Compliance guides
Messaging Compliance in Austria
SMS, WhatsApp, voice and RCS rules for businesses messaging customers in Austria.
Overview
Under Section 174 of the Austrian Telecommunications Act 2021 (TKG 2021), SMS and email for direct marketing require prior consent, with a narrow exception for existing customers; the GDPR and the Austrian Data Protection Act also apply.
The Austrian Data Protection Authority (Datenschutzbehörde) enforces the GDPR and the Datenschutzgesetz.
German is the search language, with Austrian vocabulary in places (Jänner rather than Januar, for example); Google is dominant.
In Europe, WhatsApp marketing is treated like other electronic marketing: you need a lawful basis, usually consent, and you must be transparent about how contact data is used under GDPR or UK GDPR.
European countries regulate marketing calls through national laws and do-not-call or objection registers, and automated (recorded) marketing calls generally require prior consent.
Advertising Rules
Advertising follows the Unfair Competition Act (UWG) and the Austrian Advertising Council (Werberat); paid content, including influencer posts, must be clearly labelled.
Guides by Channel
SMS in Austria
Under Section 174 of the Austrian Telecommunications Act 2021 (TKG 2021), SMS and email for direct marketing require prior consent, with a narrow exception for existing customers; the GDPR and the Austrian Data Protection Act also apply..
Read the guide →WhatsApp in Austria
WhatsApp Business API campaigns to customers in Austria need opt-in consent under the TKG 2021 and the GDPR, in addition to Meta's business and commerce policies..
Read the guide →Voice Call in Austria
Advertising calls without prior consent are prohibited under the TKG 2021, and the regulator RTR keeps the ECG list of people who refuse advertising email..
Read the guide →RCS in Austria
RCS business messaging availability in Austria depends on operator and device support, so we confirm coverage before planning campaigns and keep SMS as a fallback; the same consent rules that apply to SMS apply to RCS..
Read the guide →Digital Habits and Channels in Austria
Austria has high smartphone use, and WhatsApp is the main messaging app. Austrians are privacy-conscious, and the Telecommunications Act requires prior consent for marketing SMS and email, so double opt-in is common practice. SMS is used mainly for transactional messages and authentication.
Cash remains popular, but debit cards, contactless payments, PayPal and the Austrian invoice and direct-debit options are widely used online. Communication is typically formal, using titles such as Dr. or Mag. in business. The calendar peaks in Advent with Christmas markets, and ski season shapes demand in Alpine regions, while shops close on Sundays.
Austria's economy combines tourism (ski resorts in Tyrol and Salzburg, and Vienna's city breaks), machinery and steel (voestalpine in Linz), and a strong banking sector serving Central and Eastern Europe. VAT is 20%. Austrian German differs from German German in vocabulary (Jänner for January, Paradeiser for tomatoes), so localised copy builds trust. The Telecommunications Act requires prior consent for marketing calls, SMS and email.
Compliance in Austria: FAQs
Which messaging channels need registration in Austria?
It depends on the channel. Sender IDs for SMS often need registration with operators or the regulator, WhatsApp requires a verified business account and approved templates, and RCS needs brand verification. Each channel guide explains the details.
Does data protection law apply to messaging in Austria?
The Austrian Data Protection Authority (Datenschutzbehörde) enforces the GDPR and the Datenschutzgesetz.
Is this legal advice?
No. These guides are general information. For significant campaigns, take advice from a local lawyer.
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