Bulk SMS in Brazil: Anatel, LGPD Consent, Sender ID Guide
Bulk SMS Brazil guide (SMS em massa): Anatel, LGPD consent, Vivo, Claro and TIM routes, alphanumeric vs short code senders, Portuguese accents and GSM-7.
By OmniChannels.ai Editorial Team · Reviewed by BroadNet Messaging Solutions Team
SMS & OTP
Short answer
To send bulk SMS in Brazil (SMS em massa), use a provider with routes to Vivo, Claro and TIM, choose the right sender type (alphanumeric where supported, or a numeric long code or short code), and message only people whose consent you can prove under the LGPD (Law 13.709/2018). Offer a STOP / SAIR opt-out, separate OTPs from promotions, and note that accented Portuguese usually sends as Unicode at 70 characters.
On this page
- What rules apply to bulk SMS in Brazil?
- What does the LGPD require before you send?
- Which operators carry SMS in Brazil?
- Which sender type should you use: alphanumeric, long code or short code?
- How do Portuguese accents affect SMS length?
- How should you separate OTP and promotional traffic?
- When should you send promotional SMS?
- How does WhatsApp complement SMS in Brazil?
- A worked example: an online shoe retailer
- What are the common mistakes?
- How OmniChannels.ai helps
Key takeaways
- The telecom regulator is Anatel and the data protection authority is the ANPD. Our regulation data lists sender formats as alphanumeric where supported, or numeric long codes and short codes, set by the operators, with a typical lead time of 5 to 10 business days.
- Three networks appear in our coverage data, all with direct routes: Vivo (724-06), Claro Brasil (724-05) and TIM Brasil (724-02).
- The LGPD (Law 13.709/2018) makes the controller bear the burden of proving consent, bars generic authorisations and lets people withdraw consent through a free, simple procedure. Fines can reach 2% of Brazilian revenue, capped at R$50 million per infraction.
- Our regulation data calls for verifiable opt-in and a one-step STOP / SAIR opt-out applied across the operator. We have not found a regulator-published time-of-day window for promotional SMS.
- Portuguese letters such as ã, õ, á, ê and ô are outside the default GSM-7 alphabet, so accented copy typically costs 70 characters per message (67 per part) instead of 160; ç and é are inside it.
This guide is for e-commerce, fintech, retail and service teams that want to send business SMS to mobile numbers in Brazil: OTPs, delivery alerts, reminders and promotions. It explains who regulates what, how sender types work, what the LGPD means for consent, and how Portuguese accents change message length. It is a practical overview, not legal advice; confirm requirements with Brazilian counsel and the operators before you launch.
What rules apply to bulk SMS in Brazil?
Three layers apply: telecom regulation by Anatel and operator policy, consumer protection, and the LGPD for personal data. There is no single "bulk SMS law", so you assemble the picture from each.
| Layer | What it covers | Where to check |
|---|---|---|
| Anatel and the operators (Vivo, Claro, TIM) | Telecom regulation, sender types, routes, filtering | gov.br/anatel |
| LGPD, Law 13.709/2018 | Lawful basis and consent for personal data; data subject rights; sanctions | Planalto |
| ANPD | Data protection authority; guidance and enforcement | gov.br/anpd |
Our regulation data lists Anatel as the regulator and ANPD as the data authority, and records that sender requirements are set by the operators. The rule that matters on launch day is the one your operator route enforces.
What does the LGPD require before you send?
You need a lawful basis for each number, and for marketing SMS the safe basis is consent you can prove. Article 7 of the LGPD lists the lawful bases, including consent (item I) and the controller's legitimate interests (item IX); legitimate interest is balanced against the person's rights and is harder to rely on for unsolicited marketing, so most senders choose consent.
Article 8 sets the rules for consent:
- It may be given in writing or by another means that shows the person's will; written consent must be in a highlighted clause (§1).
- The controller bears the burden of proving that consent was obtained properly (§2).
- Generic authorisations for processing are void; consent must be tied to specified purposes (§4).
- The person may withdraw consent at any time through a free and facilitated procedure (§5).
Article 52 allows administrative sanctions by the ANPD, including a simple fine of up to 2% of the company's revenue in Brazil in its last year, capped at R$50 million per infraction. A ceiling is not a tariff, and outcomes depend on the case.
A safe routine follows:
- Capture consent with a record: the exact wording shown, the date and time, the channel and the number.
- Ask for SMS consent separately from other purposes, and say who is sending and why.
- Honour opt-outs at once and share the suppression list across campaigns and channels.
- Keep evidence so you can answer a complaint or an ANPD request.
- Do not buy lists. Purchased numbers have no consent trail.
Use the opt-in consent generator to draft wording, and read opt-in consent across channels for record keeping. Definitions: opt-in and opt-out.
Which operators carry SMS in Brazil?
Three mobile networks appear in our coverage data, each with a direct route.
| Operator | MCC-MNC |
|---|---|
| Vivo | 724-06 |
| Claro Brasil | 724-05 |
| TIM Brasil | 724-02 |
Our regulation data names Vivo and Claro Brasil in its sender line and our coverage data adds TIM Brasil, so confirm sender handling on all three. Read delivery reports per operator, not just a blended rate; our guide to improving SMS delivery rates shows how to diagnose a weak network.
Which sender type should you use: alphanumeric, long code or short code?
Our regulation data lists three sender formats for Brazil: alphanumeric where supported, numeric long codes, and short codes. Choose by what the message must do.
| Sender type | Best for | Watch out for |
|---|---|---|
| Alphanumeric (up to 11 characters) | One-way brand messages, alerts, OTPs where supported | Not available on every route; usually cannot receive replies |
| Numeric long code | Two-way conversations and replies | Lower throughput; less branding |
| Short code | High-volume, two-way programmes and keyword campaigns | Longer set-up; shared or dedicated code costs |
Our published lead time is 5 to 10 business days, typical rather than guaranteed. The sender ID checker and the Brazil sender ID page show the current position, and SMS sender ID types explained compares the formats. Our sender ID letter generator drafts authorisation letters, and if you want us to prepare and file the registration with you, see registrations; approval decisions stay with the operators and regulators. Definitions: alphanumeric sender ID, long code and short code.
How do Portuguese accents affect SMS length?
Plain Portuguese without accents fits the 160-character GSM 7-bit alphabet, but one accented letter outside it switches the whole message to Unicode, which holds 70 characters (67 per part). The default alphabet includes ç, é, è, ù, à and ì, but not ã, õ, á, í, ó, ú, â, ê or ô. 3GPP TS 23.038 also defines national-language tables for Portuguese, but support differs by route, so treat accented copy as Unicode unless your provider confirms otherwise. See GSM-7, Unicode SMS and concatenated SMS.
| Encoding | Single message | Per part when concatenated |
|---|---|---|
| GSM 7-bit | 160 characters | 153 |
| Unicode (UCS-2) | 70 characters | 67 |
These examples were counted against the limits (synthetic brand "Loja Sol"):
| Message | Encoding | Characters | Parts |
|---|---|---|---|
Loja Sol: seu codigo de acesso e 482913. Nao compartilhe com ninguem. |
GSM-7 | 69 | 1 |
Loja Sol: seu código de acesso é 482913. Não compartilhe com ninguém. |
Unicode | 69 | 1 |
Loja Sol: 20% de desconto em tenis ate domingo. Detalhes: lojasol.example/t Responda SAIR para cancelar. |
GSM-7 | 104 | 1 |
Loja Sol: 20% de desconto em tênis até domingo. Detalhes: lojasol.example/t Responda SAIR para cancelar. |
Unicode | 104 | 2 |
Loja Sol: seu pedido 1042 saiu para entrega e chega hoje ate as 18h. |
GSM-7 | 68 | 1 |
The same promotion is one part without accents and two with them. Many brands accept the accent-free style for OTPs and alerts, where speed matters, and keep correct spelling in campaigns where the second part is acceptable. Decide deliberately and check copy in the SMS character counter; see SMS character limits and Unicode for the mechanics.
How should you separate OTP and promotional traffic?
Keep OTPs, order alerts and other service messages on a transactional sender and route, and promotions on their own. A promotion inside an OTP puts login codes at risk if the route is filtered.
| Traffic | Example | Practice |
|---|---|---|
| Transactional | OTP, payment confirmation, delivery alert | No promotion inside; own sender; any hour |
| Promotional | Sale, new product, loyalty offer | Consented numbers only; opt-out in the message; daytime schedule |
| Mixed | "Seu pedido saiu. Ganhe 10% na próxima" | Avoid; the offer makes it promotional |
Our regulation data records transactional traffic as running 24/7. For OTP content and security, read the OTP authentication messages guide.
When should you send promotional SMS?
We have not found a regulator-published time-of-day window for promotional SMS in Brazil, and our regulation data records none. Brazil spans four time zones, so schedule by the recipient's local time, in daytime, and avoid late evenings and early mornings. The send time planner helps with scheduling, and SMS marketing rules by country compares hours across markets.
How does WhatsApp complement SMS in Brazil?
Use SMS for reach, OTPs and fallback, and WhatsApp for richer conversations with customers who have opted in. WhatsApp supports media, buttons and customer replies,; SMS reaches any handset without an app. A common pattern is WhatsApp first with SMS as fallback. Read our Brazil WhatsApp Business API provider guide, WhatsApp vs SMS vs RCS and channel fallback strategy.
A worked example: an online shoe retailer
"Loja Sol" (synthetic) sells online across Brazil and wants OTPs for login, delivery alerts and a weekly promotion.
- It chooses sender types per use case with its provider, tests each on Vivo, Claro and TIM, and keeps one sender for transactional and one for promotional traffic.
- It asks for SMS consent at checkout in a separate, highlighted box, and stores the wording, timestamp, channel and number.
- OTPs and delivery alerts use accent-free Portuguese so they stay at 160 characters.
- The weekly offer is checked against the suppression list, scheduled for the recipient's daytime, and ends with "Responda SAIR para cancelar".
- Opt-outs from replies and links feed one suppression list that also covers WhatsApp and email.
What are the common mistakes?
- Generic consent. The LGPD voids generic authorisations; tie consent to the purpose.
- No consent evidence. The controller must prove consent.
- One sender for everything. A filtered promotion can take OTPs down with it.
- Unplanned accents. One ã turns a 160-character message into a 70-character one.
- Scheduling by your own clock. Brazil has four time zones.
- Treating lead times as promises. Add buffer beyond 5 to 10 business days.
How OmniChannels.ai helps
OmniChannels.ai is powered by BroadNet, which has direct routes to Vivo, Claro Brasil and TIM Brasil in our coverage data. We prepare and file sender registration with you, support Portuguese content, WhatsApp and SMS fallback, and give you per-operator delivery reports, with SMPP 3.4 for high volume. For indicative list prices, see the Brazil SMS pricing page, then book a demo. Small team? Our SMS marketing guide for small businesses covers the basics.
Frequently asked questions
Is bulk SMS legal in Brazil?
Yes. Businesses send OTPs, alerts and marketing SMS, provided they use a legitimate route, hold a lawful basis for processing the numbers (for marketing, in practice documented consent) and honour opt-outs. There is no single bulk SMS statute, so rules come from Anatel, the operators, consumer law and the LGPD. Confirm details with Brazilian counsel.
Do I need consent for promotional SMS in Brazil?
Treat it as required. Our regulation data calls for verifiable opt-in with consent records retained under the data protection law. The LGPD puts the burden of proving consent on the controller, voids generic authorisations and lets people withdraw consent easily. Keep the wording, timestamp, channel and number for every opt-in.
Can I use an alphanumeric sender ID in Brazil?
Our regulation data says alphanumeric senders are available where supported, with numeric long codes and short codes as the alternatives, and that the operators set the requirements. Support varies by operator and traffic type, so confirm with your provider which sender type each of Vivo, Claro and TIM accepts for your use case before you launch.
Do I need a short code in Brazil?
Not always. Short codes suit high-volume two-way programmes, such as keyword campaigns or large OTP flows, while alphanumeric senders suit one-way brand messages. Which one you need depends on operator support, reply requirements and volume. Our team confirms the options during onboarding, with a typical lead time of 5 to 10 business days.
Why does my Portuguese SMS cost two parts?
Characters such as ã, õ, á, í, ó, ú, ê and ô are not in the default GSM 7-bit alphabet, so one of them turns the whole message into Unicode, which holds 70 characters (67 per part). A 104-character promotion that is one part without accents becomes two with them. Check copy in a character counter first.
What are the penalties under the LGPD?
The LGPD's administrative sanctions include warnings and a simple fine of up to 2% of the company's revenue in Brazil in its last financial year, capped at R$50 million per infraction. Enforcement is by the ANPD. The fine is a ceiling, not a tariff, and sanctions depend on the case. Take legal advice on your exposure.
Sources
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