SMS Campaign Exceptions

SMS broadcast exceptions

Promotional Route Sender ID Restrictions

Delivery Restrictions

  • Messages will not be delivered to DND (Do Not Disturb) numbers
  • Delivery hours are restricted to 8 AM - 8 PM only. Messages sent outside these hours will be queued for delivery at 8 AM the next day, per NCC regulations

Sender ID Requirements

  • Sender IDs must not contain any numeric characters (0-9)
  • Sender IDs used for transactional accounts cannot be used for promotional accounts
  • Airtel requires pre-registration of all Sender IDs. Until registration is complete, messages may be delivered with a default Sender ID

Content Restrictions

  • Please note that on the promotional route, key words such as CBN and words referencing transactional activities are not allowed on the route. 
  • International content and references are prohibited, including:
    • Mentions of international organizations (e.g., WhatsApp, Facebook)
    • Links to international organizations or websites
    • Note: Use our built-in link shortener for compliant link sharing

  • Prohibited keywords include:
    • "win," "access," "promo," USSD", "News"
    • "giveaway," "code"
    • "congratulations!!!"
    • "exciting news"
    • "Winner" / "You’ve won"
    • "Free" (especially without context or terms)
    • "Cash prize"
    • "Guaranteed"
    • "Urgent"
    • "Exclusive offer" (if not paired with opt-out info)
    • "Limited time" (without clarity)
    • "Act now"
    • "Risk-free"
    • "Click here" (avoid generic CTAs; be descriptive)
    • "Account"
    • "Transaction"
    • "Balance"
    • "Statement"
    • "Payment received"
    • "Payment successful"
    • "Pending payment"
    • "Failed transaction"
    • "Invoice"
    • "OTP" or "One-Time Password"
    • "PIN"
    • "Refund"
    • "Billing"
    • "Forex" / "Binary" / "Crypto" (very high risk of blocking)
    • Political content
    • Similar transactional terms

Best Practices for Promotional SMS in Nigeria

  1. Identify your brand at the beginning of the message.

  2. Use friendly, clear, and non-urgent tone.

  3. Register Sender ID with telcos and use DND-compliant routes when needed.


Character Usage and Pricing

  • Allowed characters:
    • Letters (A-Z, a-z)
    • Numbers (0-9)
    • Basic punctuation (period, comma)
  • Special characters (emojis, symbols, non-standard characters) may incur additional charges depending on the network provider

Important Notes

  • Network operators reserve the right to block any content or Sender IDs at their discretion
  • Repeated violations of content guidelines may result in permanent Sender ID blocking
  • Message pricing may vary based on character usage and content type

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