Gambia SMS Best Practices, Compliance, and Features

Understanding the Gambia SMS Market

Market Statistics (as of December 2020, PURA data): Total active mobile subscribers: approximately 2.7 million. Mobile penetration remains high, with SMS continuing as a critical channel for business‑to‑consumer communications.

Major Mobile Operators and Market Share:

• Africell (foreign‑owned): 62% market share (~1.7 million subscribers, 1.05 million active)
• QCell (Gambian‑owned): 28% market share (738,000 subscribers)
• Gamcel (State‑owned): ~5% market share (125,578 subscribers)
• Comium (foreign‑owned): ~5% market share (137,599 subscribers)

Market Conditions: Four licensed operators compete in Gambia's mobile market. Africell dominates with direct carrier connections. Both Africell and QCell offer 4G LTE services. Android device penetration is significant. While OTT messaging apps are gaining popularity for personal communication, SMS remains essential for transactional messages, alerts, authentication, and business messaging.

Key SMS Features and Capabilities in Gambia

Gambia's SMS infrastructure supports standard messaging features through its four licensed mobile network operators: Africell, QCell, Gamcel, and Comium. SMS capabilities and delivery rates vary based on operator and sender ID type, influenced by carrier infrastructure and international gateway configurations.

Two‑way SMS Support

Major international SMS providers don't support two‑way SMS in Gambia. Carrier‑level restrictions block inbound SMS routing from international gateways. Domestic short codes support two‑way messaging, but international API providers can't receive replies.

Workarounds: Use dedicated callback URLs or web forms for user responses, or implement click‑to‑call functionality for interactive communications.

Concatenated Messages (Segmented SMS)

Support: Yes, supported for most sender ID types. Message length rules: Standard SMS length limits apply – 160 characters for GSM‑7 encoding, 70 characters for UCS‑2 encoding before splitting occurs.

Character Limits by Encoding:

Encoding considerations: GSM‑7 and UCS‑2 encodings are both supported. Use UCS‑2 for messages with non‑Latin characters.

MMS Support

MMS messages automatically convert to SMS with an embedded URL for accessing multimedia content. Best Practice: When sending multimedia content, keep URLs short to maximize available characters for your message content.

Recipient Phone Number Compatibility

Number Portability

Gambia doesn't support number portability, with no announced timeline for implementation. This simplifies message routing as numbers remain tied to their original carriers.

Sending SMS to Landlines

You can't send SMS to landline numbers in Gambia. Attempts to send SMS to landlines fail with an error response (400 error code 21614 for Twilio API).

SMS Compliance and Regulatory Requirements in Gambia

The Public Utilities Regulatory Authority (PURA) oversees SMS communications in Gambia, with specific guidelines focused on consumer protection and unsolicited messages. Comply with PURA regulations when sending SMS.

Penalties for Non‑Compliance: PURA enforces strict SMS compliance through financial penalties. Failing to honor consumer Do Not Disturb (DND) requests results in fines of GMD 50,000 (approximately USD 735) per violation. Repeated violations may trigger higher penalties and potential suspension of messaging privileges.

Consent and Opt-In Requirements

Before sending any marketing SMS messages in Gambia, you must obtain explicit consent from recipients. This is a fundamental requirement under PURA regulations.

Explicit Consent Requirements:

• Obtain written or electronic consent before sending marketing messages
• Keep detailed records of when and how you obtained consent
• Clearly state the purpose and frequency of messages during opt‑in

Best Practices for Consent:

• Use double opt‑in verification
• Maintain consent logs with timestamps
• Provide clear terms and conditions
• Allow easy opt‑out options

HELP/STOP and Other Commands

• Support STOP and HELP keywords in all SMS campaigns
• Include opt‑out instructions in messages
• Common keywords to support:
  • STOP, UNSUBSCRIBE, END
  • HELP, INFO
• Support both English and local languages where possible

Do Not Call / Do Not Disturb Registries

Gambia maintains a Do Not Disturb (DND) registry managed by PURA (launched August 2022):

• Consumers register for DND by sending "STOP" to short code 1040
• Consumers request information by sending "HELP" to short code 1040
• Two DND options available:
  • FULL DND: Blocks all unsolicited messages
  • PARTIAL DND: Allows selected categories

Technical Access: No publicly available API or programmatic access to the DND registry exists for third‑party verification. Rely on operators to filter DND numbers or implement your own opt‑out databases. Contact PURA at info@pura.gm or +220 4399601 for enterprise access options.

• Compliance Requirements:
  • Check DND registry regularly
  • Remove DND numbers immediately
  • Report monthly to PURA
  • Penalty: GMD 50,000 fine for non‑compliance

Time Zone Sensitivity

Timezone: Gambia operates on GMT (Greenwich Mean Time) / UTC+0 year‑round. Gambia doesn't observe Daylight Saving Time (source).

• Permitted messaging hours: 8:00 AM to 8:00 PM GMT
• Exceptions only for emergency messages
• Recommended sending window: 10:00 AM to 6:00 PM GMT
• Consider Ramadan timing adjustments

SMS Sender ID Options and Phone Number Requirements in Gambia

Alphanumeric Sender ID

Operator network capability: Supported across all networks Registration requirements: No pre‑registration required, dynamic usage allowed Character limits: 3–11 characters (most providers enforce 11‑character maximum) Allowed characters: A–Z (upper and lowercase), 0–9, and spaces. Must contain at least one letter. Sender ID preservation: Yes, sender IDs are preserved as specified

Long Codes

Domestic vs. International:

• Domestic: Not supported
• International: Supported for all networks except Comium

Comium Limitation: Comium's network infrastructure doesn't support international long code sender IDs. Messages sent via international long codes are blocked or show a generic sender ID on Comium's network. Use alphanumeric sender IDs for universal compatibility across all Gambian operators.

Sender ID preservation: Yes, except for Comium network Provisioning time: Immediate for international numbers Use cases: Transactional messages, alerts, notifications

Short Codes

Support: Not supported in Gambia for international SMS providers. Domestic short codes exist for operator‑specific services (e.g., DND short code 1040). Future availability: No announced plans for commercial short code availability. Alternative solutions: Use alphanumeric sender IDs for brand recognition.

Restricted SMS Content, Industries, and Use Cases

Restricted Content:

• Gambling and betting
• Adult content
• Political messaging without proper authorization
• Cryptocurrency promotions
• Misleading financial services

Political Messaging Authorization: Political SMS campaigns require prior written approval from PURA. Submit authorization applications at least 14 days before campaign launch. Include campaign details, sender information, and sample message content. Contact PURA at info@pura.gm for the authorization process.

Content Filtering

Known Carrier Rules:

• URLs must be from approved domains (typically established, reputable domains)
• Message content screened for restricted keywords (typically gambling, adult content, scam‑related terms)
• Character limit enforcement

Tips to Avoid Blocking:

• Avoid excessive capitalization
• Don't use multiple exclamation marks
• Keep URLs to trusted domains
• Maintain consistent sender IDs

Proven Best Practices for SMS Marketing and Transactional Messaging in Gambia

Messaging Strategy

• Keep messages under 160 characters when possible
• Include clear call‑to‑action
• Use personalization tokens strategically
• Maintain consistent brand voice

Sending Frequency and Timing

• Limit to 4–5 messages per month per recipient (industry standard to avoid user fatigue)
• Respect religious observances (especially Ramadan)
• Avoid sending during Friday prayers
• Consider seasonal adjustments during holidays

Localization

• Primary languages: English, Mandinka, Fula, Wolof
• Consider bilingual messages for wider reach
• Use appropriate cultural references
• Respect local customs and sensitivities

Opt‑Out Management

• Process opt‑outs within 24 hours
• Maintain centralized opt‑out database
• Clean up contact lists regularly
• Document opt‑out handling procedures

Testing and Monitoring

Major Carriers to Test With:

• Africell (62% market share – highest priority)

• QCell (28% market share)

• Gamcel (5% market share)

• Comium (5% market share)

• Monitor delivery rates by carrier

• Track engagement metrics

• Report performance regularly

• A/B test message content

SMS API integrations for Gambia

Twilio

Twilio provides a robust SMS API with comprehensive support for Gambia. Integrate using your Account SID and Auth Token from the Twilio Console.

Pricing (current as of 2025):

• Outbound SMS via Alphanumeric Sender ID: $0.1660 per message
• Outbound SMS via International Numbers: $0.1660 per message
• Alphanumeric Sender ID rental: Free
• International Number rental: Starting at $1.15/month

import { Twilio } from 'twilio';

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

// Send SMS to Gambia
async function sendSMSToGambia(
  to: string,
  message: string,
  senderId: string
) {
  try {
    // Format Gambia numbers properly (+220)
    const formattedNumber = to.startsWith('+220') ? to : `+220${to}`;

    const response = await client.messages.create({
      body: message,
      from: senderId, // Alphanumeric sender ID
      to: formattedNumber,
      statusCallback: `${process.env.BASE_URL}/sms/status`, // Delivery receipts
    });

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

// Webhook handler for delivery receipts
app.post('/sms/status', (req, res) => {
  const { MessageSid, MessageStatus, ErrorCode } = req.body;
  console.log(`Message ${MessageSid} status: ${MessageStatus}`);
  if (ErrorCode) {
    console.error(`Error code: ${ErrorCode}`);
  }
  res.sendStatus(200);
});

Sinch

Sinch offers direct carrier connections in Gambia with support for alphanumeric sender IDs.

Pricing (estimated 2025):

• Outbound SMS: $0.1199 per message
• Volume discounts available for committed spend

import axios from 'axios';

class SinchSMSClient {
  private readonly apiToken: string;
  private readonly servicePlanId: string;
  private readonly baseUrl: string;

  constructor(apiToken: string, servicePlanId: string) {
    this.apiToken = apiToken;
    this.servicePlanId = servicePlanId;
    this.baseUrl = `https://sms.api.sinch.com/xms/v1/${this.servicePlanId}`;
  }

  async sendSMS(to: string, message: string, senderId: string) {
    try {
      const response = await axios.post(
        `${this.baseUrl}/batches`,
        {
          from: senderId,
          to: [to],
          body: message
        },
        {
          headers: {
            'Authorization': `Bearer ${this.apiToken}`,
            'Content-Type': 'application/json'
          }
        }
      );

      return response.data;
    } catch (error) {
      console.error('Sinch SMS Error:', error);
      throw error;
    }
  }
}

MessageBird

MessageBird provides reliable SMS delivery to Gambia with support for both transactional and promotional messages.

Pricing (estimated 2025): Contact MessageBird for current Gambia pricing. Typically competitive with other providers in the $0.10–$0.15 per message range.

import { MessageBird } from 'messagebird';

class MessageBirdClient {
  private client: MessageBird;

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

  sendSMS(to: string, message: string, senderId: string): Promise<any&gt; {
    return new Promise((resolve, reject) =&gt; {
      this.client.messages.create({
        originator: senderId,
        recipients: [to],
        body: message,
        type: 'sms'
      }, (err, response) =&gt; {
        if (err) {
          reject(err);
        } else {
          resolve(response);
        }
      });
    });
  }
}

Plivo

Plivo offers competitive rates for SMS delivery to Gambia with detailed delivery reporting.

Pricing (current as of 2025):

• Outbound SMS: $0.06665 per message (most cost‑effective option)
• Volume discounts available for high‑volume senders

import plivo from 'plivo';

class PlivoSMSClient {
  private client: any;

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

  async sendSMS(to: string, message: string, senderId: string) {
    try {
      const response = await this.client.messages.create({
        src: senderId,
        dst: to,
        text: message,
      });
      return response;
    } catch (error) {
      console.error('Plivo SMS Error:', error);
      throw error;
    }
  }
}

SMS Provider Comparison Table:

API Rate Limits and Throughput

• Default rate limit: 30 messages per second (varies by provider; check documentation)
• Batch processing recommended for volumes over 1,000/hour
• Implement exponential backoff for retry logic

Throughput Management Strategies:

• Queue messages using Redis or similar
• Implement batch sending for large campaigns
• Monitor delivery rates and adjust sending speed

Error Handling and Reporting

• Implement comprehensive logging
• Monitor delivery receipts
• Track common error codes:
  • 4001: Invalid number format
  • 4002: Network not available
  • 4003: Message blocked
  • 21614 (Twilio): Landline number
  • 30003 (Twilio): Unreachable destination
  • 30005 (Twilio): Unknown destination handset
• Store delivery status updates

Recap and Additional Resources

Key Takeaways

1. Compliance Priorities

   • Respect DND registry (short code 1040)
   • Adhere to time restrictions (8 AM – 8 PM GMT)
   • Maintain proper consent records
   • Risk: GMD 50,000 fine per violation

2. Technical Considerations

   • Use alphanumeric sender IDs (3–11 characters, A–Z, 0–9, space)
   • Test across all four carriers (Africell, QCell, Gamcel, Comium)
   • Implement proper error handling
   • Monitor delivery rates

3. Best Practices

   • Localize content appropriately (English, Mandinka, Fula, Wolof)
   • Maintain clean contact lists
   • Test regularly across carriers

Next Steps

1. Review PURA regulations at www.pura.gm
2. Consult with local legal counsel for compliance
3. Set up test accounts with preferred SMS providers
4. Implement proper consent management system
5. Test message delivery across all four operators

Additional Resources

• PURA Main Site: www.pura.gm
• Mobile Network Operators: PURA MNO Directory
• DND Guidelines: PURA DND Announcement
• PURA Contact: info@pura.gm | +220 4399601