Do Not Disturb (DND) regulations are enforced to protect consumers from unsolicited marketing messages. Many countries have strict laws requiring businesses to respect users’ preferences regarding promotional communications. When a user activates DND on their number, it means they do not wish to receive marketing or promotional SMS. Sending messages to such numbers can lead to penalties, legal action, or even blacklisting of the sender ID by telecom authorities.
To ensure compliance with SMS marketing laws, businesses must follow local regulations such as TRAI (India), GDPR (Europe), TCPA (U.S.), and UAE’s TDRA policies. These laws mandate obtaining explicit consent from recipients before sending promotional messages. Additionally, businesses must provide a clear and easy opt-out mechanism (e.g., “Reply STOP to unsubscribe”) and maintain an updated list of users who have opted out to avoid sending unwanted messages.
Understanding DND exemptions and transactional SMS is crucial for businesses. While promotional SMS is restricted for DND-activated numbers, transactional SMS—such as OTPs, booking confirmations, and account alerts—are generally allowed. Businesses can apply for special sender IDs or whitelisted templates to ensure that essential messages reach customers without violating regulations.
To build a successful and compliant SMS marketing strategy, businesses should focus on permission-based marketing by collecting user consent through website forms, app opt-ins, or offline registrations. Keeping SMS content relevant, non-intrusive, and customer-centric will not only help in avoiding legal issues but also improve brand credibility and engagement.
