Businesses are turning more and more to texting their customers. SMS is a valuable channel for both reach and ROI, but the complexities of using SMS as a business can often stop brands sending at all.
In this guide, we explain what you need to know to start sending in New Zealand.
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 you choose, you must ensure that you have full consent to send to your customers which complies with New Zealand law under the Unsolicited Electronic Messages Act 2007, and of course, give a positive brand experience.
⚠️While we provide tools to help you manage your data, you must speak to your own legal counsel or with the 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 sure you’ve made it clear that you will be using SMS to send marketing communications to your customer, 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 should give your recipients the ability to opt out through SMS within every message.
Opt-out must be free unless stated in your T&C’s 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 businesses are only allowed to send SMS from a dedicated short code. A dedicated short code is a four-digit number that can be owned and used by one brand.
SMS messages sent from an alpha from name, such as a brand name, or a long number are no longer reliably delivered but may still show positive receipt. To have confidence in delivery it’s therefore vital to 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 following an application, providing all required information is correct.
Requirements for a dedicated short code
You must understand exactly what you want from your code before applying, and we can guide you through providing the details in a way that will be accepted.
Registration is needed since 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 the SMS so messages are identifiable.
Opt in methods must comply with strict anti-spam laws. It’s possible that even with this 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 are possible to send.
Learn more in SMS message length and Unicode.
Restrictions imposed by the Harmful Digital Communications Act 2015 ban 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 sales 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
Harmful Digital Comms Act 2015 as referred to in https://www.consumerprotection.govt.nz/general-help/consumer-laws/online-safety-laws-and-rules/
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.
Helpful links