Do Not Disturb (DND) Lists: A Growing Challenge to Promotional SMS

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Do Not Disturb (DND) Lists: A Growing Challenge to Promotional SMS

Do Not Disturb (DND) Lists A Growing Challenge to Promotional SMS-Rectangle-100
Dina Dessouky
February 07, 2019

For almost a decade now, promotional SMS has become one of the main effective marketing tools for businesses to advertise, communicate, and reach their target customers. Promotional calls and texts have become a serious pain to regular consumers that keep on receiving unwanted messages and calls from businesses.

Consequently, the operators had to react to protect its clients, and Do-Not-Disturb (DND) feature was introduced to opt out messages delivered from third party services to avoid an undesired telecommunication call or SMS.

Bypassing DND Lists

There’s a way to bypass DND lists. Separating promotional and transactional traffic has been a method used by aggregators to override DND numbers for transactional traffic to ensure delivery. Some countries, such as Nigeria, separate OTP traffic. The priority route traffic tends to be more expensive than the promotional SMS routes as they give a priority to important SMS to get delivered and assure bypassing DNDs.  

Saudi Arabia, for example, has applied DND during specific hours in the day to limit the amount of promotional SMS sent to customers. On the other hand, France allows promotional traffic during the week, and blocks it over the weekend. As a result, one must be aware of each country’s regulations in order to make sure that their messages are being delivered.

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