New Zealand businesses use SMS for everything from appointment reminders and delivery notices to sales, events and loyalty offers. Texts are short, immediate and work on every mobile phone. For many customers, a text is the message they are most likely to see.
Like most countries, New Zealand regulates marketing messages. The key law is the Unsolicited Electronic Messages Act 2007 (UEMA), enforced by the Department of Internal Affairs (DIA), alongside the Privacy Act 2020 and the Fair Trading Act. This guide explains the rules in plain English and how to run effective, compliant SMS campaigns.
This article is general information, not legal advice.
What the UEMA covers
The UEMA applies to commercial electronic messages with a New Zealand link, including emails, texts and instant messages that market or promote goods, services, land or business opportunities. Purely factual messages, such as appointment reminders, delivery updates or account notices with no promotional content, are generally not commercial electronic messages.
The three core requirements
1. Consent
You must have consent to send commercial electronic messages. Consent can be:
- Express: the person actively agreed to receive messages, such as by ticking an unticked box, texting a keyword or signing up on your website
- Inferred: reasonably inferred from the conduct and business relationships of the people concerned, such as an existing customer relationship where marketing messages would be reasonably expected
- Deemed: in limited circumstances, where an electronic address has been conspicuously published in a business capacity and the message is relevant to that role
Express consent is the clearest and safest basis for SMS marketing.
2. Accurate sender information
Each message must clearly identify who authorised it and include accurate contact information.
3. A functional unsubscribe facility
Every commercial message must include a free, easy way to unsubscribe, such as "Reply STOP to opt out". Unsubscribe requests must be honoured within five working days.
What the DIA does
The DIA investigates spam complaints, can issue formal warnings and infringement notices, and can bring proceedings in court, where significant penalties can apply. New Zealanders can report spam texts to the DIA by forwarding them to the free short code 7726. Complaints are a serious risk to your brand and to your messaging provider relationships.
Address harvesting
The UEMA prohibits using address-harvesting software, or lists produced with it, to send unsolicited commercial messages. Never buy or scrape phone number lists.
The Privacy Act 2020
Phone numbers and customer details are personal information under the Privacy Act 2020. The Information Privacy Principles require you to:
- Collect personal information for a lawful purpose and tell people why you are collecting it
- Store it securely and limit access
- Allow people to access and correct their information
- Not keep it longer than necessary
- Notify the Privacy Commissioner and affected people of serious privacy breaches
Fair Trading Act
Message content must not be misleading. Prices, discounts, "sale" claims and terms must be accurate, as the Fair Trading Act 1986 prohibits misleading conduct.
Effective SMS use cases
- Appointment reminders for clinics, salons, trades and professional services
- Order and delivery updates for retailers
- Flash sales and offers for opted-in customers
- Event reminders for venues, schools and sports clubs
- Loyalty programme updates
- Service alerts for utilities, councils and internet providers
Writing great texts
- Identify your business at the start
- Lead with the benefit
- Keep it under 160 characters where possible to avoid multi-part charges
- Include one clear call to action
- Add the opt-out: "Reply STOP to opt out"
- Use a branded link rather than a generic shortener
Example: "Harbour Cafe: Free coffee with any brunch this Saturday, 8–11 am. Show this text at the counter. Reply STOP to opt out."
Sender IDs in New Zealand
Messages can be sent from a dedicated number, a short code or, with some providers, an alphanumeric sender ID such as your brand name. Two-way campaigns need a number that can receive replies. Check with your provider which options are supported for New Zealand networks, and keep your sender identity consistent to build trust.
Timing and frequency
Send during reasonable hours, such as 9 am to 7 pm on weekdays and late morning on weekends, unless the message is urgent or expected. New Zealand has a single main time zone, plus the Chatham Islands, so scheduling is simpler than in larger countries. Most businesses send marketing texts a few times a month at most.
Integrating SMS with your systems
Connect SMS to your booking system, point-of-sale, e-commerce platform or CRM, so reminders and updates go out automatically and opt-outs are recorded centrally. Keep consent records against each contact.
Measuring results
- Delivery rate
- Click-through and conversion rates
- Redemptions of SMS-only offers
- Opt-out rate by campaign
- No-show reduction for reminders
Pricing
| Service | DND Teams (starting from) | Includes |
|---|---|---|
| Bulk SMS (New Zealand) | carrier cost plus margin, quoted per country | Delivery reports, opt-out handling, scheduling |
| Two-way SMS | typically US$299+ setup + US$199+ per month (Premium plan) | Replies, keywords, shared inbox |
| SMS setup and consent review | custom quote | Opt-in wording, templates, compliance checklist (not legal advice) |
| Reminder automation | typically US$299+ setup + US$199+ per month (Premium plan) | Integration with bookings or CRM, automated reminders |
Prices are in US dollars and follow our current price list. These prices are positioned below typical New Zealand messaging provider rates. Contact us for an exact quote.
Building your list the right way
- An unticked opt-in box at checkout or booking
- Keyword sign-ups promoted in store and on social, such as "Text DEALS to [number]"
- Website forms that explain what customers will receive
- Loyalty programme sign-ups with a separate marketing opt-in
Send a welcome message confirming the subscription and how to opt out. A smaller, engaged list beats a large, uninterested one.
Industry examples
- Hospitality: quiet-night offers and event announcements
- Retail: new arrivals, sales and click-and-collect notices
- Healthcare: appointment reminders and recall messages, without sensitive details
- Trades and services: booking confirmations and "on the way" alerts
- Schools and clubs: event reminders and urgent notices
- Real estate: open home reminders for people who registered
SMS, email or WhatsApp?
SMS reaches every mobile without an app and is ideal for short, time-sensitive messages. Email suits longer content and newsletters. WhatsApp offers rich media and two-way conversations and is popular with some communities and international customers. All three are covered by the UEMA when used for commercial messages.
Common mistakes
- Buying lists or texting numbers collected for another purpose
- Forgetting the opt-out or business identification
- Mixing promotions into reminders without consent
- Sending too often or at unsociable hours
- Not recording consent
Choosing an SMS provider
Ask about delivery routes to New Zealand networks, sender ID options, two-way support, opt-out handling, integrations, data storage and support hours in New Zealand time. Ask for clear per-message pricing with no hidden fees.
Te reo Māori and inclusive messaging
Many New Zealand organisations use te reo Māori greetings and phrases, such as "Kia ora", in customer communications. If you do, use them correctly and respectfully, and consider having content reviewed by a fluent speaker. Keep messages clear and accessible for everyone, including customers who use screen readers.
Keeping records
Record when, where and how each person consented, and the date of each opt-out, so you can answer questions from customers or the DIA quickly.
How DND Teams helps
We provide bulk SMS in Auckland, Wellington, Christchurch and across New Zealand, with setups designed around UEMA requirements. Read our New Zealand SMS compliance overview and request a free audit.
Prices shown are indicative ranges in US dollars and exclude taxes and third-party charges (such as Meta or carrier fees, billed at cost) unless stated. Your price depends on your requirements; get a custom quote for an exact figure. This article is general information, not legal advice, and reflects our understanding as of October 2026.