SMS Guideline

One campaign reaches thousands of phones in minutes, so check what you say, who you send it to and which name you send it under before you press send. This page puts the main rules from the BTRC guidelines and Bangladeshi law in one place.

NeverIncitement, anti-state or unrest-causing messages, fraud, gambling, obscenity, threats.
Check firstLoan and investment offers, prizes, medicine and health claims, election messages.
Good practiceOpted-in lists, an approved sender ID, links on your own domain, minimal personal data.

What the BTRC bans outright

The Bangladesh Telecommunication Regulatory Commission's A2P SMS Aggregator Domestic Service Guideline (14 July 2024) names four kinds of message that may not be sent. Messages are filtered by the aggregator, the central platform and the mobile operator, so such content can be stopped on the way — and the sender can face action.

Religious incitement

Spreading hatred against, insulting or provoking conflict with any religion, community or group.

Anti-state content

Calls for violence, sabotage or defiance of the law against the state.

Social unrest

Rumours, unverified "breaking news" or panic that could disturb public order.

Offensive content

Defamatory, insulting or indecent statements and information.

Other messages you must not send

Beyond those four, Bangladeshi law and service terms rule out the content below in bulk SMS. Sending it puts your sender ID and account at risk.

Fraud and phishing

Fake lotteries or prizes, false urgency such as "your account will be closed", or asking for passwords, PINs, card numbers or OTPs.

Using someone else's identity

The name or sender ID of a bank, government office, e-commerce site or known brand without its permission.

Gambling and banned products

Online betting, casinos, tobacco and nicotine products, drugs, illegal weapons or any other unlawful business.

Obscene content

Sexual, obscene or adult-service advertising, or links to such pages.

Threats and harassment

Intimidation, personal attacks or repeated pestering — even payment reminders must stay polite and factual.

Harmful or hidden links

Malware, fake login pages or short links that hide where they go.

Lists without permission

Promotional SMS to bought, borrowed or otherwise unconsented phone numbers.

Messages that need extra checks first

These are not banned, but only send them with proof of your claims and any approval they need.

  • Loans, investments and other financial offers — rates, fees and terms must be true and clear, and sent in the name of the licensed institution.
  • Prizes, cashback and contests — the campaign must be real; state the full terms and the closing date.
  • Medicine and health — under the Drugs and Cosmetics Act 2023, advertising a medicine or a cure needs prior approval from the licensing authority.
  • Election and political messages — follow the Election Commission's code of conduct and the current BTRC and operator rules.
  • Another company's customer list — keep proof that the recipients agreed to hear from you.

Language, route and sender ID

Under the BTRC direction on Bangla SMS, every A2P SMS other than OTPs, notifications and transactional messages must be in Bangla. Special English words, promo codes or brand names in a promotional message need the BTRC's prior permission.

  • Keep promotional, transactional and OTP traffic apart — marketing sent over a transactional route can be classed wrongly and blocked.
  • A masking sender ID (brand name) must be approved by the operators and must belong to your own organisation.
  • To get a masking name on BuySMS, upload your trade licence, NID and masking application on the "My documents" page of the panel.
  • Non-masking SMS go out from an approved number; the same content rules apply.

Personal data and links

Write every message so that it does no harm even if it reaches the wrong number — keep personal data to a minimum.

  • Never send a full NID, card or account number; show only the last 4 digits (e.g. ****4521).
  • Never put passwords, PINs, CVVs or medical details in a bulk message.
  • You may send an OTP, but never ask people to reply with an OTP or PIN.
  • Link only to your own HTTPS domain, and make sure the page shows the same offer and the same brand.
  • When someone asks to stop (DND or STOP), remove them quickly, and keep a record of where each number came from.

Risky message vs safe message

Risky"Last chance! You won a gift worth Tk 1 lakh — enter your card number at this link now."Problem: Fake prize, pressure, asks for card details.
Write it like this

If the offer is real, give your company name, full terms and your own website; never ask for a card number.

Risky"Your bill is overdue. Pay today or face LEGAL ACTION!!!"Problem: Threatening tone that reads as harassment.
Write it like this

"Your Tk 1,200 bill was due on the 10th. To pay, call 09612-xxxxxx."

RiskyFrom sender ID "BANK-INFO": "Verify your account now"Problem: Copies a bank's identity without permission.
Write it like this

Use only your own organisation's approved sender ID and your own domain.

Risky"Mega SALE 70% OFF! Use code SAVE70" (promotional, in English)Problem: Promotional SMS should be in Bangla; promo codes need permission.
Write it like this

Write it in Bangla with the end date and your website — and get permission first if you need a code.

10 questions before you send

  1. 1Are the product, service and offer legal?
  2. 2Did the recipients agree to get this kind of message?
  3. 3Is the sender ID or number approved and yours?
  4. 4Is it promotional, transactional or OTP — and going over the right route?
  5. 5If promotional, is it written in clear Bangla?
  6. 6Are the prices, discounts, deadlines and terms true and checkable?
  7. 7Have full personal data, passwords and PINs been left out?
  8. 8Is every link on your own HTTPS domain, and have you opened the page?
  9. 9Have DND and stop requests been removed from the list?
  10. 10If in doubt, did you test it on your own number or ask us first?

What happens if the rules are broken

Messages can be rejected by the operator or the central platform. A sender ID, route or provider account can be paused or closed — BuySMS may also suspend such an account. Repeated or serious breaches risk action by the regulator or law enforcement, and complaints from customers damage your brand.

Common questions

Is promotional SMS banned?

No. Lawful businesses may send promotions — as long as they are in Bangla, truthful, sent over the right route, sent to people who agreed, and stop requests are honoured.

Can I send SMS in English?

OTPs, notifications and transactional messages may be in English. Promotional SMS must be in Bangla; special English words, promo codes or brand names need the BTRC's prior permission.

Can I send masking SMS without approval?

No. A masking name must be approved by the operators and must be your own brand. Apply from the BuySMS panel with your documents.

Will messages reach numbers on DND?

Respect the recipient's choice. An operator's own DND and the A2P route rules may differ, so check the current rules before a large campaign.

What if my message is blocked?

Compare the content with this guideline, change the wording or link if needed, and contact our support — we will help find the reason.

Sources

  • BTRC — A2P SMS Aggregator Domestic Service Guideline, 14 July 2024 (sections 20.4 and 20.9–20.11)
  • BTRC — Do Not Disturb (DND) directions
  • BTRC — direction on sending SMS in Bangla
  • Bangladesh Telecommunication Act; Drugs and Cosmetics Act 2023; Smoking and Using of Tobacco Products (Control) Act; Indecent Advertisements Prohibition Act

This page is general information, not legal advice. Laws, BTRC directions and operator policies change — check the current rules before an important campaign. Last updated: 5 November 2026

Not sure about a campaign?

Tell us the draft message, the sender ID and the route before you send, and we will help you check it.

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