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SMS Compliance & Best Practice | New Zealand

  • Updated

When sending SMS messages to contacts in New Zealand, there are specific legislations in place that must be adhered to. This article contains some simple guidelines to help you make sure you're doing the right thing when sending messages to New Zealand mobiles.

Important - these guidelines are not legal advice or an exhaustive list of the NZ Privacy and Spam legislation. It is your responsibility to make sure that any messages you send using our services are compliant with relevant laws.

Sending SMS messages to New Zealand mobile numbers

  • It is compulsory to include your business/brand name and contact details in the message.
  • A functioning opt-out via text message must be provided at the end of all marketing messages.
  • Any marketing/promotional messages must be sent from a *zero-rated short code so recipients can reply with an opt-out that's free of charge, irrespective of standard-rated codes that have been used for previous outbound notifications.
  • Other messages from a normal rated short code, where replies will incur a charge, should let the recipient know e.g.  “Replies will incur a cost”.
  • All messages must comply with NZ Privacy and SPAM legislation. The Department of Internal Affairs website has lots of information on electronic messaging compliance and SPAM. 

*Zero-rated short codes are 3 to 7 digits numbers used for 2-Way interaction between companies and their customers. With zero-rated short codes, end customers do not pay the price of the message they send to the company using it. For them, it is totally free and the company pays for the cost of incoming SMS.

Here is an example of a message that meets these guidelines:

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.

Don't Forget - because this is a marketing message, a zero-rated short code needs to be in place to ensure the opt-out is free of charge to the recipient.

New Zealand Short Codes | General Operation Requirements

  • The use of alphanumeric headers for SMS isn't permitted in NZ because it's not possible to get replies back, which means that the message recipient can't opt-out by replying STOP.
  • The use of long codes is also not permitted.
  • A short code is permitted to send an "application to person SM" in NZ.
  • A dedicated short code is required for sending SMS into NZ especially, for Marketing Campaigns.
  • Shared short codes may be commercially attractive but come with a huge risk as they can be easily targeted by SMS spam, hence it is best to use a dedicated short code for each service.

Benefits of a Dedicated Code

  • Being on a dedicated code means that all messages will originate from the same single number, and no other organisations will be able to send traffic on that code.
  • Dedicated short codes also increase the credibility and TRUST of customers, as your messages will always come from the same code.
  • No risk of code being suspended and services being affected by network operators due to SMS spam or scam.

We're here to help you!

Our customer care team is available to help you with any questions. They can also help provide the correct short codes to your account if you plan on sending marketing messages to or within New Zealand. Our contact email and phone number are available at the foot of this page.

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