Macao SMS Best Practices, Compliance, and Features

Macao SMS Market Overview

Locale name:	Macao
ISO code:	MO
Region	Asia
Mobile country code (MCC)	455
Dialing Code	+853

Market Conditions: Macao has a highly developed mobile telecommunications market with widespread SMS usage. The region supports modern messaging capabilities including concatenated messages and alphanumeric sender IDs. While OTT messaging apps like WeChat and WhatsApp are popular, SMS remains crucial for business communications and authentication purposes due to its reliability and universal reach.

Key SMS Features and Capabilities in Macao

Macao supports standard SMS features including concatenated messages and alphanumeric sender IDs, though two-way SMS and MMS are not currently supported.

Two-way SMS Support

Two-way SMS is not supported in Macao at this time. Businesses should design their SMS strategies around one-way communications only.

Concatenated Messages (Segmented SMS)

Support: Yes, concatenation is supported for most sender ID types, though support may vary by carrier.
Message length rules: Standard SMS length limits apply - 160 characters for GSM-7 encoding, 70 characters for UCS-2 encoding before splitting occurs.
Encoding considerations: Both GSM-7 and UCS-2 encodings are supported. Messages using Chinese characters require UCS-2 encoding and will be limited to 70 characters per segment.

MMS Support

MMS is not available in Macao. When sending rich media content, it's recommended to include a URL link within the SMS message that directs users to the content hosted online.

Recipient Phone Number Compatibility

Number Portability

Number portability is not available in Macao. This means phone numbers remain tied to their original carrier, which can simplify message routing and delivery.

Sending SMS to Landlines

Sending SMS to landline numbers is not supported in Macao. Attempts to send messages to landline numbers will result in delivery failure and API error responses (error code 21614 for Twilio's API), with no charges incurred.

Compliance and Regulatory Guidelines for SMS in Macao

While Macao doesn't have specific SMS marketing regulations, businesses should follow international best practices and general data privacy principles. The Macao SAR Government oversees telecommunications services, and companies should align with global SMS compliance standards.

Explicit Consent Requirements:

Obtain clear, documented consent before sending marketing messages
Maintain detailed records of when and how consent was obtained
Specify the types of messages recipients will receive
Clearly communicate the company name and message frequency

Best Practices for Consent Collection:

Use double opt-in processes for marketing lists
Provide clear terms and conditions during signup
Store consent records securely with timestamps
Regular audit of consent records

HELP/STOP and Other Commands

Support standard opt-out keywords: STOP, CANCEL, UNSUBSCRIBE
Include Chinese language equivalents for local users
Implement HELP command responses with service information
Process opt-out requests immediately
Send confirmation messages in the user's preferred language

Do Not Call / Do Not Disturb Registries

While Macao doesn't maintain an official Do Not Call registry, businesses should:

Maintain internal suppression lists
Honor opt-out requests within 24 hours
Regularly clean contact lists
Document all opt-out requests
Implement automated opt-out processing

Time Zone Sensitivity

Macao follows China Standard Time (UTC+8) Recommended Sending Windows:

Business messages: 9:00 AM - 6:00 PM local time
Marketing messages: 10:00 AM - 8:00 PM local time
Urgent notifications: Can be sent 24/7 if necessary
Avoid sending during major holidays unless urgent

Phone Numbers Options and SMS Sender Types for in Macao

Alphanumeric Sender ID

Operator network capability: Supported
Registration requirements: Pre-registration not required
Sender ID preservation: Yes, sender IDs are preserved as sent
Dynamic usage: Supported, allowing flexible sender ID changes

Long Codes

Domestic vs. International:

Domestic long codes not supported
International long codes fully supported

Sender ID preservation: Yes, original sender ID is preserved
Provisioning time: Immediate to 24 hours
Use cases:

Transactional messages
Customer support
Two-factor authentication
Appointment reminders

Short Codes

Support: Available but not widely supported
Provisioning time: N/A
Use cases: Not recommended for primary messaging strategy

Restricted SMS Content, Industries, and Use Cases

Restricted Industries:

Gambling (unless licensed in Macao)
Adult content
Cryptocurrency promotions
Unlicensed financial services

Sensitive Industries Requiring Special Consideration:

Banking and finance
Healthcare
Insurance
Government services

Content Filtering

Known Carrier Rules:

No excessive punctuation
No all-capital messages
Limited use of special characters
No misleading sender IDs

Tips to Avoid Blocking:

Use consistent sender IDs
Maintain regular sending patterns
Avoid URL shorteners
Include clear company identification
Keep content professional and relevant

Best Practices for Sending SMS in Macao

Messaging Strategy

Keep messages under 160 characters when possible
Include clear calls-to-action
Use personalization thoughtfully
Maintain consistent branding
Include company name in message

Sending Frequency and Timing

Limit marketing messages to 2-4 per month
Space out messages appropriately
Respect local holidays and customs
Monitor engagement metrics to optimize timing
Adjust frequency based on user engagement

Localization

Support both Chinese (Traditional) and English
Consider Portuguese for specific audiences
Use appropriate character encoding
Respect local cultural nuances
Test messages in all supported languages

Opt-Out Management

Process opt-outs in real-time
Maintain centralized opt-out database
Send opt-out confirmation messages
Regular audit of opt-out lists
Train staff on opt-out procedures

Testing and Monitoring

Test across major local carriers
Monitor delivery rates daily
Track engagement metrics
Perform regular content audits
Test message rendering on popular devices

SMS API integrations for Macao

Twilio

Twilio provides robust SMS capabilities for sending messages to Macao. Integration requires your Account SID and Auth Token for authentication.

Key Parameters:

from: Alphanumeric sender ID or long code
to: Recipient number in E.164 format (+853)
body: Message content (supports Unicode)

import * as Twilio from 'twilio';

// Initialize Twilio client
const client = new Twilio('YOUR_ACCOUNT_SID', 'YOUR_AUTH_TOKEN');

async function sendSMSToMacao(
  to: string,
  message: string,
  senderId: string
): Promise<void> {
  try {
    // Ensure proper formatting for Macao numbers
    const formattedNumber = to.startsWith('+853') ? to : `+853${to}`;

    const response = await client.messages.create({
      body: message,
      from: senderId,
      to: formattedNumber,
    });

    console.log(`Message sent successfully! SID: ${response.sid}`);
  } catch (error) {
    console.error('Error sending message:', error);
    throw error;
  }
}

Sinch

Sinch offers direct carrier connections for reliable message delivery to Macao. Authentication uses API token and project ID.

import { SinchClient } from '@sinch/sdk-core';

// Initialize Sinch client
const sinchClient = new SinchClient({
  projectId: 'YOUR_PROJECT_ID',
  apiToken: 'YOUR_API_TOKEN'
});

async function sendSinchSMS(
  phoneNumber: string,
  message: string
): Promise<void> {
  try {
    const response = await sinchClient.sms.batches.send({
      to: [phoneNumber],
      message: message,
      // Optional parameters for Macao
      encoding: 'AUTO', // Handles both GSM and Unicode
      sendAt: new Date().toISOString(),
    });

    console.log('Message batch ID:', response.id);
  } catch (error) {
    console.error('Sinch SMS error:', error);
    throw error;
  }
}

MessageBird

MessageBird provides high-quality SMS delivery to Macao with support for Unicode messages.

import messagebird from 'messagebird';

class MessageBirdService {
  private client: any;

  constructor(apiKey: string) {
    this.client = messagebird(apiKey);
  }

  async sendSMS(
    recipient: string,
    message: string,
    originator: string
  ): Promise<void> {
    return new Promise((resolve, reject) => {
      this.client.messages.create({
        originator: originator,
        recipients: [recipient],
        body: message,
        datacoding: 'unicode', // Support for Chinese characters
      }, (err: any, response: any) => {
        if (err) {
          reject(err);
        } else {
          resolve(response);
        }
      });
    });
  }
}

Plivo

Plivo offers reliable SMS delivery to Macao with support for high-volume sending.

import plivo from 'plivo';

class PlivoService {
  private client: any;

  constructor(authId: string, authToken: string) {
    this.client = new plivo.Client(authId, authToken);
  }

  async sendSMS(
    src: string,
    dst: string,
    text: string
  ): Promise<void> {
    try {
      const response = await this.client.messages.create({
        src: src, // Your Plivo number or sender ID
        dst: dst, // Destination number in E.164 format
        text: text,
        url_strip_query_params: false // Preserve URLs in messages
      });

      console.log('Message UUID:', response.messageUuid);
    } catch (error) {
      console.error('Plivo error:', error);
      throw error;
    }
  }
}

API Rate Limits and Throughput

Rate Limits:

Twilio: 100 messages per second
Sinch: 30 messages per second
MessageBird: 60 messages per second
Plivo: 50 messages per second

Throughput Management Strategies:

Implement exponential backoff for retries
Use message queuing systems (Redis, RabbitMQ)
Batch messages when possible
Monitor delivery rates and adjust sending speed

Error Handling and Reporting

Best Practices:

Log all API responses
Implement retry logic for temporary failures
Monitor delivery receipts
Track common error codes
Set up alerts for unusual error rates

Recap and Additional Resources

Key Takeaways:

Ensure proper phone number formatting (+853)
Support Unicode for Chinese character messages
Implement proper opt-out handling
Monitor delivery rates and errors
Follow local time zone guidelines

Next Steps:

Review Macao telecommunications regulations
Set up proper error monitoring
Implement delivery tracking
Test message delivery across carriers
Establish opt-out handling procedures

Additional Information:

Industry Resources:

American Samoa SMS Guide