Running SMS campaigns in the UAE requires understanding TRA regulations. Non-compliance can result in fines, number blocking and damage to your brand reputation. This guide covers the essentials every marketing team should know.
Consent and opt-in
Promotional SMS must be sent only to customers who have given explicit consent. Consent can be collected through website forms, point-of-sale sign-ups or double opt-in flows. Keep records of when and how consent was obtained.
Transactional messages (order updates, OTP codes, appointment confirmations) have different rules but should still identify your business clearly.
Opt-out requirements
Every promotional message should include a clear opt-out mechanism — typically replying STOP or UNSUB to a shortcode. Honour opt-out requests immediately and maintain a suppression list across all future campaigns.
Shortcodes and sender IDs
Dedicated and shared SMS shortcodes in the UAE must be registered with operators through a licensed provider. Alphanumeric sender IDs are available for transactional traffic. Smart Vision offers both dedicated and shared shortcode services with full TRA compliance.
Work with a trusted partner
Choose an SMS provider with a track record in the UAE market, transparent delivery reports and knowledge of local regulations. Smart Vision has operated in Dubai for over 13 years and supports enterprise clients across regulated industries.
Ready to launch your campaign?
Smart Vision helps UAE businesses run TRA-compliant SMS and WhatsApp campaigns with verified data, real-time reporting and dedicated support.
Contact our team