Nigeria SMS Best Practices, Compliance, and Features

SMS in Nigeria: Market Overview & Mobile Operators

Market Conditions: Nigeria has 154.63 million active mobile subscribers as of September 2024 (down from 219.01 million in March 2024 due to NIN-SIM linkage requirements and regulatory audits). The major mobile operators are MTN (largest market share at 51.09% with ~80.4M subscribers), Airtel (34.61% with ~54.4M subscribers), Glo (12.15% with ~19.1M subscribers), and 9Mobile (2.15% with ~3.4M subscribers). 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.

Recent Regulatory Changes: The NCC implemented strict NIN-SIM linkage requirements in 2024, barring approximately 50 million lines in February, 40 million in March, and 24.8 million by September. This regulatory exercise reduced subscriber counts by 64.38 million lines but improved network security and accountability.

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. If you need two-way communication, 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:

• GSM-7 encoding: 160 characters per segment
• UCS-2 encoding (for special characters or local languages): 70 characters per segment

MMS Support

Carriers automatically convert MMS messages to SMS with an embedded URL link to view the multimedia content. This ensures broader compatibility across different device types and network conditions. Use short URLs and include clear instructions for accessing the content.

Recipient Phone Number Compatibility

Number Portability

Number portability is available in Nigeria, launched by the NCC in April 2013. The NCC requires carriers to complete the porting process within 48 hours of request submission. Key requirements include:

• Restriction Period: Newly registered mobile numbers cannot initiate a porting request until 7 days after registration. Previously ported numbers must wait 45 days before porting again (reduced from 90 days).
• NIN Verification: As of 2024, National Identity Number (NIN) verification is mandatory for all porting services under the Quality of Service Regulations 2024.
• Outstanding Bills: Settle all outstanding bills owed to the current network before porting.
• No Contact Rule: The current operator is prohibited from contacting you during the porting process to discourage the port.
• Process: Complete a port request form, send a text message to the designated number (no charge for the port request), and acquire the new operator's SIM card (SIM card fee may apply).

Number portability is fully supported but may occasionally affect message routing and delivery timing during the 48-hour transition period. Carriers handle routing automatically based on current number assignments managed by the Number Portability Clearing House (NPCH).

Sending SMS to Landlines

SMS to landline numbers is not supported in Nigeria. If you attempt to send SMS to landline numbers, you'll receive a failed delivery and error code 21614 for API requests. The message will not appear in logs and you won't be charged.

Nigeria SMS Compliance: NCC Regulations & Requirements

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

Message Classification

Classify all SMS messages into one of two categories, which affects routing, time restrictions, and DND filtering:

Promotional SMS:

• Used for marketing, offers, advertisements, and promotional campaigns
• Requires explicit user consent and opt-in
• Subject to DND registry filtering (2442 shortcode)
• Must be delivered only between 8:00 AM – 8:00 PM WAT
• Subject to time restrictions and frequency limitations
• Examples: Sales announcements, discount offers, marketing campaigns, product launches

Transactional SMS:

• Critical notifications for service delivery and account management
• Delivered instantly without time restrictions (24/7 delivery)
• Not subject to DND filtering
• Does not require marketing consent (but requires service agreement)
• Examples: OTPs, bank alerts, order confirmations, security notifications, password resets, booking confirmations, delivery updates

Classification Requirements: When you register sender IDs and set up SMS services, specify whether your messages will be promotional or transactional. Mobile operators route these message types differently and apply different filtering rules.

Consent and Opt-In

Obtain explicit consent before sending any commercial messages. Follow these best practices for obtaining and documenting consent:

• Collect written or digital opt-in confirmation
• Maintain detailed records of consent dates and methods
• Provide clear terms of service during opt-in
• Implement double opt-in for marketing campaigns
• Regularly update consent records

HELP/STOP and Other Commands

• Required Keywords: Support "STOP" to 2442 for opt-out in all SMS campaigns
• Additional Commands: Provide service information when users text "HELP"
• Language Support: Support commands in English and major local languages
• Response Time: Acknowledge opt-out requests within 24 hours

DND Shortcode 2442 Commands (NCC mandated, effective July 1, 2016):

• Full Opt-Out: Send "STOP" to 2442 to block all unsolicited promotional messages
• Reactivate: Send "ALLOW" to 2442 to opt back in to receiving messages
• Check Status: Send "STATUS" to 2442 to check your current DND registration status
• Get Help: Send "HELP" to 2442 for more information about the DND service
• Partial DND (selective category filtering):
  • Send "1" to 2442 to receive Banking/Insurance/Financial messages only
  • Send "2" to 2442 to receive Real Estate messages only
  • Send "3" to 2442 to receive Education messages only
  • Send "4" to 2442 to receive Health messages only

Note: The 2442 shortcode is free to use and works across all Nigerian mobile networks (MTN, Airtel, Glo, 9Mobile).

Do Not Call / Do Not Disturb Registries

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

• Check numbers against the DND registry regularly
• Immediately remove DND-registered numbers from campaigns
• Maintain internal suppression lists
• Compliance Tip: Filter numbers against the DND registry before each campaign

Time Zone Sensitivity

Nigeria operates on West Africa Time (WAT, UTC+1).

NCC Regulatory Requirements:

• Promotional SMS: Send promotional SMS only between 8:00 AM – 8:00 PM WAT according to NCC directives. This applies specifically to marketing, offers, and advertisements.
• Transactional SMS: Send critical notifications (OTPs, bank alerts, order confirmations, security alerts) 24/7 – they are not subject to time restrictions.
• Regulatory Note: While the 8:00 AM – 8:00 PM restriction appears in NCC guidelines and provider documentation, enforcement may vary by operator. Some sources indicate this is specifically for premium SMS and value-added services.

Best Practice Sending Hours:

• Weekdays: 8:00 AM – 8:00 PM WAT (mandatory for promotional)
• Weekends: 9:00 AM – 6:00 PM WAT (recommended)
• Exception: Send critical transactional notifications outside these hours
• Consider: Major mobile operators may split traffic into banking traffic (always delivered) and promotional traffic (time-restricted)

How to Register Sender ID in Nigeria: Step-by-Step Guide

Alphanumeric Sender ID Registration Nigeria

Operator network capability: Supported by major Nigerian networks (MTN, Airtel, Glo, and 9Mobile)

Registration requirements: Pre-registration required with NCC oversight; operator review typically takes 1–5 business days after submission of complete documentation

Sender ID preservation: Yes, registered IDs are preserved across networks

Required Documentation:

• Formal application letter on company letterhead with official stamp
• Certificate of Incorporation from Corporate Affairs Commission (CAC) or CAC registration number
• For individuals: National Identity Number (NIN) or other recognized ID
• Sample message content demonstrating intended use
• For banking/financial sector: 4 No Objection Certificates (NOCs), one for each major operator
• Signed and stamped documents by a company director

Important: Your sender ID must be unique to your organization. The NCC requires strict identification of all bulk SMS users to associate them with the messages they send.

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: Short codes are supported in Nigeria but require NCC licensing and regulatory approval

Provisioning time: Obtain a VAS (Value Added Service) license from NCC and approval from each mobile operator; timeline varies by complexity

Use cases: Two-way SIM SMS hosting, USSD for voting, toll-free USSD, IVR services, OTP SMS, premium SMS services

Requirements for Short Code Setup:

• VAS license from the Nigerian Communications Commission (NCC)
• Short code approval from NCC for the specific service
• Individual agreements with each mobile operator (MTN, Airtel, Glo, 9Mobile) to activate on their networks
• Compliance with NCC regulations for premium SMS and value-added services

Examples: The NCC's own Do Not Disturb service uses shortcode 2442, demonstrating active short code infrastructure in Nigeria. Commercial short codes are available for voting systems, customer engagement, premium content delivery, and interactive services.

Nigeria SMS Content Restrictions & Prohibited Industries

Strictly Prohibited Content:

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

Content Filtering

Carrier Filtering Rules:

• Carriers block messages containing restricted keywords
• Use URLs only from approved domains
• Meet message length and formatting standards

Tips to Avoid Blocking:

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

Best Practices: How to Send Bulk 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

• Use English as primary language
• Consider Hausa, Yoruba, and Igbo for targeted campaigns
• Write in 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 (MTN, Airtel, Glo, 9Mobile)
• Monitor delivery rates by carrier
• Track opt-out rates and patterns
• Test opt-out functionality regularly
• Monitor for carrier filtering changes

Nigeria SMS API Integration: Twilio, Sinch, MessageBird & Plivo

Send SMS in Nigeria with Twilio API

Twilio provides a robust SMS API with specific support for Nigerian SMS requirements including MTN, Airtel, Glo, and 9Mobile networks. 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 SMS API for Nigeria

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 SMS for MTN, Airtel, Glo & 9Mobile

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 Nigeria SMS Integration

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 a 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

Frequently Asked Questions

How do I register an alphanumeric sender ID in Nigeria?

Submit a formal application letter on company letterhead to each mobile operator (MTN, Airtel, Glo, 9Mobile). Include your CAC certificate, sample message content, and signed documents from a company director. The operator review process typically takes 1–5 business days. For banking and financial services, you need 4 No Objection Certificates (NOCs), one for each operator.

What is the DND 2442 shortcode in Nigeria?

The Do Not Disturb (DND) shortcode 2442 is an NCC-mandated service that allows Nigerian mobile subscribers to block unwanted promotional SMS. Subscribers can text "STOP" to 2442 to opt out completely, or use selective filtering by texting 1, 2, 3, or 4 for specific message categories (banking, real estate, education, or health). The service is free and works across all networks (MTN, Airtel, Glo, 9Mobile).

What is the difference between promotional and transactional SMS in Nigeria?

Promotional SMS is used for marketing and requires explicit consent, DND filtering, and delivery only between 8:00 AM – 8:00 PM WAT. Transactional SMS includes critical notifications like OTPs and bank alerts, delivers 24/7 without time restrictions, bypasses DND filtering, and doesn't require marketing consent (only service agreement). Classify your messages correctly when you register sender IDs.

How long does mobile number portability take in Nigeria?

Mobile number porting in Nigeria must be completed within 48 hours of request submission, as mandated by the NCC. However, newly registered numbers must wait 7 days before porting, and previously ported numbers must wait 45 days (reduced from 90 days). NIN verification is now mandatory for all porting requests as of 2024.

What are the SMS time restrictions in Nigeria?

Send promotional SMS only between 8:00 AM and 8:00 PM WAT (West Africa Time, UTC+1) according to NCC directives. However, you can send transactional SMS (OTPs, bank alerts, order confirmations) 24/7 without restrictions. Enforcement may vary by operator, with some applying restrictions specifically to premium SMS and value-added services.

Can I use short codes for SMS in Nigeria?

Yes, short codes are supported in Nigeria but require a VAS (Value Added Service) license from the NCC and individual approval from each mobile operator. The NCC's own DND service uses shortcode 2442. Commercial short codes are available for voting systems, customer engagement, premium content delivery, and interactive services, but provisioning timelines vary by complexity.

What happens if I send SMS to a DND-registered number?

If you send promotional SMS to a number registered on the DND 2442 service, the mobile operator will block the message and you'll receive error code 30007 (Blocked by DND). You won't be charged for blocked messages. Filter your recipient lists against the DND registry before each campaign and maintain internal suppression lists.

How many mobile subscribers are in Nigeria in 2024?

As of September 2024, Nigeria has 154.63 million active mobile subscribers (down from 219.01 million in March 2024). The decline resulted from NCC's strict NIN-SIM linkage requirements that barred approximately 114.8 million lines throughout 2024. Market share breakdown: MTN (51.09%, ~80.4M), Airtel (34.61%, ~54.4M), Glo (12.15%, ~19.1M), and 9Mobile (2.15%, ~3.4M).

What documents do I need for SMS sender ID registration in Nigeria?

You need a formal application letter on company letterhead with stamp, Certificate of Incorporation from CAC (or CAC registration number), NIN for individuals, sample message content showing intended use, and signed/stamped documents from a company director. Banking and financial services require 4 additional No Objection Certificates (NOCs), one addressing each major operator (MTN, Airtel, Glo, 9Mobile).

Is two-way SMS supported in Nigeria?

Two-way SMS is not supported through standard A2P (Application-to-Person) channels in Nigeria. If you need two-way communication, implement alternative solutions such as dedicated short codes with VAS licensing, work with specialized local providers, or use alternative channels like USSD or messaging apps for interactive communication.

How to send bulk SMS to MTN, Airtel, Glo and 9Mobile?

To send bulk SMS to Nigerian mobile networks, you need to: (1) Register an alphanumeric sender ID with each carrier, (2) Choose an SMS API provider like Twilio, Sinch, MessageBird, or Plivo, (3) Ensure NCC compliance including DND registry filtering, (4) Use E.164 phone number format (+234...), and (5) Respect time restrictions for promotional messages (8 AM - 8 PM WAT). All providers support direct routing to MTN, Airtel, Glo, and 9Mobile networks.

Recap and Additional Resources

Key Takeaways

1. Compliance First

   • Register sender IDs before sending
   • Respect DND 2442 registry
   • Maintain proper consent records

2. Technical Best Practices

   • Use E.164 number formatting
   • Implement proper error handling
   • Monitor delivery rates across MTN, Airtel, Glo, 9Mobile

3. Content Guidelines

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

Next Steps

1. Technical Setup

   • Choose an SMS API provider (Twilio, Sinch, MessageBird, Plivo)
   • Register sender IDs with NCC approval
   • 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 (MTN, Airtel, Glo, 9Mobile)
   • Monitor delivery rates

Additional Information:

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