Compliance guides
Messaging Compliance in the Netherlands
SMS, WhatsApp, voice and RCS rules for businesses messaging customers in the Netherlands.
Overview
In the Netherlands, marketing SMS and email require prior consent under the Telecommunications Act (Telecommunicatiewet) and the GDPR, with a limited exception for similar products offered to existing customers. The ACM enforces the anti-spam rules.
The Dutch Data Protection Authority (Autoriteit Persoonsgegevens) enforces the GDPR, including strict expectations for cookie consent and analytics.
Dutch is the main search language, but English is widely understood, so many B2B and international sites publish in both.
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 should follow the Dutch Advertising Code (Nederlandse Reclame Code) and the Dutch Media Authority's rules for influencers.
Guides by Channel
SMS in Netherlands
In the Netherlands, marketing SMS and email require prior consent under the Telecommunications Act (Telecommunicatiewet) and the GDPR, with a limited exception for similar products offered to existing customers.
Read the guide →WhatsApp in Netherlands
WhatsApp Business API campaigns to Dutch customers should rely on opt-in consent under the Telecommunications Act and GDPR, alongside Meta's policies..
Read the guide →Voice Call in Netherlands
Since July 2021, telemarketing calls to consumers in the Netherlands require prior consent unless the person is an existing customer, replacing the old Bel-me-niet opt-out register..
Read the guide →RCS in Netherlands
RCS business messaging availability in the Netherlands 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 the Netherlands
The Netherlands has among the highest smartphone and internet penetration in Europe, and WhatsApp is the main messaging app; many shops and services offer WhatsApp customer service. SMS is used for transactional messages and two-factor authentication.
iDEAL, the Dutch online bank payment method, dominates e-commerce checkout, and Tikkie payment requests are widely used for splitting bills and invoices. The Dutch value direct, concise and honest communication. Important dates include King's Day on 27 April, Sinterklaas on 5 December, which can be bigger than Christmas for gift shopping, and Black Friday.
The Netherlands has a trade-driven economy: the Port of Rotterdam is the largest in Europe, Schiphol is a major air hub, and companies such as ASML, Philips, Shell, Heineken and ING are headquartered here. Most people speak excellent English, but Dutch-language content still performs better with consumers. VAT (BTW) is 21%. Since 2021, telemarketing to consumers requires opt-in consent unless there is an existing customer relationship, and unsolicited marketing SMS and email also need prior consent under the Telecommunications Act.
Compliance in the Netherlands: FAQs
Which messaging channels need registration in the Netherlands?
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 the Netherlands?
The Dutch Data Protection Authority (Autoriteit Persoonsgegevens) enforces the GDPR, including strict expectations for cookie consent and analytics.
Is this legal advice?
No. These guides are general information. For significant campaigns, take advice from a local lawyer.
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