How to Send Bulk SMS in Saudi Arabia: Sender ID Rules and Setup

SMS is still one of the most reliable ways to reach customers in Saudi Arabia. Banks, clinics, delivery companies, retailers and government services all use it for one-time passwords, appointment reminders, delivery updates and offers. Unlike some markets where you can start sending within minutes, Saudi Arabia has a regulated sender ID system, and messages from unregistered senders are typically blocked by the mobile networks.

This guide explains how the system works, what documents you need, how promotional and transactional messages are treated differently, and how to plan your first campaign. It is written for businesses inside the Kingdom and for overseas companies that want to message Saudi customers.

Who regulates SMS in Saudi Arabia?

Telecom services in Saudi Arabia are regulated by the Communications, Space and Technology Commission (CST). Until 2023 it was called the Communications and Information Technology Commission (CITC), so you will still see "CITC sender ID" in many guides and provider contracts. The rules for bulk messaging, including sender name registration, are set and enforced through the regulator and implemented by the licensed mobile operators (STC, Mobily and Zain) and the licensed bulk SMS aggregators that connect to them.

In practice, this means you do not deal with the regulator directly for every message. Instead, you work with an SMS provider that is connected to a licensed aggregator, and that provider submits your sender ID registration on your behalf.

What is a sender ID?

A sender ID (also called a sender name or alphanumeric sender) is the name that appears in place of a phone number when your SMS arrives, for example your brand name. In Saudi Arabia:

• Sender IDs must be registered and approved before use.
• The sender name should clearly relate to your registered business or brand.
• Generic names, names of other brands, or misleading names are rejected.
• Registration is usually done per sender name, and you may need to register it with each route your provider uses.

Promotional versus transactional sender IDs

Saudi rules treat promotional and transactional (service) messages differently, and your sender ID is registered for a specific type of traffic.

Transactional or service messages

These are messages the customer expects as part of a service: OTP codes, order confirmations, delivery updates, bank alerts and appointment reminders. They usually use a plain brand name as the sender ID and are allowed at any reasonable time.

Promotional messages

These are offers, sales, product launches and marketing announcements. Saudi rules commonly require promotional sender IDs to carry an advertising suffix such as "-AD" (for example, BRANDNAME-AD), so recipients can tell at a glance that the message is an advertisement. Promotional messages also face stricter expectations around consent, opt-out and sending times.

Using a transactional sender to send promotions is one of the most common reasons for blocked traffic or suspended sender IDs. Keep the two streams separate from the start.

Documents you usually need

Exact requirements depend on the provider and route, but businesses are typically asked for:

1. Commercial Registration (CR) certificate for a Saudi entity, or equivalent incorporation documents for an overseas company.
2. A signed authorisation or undertaking letter on company letterhead, stating the sender name, the type of messages, and that you will comply with the regulations.
3. Proof of brand ownership if the sender name differs from the legal name, such as a trademark certificate or website.
4. Sample message content for the type of traffic you plan to send.
5. Contact details for an authorised person in the company.

Overseas businesses without a Saudi entity can often still register a sender ID, but approval may take longer and providers may ask for additional documents. We check current requirements for each case before submitting.

How long does approval take?

Approval times vary by route and by how complete your documents are. Some sender IDs are approved within a few working days; others take longer, especially for overseas businesses or names that look similar to existing brands. Plan your campaign dates with a buffer, and submit sender registrations well before launch.

Writing SMS content for Saudi audiences

Arabic, English or both?

Arabic is the official language, and many recipients prefer it. English is common in business, among expatriates and in some sectors. Many brands send Arabic messages to the general public and English to specific segments. If you are unsure, test both with a small segment.

Message length and encoding

SMS length depends on encoding:

• Messages in the standard GSM-7 character set (basic Latin letters, numbers, common symbols) fit 160 characters in a single SMS, or 153 per part when longer messages are split.
• Messages containing Arabic or other Unicode characters use UCS-2 encoding and fit 70 characters in a single SMS, or 67 per part.

Because providers bill per SMS part, an Arabic message of 140 characters counts as about three parts. Keep Arabic messages short and put the most important information first.

Content that causes problems

• Misleading claims or unclear pricing
• Links from URL shorteners that hide the destination
• Content that conflicts with local laws, cultural norms or regulated sectors
• Promotions sent from a transactional sender

Consent, opt-out and data protection

Saudi Arabia's Personal Data Protection Law (PDPL) came into force in 2023, with compliance required from September 2024. It sets rules on collecting, using and sharing personal data, including phone numbers. For SMS marketing, that means:

• Collect clear consent for promotional messages and keep a record of it.
• Give an easy way to opt out, and honour opt-outs promptly.
• Use phone numbers only for the purposes the customer agreed to.
• Be careful about buying or renting lists, which creates both legal and deliverability risk.

You can read our short Saudi SMS compliance guide for a checklist.

Timing your campaigns

Saudi Arabia follows Arabia Standard Time (UTC+3), and the normal working week runs Sunday to Thursday. For promotional SMS, send during daytime hours and avoid late evenings and prayer times where your audience would find messages intrusive. During Ramadan, shopping and browsing patterns shift into the evening, so many retailers adjust their timing. Avoid sending promotions during the Eid holidays unless your offer is specifically for the occasion.

How much does bulk SMS cost in Saudi Arabia?

SMS pricing in Saudi Arabia depends on the route, the type of message and your volume. Prices are per SMS part, so Arabic messages that use more parts cost more per send.

These "starting from" figures are designed to sit below typical market rates. Contact us for an exact quote, as final prices depend on volume, route availability and sender approval.

Step-by-step: your first Saudi SMS campaign

1. Choose your sender name and decide whether you need a transactional sender, a promotional "-AD" sender, or both.
2. Prepare documents: CR or company registration, authorisation letter, brand proof and sample content.
3. Submit for registration through your provider and wait for approval.
4. Clean your list: format numbers as +966 followed by the 9-digit mobile number, remove duplicates and invalid numbers, and remove anyone who opted out.
5. Write and test your message in Arabic and/or English. Send test messages to phones on different networks.
6. Schedule within daytime hours in Saudi time.
7. Review delivery reports, opt-outs and replies, and adjust the next campaign.

Should you use WhatsApp instead?

WhatsApp is extremely popular in Saudi Arabia and supports images, buttons and two-way chat. Many businesses use both: SMS for OTPs and critical alerts that must reach every phone, and WhatsApp for richer conversations and offers. Our guide to the WhatsApp Business API in Saudi Arabia explains how the two channels compare.

How DND Teams can help

We help businesses in Riyadh, Jeddah and Dammam, and overseas companies targeting Saudi customers, to:

• Prepare and submit sender ID registrations
• Separate transactional and promotional traffic correctly
• Write concise Arabic and English SMS copy
• Clean and format contact lists
• Send campaigns and share delivery reports

Visit our bulk SMS service page or request a free audit of your current SMS setup.

Prices shown are indicative "starting from" figures in local currency and exclude taxes and third-party charges (such as Meta or carrier fees) unless stated. Contact us for an exact quote. This article is general information, not legal advice, and reflects our understanding as of October 2026.