Compliance guides
Messaging Compliance in Thailand
SMS, WhatsApp, voice and RCS rules for businesses messaging customers in Thailand.
Overview
SMS in Thailand is regulated by the National Broadcasting and Telecommunications Commission (NBTC). As part of anti-scam measures, operators require registered sender names and screen bulk messages more strictly than before, so promotional SMS should be sent only with consent.
Thailand's Personal Data Protection Act B.E. 2562 (2019), fully enforced since June 2022, requires clear privacy notices and, in most cases, consent for direct marketing.
Thai is the main language of search and Google dominates; LINE is central for local customer communication, so campaigns often combine search, LINE and social.
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 follow the Consumer Protection Act and platform policies; health, food and especially alcohol advertising face strict rules.
Guides by Channel
SMS in Thailand
SMS in Thailand is regulated by the National Broadcasting and Telecommunications Commission (NBTC).
Read the guide →WhatsApp in Thailand
LINE is the most popular messaging app in Thailand, while WhatsApp is common with international customers, expatriates and tourists.
Read the guide →Voice Call in Thailand
Telemarketing in Thailand must comply with the Personal Data Protection Act and consumer protection rules, and operators apply anti-scam call screening..
Read the guide →RCS in Thailand
RCS business messaging availability in Thailand 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 Thailand
Thailand has very high smartphone and social media use, and LINE is the main channel for business-to-customer communication through LINE Official Accounts, alongside Facebook and TikTok. SMS remains common for OTPs and delivery updates.
PromptPay QR payments are ubiquitous, and mobile banking apps are used for most transfers. Songkran in April, the 11.11 and 12.12 online sales and the November to February tourism high season shape demand, and Thailand's PDPA governs consent for marketing.
Thailand's economy relies on tourism, automotive manufacturing (the Eastern Seaboard is known as the Detroit of Asia), electronics, rice, rubber and food processing. VAT is 7%, and prices are in baht. Thai consumers use LINE heavily for chatting with businesses, and PromptPay QR payments are accepted almost everywhere. The Personal Data Protection Act of 2019, fully in force since June 2022, requires consent for marketing messages.
Regulators, Registers and Practical Rules in Thailand
Thailand's Personal Data Protection Act (PDPA) has been fully in force since June 2022, supervised by the PDPC, and the NBTC regulates telecoms and has tightened rules on SMS sender names to fight scams. AIS, True and NT are the operators.
Thai operators now block messages with unregistered sender names and links to unknown domains, so register sender names and links in advance. Messages should be in Thai, with English for tourism. LINE is the main messaging app for business accounts.
Thailand's PDPC can impose administrative fines.
In practice, Thai brands rely on LINE official accounts.
General guidance, not legal advice. Check current rules with the regulator or a local adviser before launch.
Practical Details
Country code +66; time zone Asia/Bangkok; currency Thai baht (THB). Usual working week: Monday to Friday.
Cities we cover in Thailand
General information, not legal advice, as of October 2026.
Compliance in Thailand: FAQs
Which messaging channels need registration in Thailand?
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 Thailand?
Thailand's Personal Data Protection Act B.E. 2562 (2019), fully enforced since June 2022, requires clear privacy notices and, in most cases, 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 Thailand
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