United Arab Emirates (UAE) - Dubai +971

Updated 3 months ago

All marketing messages must be sent on a dedicated registered alpha tag.

As of December 2022, a new regulation from TDRA (UAE Regulator Authority) stipulates that all new alpha tag registrations must include the following information:

The Alpha Tag will be overwritten with "ORDERS" for test messages. All alpha tags must be 11 characters or less including the prefix AD-.

Messages from ORDERS will be delivered at the best effort. It's best to register their own to ensure message delivery.

For Local businesses, we need the following requirements below and request an updated LOA form from the Global sending specialist.

Submit the authorized signatory's Valid Passport and Emirates ID of the brand Manager signing the NOC (A passport copy should be fine, in case Emirates ID is not there).
Power Of Attorney in case the authorized signatory's name is not mentioned in the Trade License/CR.

Marketing messages can ONLY be sent between 08:00 - 21:00 local time (GMT + 04:00). All marketing messages MUST have a way for the recipients to opt out of the campaign.

To Opt-out:

Du & Etisalat provide a short code for this: 7726
Subscribers opt out by texting "B" (for block) & the alpha tag to the shortcode. Example: B +971 12-345-6789

Further Opt-out Regulations

End brand must keep records of all customer opt-ins/consent to receive marketing SMS (also records of all SMS content providers and details for a period of up to 2 years)
A record of customer opt-outs is required
Opt-out via your own shortcode or a URL is also supported. If this method is chosen, the sender must manage their own opt-outs and keep a record of them.

How to Register Alpha Tag

It is important to determine whether the business is local or international and whether the traffic is marketing or transactional. Reach out to our Global Sending Specialist for the necessary forms.

For International businesses, we need the following details:
Country Origin
Field of activity
Headquarter city
Copy of business registration/license.

Reach out to the Global sending specialist for the updated LOA forms.

IMPORTANT NOTES:

Traffic origin must be outside the UAE.
The information added in the NOC needs to be aligned with the TL/CR or COI, i.e. if there are multiple branches in the world, the company's details in the NOC need to be as per the TL/CR or COI.
NOC Letter to be signed by an authorized signatory of the company and stamped from the end brand with the company’s letterhead.
Trade License/CR or certificate of the corporation must be provided. They must have a signature and stamp from the issuing authority. If not in English or Arabic, it needs to be translated and attested by a public notary.
In case the sender ID is a governmental entity then the ruler government decree is a must to provide
Operators don't accept any NOC letter without a company stamp.
The sender ID must be related to the company registration name. If not, the company must share proof of the relation between the sender and the company (it can be a Trademark or any official document in English showing this relation). Otherwise, the request will be rejected.
Applications nor website references are not accepted.
Generic sender ID is not allowed.
In case the Brand NOC letter and sender ID are not identical, We must provide proof that the sender ID is owned by the Brand like an official letter or trademark.
If documents requested from the operator they must be provided must be in English and officially attested by legal authority.
Only transactional traffic is allowed.
The phone number added in documents must be Mobile number.
Dynamic URL isn't allowed in content.

Registration ETA: 45 business days.

For Local businesses, we need the following details:
Business name and website
Field of activity
Sample content
Copy of Local Trade License
Copy of Local Establishment Card
Copy of Passport and Emirates ID

Reach out to the Global sending specialist for the updated LOA forms.

IMPORTANT NOTES:

Headquarter in UAE
Own a Local trade license valid for at least a month (issued by the Government of Dubai)
Provide local Establishment Card (issued by GDRFA, from UAE)
Not OTT, Hyperscaler
Originator servers sending traffic must be in the UAE

NOC Letters are to be signed by an authorized signatory of the company and stamped from the end brand with the company’s letterhead

Registration ETA for local and international businesses: 45 business days.