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Documents Required and Instructions to Register Your Alphanumeric Sender ID in UAE

Before we begin

Due to regulatory requirements, there is sometimes a need for documents to be signed by customers to ensure that registrations are done on behalf of customers that have the right to use the Sender ID. This serves to ensure that traffic is coming from legitimate sources and minimizes any potential misuse.

This article outlines the documentation requirements for a pre-registration in UAE.

Things to note

  • Separate registration process for Transactional and Promotional Senders.  Promotional Senders are only accepted for Domestic Entities.
  • Promotional Sender IDs must have an AD- prefix, which takes up 3 characters of the 11 character limit. 
  • The UAE promotional content allowed window time is (7 AM to 9 PM UAE time).
  • The end client's Company Name and Sender ID have to be relevant to each other. In case the company name is different from the sender ID, but the sender ID is a brand of that company, then the client should provide trademark certificate or brand name mentioned on the trade license, which proves that the sender ID is a brand of that company. Or any document issue from UAE authorized regulatory to prove the company and brand relation.
  • In the case of the Medical Sender ID - MOH is mandatory. MOH licensing is an official permit given to healthcare professionals to keep a medical practice in UAE. In order to get the license, they need to get through the exam conducted by the Ministry of Health and Prevention in UAE.
    If the company does not have MOH, DOH licensing is required to be submitted.
  • For International Only: All URLs in SMS messages have to be registered with providers
  • Local operators will blacklist any registered Sender ID not sending traffic or dormant for 90 days. Please inform us before hand if for some reason you plan to suspend SMS for a given period.

Additional Charges(International Traffic only)

Starting January 1, 2025 the UAE Regulator is applying new fees for international Alphanumeric Sender IDs. These fees are charged at the provider level. This means that sender ID registrations to United Arab Emirates will incur the following charges for international traffic:

  • One-Time Setup Fee: $225 per international Sender ID. 
  • Monthly Recurring Charge: $115 per International Sender ID.

Instructions

To register your Alphanumeric Sender ID, the UAE network operators Etisalat and Du require that you provide the following documents, which will be dependant on the origin of your Company and the traffic that you plan to send. There are 3 categories of registrations.

  • International Transactional ( For International companies without a local presence in the UAE)
  • Domestic Transactional (For companies registered in the UAE. Evident with an Emirati Trade Licence)
  • Domestic Promotional (For companies registered in the UAE. Evident with an Emirati Trade Licence)

To get you up and running as quickly as possible, please fill out the documents completely and accurately and provide any other required information. Use the examples provided for guidance. Note that mobile network carriers are very strict about the details! We highly recommend that you download the examples (hit right click, and select 'Save Image As...') and do a side by side comparison when you are filling out the documents.

Provide the Undertaking Document for Sender ID Registration

This Undertaking document authorizes Twilio, Inc. to register and send branded SMS messages on your behalf. 

Once you have downloaded the form, follow these general instructions: 

  1. Fill in the yellow highlighted fields—completely replace each field with your own information. If a field is not highlighted, don’t change it.
  2. If you have questions on how to fill in the required fields, refer to the annotated examples we provided for each field. 
  3. Have the documents signed by an authorized signatory of the Sender.
  4. In the yellow highlighted fields, add the Sender’s letterhead and/or logo, and sign where indicated.
  5. Go to the Twilio Alpha Sender ID Registration Page and upload your forms and registration information for the UAE.

Required fields include:

  • Date
  • Trade License/Ruler's Decree Number
  • Sender Company’s letterhead
  • Alphanumeric Sender ID requested
  • Sender Company Name
  • Type of business/industry
  • SMS Sample
  • Purpose of Use
  • Sender Company's Website
  • Sender Company Address
  • Sender Company Phone Number
  • Sender Company Fax Number
  • Name of Authorized Signatory
  • Signature of Authorized Signatory
  • Designation of Authorized Signatory
  • City, Country of Authorized Signatory
  • ID Card Number of Authorized Signatory
  • Sender Company HQ/branch country
  • Sender Company Stamp

Requirements for International Transactional

  • TRA Undertaking Sender ID Registration Form - Direct Connectivity
  • Business Licence or Certificate of Incorporation
  • ID/Passport Copy of the signatory of the documents
  • International Sender ID Registration Form (Final copy submitted should be uneditable and stamped)

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Requirements for Domestic Transactional

  • Emirates ID of the Authorised Signatory (Only required for Domestic customers)
  • Trade Licence with at least a year of validity(Only required for Domestic customers)
  • Passport Copy of the Authorised Signatory (Only required for Domestic customers)
  • Visa Copy of the Authorised Signatory (Only required for Domestic customers)
  • Customer_to _Twilio _NOC _Etisalat(Domestic) (Only required for Domestic customers and must include the company's letterhead)
  • Customer_to _Twilio _NOC_DU(Domestic) (Only required for Domestic customers and must include the company's letterhead)
  • DU Enterprise Form B
  • Trademark Certificate or VAT Certificate if the Sender ID does not match the company name.
  • A Power of Attorney (POA) is required if the signatory of the LOA is not the same person as stated in the the Trade Licence (POA needs to have Etisalat referenced and must be notarised from a UAE court)

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Domestic Promotional Registration

Before we begin

Due to recent regulatory requirements in the UAE regarding sending promotional traffic, all domestic eligible customers must register the AD- Sender ID in either the ESP portal or the DU portal. For customers that are already registered on either of the portals, simply send a screenshot of the registration page showing the blockchain ID alongside accompanying documents and Twilio will forward the details to local operators.

If you are not registered on any of the portals CMS or ESP, Twilio will forward your documents and local operators will send an activation link to the email of the authorized signatory in the documents submitted to Twilio. Once the email with activation link is received, customers will then go ahead and register their AD- Sender ID on that platform. Once the Sender ID is finally approved, kindly share the screenshot of the page showing the status as well as the blockchain ID.

 

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Requirements for Domestic Promotional

  • Emirates ID of the Authorised Signatory (Only required for Domestic customers)
  • Trade Licence with at least a year of validity(Only required for Domestic customers)
  • Passport Copy of the Authorised Signatory (Only required for Domestic customers)
  • Visa Copy of the Authorised Signatory (Only required for Domestic customers)
  • Trademark Certificate or VAT Certificate if the Sender ID does not match the company name.
  • A Power of Attorney (POA) is required if the signatory of the LOA is not the same person as stated in the the Trade Licence (POA needs to have Etisalat referenced and must be notarised from a UAE court)
  • Consent Management Service (CMS) Form
  •                             OR
  • DU Enterprise Form B
  • Customer_Twilio_NOC_Etisalat( Domestic Promotional)
  • Customer_To_Twilio_LOA(Domestic Promotional)

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