Sender ID registration in the UAE
What TDRA and the operators in the UAE require for SMS sender IDs, how long approval takes, the accepted formats and sending rules, and how OmniChannels.ai registers yours.
- Registration
- Required
- Typical lead time
- 5–7 business days
- Alphanumeric sender ID
- Yes
- Regulator
- TDRA
Short answer
Yes. Sender ID registration is required in the UAE (one sender ID per legal entity per use case). Approval typically takes 5–7 business days. Alphanumeric IDs of up to 11 characters are accepted. OmniChannels.ai handles the filing across 3 operators and confirms current rules during onboarding.
Sender ID rules in the UAE at a glance
| Regulator | Telecommunications and Digital Government Regulatory Authority (TDRA) |
|---|---|
| Registration required | Requiredetisalat: One sender ID per legal entity per use case; du: Registered alongside etisalat through the operator portal |
| Typical lead time | 5–7 business days |
| Alphanumeric sender ID | YesLatin or Arabic letters, up to 11 characters |
| Numeric long code / short code | Not listed for this market; alphanumeric is the documented format |
| Accepted formats | Alphanumeric (Latin or Arabic), up to 11 chars. AD- prefix mandatory on promotional senders. |
| Promotional senders | Promotional senders must start with the AD- prefix (for example AD-MyBrand); transactional and OTP senders do not use it. |
| Promotional sending hours | 07:00–21:00 local timeTDRA's spam policy bars marketing text messages between 21:00 and 07:00 GST. Transactional OTP and alerts are 24/7. |
| Opt-in | Verifiable opt-in required; source, timestamp, IP, and channel must be logged and retained for the life of the relationship. TDRA can request the audit trail at any time. |
| Opt-out | Every promotional SMS must carry STOP or ايقاف. Opt-outs are honoured network-wide and audited by TDRA. One-step, irreversible until the recipient re-consents. |
| Operators we reach | etisalat, du and Virgin Mobile (MVNO · du) |
| Last reviewed | 29 September 2026Sources: TDRA, TDRA spam policy |
From BroadNet's regulatory research, last reviewed 29 September 2026. Rules change: we confirm them for your sender ID and traffic during onboarding.
Official sources: TDRA · TDRA spam policy
How to register your sender ID in the UAE through OmniChannels.ai
Sender ID registration fees are passed through at cost. We confirm the documents and the current rules for your traffic during onboarding.
Need the authorization letter?
Generate a ready-to-sign LOA or NOC for this country in English, Arabic or both. Free, and your details never leave your browser.
Generate your authorization letter- 1
Choose and check your sender ID
Pick a sender ID that matches your brand: Latin or Arabic letters, up to 11 characters. Promotional senders must start with the AD- prefix (for example AD-MyBrand); transactional and OTP senders do not use it. Test it in the free sender ID checker first.
- 2
Send us your company details and use case
Tell us the legal entity, brand and what each sender ID will send (OTP, transactional or promotional). Rules here allow one sender ID per legal entity per use case, so list each use case separately. We confirm which supporting documents are currently needed.
- 3
We file your registration
We prepare and submit the application. Current process in the UAE: etisalat: One sender ID per legal entity per use case; du: Registered alongside etisalat through the operator portal.
- 4
Approval and test messages
Approval typically takes 5–7 business days. Once approved we send test messages on etisalat, du and Virgin Mobile (MVNO · du) and check the sender ID displays correctly.
- 5
Go live
Send through the REST API, SMPP or campaigns. Promotional messages go out 07:00–21:00 local time. Opt-out handling is applied to every promotional message.
Common reasons a sender ID is rejected in the UAE
- Too long: sender IDs here are up to 11 characters.
- Generic words instead of a brand, such as INFO, SMS, OTP, ALERT: regulators usually refuse them.
- Mixing scripts in one ID: Latin or Arabic letters are accepted, but pick one script per sender ID.
- Spaces or symbols such as _ & ! ( ): many operators strip or refuse them; use a hyphen or nothing.
- A promotional sender without the AD- prefix, or a transactional one that carries it.
- One sender ID shared across several companies or use cases: the rule is one sender ID per legal entity per use case.
Run your proposed sender ID through the free sender ID checker, preselected for the UAE, before you apply.
Register your sender ID in the UAE
Send us your brand and use case. We file the sender ID for 3 operators, run the test messages and connect it to the same API, SMPP and campaign tools you use for every other market.
Sender ID in the UAE: questions
Do I need to register a sender ID in the UAE?
Yes. etisalat: One sender ID per legal entity per use case; du: Registered alongside etisalat through the operator portal. We submit it for you and confirm the current requirements during onboarding.
How long does sender ID registration take in the UAE?
Typically 5–7 business days, depending on the operator and the documents provided. We confirm the current timeline for your sender ID during onboarding.
Can I use an alphanumeric sender ID in the UAE?
Yes. Alphanumeric sender IDs are accepted: Latin or Arabic letters, up to 11 characters. Accepted formats: Alphanumeric (Latin or Arabic), up to 11 chars. AD- prefix mandatory on promotional senders.
When can I send promotional SMS in the UAE?
Promotional window: 07:00–21:00 local time. TDRA's spam policy bars marketing text messages between 21:00 and 07:00 GST. Transactional OTP and alerts are 24/7. Promotional senders must start with the AD- prefix (for example AD-MyBrand); transactional and OTP senders do not use it.
What consent and opt-out rules apply in the UAE?
Verifiable opt-in required; source, timestamp, IP, and channel must be logged and retained for the life of the relationship. TDRA can request the audit trail at any time. Every promotional SMS must carry STOP or ايقاف. Opt-outs are honoured network-wide and audited by TDRA. One-step, irreversible until the recipient re-consents.
Who regulates SMS sender IDs in the UAE?
Telecommunications and Digital Government Regulatory Authority (TDRA), together with the mobile operators (etisalat, du and Virgin Mobile (MVNO · du)). Official sources: TDRA, TDRA spam policy.
Related for the UAE
Sender ID registration in nearby markets
- Algeria · 10–14 business days
- Bahrain · 5–7 business days
- Comoros · 10–14 business days
- Djibouti · 10–14 business days
- Egypt · 7–14 business days
- Iraq · 7–14 business days
- Jordan · 5–7 business days
- Kuwait · 5–7 business days
- All countries
Data: BroadNet regulatory research, reviewed 29 September 2026. URL: https://omnichannels.ai/sender-id/uae/