Myanmar SMS Best Practices, Compliance, and Features

Myanmar SMS Market Overview

Market Conditions: Myanmar's mobile market is dominated by three major operators: MPT (Myanmar Posts and Telecommunications), Ooredoo, and Telenor Myanmar. While OTT messaging apps like Viber and Facebook Messenger are popular in urban areas, SMS remains crucial for business communications and authentication services, especially in rural regions. Android devices significantly outnumber iOS devices in the market, making SMS an essential channel for reaching the broader population.

Key SMS Features and Capabilities in Myanmar

Myanmar supports comprehensive SMS functionality including two-way messaging and concatenated messages, though with specific restrictions and requirements for different sender ID types.

Two-way SMS Support

Two-way SMS is fully supported in Myanmar across all major mobile networks. No special restrictions apply for standard two-way messaging, making it suitable for customer service and interactive campaigns.

Concatenated Messages (Segmented SMS)

Support: Yes, concatenation is supported across most networks, though some limitations exist for certain sender ID types, particularly with MyTel network.
Message length rules: Standard GSM-7 encoding allows 160 characters per segment, while Unicode (UCS-2) messages are limited to 70 characters per segment.
Encoding considerations: Both GSM-7 and UCS-2 encodings are supported. UCS-2 is required for Myanmar language (Burmese) characters.

MMS Support

MMS messages are automatically converted to SMS with an embedded URL link. This conversion ensures broader compatibility and reliable delivery across all Myanmar networks. Best practice is to host media content on a secure, mobile-optimized platform and include short URLs in messages.

Recipient Phone Number Compatibility

Number Portability

Number portability is not available in Myanmar. This means phone numbers remain tied to their original mobile network operator, simplifying message routing and delivery.

Sending SMS to Landlines

Sending SMS to landline numbers is not supported in Myanmar. Attempts to send messages to landline numbers will result in a 400 response with error code 21614, and such messages will not appear in logs or incur charges.

Compliance and Regulatory Guidelines for SMS in Myanmar

SMS communications in Myanmar are governed by the Telecommunications Law 2013, overseen by the Posts and Telecommunications Department under the Ministry of Transport and Communications (MOTC). All SMS marketing activities must comply with these regulations and obtain necessary approvals.

Consent and Opt-In

Explicit Consent Requirements:

• Written or electronic consent must be obtained before sending marketing messages
• Consent records must be maintained and easily accessible
• Purpose of communication must be clearly stated during opt-in
• Double opt-in is recommended for marketing campaigns

Best Practices for Documentation:

• Store consent timestamps and methods
• Maintain detailed opt-in source records
• Regular audit of consent database
• Enable easy access to consent history

HELP/STOP and Other Commands

• All marketing messages must include clear opt-out instructions
• Required keywords: STOP, CANCEL, UNSUBSCRIBE (in English)
• Myanmar language equivalents must also be supported
• HELP command must provide service information and contact details
• Response to opt-out commands must be immediate and in the same language as the original message

Do Not Call / Do Not Disturb Registries

While Myanmar does not maintain a centralized Do Not Call registry, businesses must:

• Maintain their own suppression lists
• Honor opt-out requests within 24 hours
• Implement proper screening mechanisms
• Regular cleanup of contact databases
• Document all opt-out requests and actions taken

Time Zone Sensitivity

• Observe quiet hours: 22:00-06:00 Myanmar Time (MMT)
• Emergency messages exempt from time restrictions
• Consider religious and cultural holidays
• Recommended sending window: 09:00-20:00 MMT

Phone Numbers Options and SMS Sender Types for Myanmar

Alphanumeric Sender ID

Operator network capability: Supported by all operators except MyTel
Registration requirements: Pre-registration required with 11-day provisioning time
Sender ID preservation: Yes, except for MyTel network where it may be modified

Long Codes

Domestic vs. International:

• Domestic: Supported for P2P messaging only
• International: Not supported

Sender ID preservation: Yes for domestic numbers
Provisioning time: Immediate for domestic numbers
Use cases: Limited to person-to-person communications

Short Codes

Support: Not currently supported in Myanmar
Provisioning time: N/A
Use cases: N/A

Restricted SMS Content, Industries, and Use Cases

Restricted Industries:

• Gambling and betting services
• Adult content and services
• Unauthorized financial services
• Political campaign messages without proper authorization
• Cryptocurrency promotions

Regulated Industries:

• Banking and financial services require central bank approval
• Healthcare messages must comply with Ministry of Health guidelines
• Insurance services need regulatory clearance

Content Filtering

Known Carrier Filters:

• URLs from unknown domains
• Multiple exclamation marks
• ALL CAPS messages
• Excessive special characters

Best Practices:

• Use registered URL shorteners
• Avoid spam trigger words
• Maintain consistent sender IDs
• Keep content professional and clear

Best Practices for Sending SMS in Myanmar

Messaging Strategy

• Limit messages to 160 characters when possible
• Include clear call-to-action
• Use company name in sender ID
• Avoid excessive punctuation

Sending Frequency and Timing

• Maximum 4 marketing messages per month per user
• Respect religious holidays and festivals
• Avoid sending during major national events
• Space out messages across campaign duration

Localization

• Support both Myanmar language and English
• Use Unicode (UCS-2) encoding for Myanmar text
• Consider regional language variations
• Test message rendering on different devices

Opt-Out Management

• Process opt-outs within 24 hours
• Maintain centralized opt-out database
• Provide confirmation of opt-out
• Regular audit of opt-out compliance

Testing and Monitoring

• Test across all major carriers (MPT, Ooredoo, Telenor)
• Monitor delivery rates by carrier
• Track engagement metrics
• Regular performance reporting

SMS API integrations for Myanmar

Twilio

Twilio provides robust SMS capabilities for Myanmar through their REST API. Authentication requires your Account SID and Auth Token.

import * as Twilio from 'twilio';

// Initialize Twilio client
const client = new Twilio(
  process.env.TWILIO_ACCOUNT_SID,
  process.env.TWILIO_AUTH_TOKEN
);

async function sendSMSToMyanmar() {
  try {
    // Myanmar numbers must start with +95
    const message = await client.messages.create({
      body: 'Your message in Unicode or GSM-7 format',
      to: '+959XXXXXXXXX',  // Myanmar format
      from: 'YOUR_SENDER_ID', // Pre-registered alphanumeric sender ID
      // Optional parameters for Myanmar
      statusCallback: 'https://your-callback-url.com',
      provideFeedback: true
    });
    
    console.log(`Message sent successfully: ${message.sid}`);
  } catch (error) {
    console.error('Error sending message:', error);
  }
}

Sinch

Sinch offers direct carrier connections in Myanmar. Their API requires API Token and Service Plan ID.

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

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

async function sendSMSViaSinch() {
  try {
    const response = await sinchClient.sms.batches.send({
      sendSMSRequestBody: {
        to: ['+959XXXXXXXXX'],
        from: 'YOUR_SENDER_ID',
        body: 'Your message content',
        // Myanmar-specific parameters
        encoding: 'UCS2', // For Myanmar language
        deliveryReport: 'summary'
      }
    });
    
    console.log('Batch ID:', response.id);
  } catch (error) {
    console.error('Sinch SMS Error:', error);
  }
}

MessageBird

MessageBird provides reliable SMS delivery in Myanmar with strong delivery reporting.

import messagebird from 'messagebird';

const messageBirdClient = messagebird('YOUR_ACCESS_KEY');

function sendSMSViaMessageBird() {
  const params = {
    originator: 'YOUR_SENDER_ID',
    recipients: ['+959XXXXXXXXX'],
    body: 'Your message content',
    // Myanmar-specific options
    datacoding: 'unicode', // For Myanmar language
    reportUrl: 'https://your-callback-url.com'
  };

  messageBirdClient.messages.create(params, (err, response) => {
    if (err) {
      console.error('MessageBird Error:', err);
      return;
    }
    console.log('Message sent:', response.id);
  });
}

Plivo

Plivo offers competitive rates and good coverage in Myanmar.

import plivo from 'plivo';

const client = new plivo.Client(
  'YOUR_AUTH_ID',
  'YOUR_AUTH_TOKEN'
);

async function sendSMSViaPlivo() {
  try {
    const message = await client.messages.create({
      src: 'YOUR_SENDER_ID', // Pre-registered
      dst: '+959XXXXXXXXX',
      text: 'Your message content',
      // Myanmar-specific options
      type: 'unicode', // For Myanmar language
      url: 'https://your-callback-url.com',
      method: 'POST'
    });
    
    console.log('Message UUID:', message.messageUuid);
  } catch (error) {
    console.error('Plivo Error:', error);
  }
}

API Rate Limits and Throughput

• Default rate limit: 30 messages per second
• Batch processing recommended for volumes > 1000/hour
• Implement exponential backoff for retry logic
• Queue messages during peak hours (09:00-20:00 MMT)

Throughput Management Strategies:

• Use batch APIs when available
• Implement message queuing system
• Monitor delivery rates by carrier
• Adjust sending speed based on delivery success

Error Handling and Reporting

Common Error Codes:

• 21614: Invalid landline number
• 21408: Invalid sender ID
• 21611: Message content filtered

Logging Best Practices:

• Log all API responses
• Track delivery receipts
• Monitor carrier-specific errors
• Implement automated alerts for high failure rates

Recap and Additional Resources

Key Takeaways:

1. Pre-register alphanumeric sender IDs (11-day process)
2. Support both Myanmar and English languages
3. Respect quiet hours (22:00-06:00 MMT)
4. Implement proper opt-out handling
5. Monitor delivery rates by carrier

Next Steps:

1. Review the Telecommunications Law 2013
2. Register with Posts and Telecommunications Department
3. Set up sender ID registration
4. Implement proper consent management
5. Test message delivery across all carriers

Additional Information:

• Posts and Telecommunications Department
• Telecommunications Law 2013
• Myanmar Mobile Operators