SMS Regulations 2025: Key Changes for Businesses

Business messaging is changing—fast. With new regulations taking effect from May 7, 2025, enterprises must align with a sharper, more transparent system. These updates aren't just tweaks; they redefine how brands connect, inform, and engage via SMS.

From clearer classification to tighter compliance, it's a move towards smarter messaging. If you're in the communication game, it's time to tune in.

New Message Classification Suffixes: Transparency Reimagined

To bring clarity and consistency to SMS communication, all sender IDs (also known as headers or CLIs) will now carry specific suffixes. This move allows recipients to easily identify the nature of incoming messages.

New Header Format:

• -P: Promotional Messages
  Example: TX-ABCD-P
   
• -S: Service Messages
  Example: TX-ABCD-S
   
• -T: Transactional Messages
  Example: TX-ABCD-T
   

Why This Matters:

• Brings transparency to end-users
   
• Helps reduce confusion and message fatigue
   
• Ensures better message targeting by brands
   

End of Service Explicit Category: What to Know

One of the most notable changes is the discontinuation of the Service Explicit category. This category, which previously covered promotional-like content under a service umbrella, will no longer exist.

Here’s what’s changing:

• All Service Explicit templates will be reclassified under the Promotional category
   
• Headers and content will remain unchanged
   
• No manual action required for migration—it's automatic
   

Impact:

• Ensures cleaner categorization of messages
   
• Promotes greater message authenticity
   
• Aligns template usage with customer expectations

Promotional SMS Can Now Use Service Headers

This update brings welcome flexibility to enterprises. Brands can now use their familiar alphanumeric headers (commonly used for service messages) for sending promotional content.

What this means for your brand:

• Maintain brand visibility with recognizable headers
   
• No need to create new headers for promotions
   
• Unified messaging approach across campaigns
   

This is a strategic opportunity for marketers to deliver impactful promotions without compromising brand consistency.

New Rights for Non-DND Customers

Consumer protection just got stronger. With the latest guidelines effective April 11, 2025, Non-DND (Do Not Disturb) customers can now report unsolicited messages more efficiently.

Updated Consumer Rights:

• Complaints can now be filed against SMS or calls from unregistered telemarketers
   
• Includes 10-digit numbers and unregulated series often used to bypass regulations
   
• Extended complaint window from 3 to 7 days
   

Why this matters:

• Helps curb misuse of personal data
   
• Empowers customers to take action
   
• Encourages businesses to use regulated, compliant channels
   

Staying Smart: What Businesses Should Do

Adapt early—stay ahead.
These updates are your cue to refresh and realign.

Actionable Steps:

• Review all existing SMS templates and identify those under Service Explicit
   
• Work with your telecom provider to ensure headers are correctly classified
   
• Start using suffix-based headers to ease customer transition
   
• Educate internal teams about the updated complaint window and telemarketer rules
   
• Monitor SMS performance and feedback to adapt strategies in real-time
   

The Takeaway: Message Better. Connect Smarter.

This is more than policy—it's progress.
With clearer rules and smarter tools, you can build trust, reduce noise, and keep your message sharp.

Step into the new messaging era—confident, compliant, and customer-first.