A2P SMS regulations in Brazil.
Compliance with ANATEL and the LGPD.
A2P SMS in Brazil is regulated by ANATEL (Agência Nacional de Telecomunicações), with data protection governed by the LGPD (Lei Geral de Proteção de Dados) and supervised by the ANPD (Autoridade Nacional de Proteção de Dados). Marketing requires consent, sender IDs are registered through the operators, and subscribers can block unwanted telemarketing through the "Não Perturbe" do-not-disturb registry.
Who regulates A2P SMS in Brazil?
Telecommunications in Brazil are regulated by ANATEL, the Agência Nacional de Telecomunicações, which licenses operators and sets consumer-protection and numbering rules. Data-privacy obligations sit under the LGPD (Lei Geral de Proteção de Dados, Law No. 13,709/2018), supervised by the ANPD (Autoridade Nacional de Proteção de Dados). A2P traffic is delivered and enforced through the mobile operators.
- Telecoms regulator: ANATEL (gov.br/anatel).
- Data-protection law: LGPD (Law No. 13,709/2018).
- Data authority: ANPD (Autoridade Nacional de Proteção de Dados).
- Traffic delivered through the licensed operators.
Sender-ID registration through operators
Commercial A2P messages are sent under a sender ID (short code or alphanumeric/large-account) registered through the mobile operators; the sender ID should identify the business. Registration is handled with the operators or via a licensed local channel, and content is typically mapped to the declared use case. Unregistered or grey-route traffic is liable to be filtered or blocked.
- Sender IDs / short codes registered through the operators.
- Sender ID should identify the business.
- Local licensed routing rather than grey routes.
- Confirm current documentation and timelines with the operator.
The "Não Perturbe" do-not-disturb registry
Brazil operates "Não Perturbe" (Do Not Disturb), a registry — established through ANATEL and the operators — that lets subscribers block unwanted telemarketing and commercial contact. Senders of promotional traffic must respect these preferences and suppress registered users from marketing campaigns. Transactional and service messages tied to an existing relationship are treated differently from cold marketing.
- "Não Perturbe" lets subscribers block telemarketing/marketing.
- Senders must suppress registered users from promotions.
- Established via ANATEL and the operators.
- Transactional/service messages are treated separately.
Promotional vs. transactional messages
Marketing/promotional SMS carries the strictest consent and opt-out obligations and is subject to "Não Perturbe" suppression, while transactional/service messages — OTPs, banking alerts, delivery and account notifications — relate to an existing customer relationship and are generally not blocked as marketing. Both are sent under a registered sender ID; keep the two flows separate with their own consent records.
- Promotional: consent, opt-out and "Não Perturbe" apply.
- Transactional/service (OTP, alerts): existing-relationship messages.
- Both delivered under a registered sender ID.
- Keep marketing and transactional traffic separate.
Consent, opt-out and the LGPD
The LGPD requires a lawful basis — commonly consent — to process personal data such as mobile numbers for marketing, with transparency, purpose limitation and data-subject rights (access, correction, deletion, objection and withdrawal of consent). Every marketing message should identify the sender and offer a free, honoured opt-out (typically "SAIR"/STOP). Consent must be provable, and processing must stop on objection to direct marketing.
- LGPD lawful basis (often consent) to process marketing data.
- Data-subject rights: access, correction, deletion, objection.
- Free opt-out (e.g. "SAIR") on every marketing message.
- Stop processing on objection to direct marketing.
Enforcement and operator landscape
Enforcement runs on two tracks: ANATEL and the operators act on numbering abuse, unsolicited traffic and "Não Perturbe" breaches through blocking and consumer-protection measures, while the ANPD can impose LGPD sanctions — including fines of up to 2% of a company's Brazil revenue, capped at R$50 million per infraction. Brazil's main operators include Vivo, Claro and TIM; reaching all subscribers means registering with each. Confirm current fees and timelines at onboarding.
- ANATEL + operators: blocking and consumer-protection measures.
- ANPD LGPD fines: up to 2% of Brazil revenue, capped R$50M per infraction.
- Main operators: Vivo, Claro, TIM.
- Confirm current fees, documents and timelines at registration.
- Submit your KYC packTrade licence, authorisation letter and sample messages
- BroadNet files the applicationWith the operators or the regulator, as the market requires
- Review and approvalTypical lead time5-10 business days
- Send under your brandYour approved sender ID on every message
Technical facts for Brazil
Network codes, message lengths and sender-ID rules in one table. Segment lengths are the GSM standard values (3GPP TS 23.038).
| Mobile country code (MCC) | 724 |
|---|---|
| Dialling code | +55 |
| Operators (MCC-MNC) |
|
| SMS length, GSM-7 (Latin alphabet) | 160 characters in a single SMS; 153 per part when concatenated |
| SMS length, UCS-2 (Arabic, Cyrillic and other scripts) | 70 characters in a single SMS; 67 per part when concatenated |
| Regulator | Anatel (Agência Nacional de Telecomunicações) |
| Sender-ID rules | Anatel + operator sender ID registration (CNPJ-verified). Portuguese supported in UCS-2 (diacritics) or GSM-7 transliteration. |
| Sender-ID lead time | 5-10 business days |
Sources
Last reviewed
More on Brazil
Compare A2P SMS rules across the region.
Each market pairs a regulatory playbook with its live coverage and operator-direct routing detail.
Brazil rules: promotional vs. transactional SMS
| Capability | Promotional / marketing | Transactional / service (OTP, alerts) |
|---|---|---|
| Registered sender ID required | ||
| "Não Perturbe" suppression applies | — | |
| Prior consent required | — | |
| Free opt-out required | — | |
| LGPD lawful basis for data | ||
| Existing customer relationship expected | — |
Common questions
What is "Não Perturbe" and how does it affect SMS?
Do I need to register a sender ID in Brazil?
Which data protection law applies to SMS in Brazil?
What's the difference between promotional and transactional SMS?
How are the rules enforced and what are the penalties?
Which operators do I need to reach?
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