Compliance guides
Messaging Compliance in Belgium
SMS, WhatsApp, voice and RCS rules for businesses messaging customers in Belgium.
Overview
Belgium's Code of Economic Law (Book XII) requires prior consent for marketing by SMS and email, with limited exceptions for existing customers, and the GDPR applies; the Data Protection Authority (APD/GBA) enforces privacy rules.
The Data Protection Authority (APD/GBA) enforces the GDPR, including strict expectations for cookie consent.
Belgium has three official languages: Dutch in Flanders, French in Wallonia and most of Brussels, and German in the east, so national campaigns usually need at least Dutch and French versions.
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 Belgian consumer law and the Jury for Ethical Practices in Advertising (JEP), which has issued guidance on influencer disclosures.
Guides by Channel
SMS in Belgium
Belgium's Code of Economic Law (Book XII) requires prior consent for marketing by SMS and email, with limited exceptions for existing customers, and the GDPR applies; the Data Protection Authority (APD/GBA) enforces privacy rules..
Read the guide →WhatsApp in Belgium
WhatsApp Business API campaigns to customers in Belgium need opt-in consent under Book XII of the Code of Economic Law and the GDPR, in addition to Meta's business and commerce policies..
Read the guide →Voice Call in Belgium
Consumers can register on the 'Ne m'appelez plus / Bel-me-niet-meer' do-not-call list, which telemarketers must check before calling..
Read the guide →RCS in Belgium
RCS business messaging availability in Belgium 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 Belgium
Belgium has high smartphone adoption, and WhatsApp and Messenger are the main messaging apps, while SMS is used for appointment reminders, deliveries and bank codes. Campaigns usually need separate Dutch and French versions, and sometimes German, depending on the region.
Bancontact is the dominant payment method online and in shops, and the Payconiq by Bancontact app is popular for mobile payments. Belgian consumers are price-aware and respond to promotions during the regulated sales periods in January and July, Black Friday and Saint Nicholas Day on 6 December. Brussels' EU institutions and international associations make English common in B2B.
Belgium hosts the EU institutions and NATO in Brussels, and the Port of Antwerp-Bruges is the second largest in Europe. Chemicals, pharmaceuticals (Pfizer and GSK vaccine plants), logistics and diamonds are key sectors. Belgium is divided into Dutch-speaking Flanders, French-speaking Wallonia and bilingual Brussels, with a small German-speaking community, so campaigns must use the right language for each region. VAT is 21%, and the 'Do Not Call Me' list lets consumers block telemarketing.
Regulators, Registers and Practical Rules in Belgium
Belgium's Data Protection Authority enforces the GDPR, and BIPT regulates telecoms. The "Do Not Call Me" list must be checked before telemarketing.
Marketing SMS and email need prior consent. Messages should be in French, Dutch or both depending on the region. Bancontact is the most used payment method.
Proximus, Orange Belgium, Telenet and DIGI are the operators.
In practice, Belgian consumers expect to be addressed in their own language, and sending French messages to Flemish customers can harm a brand. Segment contact lists by language preference and region, and keep opt-out wording in the same language as the message.
General guidance, not legal advice. Check current rules with the regulator or a local adviser before launch.
Compliance in Belgium: FAQs
Which messaging channels need registration in Belgium?
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 Belgium?
The Data Protection Authority (APD/GBA) enforces the GDPR, including strict expectations for cookie consent.
Is this legal advice?
No. These guides are general information. For significant campaigns, take advice from a local lawyer.
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