United Arab Emirates (UAE) - Dubai +971

Updated 3 weeks 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 authorized signatory's Valid Passport and Emirates ID of the brand Manager signing the NOC (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 short code. 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 short code 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.

  1. 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.

  1. 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

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

Banned Content

- Gambling

- Betting

- Adult content - including ads for sex work & prostitution 

- Cryptocurrency

- Drugs, cannabis & vapes 

- Personal messaging


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