Bulk SMS in the UAE
Send promotional and transactional SMS to customers across the Emirates from a registered sender ID, in Arabic and English, on direct routes to etisalat and du, with published list prices and campaigns kept inside TDRA rules. BroadNet is licensed in every country where it operates.
Bulk SMS in Arabic and English from registered UAE sender IDs. Sender names and messages are sample data.
Short answer
Updated
Bulk SMS to the UAE starts at US$0.0123 per message segment on BroadNet's published rate card, falling with volume, on direct routes to etisalat and du. Every sender ID must be registered under TDRA rules, usually within 5 to 7 business days, and promotional senders carry the AD- prefix. Marketing SMS is not allowed between 21:00 and 07:00.
What you get with bulk SMS in the UAE
Direct routes to etisalat and du
Messages travel on BroadNet's direct connections to both UAE networks, with operator delivery reports for every message.
TDRA sender ID registration
We register your sender IDs for etisalat and du, one per legal entity per use case, with the registration fee passed through at cost.
Arabic and English SMS
Send Arabic with Unicode encoding or English in GSM-7, and see the segment count before you send so costs never surprise you.
Excel and CSV campaigns
Upload opted-in lists from Excel or CSV, personalise with columns, remove duplicates and preview before sending.
Scheduling inside permitted hours
Schedule promotions for UAE time and keep them out of the 21:00 to 07:00 window that TDRA's spam policy bars for marketing.
Delivery reports and exports
Summary and advanced delivery reports with filters and CSV export, per campaign, sender ID and operator.
API and SMPP
Send from your own systems through the REST API, or connect an SMPP client over SMPP 3.4 with TLS for sustained volume.
Prepaid wallet, invoices in AED
Top up a prepaid wallet or agree terms, with invoicing in AED or USD, no setup fee and no monthly minimum.
UAE bulk SMS list prices by monthly volume
Indicative list prices in US dollars per message segment from BroadNet's published rate card, reviewed 24 September 2026. They exclude VAT and sender ID fees; your quote confirms the final rate.
| Item | Details |
|---|---|
| Up to 100,000 messages a month | US$0.0123 per segment on etisalat and on du. |
| From 100,000 a month | US$0.01082 per segment. |
| From 1 million a month | US$0.0091 per segment. |
| From 5 million a month | US$0.00738 per segment. |
| Arabic messages | Unicode SMS fits 70 characters per segment, or 67 per part when longer, against 160 for plain English. Each segment is charged. |
| Sender ID registration | Required for every sender ID, usually 5 to 7 business days. Passed through at cost. |
How to start sending bulk SMS in the UAE
Sender ID registration sets your start date, so begin with the documents.
- 1
Split your traffic
Decide which sender IDs you need: one for OTPs and alerts, and an AD- prefixed one for promotions.
- 2
Submit documents
Share your trade license and authorization letter; we register the sender IDs with etisalat and du under TDRA rules.
- 3
Prepare your list
Upload only customers who opted in, with numbers in international format starting 971, and include an opt-out in every promotion.
- 4
Write and check segments
Write in Arabic, English or both, check the segment count and personalise with names or order details.
- 5
Schedule and report
Send or schedule between 07:00 and 21:00 UAE time for promotions, then review delivery by operator.
Is bulk SMS right for your UAE campaigns?
A good fit when
- You need to reach every mobile number in your list, not only customers who use a particular app.
- You send time-sensitive offers, reminders, OTPs or alerts to customers in the UAE.
- You want published list prices, AED invoicing and no monthly minimum.
- You also message Saudi Arabia or other GCC markets and want one provider.
Good to know before you start
- Every sender ID must be registered before use; unregistered or mismatched sender IDs are blocked.
- Promotions need documented opt-in, an opt-out such as STOP or ايقاف, and must avoid 21:00 to 07:00.
- Arabic SMS costs more per character than English because each segment holds fewer characters.
- TDRA and operator requirements change; we confirm the current rules for your traffic during onboarding.
SMS list rates in United Arab Emirates
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 |
|---|---|
| etisalat | $0.0123 |
| du | $0.0123 |
Bulk SMS in the UAE: common questions
How much does bulk SMS cost in the UAE?
BroadNet's published list price for SMS to the UAE starts at US$0.0123 per segment on etisalat and du, falling to US$0.00738 at 5 million messages a month. Prices exclude VAT and sender ID fees, and your quote confirms the final rate. Invoicing is available in AED.
Do I need to register a sender ID to send bulk SMS in the UAE?
Yes. Every alphanumeric sender ID must be registered under TDRA rules for etisalat and du, one per legal entity per use case. Registration usually takes 5 to 7 business days, and promotional sender IDs must carry the AD- prefix.
What time can I send promotional SMS in the UAE?
TDRA's spam policy bars marketing text messages between 21:00 and 07:00 UAE time. Transactional messages such as OTPs and alerts can be sent at any time. Schedule campaigns for UAE time, not your server's time zone.
Can I send bulk SMS in Arabic?
Yes. Arabic SMS uses Unicode, which fits 70 characters in one segment or 67 per part for longer messages. Bilingual messages are common, but they use more segments, so check the count before sending.
Why does my promotional SMS show AD- before the sender name?
UAE rules require promotional sender IDs to carry the AD- prefix so customers can tell advertising from service messages. Use a separate, unprefixed sender ID for OTPs and alerts.
Can I send bulk SMS from my own system?
Yes. Use the REST API to send single messages or upload a file of numbers, or connect an existing SMPP client over SMPP 3.4 with TLS. Delivery statuses reach your webhook or your SMPP session.
How quickly can I start sending bulk SMS in the UAE?
Usually as soon as your sender IDs are approved, which typically takes 5 to 7 business days once your documents are complete. Integration and list preparation can run in parallel.
Guides on this topic
- UAE & Saudi ArabiaSMS Sender ID Registration in the UAE and Saudi Arabia Explained8 min read
- SMS & OTPBulk SMS Best Practices: How to Plan Campaigns That Deliver8 min read
- SMS & OTPSMS Character Limits: GSM-7, Unicode, Arabic and Emoji Explained8 min read
Explore more of the platform
Get a UAE bulk SMS quote
Tell us your monthly volumes, sender IDs and message types. We'll confirm rates for etisalat and du and start your TDRA sender ID registration.
Tell us your channels and volumes. We'll prepare an itemised breakdown for your markets.