Compliance · Brazil
SMS Compliance in Brazil
A practical overview of the rules that affect SMS messaging and marketing in Brazil, with a checklist before you launch.
Key Rules for SMS in Brazil
Marketing messages in Brazil must comply with the General Data Protection Law (LGPD), enforced by the ANPD, and the Consumer Defence Code. Operators and industry self-regulation add rules for A2P SMS, so consent and opt-out handling are essential.
In North America, business texting is shaped by carrier rules as well as law: in the US, application-to-person messaging on standard numbers generally requires brand and campaign registration (10DLC), and the TCPA requires appropriate consent. Other countries in the Americas have their own consumer protection and data laws.
Data Protection
The LGPD requires a legal basis for processing, a clear privacy notice and respect for data subject rights; the ANPD enforces it.
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 +55 country code, remove duplicates and invalid numbers, and keep consent records linked to each number.
Timing and Language
Brazil spans several time zones; the main business zone we plan around is the America/Sao_Paulo time zone (UTC-03:00 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 São Paulo, customers commonly use Portuguese, with English for international business. 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 Brazil
Brazil is one of WhatsApp's largest markets, and businesses use it for sales, support and order updates as a matter of course; Instagram and TikTok drive discovery. SMS is used for codes and reminders, and consumers can register on Não Me Perturbe to block telemarketing calls from telecom and bank-loan providers.
Pix, the central bank's instant payment system, is used by most adults, and boleto bancário and card instalments (parcelado) remain important. Black Friday, Christmas, Mother's Day, Carnival and the 13th salary paid at year-end shape spending, and the LGPD governs consent.
Brazil is Latin America's largest economy, with agribusiness (soybeans, coffee, sugar, beef and orange juice), mining, oil from the offshore pre-salt fields, and large manufacturing, banking and retail sectors. Pix, the central bank's instant payment system launched in 2020, is used by most adults and has overtaken cards for many purchases, while boleto bills and instalment card payments (parcelamento) remain common. The LGPD requires a legal basis for marketing, and the ANPD supervises it. Consumers can block telemarketing calls through the 'Não Me Perturbe' register, and the Black Friday, Mother's Day and Christmas periods drive the biggest campaigns.
Advertising Alongside Messaging
Advertising should follow the CONAR self-regulatory code and the Consumer Defence Code, including CONAR's guide on influencer advertising.
This guide is general information, not legal advice, and reflects our understanding as of October 2026. Rules change, so we check current requirements for Brazil before every launch.
Planning SMS campaigns for Brazil?
We check the rules, set up sender requirements and run compliant campaigns.
SMS in Brazil: FAQs
Do I need consent to send marketing SMS messages in Brazil?
In most cases, yes, or at least an existing customer relationship and a clear opt-out. Marketing messages in Brazil must comply with the General Data Protection Law (LGPD), enforced by the ANPD, and the Consumer Defence Code.
Do I need a registered sender ID for Brazil?
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 Brazil?
Yes. We are based in Bhopal, India, and run campaigns for international markets remotely, after checking the current rules, sender requirements and coverage for Brazil.
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 Brazil
SMS rules in nearby markets
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