Changing the rules on messages to Singapore

Changing the rules on messages to Singapore

SingTel recently announced that it will block SMS messages with alphanumeric originators and shortcodes - so, with effect from 1 December 2013, all alphanumeric originators and shortcodes sent via SingTel will be replaced with a long number to avoid messages being blocked.

This policy is being brought in by SingTel to support the new rules which are being introduced by the Singapore Government on Personal Data and a new 'Do Not Call Registry' - in order to control unsolicited SMS. These new rules take effect on 2nd January 2014 and state that companies may not send marketing messages to any Singapore number which is registered with the new National Do Not Call (DNC) Registry - unless the recipient has given 'clear and unambiguous consent'.

If your company currently send SMS messages to Singapore numbers, you should check that a) the number is not registered with the DNC Registry and b) the messages contains clear and accurate information identifying your organisation, as well as your contact details.

It is also important to note that responsibility for compliance lies with the 'sender' - and this can be either the organisation who sends the message, causes the message to be sent, or authorises the sending of a marketing message. Therefore companies like everymessage, who physically send these messages, are responsible for ensuring that the telemarketing list has been checked against the DNC, if no consent has been obtained.

For more information about the new rules, or about SMS marketing campaigns, please call us on 0844 264 1234 or email