Short answer
To register an SMS sender ID in the UAE, a business applies through a licensed provider, which registers it with the operators etisalat and du under TDRA rules. The ID is alphanumeric, Latin or Arabic, up to 11 characters, one per legal entity per use case. Promotional senders must carry the AD- prefix.
What are the UAE sender ID rules?
The UAE regulator is TDRA, and the two mobile operators are etisalat (e&) and du. Sender IDs are registered through the operators and must be live on both networks to reach every UAE subscriber.
- Format: alphanumeric, in Latin or Arabic script, up to 11 characters.
- One sender ID per legal entity per use case.
- Promotional senders carry the AD- prefix, for example AD-ACME.
- Transactional senders for OTPs and alerts are registered separately, without the prefix.
How does the registration process work?
- Choose the name: your brand or trading name, no longer than 11 characters.
- Decide the use case: transactional (ACME) or promotional (AD-ACME), or both.
- Prepare company documents, typically a trade licence and a letter of authorisation on company letterhead.
- Submit through your provider, which files the request with etisalat and du.
- Test delivery on both networks once the provider confirms the ID is active.
How long does UAE sender ID registration take?
BroadNet's typical lead time for UAE sender IDs is 5 to 7 business days. Treat this as a guide rather than a promise: operator queues and incomplete documents cause delays, and the timeline is confirmed at onboarding. Register before you schedule a launch.
What rules apply after registration?
Promotional SMS needs verifiable opt-in, an opt-out keyword such as STOP or ايقاف in every message, and no sending between 21:00 and 07:00 UAE time under TDRA's spam policy. OmniChannels.ai handles UAE sender ID registration through BroadNet, with fees passed through at cost.