When sending SMS to Mexico, you must follow the consumer protection rules set by PROFECO, the country's federal consumer agency.
Following these rules is essential for message deliverability. It helps you avoid carrier filtering and ensures a good customer experience. This guide applies whether you use 10DLC, toll-free numbers, or short codes.
Important: MMS (Multimedia Messaging) is not supported in Mexico. You can only send standard SMS text messages. Any images, GIFs, videos, or PDF attachments will fail to deliver.
Available Sender IDs
When sending to Mexico, you can choose from a few Sender ID options.
Please note that registration and fees may apply.
Not sure which one to choose?
Check out our Sender ID guide or contact support. We are happy to help.
Shared numbers
Shared numbers are free, ready to use, and do not require registration.
Your messages will be sent using either a short code or a long code. Because of this, the sender number might look different to your recipients each time.
Note: Shared numbers support one-way messaging only.
Dedicated Short codes
Mexico supports two-way messaging through dedicated short codes.
To buy a dedicated short code, please contact support.
Setup Time: Registration usually takes 12 to 16 weeks.
Cost: Setup and recurring fees apply.
Dedicated number (inbound only)
Dedicated numbers can only be used to receive replies. They cannot be used as a Sender ID. To receive replies, you must include the dedicated number in the body of your outbound message.
To buy a dedicated number, please contact support.
Setup time: Registration usually takes 5 to 6 weeks.
Rules and Best Practices
Opt-in and consent requirements
Mexico's messaging regulations require that you obtain clear consent from users before sending any SMS. This rule applies to all message types, including marketing, informational, and transactional content.
Carriers and regulators expect you to keep a record of how and when each user opted in. If you are audited or receive a consumer complaint, you must be able to provide this proof.
Accepted opt-in methods
You can collect opt-ins through any method where the user knowingly agrees to receive your messages. Compliant methods include:
Web forms (e.g., newsletter sign-ups or checkouts)
Call center enrollment
Point-of-sale consent (in-store sign-ups)
Mobile-originated (MO) replies (where a user texts a keyword to opt in)
Note: Carriers strictly enforce opt-in verification. Always keep secure records of your opt-ins to protect your sending reputation and avoid carrier filtering.
Opt-Out Rules
There are three main rules:
Opt-out instructions must include Spanish.
The steps to cancel must be clear and easy to follow.
Cancellations must be immediate.
Because of these rules, all Mexican carriers have standardized on the keyword BAJA. This is the Spanish word for "unsubscribe." It is the most reliable and compliant keyword for customers to use.
Why you must use BAJA instead of STOP
The keyword STOP does not consistently work in Mexico. Mexican carriers do not guarantee support for English keywords and may ignore them. This can create a compliance issue if a user tries to unsubscribe but keeps receiving messages.
To stay compliant, you must support BAJA and provide all opt-out instructions in Spanish.
Note: Messaging in Mexico requires an opt-out link to be created and included in each message to your customers. See Managing Opt-Outs for directions.
Using the HELP keyword
It is a best practice to support the HELP keyword, or its Spanish equivalent AYUDA.
A HELP response gives users useful information and improves transparency.
Your HELP or AYUDA response should include:
The program name and purpose.
Customer support contact details.
Instructions for opting out using BAJA.
Sending Hours and Restrictions
Mexico enforces time-of-day restrictions on messaging to protect consumers from late-night or early-morning spam. How these rules apply depends entirely on the type of message you are sending.
Marketing messages
Marketing and promotional SMS must only be sent during reasonable local daytime hours.
Sending window: Keep your promotional campaigns restricted to local business hours (typically 8:00 AM to 8:00 PM local time).
Why it matters: Sending promotional content outside these hours can result in immediate carrier blocking and compliance audits.
Transactional messages
Transactional messages are exempt from quiet-hour restrictions. You can send them 24/7 without violating Mexico's rules, as long as they do not contain any promotional content.
Examples of transactional messages include:
One-Time Passwords (OTPs) and verification codes
Account updates and security alerts
Delivery notifications and shipping updates
Content Guidelines
Before you start sending, please carefully review our Sending Guidelines to understand what types of messages you cannot send.
In addition to our global rules, messaging routes in Mexico are subject to much stricter content controls. You are strictly prohibited from sending content related to:
Politics: Any political campaigns, candidate promotion, or election-related content.
Religion: Any messages featuring religious themes or promotion.
Inappropriate language: Any offensive, adult, or inappropriate content.
Gambling: Any promotions for raffles, lotteries, or gambling-related activities.
Watch Out: Mexican carriers actively filter messages for these topics. Sending any prohibited content will result in your messages being blocked and may lead to the immediate suspension of your sending number.
Mexico SMS Compliance Checklist
Now that we have reviewed all the sections, here is a quick summary of what you need to keep in mind for Mexico:
Consent: Always secure proof of opt-in before sending.
Language: Keep opt-out and help instructions in Spanish.
Keywords: Support BAJA (opt-out) and AYUDA (help).
Create: Implement an opt-out link to include in messages.
Hours: Limit marketing messages to daytime hours (8:00 AM to 8:00 PM).
Content: Avoid political, religious, adult, or gambling content.