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Brazil Short Code Best Practices

The following topics are discussed in this guide. Click a topic to skip directly to this information:

To apply for a Short Code in Brazil, please follow the guidelines here.

Brazil Short Code Content Restrictions

See the table below for the type of content that is or is not allowed in Brazil. Please refer to Twilio’s AUP for additional content restriction details.

Type of Message Content  Allowed  Not Allowed
Adult   Not allowed
Alerts Allowed  
Gambling / Casinos   Not allowed
Illegal products or services   Not allowed
Malware   Not allowed
Marketing Allowed  
Multilevel trading   Not allowed
Notifications Allowed  
OTP Allowed  
Political causes / politicians   Not allowed
Promotions Allowed  
Religious   Not allowed
Sensitive data (end user)   Not allowed
Sexual content (explicit)   Not allowed
Spam / phishing   Not allowed
Special offers Allowed  
Third-party rights violations (copyrights, registered trademarks)   Not allowed

Other Brazil Short Code Restrictions

Type Explanation
Time Marketing messages
Messages to be sent only between 9am - 10pm. We can request the client's agreement to receive messages out of the recommended.
Frequency Marketing messages
Maximum of 7 messages per user per week. In case the situation requests a different message frequency, the user agreement is a requirement.
Traffic Transactional Traffic
TPS (transactions per second): 150
Content Type: Time sensitive messages (TFA/OTP) and critical alerts
Policy: Messages processed and sent by platform to appropriate Operator within 15 seconds 90% of time

Promotional Traffic TPS (transactions per second): 450
Content Type: Marketing Campaigns and any other type of messages with no time sensitive content
Policy: Up to 130k Messages processed and sent by platform to appropriate Operator within 5 minutes 90% of time, and within 30 minutes or less 99.9%

Please note that Promotional and Transactional traffic running on the same short code is strictly PROHIBITED. Not meeting this requirement will result in the Short code withdrawal.

Short codes must meet the minimum traffic threshold. Any Short code going unused or a short code that does not meet the traffic threshold for 60 consecutive days will be withdrawn.
Required content There are no mandatory keywords, but good practice suggest the following keywords:
Messages with links Short Code messages containing links might see delays or filtering. If your messages include a web URL, kindly reach out to Twilio customer services to get your content added to an allow list to prevent delivery delays.

Opt-In Requirements

Opt-ins must be handled by the customer. Opt-in process must be well documented by the customer in their Terms and Conditions (T&C).

  • The recipient's prior authorization to receive messages is mandatory.
  • It will be interpreted as an Opt-in, the provision by the User of his/her mobile number, whether through a Web form, Printed or even through telephone contact.
  • The User Opt-in will dictate the contents that the User may receive, being supreme in relation to any and all contents or restrictions, except those restricted by law.

Opt-out Requirements

Opt-outs must be handled by the customer.

In case of any user complaints to carriers, the owner of the short code must be able to demonstrate that their Opt-out process is well documented and, if needed, provide evidence and methods on how customers can opt out.

  • It is the Integrator's responsibility to ensure that in the first message sent to each user, the format in which the user can request their removal from the Customer Base is presented. Even if the user has given prior authorization to receive marketing SMS for the Brand/Advertiser, the right to leave the Customer Base must be available at any time.
  • This guidance can be sent concatenated to the first message, or in a second message that must reach the recipient within a maximum of 3 minutes after the first promotional message. The guidance text should follow the following model, and may be changed as long as it does not change its meaning: "To opt-out send STOP". The Opt-Out guidance must be sent, in addition to the first impact, within a minimum period of 180 days following the same template as the first time, that is, together with the first message sent after 180 days, it must accompany the command guidance of Opt-Out.
  • To unsubscribe from the Brand/Advertiser's channel, the user may, at any time, send an SMS to the Short Code number used to join the Channel or to the Short Code Number where the Content is received, with the words:
    • The Brand/Advertiser is not given the right to manually cancel the customer's order. In other words, if the user has sent the EXIT command, he will only return to the Brand/Advertiser channel if he sends a new opt-in command.
  • The opt-out basis is owned by the Brand/Advertiser. Therefore, in the event of termination of the contract with the Integrator, the Brand/Advertiser is entitled to receive the Opt-Out basis free of charge. 
  • The opt-out must also be respected if the user contacts the company via other channels such as social networks, customer service, website, etc. It is entirely the responsibility of the Brand/Advertiser to remove them from its Customer Base.

In case of any user complaints to carriers, you need to be able to demonstrate that the Opt-Out process is documented and provide the evidence and also methods on how customers can opt out.

Please refer to Twilio's Acceptable Use Policy (AUP) for further information.

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