SMS and WhatsApp business messaging in Italy
Reach customers in Italy on SMS, WhatsApp, RCS and voice from one platform. SMS runs over direct routes to TIM, Vodafone, WINDTRE and Iliad, and we prepare your sender alias for AGCOM's alias registry with you. Marketing goes only to customers who gave documented consent. BroadNet is licensed in every country where it operates.
Sample WhatsApp appointment reminder from an Italian clinic. The brand name and messages are sample data.
Short answer
Updated
To send business SMS in Italy with a brand name, the alphanumeric sender (alias) has to be registered in AGCOM's alias registry through an authorised provider, and marketing needs prior, specific and documented consent under the GDPR and the Italian Privacy Code. OmniChannels.ai, powered by BroadNet, offers direct routes to all four Italian networks, alias registration support, the WhatsApp Business API, voice OTP and channel fallback through one platform and API.
What you can send in Italy with OmniChannels.ai
Direct routes to all four networks
SMS goes over direct connections to TIM, Vodafone, WINDTRE and Iliad, with delivery reports from the operators.
Alias registration support
We prepare your alphanumeric sender (alias) with you and file it for AGCOM's alias registry through an authorised provider. Requirements for companies without an Italian seat are confirmed at onboarding.
Consent-first campaigns
Upload contacts from Excel or CSV, preview, schedule and filter duplicates, and send marketing only to customers with documented consent.
WhatsApp Business API
BroadNet is an official Meta Business Solution Provider. Onboard through Embedded Signup and send approved marketing, utility and authentication templates in Italian.
Fallback across channels
Send WhatsApp first and fall back to RCS or SMS in the order you set per use case. Delivery statuses come back in one webhook format.
REST API and SMPP 3.4
Connect your e-commerce platform, CRM or core system through the REST API or SMPP 3.4, with delivery webhooks for every message.
What to know before sending in Italy
A practical summary, not legal advice. AGCOM, Garante and operator requirements change, so we confirm the current position for your traffic during onboarding.
| Item | Details |
|---|---|
| Operators and routes | Italy has four mobile networks (dialling code +39): TIM (222-01), Vodafone (222-10), WINDTRE (222-99) and Iliad (222-50). Vodafone Italia has been part of the Swisscom group with Fastweb since Swisscom completed the purchase at the end of 2024. BroadNet reaches all four over direct routes. |
| Sender alias registry | AGCOM decision 12/23/CIR set up a registry of SMS aliases (alphanumeric senders) at alias.agcom.it. Aliases are registered through authorised providers, and operators can block alphanumeric SMS whose alias is not registered. |
| Foreign senders | Companies without an Italian seat face extra conditions for registering an alias. We confirm the options for your company at onboarding and do not promise a branded alias in advance. |
| Consent for marketing | Promotional SMS and WhatsApp messages need prior, specific and documented consent under the GDPR and article 130 of the Italian Privacy Code. Consent cannot be pre-ticked or bundled with other terms. |
| Opt-out | Withdrawing consent must be as easy as giving it. Offer a simple opt-out in every marketing message and suppress opted-out numbers across every campaign and channel. |
| Sending hours | We have not found a statutory time-of-day window for promotional SMS in Italy. Schedule campaigns for the recipient's local daytime and agree sending hours with the operators; transactional traffic runs 24/7. |
| Transactional and OTP traffic | OTPs, alerts and delivery updates can be sent at any hour. Keep offers out of these messages so they are not treated as promotional. |
| Pricing | The indicative list price starts from $0.07 per SMS to Italian numbers, before taxes; your quote confirms the cost. WhatsApp is billed at Meta's rate with zero markup; see the Italy WhatsApp pricing page. |
How to launch business messaging in Italy
Alias registration typically takes 5 to 7 business days, so we start it in the first week.
- 1
Map your traffic
List your use cases and split them into transactional messages (OTP, alerts, order and delivery updates) and marketing to customers who gave consent.
- 2
Register your alias
Share your company details and brand proof. We prepare the alias registration with you and confirm the conditions that apply to your company.
- 3
Connect WhatsApp
Onboard your number through Meta Embedded Signup and submit Italian templates for approval.
- 4
Set fallback and integrate
Choose the channel order per use case and connect through the REST API, SMPP or campaign uploads from Excel or CSV.
- 5
Test on every network
Send to internal numbers on TIM, Vodafone, WINDTRE and Iliad, check delivery reports, then launch.
Is this the right setup for your Italian traffic?
A good fit when
- You send OTPs, payment alerts or delivery updates to Italian numbers and need operator delivery reports.
- You run marketing campaigns in Italian to customers with documented consent.
- You want WhatsApp, SMS and voice OTP on one platform with fallback between them.
- You serve Italy alongside other European, GCC or MENA markets and want one provider for all of them.
Good to know before you start
- Alias registration takes time, so it cannot be done on the day you plan to launch.
- AGCOM, the registry and the operators decide on aliases; we cannot guarantee a branded alias, especially for companies without an Italian seat.
- Marketing needs prior documented consent, and we will not send campaigns to people who withdrew it.
- Customers cannot reply to an alphanumeric sender. Use WhatsApp or a two-way number for conversations.
- Rules change, so we confirm current requirements at onboarding rather than guaranteeing them in advance.
Italy business messaging questions
Do I need to register a sender alias for SMS in Italy?
Yes, if you want your brand name to appear as the sender. AGCOM's alias registry (decision 12/23/CIR) records alphanumeric senders, which are filed through authorised providers. Operators can block SMS from aliases that are not registered. We prepare the registration with you and confirm what applies to your company at onboarding.
Can a company outside Italy use a branded alias?
Companies without an Italian seat face extra conditions under the alias rules. Depending on your situation there may be options, for example through an Italian entity. We review your case at onboarding and do not promise a branded alias in advance; a numeric sender or WhatsApp is always possible.
What consent do I need for SMS marketing in Italy?
Prior, specific and documented consent under the GDPR and article 130 of the Italian Privacy Code. Consent cannot be pre-ticked or bundled with other terms, and withdrawing it must be as easy as giving it. Keep records of every opt-in and suppress opted-out numbers.
Is there a time window for promotional SMS in Italy?
We have not found a statutory time-of-day window for promotional SMS. We schedule campaigns for the recipient's local daytime and agree sending hours with the operators. Transactional messages such as OTPs can be sent at any time.
How much does SMS to Italy cost?
Our published rate card lists SMS to Italy from $0.07 per message. It is an indicative list price before taxes, and your quote confirms the cost. WhatsApp is billed at Meta's rate with zero markup. For RCS or voice pricing, contact sales.
Should I use WhatsApp or SMS in Italy?
Use both. WhatsApp is widely used in Italy and suits conversations, 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 per use case.
Guides on this topic
- ComplianceOpt-in and Consent for WhatsApp, SMS and Email Campaigns8 min read
- SMS & OTPOTP Messages on WhatsApp and SMS: Security, Delivery and Fraud9 min read
- WhatsAppWhatsApp Business API Pricing in 2026: Who Charges What9 min read
Explore more of the platform
Plan your Italian messaging with us
Tell us your use cases, sender alias and channels. We'll walk you through alias registration, WhatsApp onboarding and fallback for your Italian traffic.