 Spain
| Locale | Spain |
| ISO code | ES |
| Region | Europe |
| Mobile country code | 214 |
| Dialling code | +34 |
| Double opt-in | Not required. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours | None. |
Other information
- Generic URL shortening (i.e. the link no longer contains your domain) is not allowed. Ometria automatically shortens your links for you - please don't use an external link shortening service.
🇸🇪 Sweden
| Locale | Sweden |
| ISO code | SE |
| Region | Europe |
| Mobile country code | 240 |
| Dialling code | +46 |
| Double opt-in | Not required, but explicit prior consent is needed for all electronic marketing. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
20:00 - 09:00 (8pm - 9am) See also: SMS quiet hours |
Other information
- URL whitelisting is required by Swedish carriers. Messages containing non-whitelisted or short URLs may be blocked. Contact your Customer Success Representative to confirm your URLs are whitelisted before go-live.
- Sender ID registration is required. Contact your Customer Success Representative to arrange this before go-live.
- Sweden maintains a NIX register. You must check this list and exclude registered contacts before sending marketing SMS.
🇨🇭 Switzerland
| Locale | Switzerland |
| ISO code | CH |
| Region | Europe |
| Mobile country code | 228 |
| Dialling code | +41 |
| Double opt-in |
Strongly recommended. Double opt-in is strongly recommended as best practice to meet both UCA and nFADP requirements. A limited soft opt-in exception applies for existing customers receiving messages about similar products. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
None specified. See also: SMS quiet hours |
Other information
- Switzerland is not an EU member but is closely aligned with GDPR following the nFADP (new Federal Act on Data Protection), which came into force in September 2023.
- Switzerland is multilingual. Opt-out commands (e.g. STOP) must be supported in German, French, and Italian depending on the region you are targeting.
🇬🇧 United Kingdom
| Locale | United Kingdom |
| ISO code | GB |
| Region | Europe |
| Mobile country code | 234, 235 |
| Dialling code | +44 |
| Double opt-in | Not required. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
20:00 - 09:00 (8pm - 9am) See also: SMS quiet hours |
Additional rules and restrictions
- All promotional traffic must include an opt-out method. See: Managing SMS marketing preferences
- Generic URL shortening (i.e. the link no longer contains your domain) is not allowed. Ometria automatically shortens your links for you - please don't use an external link shortening service.
- Sending cannabis related content is strictly prohibited, though you can send CBD related content.
- All international (non-UK) numbers and shortcodes will be blocked.
BT regulations
In 2023, BT introduced regulations to reduce fraudulent messaging and smishing (SMS phishing) attempts.
Messages sent to BT subscribers with alphanumeric sender IDs related to specific brands will be blocked by default.
🇺🇸 United States
| Locale | United States |
| ISO code | US |
| Region | North America |
| Mobile country code | 310, 311 |
| Dialling code | +1 |
| Double opt-in |
It is illegal to send marketing SMS messages without obtaining the necessary consent. Consent must be clear and specific, indicating that the recipient agrees to receive marketing messages from the sender. Double opt-in is considered a best practice as it gives the clearest indication of consent. Violating the TCPA can result in substantial penalties, including fines from $500 to $1,500 per unsolicited message. Class action lawsuits can also arise from TCPA violations, potentially leading to significant financial liability. |
| Preferred sender IDs |
See: Sender IDs for SMS |
| Quiet hours |
The Telephone Consumer Protection Act prohibits sending text messages anytime before 9am and after 8pm in the recipient's time zone, but some states have more restrictive rules, e.g. Florida - between 8pm and 8am. See also: SMS quiet hours |
Content restrictions (SHAFT)
US carriers and the CTIA (Cellular Telecommunications Industry Association) restrict SMS content in certain categories, commonly known as SHAFT:
- Sex - sexually explicit or adult content
- Hate - hate speech or discriminatory content
- Alcohol - promotion of alcoholic beverages
- Firearms - promotion of weapons or ammunition
- Tobacco and cannabis - promotion of tobacco or cannabis products
Messages containing content in these categories may be blocked by carriers, even if the recipient has opted in. If you sell products in any of these categories, contact your Customer Success Representative before sending SMS campaigns.
Other rules and regulations
In the following states, marketers are restricted to sending a maximum of three SMS per 24 hours:
- Florida
- Oklahoma
- Maryland
In Mississippi you can't send marketing SMS on Sundays.
See also: Frequency capping
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