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SMS and WhatsApp business messaging in Indonesia

Reach customers in Indonesia on SMS, WhatsApp, RCS and voice from one platform. You get direct routes to Telkomsel, Indosat Ooredoo Hutchison, XL and Smartfren (now XLSMART), and we register your SMS masking sender ID with each operator. Content can be in Bahasa Indonesia, and marketing goes only to customers who opted in. BroadNet is licensed in every country where it operates.

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A WhatsApp order-shipped update in Bahasa Indonesia from a sample Indonesian online store. Brand name and messages are sample data.

Short answer

Updated

To send business SMS in Indonesia, register an alphanumeric sender ID, known locally as SMS masking, with each operator. Send marketing only to opted-in customers in line with the Personal Data Protection Law, and keep OTPs and alerts as transactional traffic. OmniChannels.ai, powered by BroadNet, provides masking registration, direct routes on every Indonesian network, the WhatsApp Business API, voice OTP and channel fallback through one platform and API.

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What you can send in Indonesia with OmniChannels.ai

What to know before sending in Indonesia

A practical summary, not legal advice. Komdigi, OJK and operator requirements change, so we confirm the current position for your traffic during onboarding.

ItemDetails
SMS masking (sender ID)An alphanumeric sender ID of up to 11 characters, called SMS masking in Indonesia, shows your brand name. It must be registered with each operator before use.
Non-masking sendersNumeric senders are called non-masking. Customers cannot reply to a masking sender, so use a numeric sender, WhatsApp or another two-way channel when you need replies.
Registration documentsMasking registration usually needs a letter of authorisation from the brand and company documents such as the tax ID (NPWP) and business registration number (NIB). Operators decide approval.
Transactional and OTP trafficOTPs, transaction alerts and delivery updates can be sent at any hour. Keep offers out of these messages so operators do not filter them.
Promotional messagesWe have not found a regulator-published time-of-day window for promotional SMS. We agree sending hours with operators and confirm them for your campaigns at onboarding.
Consent and personal dataThe Personal Data Protection Law (UU PDP, Law No. 27 of 2022) has been fully in force since 17 October 2024 and applies to marketing to Indonesian customers. Consent is one lawful basis, and people can withdraw it, so honour opt-outs across every campaign.
Financial servicesBanks and fintechs may need a letter from their supervisor, such as OJK, to register a masking sender. OJK also sets contact-hour rules for debt-collection messages.
WhatsAppWhatsApp is widely used in Indonesia for customer conversations. Meta charges per delivered message by category and recipient market. BroadNet passes Meta's rate through with zero markup. See our Indonesia WhatsApp pricing page and Meta's current rate card.
SMS pricingThe indicative list price starts from $0.007 per SMS to Indonesian numbers. It excludes taxes, and your final quote confirms the cost for your traffic.

How to launch business messaging in Indonesia

SMS masking registration typically takes 5 to 10 business days, so we start it in the first week.

  1. 1

    Map your traffic

    List your use cases. Split them into transactional messages (OTP, transaction alerts, order and delivery updates) and promotional campaigns to opted-in customers.

  2. 2

    Register SMS masking

    Share your authorisation letter, NPWP and NIB, plus a supervisor letter if you are in financial services. We prepare and file the masking registration with each operator.

  3. 3

    Connect WhatsApp

    Onboard your number through Meta Embedded Signup and submit templates in Bahasa Indonesia for approval.

  4. 4

    Set fallback and integrate

    Choose the channel order for each use case. Connect through the REST API or SMPP, or upload campaigns from Excel or CSV.

  5. 5

    Test on every network

    Send to internal numbers on Telkomsel, Indosat Ooredoo Hutchison and XLSMART, check delivery reports, then launch.

Is this the right setup for your Indonesian traffic?

A good fit when

  • You send e-commerce order and delivery updates, or logistics notifications, to Indonesian numbers.
  • You run a fintech or bank app and need OTPs and transaction alerts with operator delivery reports.
  • You want WhatsApp, SMS and voice OTP on one platform with fallback between them.
  • You support customers in Bahasa Indonesia and want WhatsApp, Instagram and email in one shared inbox.

Good to know before you start

  • SMS masking registration takes time, so it cannot be done on the day you plan to launch.
  • Operators decide masking approval, and we cannot guarantee a result or a faster timeline.
  • Customers cannot reply to a masking sender. Use a numeric sender or WhatsApp for conversations.
  • Marketing needs a lawful basis under UU PDP, usually consent, and we will not send campaigns to people who withdrew it.
  • Komdigi, OJK and operator rules change, so we confirm current requirements at onboarding rather than guaranteeing them in advance.

Indonesia business messaging questions

What is SMS masking in Indonesia?

SMS masking is the Indonesian term for an alphanumeric sender ID. Your brand name, up to 11 characters, appears instead of a phone number. It has to be registered with each operator before use. Customers cannot reply to it.

What documents do I need to register SMS masking?

Typically you need a letter of authorisation from the brand and company documents such as your tax ID (NPWP) and business registration number (NIB). Financial-sector senders may also need a letter from their supervisor, such as OJK. We prepare and file the registration with you, and the operators decide approval.

How long does SMS masking registration take?

It typically takes 5 to 10 business days, and some cases take longer. We start the registration during discovery and confirm the expected timeline for your sender ID at onboarding.

Is there a time window for promotional SMS in Indonesia?

We have not found a regulator-published time-of-day window for promotional SMS. We agree sending hours with the operators for your campaigns. Transactional messages such as OTPs can be sent at any time. OJK separately sets contact-hour rules for debt-collection messages.

Does Indonesia's data protection law affect messaging campaigns?

Yes. The Personal Data Protection Law (UU PDP) has been fully in force since 17 October 2024 and applies to marketing to Indonesian customers. Consent is one lawful basis for processing, and people can withdraw it. Keep records of opt-ins and suppress opted-out numbers.

Should I use WhatsApp or SMS in Indonesia?

Use both. WhatsApp is widely used in Indonesia for customer conversations and suits order updates and support. SMS reaches every phone without an app or data connection. Many businesses send WhatsApp first and fall back to SMS, which OmniChannels.ai configures for each use case.

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Plan your Indonesia messaging with us

Tell us your use cases, sender IDs and channels. We'll walk you through SMS masking registration, WhatsApp onboarding and fallback for your Indonesian traffic.

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