Compliance guides
Messaging Compliance in Hong Kong
SMS, WhatsApp, voice and RCS rules for businesses messaging customers in Hong Kong.
Overview
Commercial electronic messages in Hong Kong, including SMS and pre-recorded calls, are regulated by the Unsolicited Electronic Messages Ordinance (Cap. 593), enforced by OFCA. Senders must identify themselves, include an unsubscribe facility and check the Do-not-call Registers. Under OFCA's SMS Sender Registration Scheme, SMS from registered senders carry a '#' prefix so customers can recognise genuine messages.
The Personal Data (Privacy) Ordinance (Cap. 486), overseen by the PCPD, governs data collection, including a Personal Information Collection Statement on forms and consent for direct marketing.
Hong Kong audiences search in traditional Chinese and English; Google is the leading search engine, and bilingual content is common for both B2B and consumer brands.
WhatsApp's popularity varies across Asia; where it is widely used, Meta's policies and the local data protection law both apply to business messaging.
Some Asian markets operate do-not-call registers for marketing calls and messages, so lists should be checked before voice campaigns.
Advertising Rules
Advertising must comply with the Trade Descriptions Ordinance and platform policies, with particular rules for health and financial products.
Guides by Channel
SMS in Hong Kong
Commercial electronic messages in Hong Kong, including SMS and pre-recorded calls, are regulated by the Unsolicited Electronic Messages Ordinance (Cap.
Read the guide →WhatsApp in Hong Kong
WhatsApp is the most widely used messaging app in Hong Kong.
Read the guide →Voice Call in Hong Kong
Pre-recorded marketing calls fall under the UEMO and its Do-not-call Register.
Read the guide →RCS in Hong Kong
RCS business messaging availability in Hong Kong 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 Hong Kong
Hong Kong has very high smartphone use, and WhatsApp is the main messaging app, while WeChat is used for mainland China contacts. Since 2023 the SMS Sender Registration Scheme lets registered organisations send texts with a '#' prefix in the sender ID so recipients can recognise genuine messages.
Octopus cards, FPS (Faster Payment System), PayMe, Alipay HK and credit cards dominate payments. Lunar New Year, the Mid-Autumn Festival and the year-end shopping season are key periods, and both Chinese and English content are expected.
Hong Kong's Unsolicited Electronic Messages Ordinance requires commercial electronic messages to identify the sender and include an unsubscribe facility, and OFCA operates do-not-call registers for fax, SMS and pre-recorded voice messages that senders must check. The Personal Data (Privacy) Ordinance has strict direct marketing rules: businesses must get the person's consent before using their personal data for direct marketing, and breaches can be criminal offences. There is no sales tax or VAT.
Regulators, Registers and Practical Rules in Hong Kong
Hong Kong's Unsolicited Electronic Messages Ordinance requires senders to honour do-not-call registers run by OFCA, and the PCPD enforces the Personal Data (Privacy) Ordinance.
Messages should be in Traditional Chinese and English. The SMS Sender Registration Scheme helps people recognise genuine senders.
Hong Kong's Unsolicited Electronic Messages Ordinance requires senders to identify themselves and honour unsubscribe requests within ten working days, and OFCA runs do-not-call registers for fax, SMS and prerecorded messages. The government has also proposed extending the regime to person-to-person telemarketing calls. CSL, 3, China Mobile Hong Kong and SmarTone are the operators, and WhatsApp is the leading app.
General guidance, not legal advice. Check current rules with the regulator or a local adviser before launch.
Practical Details
Country code +852; time zone Asia/Hong_Kong; currency Hong Kong dollar (HKD). Usual working week: Monday to Friday.
Cities we cover in Hong Kong
General information, not legal advice, as of October 2026.
Compliance in Hong Kong: FAQs
Which messaging channels need registration in Hong Kong?
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 Hong Kong?
The Personal Data (Privacy) Ordinance (Cap. 486), overseen by the PCPD, governs data collection, including a Personal Information Collection Statement on forms and consent for direct marketing.
Is this legal advice?
No. These guides are general information. For significant campaigns, take advice from a local lawyer.
Plan Compliant Campaigns in Hong Kong
Tell us what you need and we will get back to you, usually within one working day.
- Free requirement discussion
- Clear written quotation, in USD on request
- No long lock-in for most services
Prefer to talk? Call +91 88274 09728 or message us on WhatsApp.