Compliance · Hong Kong
SMS Compliance in Hong Kong
A practical overview of the rules that affect SMS messaging and marketing in Hong Kong, with a checklist before you launch.
Key Rules for 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. 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.
Several Asian markets require sender ID registration (for example Singapore's SMS Sender ID Registry) and have data protection laws with marketing consent rules, such as Singapore's PDPA and Malaysia's PDPA.
Data Protection
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.
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 +852 country code, remove duplicates and invalid numbers, and keep consent records linked to each number.
Timing and Language
Hong Kong follows the Asia/Hong_Kong time zone (UTC+08:00 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 Hong Kong, customers commonly use Cantonese, English and Mandarin. 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).
Advertising Alongside Messaging
Advertising must comply with the Trade Descriptions Ordinance and platform policies, with particular rules for health and financial products.
This guide is general information, not legal advice, and reflects our understanding as of October 2026. Rules change, so we check current requirements for Hong Kong before every launch.
Planning SMS campaigns for Hong Kong?
We check the rules, set up sender requirements and run compliant campaigns.
SMS in Hong Kong: FAQs
Do I need consent to send marketing SMS messages in Hong Kong?
In most cases, yes, or at least an existing customer relationship and a clear opt-out. Commercial electronic messages in Hong Kong, including SMS and pre-recorded calls, are regulated by the Unsolicited Electronic Messages Ordinance (Cap.
Do I need a registered sender ID for Hong Kong?
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 Hong Kong?
Yes. We are based in Bhopal, India, and run campaigns for international markets remotely, after checking the current rules, sender requirements and coverage for Hong Kong.
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 Hong Kong
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