The UAE is one of the most active markets in the world for business messaging and phone marketing, and also one of the more tightly regulated. Two sets of rules matter most for businesses that contact customers:
- Federal Decree-Law No. 45 of 2021 on the Protection of Personal Data (the PDPL), which governs how personal data, including names, phone numbers and email addresses, is collected and used.
- Cabinet Resolution No. 56 of 2024 concerning the Telemarketing Regulations, with penalties set by Cabinet Resolution No. 57 of 2024, which regulate marketing calls and messages by phone.
This guide summarises both in practical terms. For SMS sender ID registration with the TDRA, see our separate UAE sender ID guide. This article is general information, not legal advice.
The telemarketing regulations (Cabinet Resolution 56 of 2024)
The Telemarketing Regulations were issued on 10 June 2024 and took effect on 27 August 2024. They apply to companies that market products or services to consumers by phone in the UAE, whether they do it themselves or through a telemarketing company.
The main obligations reported in the resolution and official summaries include:
- Approval and licensing. Companies that carry out telemarketing need the relevant approval, and marketing calls must be made from licensed local numbers registered in the company's name.
- Calling hours. Marketing calls are allowed only between 9:00 AM and 6:00 PM.
- Do Not Call Register (DNCR). Numbers registered on the national DNCR must not receive marketing calls; screen your lists before every campaign.
- Ask first, stop when refused. At the start of the call, the caller must identify the company and ask whether the consumer wishes to continue. If the consumer declines, the company must not call them again about the same product or service.
- Frequency limits. If a call is not answered or is ended, the company cannot keep calling: limits of no more than one call a day and two a week to the same consumer are widely reported.
- No pressure tactics. Callers must not mislead consumers or use aggressive selling techniques.
- Call records. Companies must record and keep calls for a set period so complaints can be investigated.
- Consumer data. Consumer data used for telemarketing must be obtained with consent and handled lawfully.
The rules sit alongside UAE consumer protection law and TDRA telecom regulations. Check the full text and the latest guidance from the Ministry of Economy and the TDRA for your situation.
Penalties
Cabinet Resolution No. 57 of 2024 sets administrative fines for violations. According to the published resolution, fines for companies range from AED 10,000 up to AED 150,000 depending on the violation and whether it is repeated. Violations such as calling outside permitted hours, calling numbers on the DNCR or failing consent requirements attract escalating fines for first, second and third offences. Other penalties include warnings, total or partial suspension of activity for 7 to 90 days and, in serious cases, cancellation of the licence and disconnection of the phone number. A separate penalty table applies to individuals who make marketing calls in breach of the rules, and the Central Bank sets its own penalties for the firms it regulates.
What this means for your business
- Sales teams must not cold-call from personal mobiles. Use licensed company numbers and approved processes.
- Schedule campaigns within 9 AM to 6 PM, UAE time.
- Screen every list against the DNCR and keep evidence of screening.
- Script the opening: company name, purpose and a clear question about whether the customer wants to continue.
- Log refusals so the customer is not called again about the same product.
- Use voice broadcasting carefully. Automated marketing calls are still marketing calls; treat them with the same rules and consent standards.
The UAE PDPL: data protection for marketing
The PDPL is the UAE's federal data protection law. It has been in force since 2 January 2022 and applies to the processing of personal data of people in the UAE, and to controllers and processors in the UAE, with exceptions. Notably, financial free zones with their own data protection laws, such as the DIFC in Dubai and ADGM in Abu Dhabi, have separate regimes, and certain categories of data, such as government data and some health and banking data, are covered by other legislation.
The law's official text sets out the key principles. A point to note: the PDPL anticipated executive regulations to provide more detail, and businesses were to be given time to comply once those were issued. Independent commentators report that the executive regulations had still not been issued as of 2026, so check the current position before relying on any specific deadline.
Key PDPL principles for marketers
- Lawful basis. Processing personal data generally requires the data subject's consent, unless one of the law's exceptions applies.
- Valid consent. Consent should be specific, clear and unambiguous, given through a clear statement or positive action, and the person must be able to withdraw it easily.
- Purpose limitation and minimisation. Collect only the data you need for a specified purpose, and do not reuse it for unrelated purposes.
- Transparency. Tell people who you are, what data you collect, why, and their rights.
- Right to object to direct marketing. Individuals have the right to object to processing of their personal data for direct marketing purposes. Honour opt-outs promptly.
- Security and breach notification. Protect personal data with appropriate measures and report breaches as the law requires.
- Cross-border transfers. Transfers outside the UAE are subject to conditions; check where your CRM, SMS and WhatsApp providers store data.
Practical PDPL steps
- Map where you collect customer data: website forms, WhatsApp, events, retail, partners.
- Add clear notices and unticked consent options for marketing on forms.
- Record consent with date, source and wording.
- Make opt-out easy on every channel (calls, SMS, WhatsApp and email) and sync opt-outs across systems.
- Review contracts with vendors who process data for you.
- Avoid purchased lists without provable consent.
SMS and WhatsApp in the UAE
Marketing SMS in the UAE also has TDRA requirements for sender IDs and timing, covered in our UAE sender ID guide. WhatsApp requires opt-in under Meta's policies; see our WhatsApp Business API pricing guide for the UAE and our UAE WhatsApp compliance page. Whichever channel you use, the PDPL principles of consent, transparency and opt-out apply.
A UAE marketing compliance checklist
- Licensed company numbers and approvals for telemarketing
- Calls only between 9 AM and 6 PM
- DNCR screening before each campaign
- Opening script that identifies the company and asks to continue
- Refusal log and frequency limits
- Call recording and retention
- Consent records for marketing data
- Easy opt-out on all channels
- Registered SMS sender IDs and WhatsApp opt-in
- Vendor contracts and data storage reviewed
Messaging from outside the UAE
Businesses based in India, the UK or elsewhere that market to UAE residents should not assume the rules stop at the border. Use licensed local partners for UAE calls and sender IDs, and apply UAE consent and opt-out standards to every campaign aimed at UAE numbers.
How DND Teams helps
DND Teams supports UAE businesses in Dubai, Abu Dhabi, Sharjah and across the Emirates with compliant voice, SMS and WhatsApp programmes. We design call scripts and IVR flows, set up opt-in and opt-out journeys, handle sender ID and WhatsApp setup with licensed partners, and build consent-friendly lead forms. See our voice call services in Dubai, bulk SMS in Dubai and WhatsApp marketing in Dubai, or our UAE compliance guides.
Get a custom quote
Working with clients in India, the US, UK, Canada, Australia and the UAE, DND Teams replies with a short written review and a clear quote, with no obligation. Get a custom quote for compliant voice, SMS and WhatsApp campaigns in the UAE, or message us on WhatsApp at +91 88274 09728.
Not ready for a full project? Start with our IVR starter for US$149 (one-time, paid in advance). Price covers our setup work only. Platform, number, call-minute and carrier charges are billed separately at cost. Need more? Get a custom quote. See how our pricing works for what affects your price.
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.