When sending SMS messages to contacts in New Zealand, it is crucial to adhere to specific legislation. These guidelines will help ensure your messaging practices are compliant.
Important: This is not legal advice. It is your responsibility to ensure your messages comply with all relevant laws, including the Unsolicited Electronic Messages Act 2007 (Spam Act) and the Privacy Act 2020.
Key Compliance Guidelines for Sending SMS in NZ
| Guideline | Description |
|---|---|
| Mandatory Dedicated Short Code | All Application-to-Person (A2P) messaging must be sent from a dedicated 4, 5, or 6-digit short code. The use of shared short codes, long codes, or alphanumeric sender IDs is not permitted. |
| Sender Identification | You must clearly identify your business or brand name in every message. Including your contact details is also required. |
| Marketing Message Compliance | All marketing or promotional messages must be sent from a zero-rated dedicated short code. This is to ensure recipients can opt-out free of charge. |
| Opt-In Consent | It is imperative that recipients have consented to receiving messages. You can learn more about how we require evidence of this at the point of applying for a short code. |
| Opt-Out Mechanism | A functioning, free-to-use, text-based opt-out mechanism (e.g., "Reply STOP to unsubscribe") must be provided in all marketing messages. |
| Two-Way Communication | All A2P messaging in New Zealand must support two-way communication. You must not include phrases like "do not reply" and must monitor and action all recipient replies. |
| Legal Compliance | All messages must comply with NZ privacy and spam legislation. For more information, visit the Department of Internal Affairs website. |
Example of a Compliant Message
ABC Sportswear: Come into the store this Friday for 50% off all stock for members. Make sure you bring your membership cards. Reply STOP to opt-out or ph 0800XXXX.
Note: As this is a marketing message, it must be sent from a zero-rated dedicated short code to ensure the opt-out reply is free for the recipient.