Compliance guides
Messaging Compliance in South Korea
SMS, WhatsApp, voice and RCS rules for businesses messaging customers in South Korea.
Overview
Under South Korea's Network Act, advertising messages need prior consent, must start with the (광고) advertisement label, cannot be sent between 9 PM and 8 AM without separate consent, and senders must reconfirm consent every two years.
The Personal Information Protection Act (PIPA), enforced by the Personal Information Protection Commission, is one of the strictest privacy laws in Asia.
Korean is the search language, and Naver is a major search portal alongside Google, so SEO plans should cover both.
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 follows the Act on Fair Labeling and Advertising, and the Fair Trade Commission requires clear disclosure of paid influencer content.
Guides by Channel
SMS in South Korea
Under South Korea's Network Act, advertising messages need prior consent, must start with the (광고) advertisement label, cannot be sent between 9 PM and 8 AM without separate consent, and senders must reconfirm consent every two years..
Read the guide →WhatsApp in South Korea
KakaoTalk is the dominant messaging app in South Korea, so WhatsApp suits international audiences; WhatsApp marketing still needs consent under the Network Act and the PIPA..
Read the guide →Voice Call in South Korea
Advertising calls are covered by the same Network Act consent rules, and consumers can block marketing calls through national do-not-call services..
Read the guide →RCS in South Korea
RCS business messaging availability in South Korea 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 South Korea
South Korea has among the world's fastest mobile networks, and KakaoTalk is used by almost everyone; Kakao's business message service (AlimTalk for notifications) often replaces SMS. Korean law requires advertising messages to start with the '(광고)' advertising label, include the sender's name and contact details, and obtain separate consent for messages sent between 9 pm and 8 am.
Cards, Kakao Pay, Naver Pay and Samsung Pay dominate payments, and Naver and Coupang are major shopping platforms. Seollal (Lunar New Year) and Chuseok, when gift sets are exchanged, are the biggest retail seasons.
South Korea's economy is led by large conglomerates such as Samsung, Hyundai, SK and LG, which make semiconductors, smartphones, cars, ships and batteries, and the country has very high 5G coverage. VAT is 10%, and prices are in won. Most Koreans live in apartment complexes and use fast delivery services, so time-sensitive delivery updates and coupons are popular. Search and shopping start on Naver as well as Google.
Regulators, Registers and Practical Rules in South Korea
South Korea's PIPC enforces PIPA, and ad messages must start with (광고).
Night-time ads need extra consent.
Under the Information and Communications Network Act, advertising messages need prior consent, must begin with (광고), include the sender's name and contact, and give a free opt-out. Messages sent between 9 pm and 8 am need separate consent. KakaoTalk is the dominant messaging app, and Kakao's business message products are often used instead of SMS. SK Telecom, KT and LG U+ are the operators.
General guidance, not legal advice. Check current rules with the regulator or a local adviser before launch.
Compliance in South Korea: FAQs
Which messaging channels need registration in South Korea?
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 South Korea?
The Personal Information Protection Act (PIPA), enforced by the Personal Information Protection Commission, is one of the strictest privacy laws in Asia.
Is this legal advice?
No. These guides are general information. For significant campaigns, take advice from a local lawyer.
Plan Compliant Campaigns in South Korea
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