TXT Message Guidelines
Understand the compliance requirements for sending TXT messages in New Zealand.
Before sending TXT messages through UbiQuity, it is important to understand the legal requirements that apply. TXT messaging in New Zealand is regulated under the Unsolicited Electronic Messages Act 2007. This page summarises the key requirements - for full details, refer to the Department of Internal Affairs resources linked at the bottom of this page.
Message types
There are two main categories of TXT message, each with different requirements.
Service / Transactional messages are sent in response to a relationship or transaction with the recipient. Examples include appointment reminders, renewal notices, and delivery updates.
Marketing messages are promotional in nature. Examples include sale announcements and promotional offers.
Because the requirements differ between these two types, we recommend using a separate shortcode for each type of communication. See TXT Concepts for more on shortcodes.
Opt-in requirements
For marketing TXT messages, you must have explicit opt-in consent from the recipient. This means:
The opt-in must be a separate, unticked checkbox - not bundled with other consent
It must be clearly labelled, for example: "I consent to receive promotional offers via TXT"
The TXT opt-in should be separate from any email marketing opt-in
If your TXT programme is initiated by the recipient texting in - for example, a radio promotion asking customers to text a shortcode - this inbound message constitutes implicit consent.
Required message content
There are minimum content requirements depending on the message type.
Service messages must include:
The sender's name within the message body
The message "Standard TXT charges apply" if the shortcode is not zero-rated
Marketing messages must include:
The sender's name within the message body
A clear opt-out instruction at the end of the message, for example: "Opt-out: reply STOP"
The opt-out channel must match the outbound channel - you cannot direct TXT recipients to email to opt out
TXT length
A single TXT is a message of up to 160 characters. If your message goes over 160 characters then the TXT will be split into parts made up of 153 characters. This is not a limitation from UbiQuity but an industry standard.
This means that messages will be charged as follows:
up to 160 characters = 1 TXT up to 306 characters = 2 TXT up to 459 characters = 3 TXT
with each increase of 153 characters adding an additional TXT send cost
The contact will see any message over one part as a single TXT within their device.
Further reading
For full guidance on TXT/SMS regulations in New Zealand, refer to the Department of Internal Affairs:
Last updated
Was this helpful?