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Brunei SMS Best Practices, Compliance, and Features
Brunei SMS Market Overview
Locale name:
Brunei
ISO code:
BN
Region
Asia
Mobile country code (MCC)
528
Dialing Code
+673
Market Conditions: Brunei has a highly developed mobile telecommunications infrastructure with widespread SMS usage. The market is dominated by major operators including DST, Progresif, and imagine. While OTT messaging apps like WhatsApp and WeChat are popular, SMS remains crucial for business communications and authentication services due to its reliability and universal reach.
Key SMS Features and Capabilities in Brunei
Brunei supports standard SMS features including alphanumeric sender IDs and concatenated messages, though two-way SMS functionality is limited.
Two-way SMS Support
Two-way SMS is not supported in Brunei for A2P messaging.
No special requirements are available as this feature is not currently supported.
Concatenated Messages (Segmented SMS)
Support: Yes, concatenation is supported, though availability may vary by sender ID type. Message length rules: Standard SMS length limits apply - 160 characters for GSM-7 encoding, 70 characters for UCS-2 encoding. Encoding considerations: Both GSM-7 and UCS-2 encodings are supported, with messages automatically split and rejoined based on the encoding used.
MMS Support
MMS messages are automatically converted to SMS with an embedded URL link for accessing multimedia content. Best Practice: When sending multimedia content, ensure the URL is short and clearly labeled, and consider including the content's file size in the message.
Recipient Phone Number Compatibility
Number Portability
Number portability is not available in Brunei.
This means phone numbers remain tied to their original mobile network operators, simplifying message routing and delivery.
Sending SMS to Landlines
Sending SMS to landline numbers is not possible in Brunei.
Attempts to send SMS to landline numbers will result in a 400 response with error code 21614, and the message will not be delivered or charged to the account.
Compliance and Regulatory Guidelines for SMS in Brunei
The Authority for Info-communications Technology Industry (AITI) oversees SMS communications in Brunei under the Telecommunications Order, 2001. AITI enforces strict regulations focusing on consumer protection and data privacy.
Consent and Opt-In
Explicit Consent Requirements:
Implement a multi-layer consent capture system
Record timestamps and consent actions
Generate unique consent identifiers
Maintain consent records for minimum 2 years
Documentation Must Include:
User ID
Phone number
Consent timestamp
Consent channel
Purpose codes
Terms version
HELP/STOP and Other Commands
Required Keywords:
English: "STOP", "CANCEL", "UNSUBSCRIBE", "END"
Malay: "BERHENTI", "TAMAT"
Implementation Requirements:
Process opt-out requests within 24 hours
Send confirmation messages in both English and Malay
Update centralized opt-out database in real-time
Do Not Call / Do Not Disturb Registries
While Brunei doesn't maintain a centralized DNC registry, businesses must:
Maintain their own suppression lists
Honor opt-out requests immediately
Document all opt-out actions
Regularly audit and update suppression lists
Time Zone Sensitivity
Regulated Hours:
Permitted sending window: 8:00 AM - 8:00 PM Brunei Standard Time (UTC+8)
Automated business hours validation required
Exception for urgent messages (must be clearly marked as urgent)
Phone Numbers Options and SMS Sender Types for Brunei
Alphanumeric Sender ID
Operator network capability: Supported Registration requirements: Pre-registration not required, dynamic usage supported Sender ID preservation: Yes, sender IDs are preserved as specified
Long Codes
Domestic vs. International:
Domestic long codes: Not supported
International long codes: Supported
Sender ID preservation: Yes, original sender ID is preserved Provisioning time: Immediate to 24 hours Use cases: Ideal for transactional messages and two-factor authentication
Short Codes
Support: Not supported in Brunei Provisioning time: N/A Use cases: N/A
Restricted SMS Content, Industries, and Use Cases
Prohibited Content:
Gambling and betting services
Adult content or explicit material
Unauthorized financial services
Cryptocurrency promotions without proper licensing
Political campaign messages without authorization
Content Filtering
Carrier Filtering Rules:
Messages containing restricted keywords are automatically blocked
URLs must be from approved domains
Message content must comply with local cultural and religious sensitivities
Best Practices to Avoid Blocking:
Avoid excessive punctuation and special characters
Use approved URL shorteners
Include clear business identification
Follow character encoding standards
Best Practices for Sending SMS in Brunei
Messaging Strategy
Keep messages under 160 characters when possible
Include clear call-to-action
Use business name consistently
Avoid excessive capitalization
Sending Frequency and Timing
Maximum 3 messages per recipient per day
Respect religious observances (especially during Ramadan)
Avoid sending during Friday prayers (12:00 PM - 2:00 PM)
Consider public holidays and royal celebrations
Localization
Use both English and Malay for wider reach
Malay language messages should use proper formal Malay
Consider cultural sensitivities in message content
Use appropriate honorifics when addressing recipients
Opt-Out Management
Include clear opt-out instructions in every message
Process opt-outs within 24 hours
Send opt-out confirmation in both English and Malay
Maintain accurate opt-out records
Testing and Monitoring
Test messages across all major carriers (DST, Progresif, imagine)
Monitor delivery rates by carrier
Track opt-out rates and patterns
Regular audit of consent records and suppression lists
SMS API integrations for Brunei
Twilio
Twilio provides a robust SMS API with comprehensive support for Brunei. Integration requires an Account SID and Auth Token from your Twilio dashboard.
import*as Twilio from'twilio';// Initialize Twilio clientconst client =newTwilio( process.env.TWILIO_ACCOUNT_SID,// Your Account SID process.env.TWILIO_AUTH_TOKEN// Your Auth Token);// Function to send SMS to BruneiasyncfunctionsendSmsToBrunei( to:string,// Recipient number (format: +673XXXXXXX) message:string,// Message content senderId:string='YOUR_SENDER'// Alphanumeric sender ID){try{const response =await client.messages.create({ body: message, to: to,// Brunei number in E.164 format from: senderId,// Your approved sender ID// Optional parameters for delivery tracking statusCallback:'https://your-webhook.com/status'});console.log(`Message sent successfully! SID: ${response.sid}`);return response;}catch(error){console.error('Error sending message:', error);throw error;}}
Sinch
Sinch offers direct carrier connections in Brunei with high deliverability rates. Authentication uses a service plan ID and API token.