SMS marketing in New Zealand is governed by the Unsolicited Electronic Messages Act 2007. Before you send, you need explicit opt-in consent from your contacts, a registered short code, and a working opt-out mechanism in every marketing message.
Gather compliant opt-ins
To allow customers to opt-in to SMS marketing, you can:
Ask for phone numbers at the point of customer sign-up.
Use our pages and forms functionality to create on-brand data capture.
Provide incentives for customers to sign up through text-to-join campaigns, by advertising a number online or in-person that they can text to opt in.
Whatever method you choose, you must have full consent from your customers that complies with New Zealand law under the Unsolicited Electronic Messages Act 2007.
⚠️While we provide tools to help you manage your data, you must speak to your own legal counsel or with the Ministry of Business, Innovation and Employment (MBIE) to ensure compliance.
Most importantly, check that the numbers you've collected for SMS marketing were collected with explicit opt-in. This means making it clear that you use SMS to send marketing communications, and that you haven't relied on assumed consent from a lack of opt-out or a pre-ticked box.
Options for opt outs
When sending SMS marketing messages in New Zealand, you must give your recipients the ability to opt out through SMS within every message.
Opt-out must be free unless stated in your T&Cs as part of the opt-in process. Transactional messages, like order updates, do not require a way for recipients to opt out.
Sender IDs for New Zealand
Since 2022, you can only send SMS from a dedicated short code. A dedicated short code is a four-digit number registered to a single brand.
SMS messages sent from an alpha sender name, such as a brand name, or a long number are no longer reliably delivered. They may still show a positive receipt, but delivery isn't guaranteed. To have confidence in delivery, use a short code.
There are two types of code available: standard rate and freetext. For marketing SMS, you must use a freetext code.
Standard: For transactional messages only. End users are charged to send inbound messages. Message charge is set by networks.
Freetext: For marketing messages. Inbound messages are free to the end user, but the code rental rate is higher than for a standard rate short code.
Apply for a short code
It takes two to three weeks to provision, provided all required information is correct.
Requirements for a dedicated short code
Before applying, decide exactly what you need from your code. We can guide you through the required details to give your application the best chance of being accepted.
Registration: A dedicated short code is the only official way to send SMS messages.
From name (Sender ID): Must be your dedicated short code, either standard or freetext. Your company name or brand must be included in every SMS so messages are identifiable.
Opt-in methods: Must comply with strict anti-spam laws. Even so, some marketing traffic may be blocked.
Opting out: Must be possible through a direct reply within the message. SMS click-to-unsubscribe is not supported for New Zealand.
Long SMS messages: Long messages are supported. Learn more in SMS message length and Unicode.
Restrictions: The Harmful Digital Communications Act 2015 bans any material that could be considered threatening or offensive, including damaging rumours. Phishing is illegal and can result in the networks blocking the short code.
Example message
From 1234: SnowYo here, go to https://snow.yo/xyz to see our Spring sale items. Reply STOP to opt out.
Key regulatory bodies and legal links
You must get professional legal guidance to ensure you adhere to any applicable laws.
Regulations for New Zealand
Telecommunications Act 2001
Radiocommunications Act 1989
Telecommunications (Interception Capability and Security) Act 2013
Unsolicited Electronic Messages Act 2007
Regulatory agencies
MBIE (The Ministry of Business, Innovation and Employment) delivers policy, services, advice, and regulation including for the telecoms sector.
TCF (The Telecommunications Industry Forum) is an industry body representing telecommunications providers. It establishes and implements industry-led codes.
See also