New Zealand SMS Best Practices, Compliance, and Features

Learn how to send compliant SMS messages in New Zealand. This comprehensive guide covers compliance requirements under the Unsolicited Electronic Messages Act 2007 and Privacy Act 2020, A2P messaging regulations, dedicated short code requirements, and best practices for 2025. Send compliant business messages through One New Zealand, Spark, and 2degrees, avoid penalties up to $500,000, and implement proper two-way messaging, consent management, and opt-out systems. Whether you're sending marketing campaigns, transactional notifications, appointment reminders, or two-factor authentication codes, this guide provides the technical and regulatory knowledge you need.

New Zealand SMS Market Overview 2025

Market Conditions: New Zealand has a mature mobile market with high SMS adoption rates and over 6.4 million mobile subscriptions – a mobile penetration rate exceeding 120%. The country's main mobile operators are One New Zealand (formerly Vodafone NZ, rebranded April 2023), Spark, and 2degrees. As of 2024, Spark holds 41% market share (~2.4 million subscribers), One New Zealand holds 38% (~2.2 million subscribers), and 2degrees holds 19–22% (~1.6 million subscribers), with the remaining 2% comprised of mobile virtual network operators (MVNOs). While OTT messaging apps like WhatsApp and Facebook Messenger are popular, SMS remains critical for business-to-consumer communications, transactional notifications, and multi-factor authentication (MFA). The mobile market splits evenly between Android and iOS devices.

SMS Features and Capabilities for New Zealand Business Messaging

New Zealand supports comprehensive A2P SMS capabilities including mandatory two-way messaging and message concatenation. Understanding sender ID requirements and regulatory compliance is essential for successful message delivery.

Two-way SMS Support

Send and receive SMS communications using dedicated short codes. Two-way functionality is mandatory for A2P messaging – the Unsolicited Electronic Messages Act 2007 requires recipients to have the ability to reply for opt-outs.

Concatenated Messages (Segmented SMS)

Support: Available, though support varies by sender ID type.

Message Length Rules:

• GSM-7: 160 characters per segment
• Unicode (UCS-2): 70 characters per segment
• Messages exceeding these limits split into multiple segments

Segment Calculation Examples:

Encoding Best Practices: Use GSM-7 for optimal message length. Switch to UCS-2 (Unicode) only when necessary for special characters.

MMS Support

New Zealand operators automatically convert MMS messages to SMS with an embedded URL for accessing multimedia content.

Best Practices:

• Shorten the URL using a trusted URL shortener
• Label the link clearly (e.g., "View your receipt:")
• Include the file type in your message (e.g., "PDF," "image")
• Provide fallback text for recipients who cannot access the URL

Recipient Phone Number Compatibility

Number Portability

New Zealand supports full number portability through carrier-managed routing databases. The Commerce Commission regulates mobile number portability under the Telecommunications Act. The Local and Mobile Number Portability (LMNP) Determination 2021 (effective December 20, 2021) extended regulatory protections for five years and added fraud protection measures to prevent unauthorized number porting. Thousands of New Zealanders port their numbers across providers every week.

Practical Implications: Carriers handle message routing automatically – you don't need to update recipient databases when subscribers change carriers. Delivery reliability remains consistent regardless of the recipient's current carrier.

Sending SMS to Landlines

New Zealand does not support sending SMS to landline numbers. Attempts return a 400 response error (code 21614), with no message delivery and no charge to your account.

SMS Compliance Requirements: Unsolicited Electronic Messages Act & Privacy Act

New Zealand's business SMS communications fall under the Unsolicited Electronic Messages Act 2007 (effective September 5, 2007), overseen by the Department of Internal Affairs (DIA), and the Privacy Act 2020, overseen by the Office of the Privacy Commissioner. The Unsolicited Electronic Messages Act prohibits spam sent to, from, or within New Zealand – it applies to SMS, email, instant messaging, and multimedia messages of a commercial nature. Understanding these compliance requirements is critical: non-compliance can result in fines up to $500,000. The Commerce Commission enforces consumer protection laws.

Consent Requirements: Express Opt-In for SMS Marketing

Express Consent Requirements:

• Obtain express consent (direct opt-in) before sending marketing messages – inferred or implied consent is not sufficient
• Collect written or electronic consent before sending marketing messages
• Channel-specific consent: Consent for one channel (e.g., email) does not permit sending messages via another channel (e.g., SMS)
• Maintain easily accessible consent records
• State the purpose of communications clearly during opt-in
• Use double opt-in for marketing campaigns (send SMS asking recipient to reply "YES" to confirm)

Consent Documentation Best Practices:

• Store date, time, and method of consent
• Record the opt-in source clearly
• Audit your consent database regularly
• Implement consent expiration policies

Example Consent Record Structure:

{
  "subscriber_id": "12345",
  "phone_number": "+6421234567",
  "consent_date": "2025-01-15T10:30:00+13:00",
  "consent_method": "web_form",
  "consent_source": "homepage_signup",
  "purpose": "marketing_promotions",
  "double_optin_confirmed": true,
  "ip_address": "203.118.xxx.xxx"
}

HELP/STOP and Other Commands

Required Keywords:

• STOP, UNSUBSCRIBE, or CANCEL: Opt-out from messages
• HELP: Receive information about the service
• All keywords must be free of charge for users
• Support commands in English
• Keep the unsubscribe facility functional for at least 30 days after sending the message
• Use the same medium for opt-out as the original message (SMS reply for SMS messages)

Opt-Out Processing Workflow:

1. Receive inbound message → Parse keyword (STOP, UNSUBSCRIBE, CANCEL)
2. Validate subscriber → Look up phone number in database
3. Update database → Set opt-out status and timestamp
4. Send confirmation → Reply: "You've been unsubscribed. Reply START to resubscribe."
5. Suppress future sends → Add to suppression list immediately

Do Not Call / Do Not Disturb Registries

New Zealand does not maintain a centralized Do Not Call registry. Businesses must:

• Maintain their own suppression lists
• Honor opt-out requests within 5 working days (required by the Unsolicited Electronic Messages Act 2007)
• Implement systems to prevent messaging opted-out numbers
• Update and audit suppression lists regularly

Time Zone Sensitivity

Timing Guidelines:

• Send messages between 8:00 AM and 8:00 PM local time (NZST/NZDT)
• Avoid sending during public holidays
• Emergency messages are exempt from time restrictions
• Daylight saving time: Observed from the last Sunday in September (2:00 AM NZST) to the first Sunday in April (3:00 AM NZDT). NZST is UTC+12; NZDT is UTC+13.

New Zealand Public Holidays to Avoid:

• New Year's Day (January 1)
• Day after New Year's Day (January 2)
• Waitangi Day (February 6)
• Good Friday (varies)
• Easter Monday (varies)
• ANZAC Day (April 25)
• Queen's Birthday (first Monday in June)
• Matariki (varies, mid-June to early July)
• Labour Day (fourth Monday in October)
• Christmas Day (December 25)
• Boxing Day (December 26)

Timezone-Aware Scheduling Example:

import { DateTime } from 'luxon';

function canSendMessage(scheduledTime: DateTime): boolean {
  const nzTime = scheduledTime.setZone('Pacific/Auckland');
  const hour = nzTime.hour;

  // Check time window (8 AM – 8 PM)
  if (hour < 8 || hour >= 20) {
    return false;
  }

  // Check for weekends (optional restriction)
  if (nzTime.weekday > 5) {
    return false;
  }

  return true;
}

SMS Sender ID Requirements: Short Codes, Long Codes & Alphanumeric IDs

Alphanumeric Sender ID (Not Supported)

Operator network capability: Not supported in New Zealand Registration requirements: N/A Sender ID preservation: N/A Why not supported: New Zealand does not permit alphanumeric sender IDs because they do not support two-way messaging – recipients cannot reply to opt-out as required by the Unsolicited Electronic Messages Act 2007. This is a critical compliance requirement that differentiates New Zealand from many other markets.

Long Codes

Domestic vs. International:

• Domestic long codes not supported
• International long codes supported but with limitations

Limitations: Lower delivery rates, higher costs, and potential carrier filtering Sender ID preservation: No – the original sender ID is not preserved Provisioning time: N/A Use cases: Not recommended for A2P messaging in New Zealand

Short Codes (Required for A2P Messaging)

Support: Fully supported and required for A2P messaging Provisioning time: 5–6 weeks average

Registration requirements:

• Register your short code with each mobile operator in New Zealand
• Use each short code for one specific use case only (e.g., marketing, appointment reminders, 2FA)
• Register multiple short codes for multiple use cases

A2P Messaging Requirements:

• Enable two-way messaging – never include "do not reply" or similar language
• Monitor and respond to all communications from recipients
• Append your name/brand at the beginning of message content for sender identification (required by Unsolicited Electronic Messages Act 2007)

Use cases:

• Marketing campaigns
• Two-factor authentication
• Customer service
• Transactional messages

Content Restrictions: Prohibited Industries & Filtering Rules

Prohibited Content:

• Firearms and weapons
• Gambling and betting
• Adult content
• Cryptocurrency
• Unregistered financial services
• Political messaging without proper disclosure
• Cannabis and controlled substances

Content Filtering

Carrier Filtering Rules:

• Carriers block messages containing prohibited keywords
• URLs must be from approved domains
• Carriers enforce message frequency limits

Best Practices to Avoid Filtering:

• Avoid spam trigger words
• Use approved URL shorteners
• Maintain consistent sending patterns
• Include clear business identification

SMS Best Practices: Timing, Frequency & Localization

Messaging Strategy

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

Sending Frequency and Timing

• Limit to 2–4 messages per month per recipient
• Respect local business hours (8:00 AM – 8:00 PM NZST/NZDT)
• Account for time zones in nationwide campaigns
• Plan around major holidays and events

Localization

• Primary language: English
• Consider Māori language inclusion for cultural significance
• Use local date/time formats (DD/MM/YYYY)
• Respect cultural sensitivities

Example Māori Business Phrases:

• "Kia ora" – Hello/Welcome
• "Ngā mihi" – Thank you/Regards
• "Haere mai" – Welcome

Opt-Out Management

• Process opt-outs within 24 hours (legally required within 5 working days)
• Maintain a centralized opt-out database
• Include clear opt-out instructions in every message
• Audit opt-out compliance regularly

Testing and Monitoring

• Test across all major NZ carriers (One New Zealand, Spark, 2degrees)
• Monitor delivery rates by carrier
• Track engagement metrics
• Conduct regular compliance audits
• A/B test message content and timing

Key Metrics to Track:

• Delivery rate (target: >95%)
• Bounce rate (target: <5%)
• Opt-out rate (industry average: 2–5%)
• Response rate (varies by use case)

SMS API Integration: Twilio, Sinch, MessageBird & Plivo

Twilio SMS API for New Zealand

Twilio provides robust SMS capabilities for New Zealand through their REST API. Authenticate using your Account SID and Auth Token to send compliant messages.

import { Twilio } from 'twilio';

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

// Function to send SMS to New Zealand number
async function sendSMSToNewZealand(
  shortCode: string,
  recipientNumber: string,
  messageBody: string
) {
  try {
    // Ensure number is in E.164 format for New Zealand
    const formattedNumber = recipientNumber.startsWith('+64')
      ? recipientNumber
      : `+64${recipientNumber.substring(1)}`;

    const message = await client.messages.create({
      from: shortCode, // Must use approved short code
      to: formattedNumber,
      body: messageBody,
      // Add required disclaimer for NZ
      statusCallback: 'https://your-webhook.com/status'
    });

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

Sinch SMS API for New Zealand

Sinch offers SMS services in New Zealand through their REST API, requiring API Token authentication for secure message delivery.

import axios from 'axios';

class SinchSMSService {
  private readonly baseUrl = 'https://au.sms.api.sinch.com/xms/v1';
  private readonly apiToken: string;
  private readonly serviceId: string;

  constructor(apiToken: string, serviceId: string) {
    this.apiToken = apiToken;
    this.serviceId = serviceId;
  }

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

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

MessageBird SMS API for New Zealand

MessageBird provides SMS capabilities for New Zealand through their REST API with API Key authentication.

import { MessageBird } from 'messagebird';

class MessageBirdService {
  private client: MessageBird;

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

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

Plivo SMS API for New Zealand

Plivo offers SMS integration for New Zealand through their REST API using Auth ID and Auth Token authentication.

import * as plivo from 'plivo';

class PlivoSMSService {
  private client: plivo.Client;

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

  async sendSMS(
    shortCode: string,
    recipient: string,
    message: string
  ) {
    try {
      const response = await this.client.messages.create({
        src: shortCode,
        dst: recipient,
        text: message,
        // New Zealand specific parameters
        powerpack_uuid: 'your-powerpack-uuid'
      });

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

API Rate Limits and Throughput

Typical Rate Limits (varies by provider and account tier):

• Default rate limit: 100 messages per second
• Burst limit: 250 messages per minute
• Daily quota: Based on account level

Strategies for Large-Scale Sending:

• Implement a queuing system (Redis/RabbitMQ)
• Use batch APIs where available
• Implement exponential backoff for retries
• Monitor throughput metrics

Error Handling and Reporting

Common Error Codes for New Zealand:

Best Practices:

• Implement webhook endpoints for delivery reports
• Log all API responses
• Monitor error rates by error code
• Set up alerts for unusual error patterns
• Maintain error resolution documentation

Summary: Key Takeaways for New Zealand SMS Compliance

Key Takeaways

1. Compliance First: Always use approved short codes
2. Consent Management: Maintain clear opt-in records
3. Timing Sensitivity: Respect local business hours (8:00 AM – 8:00 PM NZST/NZDT)
4. Content Restrictions: Follow industry guidelines
5. Technical Implementation: Use proper error handling

Next Steps

1. Review Regulations

• Read the Unsolicited Electronic Messages Act 2007
• Review the Privacy Act 2020
• Understand the Telecommunications Act 2001

2. Legal Consultation

• Engage local counsel for compliance review
• Verify your consent collection processes
• Review your message templates for compliance

3. Technical Setup

• Choose an appropriate SMS provider
• Implement delivery reporting webhooks
• Set up monitoring and alerting systems
• Register short codes with operators (5–6 weeks lead time)

Estimated Timeline:

• Week 1–2: Compliance review and legal consultation
• Week 3–6: Short code registration (parallel with development)
• Week 5–8: Technical implementation and testing
• Week 9+: Production deployment with monitoring

Additional Information:

• New Zealand Commerce Commission
• Department of Internal Affairs
• Privacy Commissioner
• Telecommunications Forum

Source Citations

Regulatory and Legal Framework:

• Unsolicited Electronic Messages Act 2007 (effective September 5, 2007): https://www.legislation.govt.nz/act/public/2007/0007/latest/dlm405134.html
• Department of Internal Affairs - New Zealand Spam Law: https://www.dia.govt.nz/Spam-NZ-Spam-Law
• Privacy Act 2020: https://www.legislation.govt.nz/act/public/2020/0031/latest/whole.html
• Telecommunications Act 2001: https://www.legislation.govt.nz/act/public/2001/0103/latest/DLM124961.html

Market Data (2024):

• New Zealand Telecom Operators Intelligence Report 2024-2025 (January 2025)
• One New Zealand rebrand (April 3, 2023): https://media.one.nz/vodafone-new-zealand-to-become-one-new-zealand/

Number Portability:

• Commerce Commission - Local and Mobile Number Portability Determination 2021 (effective December 20, 2021): https://www.comcom.govt.nz/regulated-industries/telecommunications/regulated-services/copper-services/local-and-mobile-number-portability/
• New Zealand Gazette notification (2021): https://gazette.govt.nz/notice/id/2021-au5162

Compliance Requirements:

• DIA - Opt-out/Unsubscribe Requirements (5 working days): https://www.dia.govt.nz/Spam-Three-Steps
• DIA - Information about unsubscribing (30-day functional requirement): https://www.dia.govt.nz/Information-about-unsubscribing

Time Zone and Daylight Saving:

• New Zealand Government - Daylight Saving: https://www.govt.nz/browse/recreation-and-the-environment/daylight-saving/
• Time in New Zealand: https://en.wikipedia.org/wiki/Time_in_New_Zealand