--- title: "SMS and WhatsApp business messaging in the UAE" description: "Send SMS and WhatsApp messages in the UAE from TDRA-registered sender IDs, in Arabic and English, with fallback and delivery reports. Powered by BroadNet." canonical: "https://omnichannels.ai/markets/uae/" language: "en" updated: "2026-10-11" publisher: "BroadNet Technologies" brand: "OmniChannels.ai" --- # SMS and WhatsApp business messaging in the UAE Canonical: https://omnichannels.ai/markets/uae/ Language: en Publisher: OmniChannels.ai by BroadNet Technologies Reach customers in the United Arab Emirates on SMS, WhatsApp, RCS and voice from one platform, with sender ID registration on etisalat and du, bilingual Arabic and English content and promotional sending kept within TDRA rules. BroadNet is licensed in every country where it operates. **Short answer:** To send business SMS in the UAE, register an alphanumeric sender ID with the operators etisalat and du under TDRA rules, keep promotional and transactional traffic on separate sender IDs, and send marketing only to opted-in customers within permitted hours. OmniChannels.ai, powered by BroadNet, handles registration, Arabic and English SMS, the WhatsApp Business API, voice OTP and channel fallback through one platform and API. ## What you can send in the UAE with OmniChannels.ai - **Sender IDs registered on etisalat and du:** We prepare and submit your alphanumeric sender ID registration for both UAE networks, with separate IDs for transactional and promotional traffic. - **Promotional rules built into scheduling:** Schedule campaigns inside the hours UAE rules allow for marketing, while OTPs and alerts go out around the clock on a transactional sender ID. - **Arabic and English in one campaign:** Write bilingual messages with Unicode Arabic and preview the segment count before sending, so long Arabic texts do not surprise your budget. - **WhatsApp Business API:** BroadNet is an official Meta Business Solution Provider. Onboard through Embedded Signup and send approved marketing, utility and authentication templates. - **RCS where operators support it:** Send branded rich cards and suggested replies to Android users where RCS business messaging is available, with automatic SMS fallback everywhere else. - **Voice OTP and Arabic IVR:** Deliver one-time passwords by voice call with Arabic text-to-speech when SMS does not arrive. Voice is provisioned with the account team. - **Fallback across channels:** Try WhatsApp first, then RCS, then SMS, in the order you set per use case, with delivery statuses normalised into one webhook format. - **REST API and SMPP 3.4:** Connect your app, CRM or core banking system through the REST API or SMPP 3.4 over TLS, with delivery webhooks for every message. ## What to know before sending in the UAE | Item | Details | |---|---| | Sender ID | Alphanumeric sender IDs must be registered before use and must match your registered business or brand. Use the approved string exactly: spelling, case and spacing all count. | | Promotional messages | Marketing goes on its own promotional sender ID, which by convention carries an "AD" prefix, and only within the daytime window allowed for promotions (commonly cited as 7 am to 9 pm UAE time). | | Transactional and OTP traffic | OTPs, alerts and service updates use a transactional sender ID and can be sent at any hour. Do not mix offers into these messages, or they risk being filtered. | | Consent and opt-out | Send marketing only to customers who opted in, keep a record of that consent, include a simple way to opt out, and suppress opted-out numbers across every campaign. | | Arabic content | Arabic needs Unicode, which fits 70 characters per SMS instead of 160. Bilingual messages are common, so keep both versions short or split them by recipient language. | | WhatsApp | WhatsApp is widely used in the UAE for service and sales. Business-initiated messages need an approved template and a customer opt-in under Meta's rules. | | Personal data | Contact lists fall under UAE data protection law. Collect only what you need and keep a lawful basis for each campaign. | ## How to launch business messaging in the UAE 1. **Map your traffic:** List your use cases and split them into transactional (OTP, alerts, receipts) and promotional (offers, launches, events). 2. **Register sender IDs:** Share your trade license, an authorization letter and brand proof. We submit transactional and promotional sender IDs to etisalat and du. 3. **Connect WhatsApp:** Onboard your number through Meta Embedded Signup and submit Arabic and English 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 both networks:** Send to internal numbers on etisalat and du, check delivery reports, then launch within the permitted promotional hours. ## Is this the right setup for your UAE traffic? ### A good fit when - You send OTPs, payment alerts or delivery updates to UAE numbers and need operator delivery reports. - You run bilingual Arabic and English campaigns to opted-in customers. - You want WhatsApp, SMS and voice OTP on one platform with fallback between them. - You serve the UAE alongside Saudi Arabia and other GCC markets and want one provider for all of them. ### Good to know before you start - Sender ID registration takes time, so it cannot be done on the day you plan to launch. - Promotional SMS is restricted to permitted hours and needs opt-in consent; we cannot send marketing outside those rules. - Operators filter content that does not match the sender ID type, even when the sender ID is registered. - TDRA and operator rules change, and we confirm the current requirements at onboarding rather than guaranteeing them in advance. - Customers cannot reply to an alphanumeric sender ID; use WhatsApp or a two-way number for conversations. ## UAE business messaging questions ### Do I need to register a sender ID to send SMS in the UAE? Yes. Business SMS to UAE numbers is expected to come from an alphanumeric sender ID registered with the operators under TDRA rules. Messages from unregistered IDs are usually rejected or dropped. We prepare the registration with you and submit it to both etisalat and du. ### What is the "AD" prefix on promotional SMS in the UAE? Under the UAE's rules for unsolicited messages, promotional sender IDs carry an "AD" prefix so recipients can tell marketing apart from service messages. Transactional sender IDs for OTPs and alerts do not use it. We confirm the exact format your registration needs at onboarding. ### When can I send promotional SMS in the UAE? Promotional SMS may only go out during permitted daytime hours, commonly cited as 7 am to 9 pm UAE time. Transactional messages such as OTPs and delivery alerts can be sent at any time. Schedule campaigns inside the window and confirm the current hours with us before launch. ### Can I send OTPs and offers from the same sender ID? No. Keep OTPs, alerts and receipts on a transactional sender ID and send offers from a separate promotional sender ID. Operators can filter promotional content found on a transactional ID, which puts your OTP delivery at risk. ### Should I use WhatsApp or SMS in the UAE? Use both. WhatsApp suits conversations, rich media and support, while SMS reaches every phone without an app or data connection. Many UAE businesses send WhatsApp first and fall back to SMS when a message cannot be delivered, which OmniChannels.ai configures per use case. ### Can I send messages in Arabic? Yes. SMS supports Arabic through Unicode, WhatsApp templates can be approved in Arabic, and voice OTP can use Arabic text-to-speech. Arabic SMS fits 70 characters per segment, so keep messages short or check the segment count in the preview. ### How long does it take to start sending in the UAE? It depends mostly on sender ID registration and WhatsApp template approval. Registration normally takes several business days and can take longer for some cases. We start it during discovery and confirm the expected timeline for your sender IDs at onboarding. ## Official sources - [Telecommunications and Digital Government Regulatory Authority (TDRA)](https://tdra.gov.ae/) - [TDRA spam policy](https://tdra.gov.ae/-/media/About/regulations-and-ruling/EN/cellular-phone-spam-regulatory-policy-English.ashx) Updated: 2026-10-11