Nigeria SMS Best Practices, Compliance, and Features

Nigeria SMS Market Overview

Market Conditions: Nigeria has a vibrant mobile market with over 200 million mobile subscribers. The major mobile operators include MTN (largest market share), Airtel, Glo, and 9Mobile (formerly Etisalat). While OTT messaging apps like WhatsApp are popular in urban areas, SMS remains crucial for business communications and reaches a broader audience, especially in rural regions. Android devices dominate the market due to their affordability, with iOS devices having limited penetration primarily in urban centers.

Key SMS Features and Capabilities in Nigeria

Nigeria supports standard SMS features including concatenated messaging and alphanumeric sender IDs, though two-way messaging capabilities are limited and MMS requires conversion to SMS with URL links.

Two-way SMS Support

Two-way SMS is not supported in Nigeria through standard A2P channels. Businesses requiring two-way communication typically need to implement alternative solutions or work with specialized local providers.

Concatenated Messages (Segmented SMS)

Support: Yes, concatenation is supported for most sender ID types, though support may vary by carrier.
Message length rules: Standard 160 characters per message segment using GSM-7 encoding.
Encoding considerations: Messages using GSM-7 encoding allow 160 characters, while UCS-2 encoding (for special characters or local languages) allows 70 characters per segment.

MMS Support

MMS messages are automatically converted to SMS with an embedded URL link to view the multimedia content. This ensures broader compatibility across different device types and network conditions. Best practice is to use short URLs and include clear instructions for accessing the content.

Recipient Phone Number Compatibility

Number Portability

Number portability is available in Nigeria. While this feature is supported, it may occasionally affect message routing and delivery timing. Carriers handle the routing automatically based on current number assignments.

Sending SMS to Landlines

SMS to landline numbers is not supported in Nigeria. Attempts to send SMS to landline numbers will result in a failed delivery and an error response (Error code 21614 for API requests). The message will not appear in logs and no charges will be incurred.

Compliance and Regulatory Guidelines for SMS in Nigeria

The Nigerian Communications Commission (NCC) oversees SMS regulations and compliance. All businesses must adhere to the NCC's guidelines for commercial messaging, with particular emphasis on consumer protection and privacy rights. The NCC actively monitors compliance and can impose significant penalties for violations.

Consent and Opt-In

Explicit consent is mandatory before sending any commercial messages. Best practices for obtaining and documenting consent include:

• Collecting written or digital opt-in confirmation
• Maintaining detailed records of consent dates and methods
• Providing clear terms of service during opt-in
• Implementing double opt-in for marketing campaigns
• Regularly updating consent records

HELP/STOP and Other Commands

• Required Keywords: All SMS campaigns must support "STOP" to 2442 for opt-out
• Additional Commands: "HELP" must provide information about the service
• Language Support: Commands must work in English and major local languages
• Response Time: Acknowledge opt-out requests within 24 hours

Do Not Call / Do Not Disturb Registries

Nigeria maintains an active Do Not Disturb (DND) registry managed by the NCC. Key requirements include:

• Regular checking of numbers against the DND registry
• Immediate removal of DND-registered numbers from campaigns
• Maintaining internal suppression lists
• Compliance Tip: Filter numbers against the DND registry before each campaign

Time Zone Sensitivity

While no strict time restrictions exist, recommended sending hours are:

• Weekdays: 8:00 AM - 8:00 PM WAT
• Weekends: 9:00 AM - 6:00 PM WAT
• Exception: Critical notifications may be sent outside these hours

Phone Numbers Options and SMS Sender Types for in Nigeria

Alphanumeric Sender ID

Operator network capability: Supported by major Nigerian networks (MTN, Airtel, Glo, and 9Mobile)
Registration requirements: Pre-registration required; takes 2-3 weeks for domestic and 3 weeks for international
Sender ID preservation: Yes, registered IDs are preserved across networks

Long Codes

Domestic vs. International: Domestic long codes not supported; international long codes supported
Sender ID preservation: No preservation for international numbers
Provisioning time: N/A
Use cases: Not recommended for Nigerian market

Short Codes

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

Restricted SMS Content, Industries, and Use Cases

Strictly Prohibited Content:

• Gambling and betting
• Adult content
• Political messages without proper authorization
• Religious content
• Controlled substances
• Cannabis products
• Alcohol-related content

Content Filtering

Carrier Filtering Rules:

• Messages containing restricted keywords are blocked
• URLs must be from approved domains
• Message length and formatting standards must be met

Tips to Avoid Blocking:

• Avoid spam trigger words
• Use registered sender IDs
• Maintain consistent sending patterns
• Include clear business identifiers

Best Practices for Sending SMS in Nigeria

Messaging Strategy

• Keep messages under 160 characters when possible
• Include clear call-to-actions
• Personalize messages with recipient's name
• Use approved sender IDs consistently

Sending Frequency and Timing

• Limit to 4-5 messages per month per recipient
• Respect religious observances (e.g., Ramadan)
• Avoid sending during major national holidays
• Space out messages to prevent recipient fatigue

Localization

• Support English as primary language
• Consider Hausa, Yoruba, and Igbo for targeted campaigns
• Use clear, simple language
• Avoid colloquialisms that may not translate well

Opt-Out Management

• Process opt-outs within 24 hours
• Maintain centralized opt-out database
• Include opt-out instructions in messages
• Regular audit of opt-out compliance

Testing and Monitoring

• Test across all major Nigerian carriers
• Monitor delivery rates by carrier
• Track opt-out rates and patterns
• Regular testing of opt-out functionality
• Monitor for carrier filtering changes

SMS API integrations for Nigeria

Twilio

Twilio provides a robust SMS API with specific support for Nigerian SMS requirements. Authentication uses account SID and auth token credentials.

import { Twilio } from 'twilio';

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

async function sendSMSToNigeria() {
  try {
    // Send message with registered alphanumeric sender ID
    const message = await client.messages.create({
      body: 'Your verification code is: 123456',
      from: 'YourBrand', // Must be pre-registered sender ID
      to: '+2341234567890', // Nigerian number in E.164 format
      // Optional parameters for delivery tracking
      statusCallback: 'https://your-callback-url.com/status'
    });
    
    console.log(`Message sent successfully: ${message.sid}`);
  } catch (error) {
    console.error('Error sending message:', error);
  }
}

Sinch

Sinch offers direct carrier connections in Nigeria with support for registered sender IDs.

import axios from 'axios';

async function sendSMSViaSinch() {
  const SINCH_API_TOKEN = process.env.SINCH_API_TOKEN;
  const SINCH_SERVICE_PLAN_ID = process.env.SINCH_SERVICE_PLAN_ID;
  
  try {
    const response = await axios.post(
      `https://sms.api.sinch.com/xms/v1/${SINCH_SERVICE_PLAN_ID}/batches`,
      {
        from: 'CompanyID', // Registered sender ID
        to: ['+2341234567890'],
        body: 'Welcome to our service!',
        delivery_report: 'summary'
      },
      {
        headers: {
          'Authorization': `Bearer ${SINCH_API_TOKEN}`,
          'Content-Type': 'application/json'
        }
      }
    );
    
    console.log('Batch ID:', response.data.id);
  } catch (error) {
    console.error('Sinch API error:', error.response?.data);
  }
}

MessageBird

MessageBird provides reliable SMS delivery in Nigeria with support for high-volume messaging.

import { MessageBird } from 'messagebird';

const messagebird = MessageBird(process.env.MESSAGEBIRD_API_KEY);

async function sendSMSViaMessageBird() {
  const params = {
    originator: 'YourBrand', // Registered sender ID
    recipients: ['+2341234567890'],
    body: 'Your order has been confirmed.',
    reportUrl: 'https://your-webhook-url.com/delivery-reports'
  };

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

Plivo

Plivo offers direct carrier integration for Nigerian SMS traffic.

import plivo from 'plivo';

const client = new plivo.Client(
  process.env.PLIVO_AUTH_ID,
  process.env.PLIVO_AUTH_TOKEN
);

async function sendSMSViaPlivo() {
  try {
    const response = await client.messages.create({
      src: 'REGISTERED', // Your registered sender ID
      dst: '2341234567890', // Nigerian number without '+' prefix
      text: 'Thank you for your purchase!',
      // Optional parameters
      url: 'https://your-callback-url.com',
      method: 'POST'
    });
    
    console.log('Message UUID:', response.messageUuid);
  } catch (error) {
    console.error('Plivo error:', error);
  }
}

API Rate Limits and Throughput

• Rate Limits: Typically 1-10 messages per second per sender ID
• Daily Limits: Vary by provider and sender ID type
• Throughput Management:
  • Implement queuing system for high-volume sending
  • Use batch APIs when available
  • Consider multiple sender IDs for higher throughput
  • Monitor delivery rates and adjust sending speed

Error Handling and Reporting

• Implement comprehensive error logging
• Monitor delivery receipts
• Track common error codes:
  • 21614: Invalid number format
  • 30007: Blocked by DND
  • 30008: Invalid sender ID
• Store delivery status updates
• Set up automated alerts for high failure rates

Recap and Additional Resources

Key Takeaways

1. Compliance First

   • Register sender IDs before sending
   • Respect DND registry
   • Maintain proper consent records

2. Technical Best Practices

   • Use E.164 number formatting
   • Implement proper error handling
   • Monitor delivery rates

3. Content Guidelines

   • Keep messages concise
   • Include opt-out information
   • Avoid restricted content

Next Steps

1. Technical Setup

   • Choose an SMS API provider
   • Register sender IDs
   • Implement delivery tracking

2. Compliance

   • Review NCC guidelines
   • Set up DND filtering
   • Document consent processes

3. Testing

   • Verify sender ID registration
   • Test across all major carriers
   • Monitor delivery rates

Additional Information:

• Nigerian Communications Commission
• NCC SMS Guidelines
• Do Not Disturb Registry