Compliance guides
Messaging Compliance in Czechia
SMS, WhatsApp, voice and RCS rules for businesses messaging customers in Czechia.
Overview
Under Act 480/2004 on certain information society services, commercial messages by SMS or email require prior consent, except for similar products offered to existing customers; the Office for Personal Data Protection (ÚOOÚ) enforces it.
The Office for Personal Data Protection (ÚOOÚ) enforces the GDPR, and consent is required before non-essential cookies.
Czech is the search language; Google leads, but the local search engine Seznam.cz still has a meaningful share and is worth checking.
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 Act on the Regulation of Advertising and the Czech Advertising Standards Council code, with clear labelling of paid content.
Guides by Channel
SMS in Czechia
Under Act 480/2004 on certain information society services, commercial messages by SMS or email require prior consent, except for similar products offered to existing customers; the Office for Personal Data Protection (ÚOOÚ) enforces it..
Read the guide →WhatsApp in Czechia
WhatsApp Business API campaigns to customers in Czechia need opt-in consent under Act 480/2004 and the GDPR, in addition to Meta's business and commerce policies..
Read the guide →Voice Call in Czechia
Since 2022, marketing calls to individuals in Czechia require prior consent under the Electronic Communications Act, and the GDPR also applies..
Read the guide →RCS in Czechia
RCS business messaging availability in Czechia 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 Czechia
Czechia has high smartphone use, and Messenger and WhatsApp are popular, while SMS remains common for transactional messages. Because the local search engine Seznam.cz and its email service are still widely used, digital campaigns often run on Seznam's advertising platform (Sklik) alongside Google.
Card and contactless payments are very common, and QR-code bank transfers are standard for invoices. Christmas markets, Easter and Black Friday are key moments, and Czech-language content is expected for consumers.
The Czech Republic is one of the most industrialised economies in Europe: Škoda Auto in Mladá Boleslav, Hyundai at Nošovice and Toyota in Kolín make cars, and machinery, electronics and engineering exports go mainly to Germany. Unemployment has been among the lowest in the EU. VAT is 21%, and the currency is the koruna rather than the euro. Act 480/2004 on information society services requires prior consent for commercial messages by email and SMS, overseen by the data protection office (ÚOOÚ). O2, T-Mobile and Vodafone operate the mobile networks.
Compliance in Czechia: FAQs
Which messaging channels need registration in Czechia?
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 Czechia?
The Office for Personal Data Protection (ÚOOÚ) enforces the GDPR, and consent is required before non-essential cookies.
Is this legal advice?
No. These guides are general information. For significant campaigns, take advice from a local lawyer.
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