AE Cabinet Resolution No. 56 of 2024 on the Telemarketing Regulations, issued on 10 June 2024, sets the rules for marketing calls — and, by its own definition, marketing text messages and marketing messages on social media apps — made by companies licensed in the UAE. It came into force sixty days after publication in the Official Gazette (state media reported 27 August 2024). Its companion, Cabinet Resolution No. 57 of 2024, sets the administrative violations and penalties, with fines from AED 10,000 to AED 150,000.
Correction, 26 September 2026: an earlier version of this article called the telemarketing regulation "Cabinet Decision No. 57 of 2024", dated it 1 March 2024 and attributed sender-ID registration rules to it. The telemarketing regulation is Resolution No. 56 of 2024; No. 57 is the penalties schedule. This summary is general information, not legal advice.
What Resolution 56 requires
The resolution applies to all companies licensed in the UAE, including those in free zones, that market products or services through telemarketing. Natural persons may not make marketing calls from numbers licensed in their own name. Companies must:
- Obtain prior approval to practise telemarketing from the competent authority.
- Use local numbers issued by UAE-licensed operators and registered under the company's commercial licence.
- Not call consumers whose numbers are on the Do Not Call Register (DNCR), the unified national registry supervised by the TDRA.
- Make marketing calls only between 9:00 am and 6:00 pm.
- Not call back a consumer who rejects the product or service on the first call, and not retry unanswered or ended calls more than once a day and twice a week.
- Identify the company and the purpose of the call at the beginning, record marketing calls and tell the consumer about the recording when the call begins.
- Ask the consumer whether they want to continue before marketing, keep a record of marketing calls, and submit periodic reports.
The resolution also allows automated communication systems to be used for marketing "in accordance with the provisions of this resolution" — relevant to AI voice agents, which we cover in AI voice-agent calling rules for 2026.
Who supervises it
The Ministry of Economy supervises implementation overall. The Central Bank of the UAE is responsible for marketing calls by banks, financial institutions and insurers it licenses; the Securities and Commodities Authority for securities and commodities trading services; and the competent local authorities in each emirate for everything else. The TDRA supervises the DNCR.
What Resolution 57 sets: the penalties
According to the Ministry of Economy's briefing of 29 August 2024, Resolution No. 57 of 2024 lists 18 types of administrative violations with fines ranging from AED 10,000 to AED 150,000 depending on the violation. Individuals who make unauthorised marketing calls face AED 5,000 and suspension of the number, AED 20,000 and a three-month suspension for a second violation within 30 days, and AED 50,000 with a twelve-month denial of service for a third.
What it means for A2P SMS senders
Because the definition of telemarketing includes marketing text messages, promotional SMS campaigns by UAE-licensed companies fall within the resolution's scope, and the DNCR matters for them as much as for calls. Operational SMS — one-time passwords, delivery and account notifications — is not marketing and is not what the resolution targets.
Sender-ID registration is a separate regime: alphanumeric sender IDs for the UAE are registered through the operators under the TDRA framework, as explained in our UAE sender-ID registration guide and on UAE SMS regulations.
BroadNet handles UAE sender-ID registration as part of standard onboarding and routes A2P traffic to UAE networks over direct operator connections. See A2P SMS and UAE coverage.
Frequently asked questions
Is the UAE telemarketing regulation Cabinet Resolution 56 or 57 of 2024?
Both are relevant. Cabinet Resolution No. 56 of 2024 is the Telemarketing Regulations — who may market by phone and how. Cabinet Resolution No. 57 of 2024 lists the administrative violations and penalties for breaking those rules.
What are the permitted telemarketing hours in the UAE?
Resolution 56 allows marketing calls only between 9:00 am and 6:00 pm, and never to numbers registered on the Do Not Call Register.
Does Resolution 56 cover marketing SMS?
Its definition of telemarketing includes marketing text messages and marketing messages through social media applications, so promotional SMS by UAE-licensed companies falls within its scope. Transactional messages such as OTPs are not marketing.
What are the fines for breaking the UAE telemarketing rules?
Under Resolution No. 57 of 2024, fines range from AED 10,000 to AED 150,000 depending on the violation, according to the Ministry of Economy. Individuals making unauthorised marketing calls face AED 5,000, AED 20,000 and AED 50,000 for repeat violations within 30 days, plus service suspension.
When did the UAE telemarketing rules take effect?
Resolution 56 was issued on 10 June 2024 and took effect sixty days after publication in the Official Gazette; state media reported the rules in force from 27 August 2024.
Sources
- Ministry of Economy — briefing on Cabinet Resolutions No. 56 and No. 57 of 2024, 29 August 2024: moet.gov.ae.
- Cabinet Resolution No. (56) of 2024 on the Telemarketing Regulations, official English text published by the Ministry of Economy (accessed 26 September 2026).
- Aletihad — UAE's new telemarketing regulations come into force, 27 August 2024: en.aletihad.ae.