SMS and WhatsApp business messaging in Kenya
Reach customers in Kenya on SMS, WhatsApp and voice OTP from one platform, with direct routes to Safaricom, Airtel Kenya and Telkom Kenya. Write in English or Swahili, and keep promotions inside the permitted hours. BroadNet is licensed in every country where it operates.
A WhatsApp delivery update in English and Swahili from a sample Nairobi grocer. Brand name and messages are sample data.
Short answer
Updated
Business SMS in Kenya is regulated by the Communications Authority of Kenya (CA), whose consumer guidelines allow promotional messages only between 07:00 and 19:00. Alphanumeric sender IDs of up to 11 characters are set up with the operators, typically 5 to 7 business days, and marketing needs consent under the Data Protection Act 2019. OmniChannels.ai, powered by BroadNet, files your sender IDs with you and sends over direct routes, plus WhatsApp and voice OTP.
What you can send in Kenya with OmniChannels.ai
Direct routes to three networks
SMS goes over direct connections to Safaricom, Airtel Kenya and Telkom Kenya, with delivery reports per operator.
Sender ID set-up
We prepare the alphanumeric sender ID registration with you and file it with the operators. A numeric long code is available on select networks.
Scheduling inside permitted hours
Schedule promotions between 07:00 and 19:00 East Africa Time, and let OTPs and alerts go out around the clock.
WhatsApp Business API
BroadNet is an official Meta Business Solution Provider. Onboard through Meta Embedded Signup, send approved marketing, utility and authentication templates, and answer replies in the shared inbox.
Voice OTP
Send one-time passwords by voice call with text-to-speech where an SMS or WhatsApp code is not enough. Voice is provisioned with the account team; contact sales for voice pricing.
One inbox for every channel
WhatsApp, Instagram, Messenger, SMS replies and email land in one thread per customer, with agent assignment, tags and templates.
Channel fallback
Send on WhatsApp first and fall back to SMS when a message is not delivered. The order is set per use case and statuses return in one webhook format.
REST API and SMPP 3.4
Connect your app or core system through the REST API, or an SMPP 3.4 client over TLS for high volume. Delivery statuses reach your webhook.
What to know before sending in Kenya
A practical summary, not legal advice. CA and operator requirements change, so we confirm the current position for your traffic during onboarding.
| Item | Details |
|---|---|
| Regulator and operators | The Communications Authority of Kenya (CA) is the telecom regulator. Safaricom, Airtel Kenya and Telkom Kenya are reached over direct routes (dialling code +254). |
| Sender ID | Alphanumeric, up to 11 characters, with a numeric long code available on select networks. Requirements are set by the operators and confirmed at onboarding. A typical lead time is 5 to 7 business days. |
| Promotional hours | The CA's consumer-protection guidelines allow promotional messages only between 07:00 and 19:00. Transactional messages such as OTPs and alerts can go at any hour. |
| Consent | Marketing needs consent. The Data Protection Act 2019 requires consent to be express, specific and informed. Keep timestamped consent records for at least 12 months and be ready to produce them on request. |
| Opt-out | Every promotional message must include STOP or equivalent opt-out wording, and opted-out numbers are suppressed across campaigns. |
| Languages | English and Swahili fit standard GSM characters, but special characters change encoding and segment count. Check the preview. |
| Business-initiated messages need an approved template and customer opt-in. Meta charges per delivered message by category and recipient market, so check the current rate card. |
How to launch business messaging in Kenya
Sender ID set-up and WhatsApp approvals take the longest, so we start them in the first week.
- 1
Classify your traffic
Split transactional (OTPs, receipts, delivery notices) from promotional, and use separate sender IDs where possible.
- 2
Set up sender IDs
Share company documents and sample messages. We prepare the filing with you and submit it to the operators.
- 3
Collect and log consent
Use a ticked, not pre-ticked, box that states the purpose, and log the number, timestamp, channel and wording.
- 4
Connect WhatsApp
Onboard through Meta Embedded Signup and submit English or Swahili templates.
- 5
Test and launch
Send to Safaricom, Airtel and Telkom numbers, check delivery reports, set fallback and schedule promotions in the permitted hours.
Is this the right setup for your Kenya traffic?
A good fit when
- You send OTPs, delivery notices or receipts to Kenyan numbers and need per-operator reports.
- You run opted-in campaigns in English or Swahili inside the permitted hours.
- You want SMS, WhatsApp and voice OTP on one platform with fallback.
- You serve Kenya alongside Nigeria or other African markets.
Good to know before you start
- Promotions are limited to 07:00 to 19:00, so large campaigns need a planned send window.
- Sender ID requirements are set by the operators and approvals are not guaranteed.
- Marketing needs consent and a working opt-out.
- Rules change, and we confirm current requirements at onboarding.
SMS list rates in Kenya
Indicative price per SMS segment by monthly volume tier, averaged across operators, from BroadNet's published rate card. The more you send, the lower the rate.
Indicative list prices in USD before taxes and sender ID fees, reviewed September 24, 2026. Your quote confirms the final rate.
| Operator | Up to 100,000 |
|---|---|
| Safaricom | $0.0346 |
| Airtel Kenya | $0.0323 |
| Telkom Kenya | $0.0300 |
Kenya business messaging questions
Who regulates SMS in Kenya?
The Communications Authority of Kenya (CA) is the telecom regulator. Personal data rules come from the Data Protection Act 2019, enforced by the Office of the Data Protection Commissioner (ODPC).
When can I send promotional SMS in Kenya?
The CA's consumer-protection guidelines allow promotional messages only between 07:00 and 19:00. Transactional messages such as OTPs and delivery alerts can be sent at any hour. Confirm the latest text with the CA and your provider.
Do I need consent for marketing SMS in Kenya?
Yes. Section 37 of the Data Protection Act 2019 prohibits using personal data for commercial purposes without the data subject's consent or a written law. Log consent and give an easy way to stop, because guidance on opt-in versus opt-out varies between reports.
Which networks can I reach in Kenya?
Safaricom, Airtel Kenya and Telkom Kenya, each over a direct route. Display and filtering can differ by operator, so test each with your own handsets and monitor delivery per network.
How do sender IDs work in Kenya?
Alphanumeric sender IDs show your brand instead of a number and are up to 11 characters. Requirements are set by the operators, so we confirm the current process at onboarding. Typical lead time is 5 to 7 business days, not a guarantee.
Can I send SMS in Swahili?
Yes. Swahili and English fit the GSM character set, so a message holds 160 characters. Special characters or emoji switch it to Unicode with 70 characters per segment, and the preview shows the count before you send.
How much does SMS or WhatsApp to Kenya cost?
Prices are on our Kenya SMS pricing page and, where Meta lists the market, our WhatsApp pricing page. They are indicative list prices that exclude taxes, and your final 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 Kenya?
Use both. SMS reaches any handset and suits OTPs and alerts, while WhatsApp supports support chats, receipts and rich media for opted-in customers. A common pattern is WhatsApp first with SMS as fallback.
Guides on this topic
- SMS & OTPBulk SMS Kenya: Rules, Sender IDs, Operators and Best Practice8 min read
- SMS & OTPOTP Messages on WhatsApp and SMS: Security, Delivery and Fraud9 min read
- ComplianceOpt-in and Consent for WhatsApp, SMS and Email Campaigns8 min read
Explore more of the platform
Plan your Kenya messaging with us
Tell us your use cases, volumes and sender IDs. We will walk you through operator set-up, WhatsApp onboarding and fallback.