# A2P SMS regulations in the United Arab Emirates

> A2P SMS in the UAE is regulated by the TDRA (Telecommunications and Digital Government Regulatory Authority) under its Unsolicited Electronic Communications policy. Every business must register an approved alphanumeric sender ID through Etisalat (e&) or du; promotional messages require the "AD" prefix, prior opt-in consent, and may only be sent between 7am and 9pm UAE time.

- Canonical URL: https://www.broadnet.me/regulations/uae
- Language: en
- Last reviewed: 2026-10-20
- Publisher: BroadNet (https://www.broadnet.me)

## Key facts

- **2** — Licensed mobile operators — Etisalat (e&) and du
- **7am–9pm** — Permitted window for promotional SMS (UAE time)
- **2021** — UAE PDPL — Federal Decree-Law No. 45 of 2021

## Who regulates A2P SMS in the UAE?

The Telecommunications and Digital Government Regulatory Authority (TDRA), formerly the TRA, is the federal regulator for all electronic messaging. Its principal instrument is the Regulatory Policy on Unsolicited Electronic Communications, supported by the Marketing Short Message Service policy. Enforcement runs through the two licensed operators, Etisalat (e&) and du, which implement TDRA rules at network level.

- Regulator: TDRA (tdra.gov.ae), formerly the TRA.
- Core policy: Regulatory Policy on Unsolicited Electronic Communications.
- Etisalat (e&) and du enforce the rules on TDRA's behalf.

## Sender-ID registration: who registers and how

Any business sending A2P SMS to UAE mobile numbers must register an approved sender ID before traffic is delivered; unregistered IDs are blocked by the carriers. The enterprise applies through the operators' portals — Etisalat's consent portal and du's Enterprise SMS Portal — either directly or via its messaging provider. IDs must be alphanumeric and match the registered legal or trade name.

- Register through the Etisalat (e&) and du portals.
- Alphanumeric IDs that match the registered company name.
- Numeric-only and mismatched IDs are auto-blocked.
- Some sectors (e.g. healthcare, real estate) need extra approvals.

## Promotional vs. transactional messages

The UAE draws a firm line between the two categories. Promotional/marketing SMS requires the "AD" sender-ID prefix, documented opt-in consent, and delivery only within permitted hours. Transactional/service messages — OTPs, delivery and appointment notifications, account and security alerts — are exempt from the timing window and the AD prefix, but the underlying sender ID must still be registered. International senders are generally limited to transactional traffic.

- Promotional: "AD" prefix + consent + time window.
- Transactional (OTP, alerts, notifications): no AD prefix, no time restriction.
- Both still require a registered sender ID.
- International senders: transactional only in practice.

## Content and timing rules (the AD prefix and sending hours)

Marketing SMS may only be sent between 7:00am and 9:00pm UAE time (GST), any day of the week; transactional messages are exempt. Every promotional message must carry the "AD" prefix in the sender ID so recipients can identify it as advertising. Messages must not be misleading, and prohibited categories — political, religious, gambling, and unsolicited or deceptive content — are strictly enforced.

- Marketing window: 7:00am–9:00pm UAE time.
- "AD" prefix mandatory on all promotional sender IDs.
- Prohibited: political, religious, gambling, deceptive content.
- Bilingual English/Arabic is commonly expected for local audiences.

## Consent, opt-out and unsolicited-message rules

Prior opt-in consent is mandatory for marketing SMS and must be provable — recorded with date, time, channel and scope. Consent cannot be obtained by voice call. Every marketing message must offer a free, effective opt-out (e.g. reply STOP), and opt-outs must be honoured promptly. UAE users can also report spam to the operators.

- Documented opt-in required before any marketing send.
- Free, easy opt-out in every promotional message.
- Opt-outs honoured promptly.
- Spam is reportable to the operators.

## Data protection: the UAE PDPL

Beyond telecom rules, senders handling recipients' personal data fall under the UAE Personal Data Protection Law — Federal Decree-Law No. 45 of 2021, effective 2 January 2022 — supervised by the UAE Data Office. The PDPL requires a lawful basis (generally consent) to process personal data, obliges controllers to stop processing for direct marketing on objection, and governs cross-border transfers.

- Law: Federal Decree-Law No. 45 of 2021 (PDPL).
- Supervisor: UAE Data Office.
- Consent-based processing; honour direct-marketing objections.
- Applies extraterritorially to UAE data subjects.

## Operator landscape and enforcement

The UAE has two licensed mobile operators — Etisalat (e&) and du — and all A2P traffic terminates through them; there is no independent third-party termination. Non-compliance is enforced at network level (sender-ID blocking, blacklisting, service suspension) and, for data breaches, through PDPL administrative penalties. TDRA has also been steering A2P users toward arranging messaging directly with the licensed operators.

- Two MNOs: Etisalat (e&) and du — no third-party termination.
- Enforcement: sender-ID blocking, blacklisting, suspension.
- PDPL breaches carry separate administrative penalties.
- Marketing SMS falls under the telemarketing rules in Cabinet Resolution No. 56 of 2024; Cabinet Resolution No. 57 of 2024 sets fines of AED 10,000 to AED 150,000 per violation, according to the Ministry of Economy.
- Check marketing lists against the Do Not Call Register (DNCR), the national registry supervised by the TDRA.

## UAE rules: promotional vs. transactional SMS

|  | Promotional / marketing | Transactional / service (OTP, alerts) |
|---|---|---|
| Registered sender ID required | Yes | Yes |
| "AD" prefix required | Yes | No |
| 7am–9pm sending window | Yes | No |
| Prior opt-in consent required | Yes | No |
| Free opt-out (STOP) required | Yes | No |
| Open to international senders | Restricted | Yes |

## Frequently asked questions

### Do transactional OTP messages need a registered sender ID in the UAE?

Yes. While OTPs, alerts and other transactional messages are exempt from the "AD" prefix and the 7am–9pm timing window, they must still be sent from a sender ID registered and approved through Etisalat (e&) or du. Unregistered IDs are blocked at network level regardless of content.

### How long does UAE sender-ID registration take?

For UAE-based companies, approval typically takes several business days once documentation is complete; international companies usually wait longer. Timelines depend on the operator's review queue and whether your sender ID matches your registered trade name and supporting documents. Confirm current timelines with your operator or provider.

### What SMS content is prohibited in the UAE?

TDRA prohibits political, religious and patriotic content, gambling promotions, and any misleading or deceptive messaging. Unsolicited marketing (no prior opt-in) is not allowed. Regulated sectors such as healthcare and real estate require additional approvals, and all promotional content must clearly identify itself using the "AD" sender-ID prefix.

### Are there approved hours for sending marketing SMS?

Yes. Promotional/marketing SMS may only be delivered between 7:00am and 9:00pm UAE time (GST), on any day of the week. Sending marketing outside that window breaches TDRA's Unsolicited Electronic Communications policy. Transactional messages — OTPs, delivery updates, appointment reminders — are exempt and can be sent at any time.

### Can an overseas company send promotional SMS to UAE numbers?

In practice, international senders are restricted to transactional traffic — OTPs, notifications and alerts — rather than promotional/marketing SMS to UAE recipients. Promotional campaigns to UAE numbers are typically run by a UAE-registered entity using an approved "AD" sender ID with documented local opt-in consent.

### How does the UAE PDPL affect SMS marketing?

The PDPL (Federal Decree-Law No. 45 of 2021) requires a lawful basis — normally consent — to process the personal data behind any campaign, and you must be able to prove that consent. If a recipient objects to direct marketing, you must stop using their data for it. The law is supervised by the UAE Data Office and applies extraterritorially to UAE data subjects.

## Related

- [UAE coverage](https://www.broadnet.me/coverage/uae)
- [UAE Cabinet Resolution No. 56 of 2024, explained](https://www.broadnet.me/blog/uae-tdra-cabinet-decision-56-explained)
- [All regulations](https://www.broadnet.me/regulations)

## Technical facts for the UAE

Network codes, message lengths and sender-ID rules in one table. Segment lengths are the GSM standard values (3GPP TS 23.038).

| Technical facts | |
|---|---|
| Mobile country code (MCC) | 424 |
| Dialling code | +971 |
| Operators (MCC-MNC) | Etisalat / e& · 424-02; du · 424-03 |
| 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 | TDRA (Telecommunications and Digital Government Regulatory Authority) |
| Sender-ID rules | Alphanumeric sender IDs must be pre-registered with TDRA via the operator. One ID per legal entity per use case. AD- prefix mandatory on promotional senders under TDRA rules. |
| Sender-ID lead time | 5-7 business days |

## How to register a sender ID in the UAE

What to prepare, who approves it and how long it takes. Send us the documents below and BroadNet coordinates the registration with the operators, the regulator or the registry, as the market requires.

- Who approves: The operators Etisalat (e&) and du, under TDRA rules. The ID is registered through the operators.
- Typical lead time: 5–7 business days once the paperwork is in
- Renewal: Annual (AED 500 per year, after a one-time AED 250 registration fee)

### Document checklist

- [ ] UAE trade licence
- [ ] Signed authorisation letter on company letterhead
- [ ] Sample message templates in English and Arabic
- [ ] Traffic-type declaration

### Steps

1. Choose the sender ID: alphanumeric, Latin or Arabic, up to 11 characters, matching the brand on your trade licence. Use one ID per legal entity per use case.
2. Decide the traffic type. A promotional sender ID carries the "AD" prefix; OTPs, alerts and notifications do not. International senders are generally limited to transactional traffic.
3. Send BroadNet the documents in the checklist. We file the registration with Etisalat (e&) and du and handle the fees and the annual renewal.
4. Approval typically takes 5–7 business days. Template changes against an ID that is already registered are usually turned around the same business day.
5. Send only within the registered use case. Promotional SMS needs documented opt-in and may go out only between 7:00am and 9:00pm UAE time.

### Common reasons for rejection

- Generic IDs such as INFO, ALERT or UPDATE
- A brand that does not match the trade licence
- A promotional sender without the "AD" prefix
- Templates that mix promotional and transactional intent, or do not match the registered category

### Official sources

- [TDRA — Telecommunications and Digital Government Regulatory Authority](https://tdra.gov.ae/)
- [TDRA spam policy — TDRA Regulatory Policy on Unsolicited Electronic Communications (marketing SMS 07:00–21:00)](https://tdra.gov.ae/-/media/About/regulations-and-ruling/EN/cellular-phone-spam-regulatory-policy-English.ashx)

Requirements are set by the regulator and the operators and can change. Check the official sources, or ask our team, before you file.

## Sources

- [TDRA — Telecommunications and Digital Government Regulatory Authority](https://tdra.gov.ae/)
- [TDRA spam policy — TDRA Regulatory Policy on Unsolicited Electronic Communications (marketing SMS 07:00–21:00)](https://tdra.gov.ae/-/media/About/regulations-and-ruling/EN/cellular-phone-spam-regulatory-policy-English.ashx)