Compliance · Japan
SMS Compliance in Japan
A practical overview of the rules that affect SMS messaging and marketing in Japan, with a checklist before you launch.
Key Rules for SMS in Japan
Japan's Act on Regulation of Transmission of Specified Electronic Mail requires prior opt-in consent for marketing email and SMS, and every message must show the sender's details and an opt-out method.
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 Act on the Protection of Personal Information (APPI), supervised by the Personal Information Protection Commission, applies, including rules on transfers of data outside Japan.
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 +81 country code, remove duplicates and invalid numbers, and keep consent records linked to each number.
Timing and Language
Japan follows the Asia/Tokyo time zone (UTC+09:00 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 Tokyo, customers commonly use Japanese, with English. 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 follows the Act against Unjustifiable Premiums and Misleading Representations; since October 2023, undisclosed stealth marketing is treated as a misleading representation.
This guide is general information, not legal advice, and reflects our understanding as of October 2026. Rules change, so we check current requirements for Japan before every launch.
Planning SMS campaigns for Japan?
We check the rules, set up sender requirements and run compliant campaigns.
SMS in Japan: FAQs
Do I need consent to send marketing SMS messages in Japan?
In most cases, yes, or at least an existing customer relationship and a clear opt-out. Japan's Act on Regulation of Transmission of Specified Electronic Mail requires prior opt-in consent for marketing email and SMS, and every message must show the sender's details and an opt-out method.
Do I need a registered sender ID for Japan?
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 Japan?
Yes. We are based in Bhopal, India, and run campaigns for international markets remotely, after checking the current rules, sender requirements and coverage for Japan.
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 Japan
SMS rules in nearby markets
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