In the UAE, A2P SMS is only delivered from alphanumeric sender IDs registered in advance with both mobile operators, e& (formerly Etisalat) and du. Messages from unregistered sender IDs are blocked. Promotional sender IDs must start with AD- and promotions can only be sent between 07:00 and 21:00 UAE time.
Rules last checked: October 2026.
Sender ID registration
The Telecommunications and Digital Government Regulatory Authority (TDRA) sets the rules, and the two operators apply them. Each sender ID must be approved separately by e& and by du, normally through your SMS provider. A sender ID approved on only one network does not deliver correctly to the other one. Providers usually ask for:
- a no objection certificate (NOC) or authorization letter on company letterhead, signed and stamped;
- the operator registration form and the identity of the authorized signatory;
- a trademark certificate or similar proof when the sender ID does not clearly match the company name;
- sample messages and, for traffic with links, the full list of URLs you will send;
- for health-related senders, an approval letter from the UAE health authorities.
As of 2026, international providers quote about two weeks for registration, while some report up to 20 to 25 business days for foreign companies. Start early. Our general guide to sender ID registration explains the process step by step.
Sender ID types and replacement
| Sender type | Status in the UAE (as of 2026) |
|---|---|
| Registered alphanumeric, transactional | Supported, up to 11 characters |
| Registered alphanumeric, promotional | Must carry the AD- prefix (for example AD-BRAND); the prefix counts toward the 11 characters |
| Unregistered or dynamic alphanumeric | Blocked |
| Long codes and short codes | Not supported on international A2P routes |
Promotional traffic is only accepted from entities based in the UAE. International companies can register transactional sender IDs for OTP, alerts and notifications, but not promotional ones. See transactional vs promotional SMS for where the line usually falls.
Content, consent and sending hours
- Hours: promotional SMS cannot be sent between 21:00 and 07:00 UAE time. Depending on the route, messages submitted in that window are held or blocked. Transactional traffic is not limited to these hours.
- Consent: promotional messages need documented opt-in consent and opt-out instructions in the text. UAE subscribers can also block promotional senders through the operators, so a contact who opted out will not receive your AD- messages.
- Links and numbers: URLs must be declared and allowlisted, shortened links should not be used, and WhatsApp or LINE chat links and phone numbers in the body are filtered.
- Prohibited content: gambling, adult content, loans, political and religious content, alcohol and controlled substances.
Operators and the regulator treat breaches seriously, so read SMS content restrictions before planning a campaign. Arabic text is supported with Unicode (UCS-2), which reduces the characters per segment; see long (concatenated) SMS.
Mobile networks and A2P routes
The UAE has two mobile operators, e& and du. Because both registration and filtering happen at operator level, a route is only as good as the sender IDs registered on it. Offers to deliver unregistered sender IDs or promotions outside the allowed hours point to grey SMS routes, which are blocked without notice and often return misleading delivery reports.
OTP traffic
OTP messages go on a registered transactional sender ID, without the AD- prefix. Keep the brand name in the text, avoid links and phone numbers, and confirm delivery on both e& and du before going live, using the checks in how to test an SMS route. Our OTP SMS best practices cover code format and retries.
VoIPMatcher sources A2P SMS routes from its carriers and manages them, and buyers and sellers never see each other. Tell us your sender ID, whether it is registered on both networks and your traffic type. See the UAE SMS destination page or request a UAE SMS route.
Frequently asked questions
Can international companies send promotional SMS in the UAE?
No. Promotional traffic is only accepted from entities based in the UAE. International companies can register transactional sender IDs for OTP, alerts and notifications, but not promotional AD- sender IDs. Offers to deliver promotions from abroad, or outside the allowed hours, point to grey routes that are blocked without notice.
How long does UAE sender ID registration take?
As of 2026, international providers quote about two weeks, while some report up to 20 to 25 business days for foreign companies. Each sender ID must be approved separately by e& and du, with a NOC or authorization letter, the operator form, signatory identity and sample messages. Start well before launch.
What time can I send promotional SMS in the UAE?
Promotional SMS can only be sent between 07:00 and 21:00 UAE time. Depending on the route, messages submitted outside that window are held or blocked. Transactional messages such as OTPs and alerts are not limited to these hours. Promotions also need documented opt-in consent and opt-out instructions.
Does a UAE sender ID need approval from both operators?
Yes. Each sender ID must be approved separately by e& and by du, and a sender approved on only one network does not deliver correctly to the other. Check that your registration is confirmed on both networks before sending, especially for OTP traffic, where a missing network means failed logins.
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