General Rules and Restrictions for SMS Messaging

SMS marketing is a fast and direct way of reaching consumers, but that also makes it easy for scams and phishing schemes to proliferate. Before you start an SMS campaign make sure that you follow the following guidelines:

  1. Make sure that your subscribers have opted-in to your marketing messages and promotions
  2. Make sure that all promotional ads are registered and approved by the Department of Trade and Industry (DTI) and/or Bureau of Food and Drug (if applicable) and other pertinent government agencies.
  3. All commercial and promotional ads, surveys, and other broadcast/push messages should contain:

  • Header / Sender ID
  • Sales Permit No. (DTI or BFAD) if necessary
  • Opt-out spiel and keyword “STOP + Keyword”

4. All commercial and promotional advertisements, surveys, and other broadcast/push messages should comply with NTC’s Broadcast Guidelines.

5. All commercial and promotional advertisements, surveys, and other broadcast/push messages shall have a maximum of 160-characters, including all mandatories as discussed above. Messages exceeding 160 characters will be split into multiple SMS parts and each part shall be counted and charged as one SMS.

6. Restricted content that will be tagged as spam:

  • Adult Content – any advertisement promoting nudity/profanity/violent
  • Alcohol – any advertisement promoting alcohol
  • Drugs – any advertisement promoting the use of drugs and other illegal substance
  • Gambling – any advertisement promoting gambling
  • Election – any advertisement promoting a candidate for elections
  • Tobacco – any advertisement promoting the use of tobacco

7. Each text spam is considered as a violation and subject to Php200 per violation. The minimum is 20 violations per quarter or every year.

  • Twenty to fifty violations (per quarter of every year) include blacklisting and suspension of certification of registration.
  • More than fifty violations (per quarter of every year) result into a cancellation of the certificate of registration.

 

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