Compliance · Austria
SMS Compliance in Austria
A practical overview of the rules that affect SMS messaging and marketing in Austria, with a checklist before you launch.
Key Rules for 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.
Across the EU and the UK, the ePrivacy rules (implemented through national laws, and PECR in the UK) generally require prior consent before sending marketing texts to individuals, with a limited 'soft opt-in' for existing customers buying similar products. GDPR or UK GDPR then governs how the contact data itself is handled.
Data Protection
The Austrian Data Protection Authority (Datenschutzbehörde) enforces the GDPR and the Datenschutzgesetz.
Keep a record of how each contact was collected, what they agreed to and when, and make it easy for them to withdraw consent.
Practical Checklist
- Collect and record consent (or confirm an existing customer relationship) before sending, with the date and source.
- Use a registered sender ID or number that recipients can recognise as your business.
- Identify your business in every message and keep promotional and service messages separate.
- Give a simple way to opt out of marketing and process opt-outs quickly across all your systems.
- Send in the recipient's local daytime hours and keep frequency reasonable.
Contact data
Format numbers in international E.164 format with the +43 country code, remove duplicates and invalid numbers, and keep consent records linked to each number.
Timing and Language
Austria follows the Europe/Vienna time zone (UTC+02:00 in October 2026). The usual working week is Monday to Friday. Schedule SMS campaigns for the recipient's local daytime hours, avoid public holidays and religious observances that matter to your audience, and convert send times from IST before scheduling.
In Vienna, customers commonly use German, with English. Messages in the customer's preferred language usually perform better, but check how local-language text affects character counts (for SMS) and template approval (for WhatsApp).
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.
Regulators, Registers and Practical Rules in Austria
Austria's Telecommunications Act 2021 requires prior consent for marketing SMS and calls.
The Austrian data protection authority (DSB) enforces the GDPR, and RTR regulates telecoms. Messages should be in German.
Section 174 of the Telecommunications Act 2021 bans marketing calls, SMS and emails without prior consent, with fines imposed by the telecom offices. Austrians expect formal, precise messages. A1, Magenta and Drei are the operators.
In practice, Austrian courts and regulators interpret consent strictly, so pre-ticked boxes and bundled consents are risky. Keep a clear record of when and how each person agreed, and include the company's full details and an opt-out in every marketing message.
General guidance, not legal advice. Check current rules with the regulator or a local adviser before launch.
Advertising Alongside Messaging
Advertising follows the Unfair Competition Act (UWG) and the Austrian Advertising Council (Werberat); paid content, including influencer posts, must be clearly labelled.
This guide is general information, not legal advice, and reflects our understanding as of October 2026. Rules change, so we check current requirements for Austria before every launch.
Planning SMS campaigns for Austria?
We check the rules, set up sender requirements and run compliant campaigns.
SMS in Austria: FAQs
Do I need consent to send marketing SMS messages in Austria?
In most cases, yes, or at least an existing customer relationship and a clear opt-out. 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.
Do I need a registered sender ID for Austria?
Sender ID rules vary by country and operator. Some countries require pre-registration of alphanumeric sender IDs, others only allow numeric senders. We confirm the current requirement before launch.
Can DND Teams run SMS campaigns to Austria?
Yes. We are based in Bhopal, India, and run campaigns for international markets remotely, after checking the current rules, sender requirements and coverage for Austria.
Is this legal advice?
No. This guide is general information to help you plan. Regulations change and their application depends on your business, so take local legal advice for significant campaigns.
Related Guides and Services
Other channels in Austria
SMS rules in nearby markets
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