Short Code Compliances

Short Code Requirements

  • Each brand sending messages to handsets in NZ need to have their own short code
  • Each brand will need a separate short code for two categories of SMS use cases:
    • One short code for transactional notifications (standard or zero-rated)
    • One short code for promotional SMS (zero-rated only)

Best Practices for Sending Messages to New Zealand Mobiles

  • It is compulsory to include your business name or brand name and contact details in the message

  • A functioning opt-out via text message must be provided at the end of all marketing messages

  • Any marketing/promotional messages must be sent from a zero-rated short code so recipients can reply with an opt-out free of charge irrespective if standard rated codes have been used for previous outbound notifications

  • Other messages from a normal rated short code, where replies will incur a charge, should let the recipient know e.g. “Replies will incur a cost”

New Zealand Privacy and Spam legislation

All messages must comply with NZ Privacy and SPAM legislation. Additional advice is available on the Department of Internal Affairs website.

Here is an example of a message that meets these guidelines:

ABC Sportswear: Come in store this Friday for 50% off all stock for VIP members. Make sure you bring your membership cards. Reply STOP to opt out or ph 0800XXXX.

[Note: a zero-rated short code needs to be in place for this marketing message to ensure the opt-out is free of charge to the recipient]

Department of Internal Affairs

The Department of Internal Affairs serves and connects people, communities and government to build a safe, prosperous and respected nation.

Ko tā te Tari Taiwhenua he whakarato me te hono i ngā iwi, ngā hapori me te kāwanatanga ki te hanga motu haumaru, tōnui, whai mana hoki.

New Zealand Telecommunications Forum

The New Zealand Telecommunications Forum (TCF) is a member organisation; representing the majority of telecommunications providers in New Zealand (over 95% by revenue share).

Their members pay for their services, which include public good initiatives, disputes resolution services, logistical processes and consumer education, so consumers can access them for free.

The forum provides neutral, independent information about New Zealand telecommunications products and services and how the industry works in New Zealand.

TCF - Standards & Compliance

Unsolicited Electronic Messages Act

The Unsolicited Electronic Messages Act (UEMA), also called the anti-spam law, makes it illegal to: send spam to, from or within New Zealand, or using harvesting software to create address lists to send unsolicited commercial electronic messages, eg emails or text messages.

On September 5th 2007, the Unsolicited Electronic Messages Act 2007 came into force. The Act prohibits the sending of unsolicited commercial electronic messages with a NZ link. It also requires all commercial electronic messages to include information about who authorised the message and to provide a functional unsubscribe facility. Finally, it prohibits address-harvesting for the purpose of unsolicited commercial messages.

UEMA - Anti-Spam Law

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