Ghana SMS Best Practices, Compliance, and Features

Ghana SMS Market Overview

Market Conditions: Ghana has a vibrant mobile market with high SMS usage rates across its major operators including MTN, Vodafone, and AirtelTigo. While OTT messaging apps like WhatsApp are gaining popularity, especially in urban areas, SMS remains a critical communication channel for businesses due to its universal reach and reliability. Android devices dominate the market share at approximately 85%, with iOS devices representing a smaller segment primarily in urban centers.

Key SMS Features and Capabilities in Ghana

Ghana offers robust SMS capabilities with support for concatenated messages and alphanumeric sender IDs, though two-way messaging functionality is limited.

Two-way SMS Support

Two-way SMS is not supported in Ghana through major SMS providers. Businesses should design their messaging strategies around one-way communication flows.

Concatenated Messages (Segmented SMS)

Support: Yes, concatenation is supported across most networks, though availability may vary by sender ID type.
Message length rules: Standard SMS messages are limited to 160 characters (GSM-7) or 70 characters (UCS-2) before splitting occurs.
Encoding considerations: Both GSM-7 and UCS-2 encoding are supported. UCS-2 is required for messages containing special characters or local language content.

MMS Support

MMS messages are automatically converted to SMS with an embedded URL link. This ensures compatibility across all networks while still allowing rich media content to be shared via linked web pages.

Recipient Phone Number Compatibility

Number Portability

Number portability is available in Ghana, allowing users to keep their phone numbers when switching between mobile operators. This feature may affect message routing and delivery times but doesn't impact overall deliverability.

Sending SMS to Landlines

Sending SMS to landline numbers is not supported in Ghana. Attempts to send messages to landline numbers will result in a failed delivery and an error response (400 error code 21614) from the SMS API.

Compliance and Regulatory Guidelines for SMS in Ghana

The National Communications Authority (NCA) of Ghana oversees SMS communications, with specific guidelines enforced under the Electronic Communications Act. Businesses must comply with data protection requirements outlined in Ghana's Data Protection Act 2012 (Act 843).

Consent and Opt-In

Explicit Consent Requirements:

• Written or digital confirmation required before sending marketing messages
• Clear disclosure of message frequency and content type
• Documented proof of opt-in must be maintained
• Separate consent needed for different types of communications

Best practices for obtaining consent:

• Use double opt-in verification
• Maintain detailed consent records including timestamp and method
• Provide clear terms and conditions at signup
• Regular consent refresh for long-term subscribers

HELP/STOP and Other Commands

• All SMS campaigns must support standard commands:
  • STOP, UNSUBSCRIBE, or END to opt-out
  • HELP or INFO for assistance
  • Commands must work in both English and major local languages
• Response to these commands must be immediate and free of charge
• Confirmation messages should be sent in the same language as the request

Do Not Call / Do Not Disturb Registries

Ghana currently does not maintain a centralized Do Not Call registry. However, businesses should:

• Maintain their own suppression lists
• Honor opt-out requests within 24 hours
• Implement automated filtering systems to exclude opted-out numbers
• Regular audit and update of suppression lists

Time Zone Sensitivity

Ghana operates in GMT/UTC+0. Recommended messaging hours:

• Weekdays: 8:00 AM to 8:00 PM GMT
• Weekends: 9:00 AM to 6:00 PM GMT
• Emergency messages: Can be sent 24/7 if truly urgent
• Avoid sending during major religious observances and national holidays

Phone Numbers Options and SMS Sender Types for Ghana

Alphanumeric Sender ID

Operator network capability: Fully supported across all major networks
Registration requirements:

• Pre-registration required
• 2-3 weeks processing time
• Business documentation needed
• Dynamic usage not supported

Sender ID preservation: Yes, registered IDs are preserved across all major networks

Long Codes

Domestic vs. International:

• Domestic long codes not supported
• International long codes supported but with limitations

Sender ID preservation: No, international numbers may be modified by carriers
Provisioning time: Immediate for international numbers
Use cases: Best for two-factor authentication and transactional messages

Short Codes

Support: Not currently supported in Ghana
Provisioning time: N/A
Use cases: N/A

Restricted SMS Content, Industries, and Use Cases

Restricted content categories:

• Gambling and betting services
• Adult content or services
• Unauthorized financial services
• Political messaging without proper authorization
• Cryptocurrency promotions

Content Filtering

Known carrier filtering rules:

• Messages containing certain keywords are automatically blocked
• URLs must be from approved domains
• Message length and frequency limitations apply

Tips to avoid blocking:

• Avoid spam trigger words
• Use registered and approved sender IDs
• Maintain consistent sending patterns
• Keep URLs short and from verified domains

Best Practices for Sending SMS in Ghana

Messaging Strategy

• Keep messages under 160 characters when possible
• Include clear call-to-actions
• Personalize using recipient's name or relevant details
• Maintain consistent branding across messages

Sending Frequency and Timing

• Limit to 4-5 messages per month per recipient
• Space messages at least 48 hours apart
• Respect local holidays and cultural events
• Implement frequency capping per user

Localization

• Support for English and major local languages including Twi, Ga, and Ewe
• Use simple, clear language
• Consider cultural context and sensitivities
• Offer language preference selection

Opt-Out Management

• Clear opt-out instructions in every message
• Process opt-outs within 24 hours
• Send confirmation of opt-out
• Maintain opt-out records for at least 12 months

Testing and Monitoring

• Test across MTN, Vodafone, and AirtelTigo networks
• Monitor delivery rates by carrier
• Track engagement metrics
• Regular testing of opt-out functionality
• Monitor and analyze failure rates

SMS API integrations for Ghana

Twilio

Twilio provides a robust SMS API with specific support for Ghana's messaging requirements. Authentication uses your Account SID and Auth Token.

import { Twilio } from 'twilio';

// Initialize Twilio client
const client = new Twilio(process.env.TWILIO_ACCOUNT_SID, process.env.TWILIO_AUTH_TOKEN);

async function sendSMSToGhana() {
  try {
    // Send message with pre-registered alphanumeric sender ID
    const message = await client.messages.create({
      body: 'Your message here', 
      from: 'YourBrand', // Pre-registered alphanumeric sender ID
      to: '+233XXXXXXXXX', // Ghana number in E.164 format
      // Optional parameters for delivery tracking
      statusCallback: 'https://your-callback-url.com/status'
    });
    
    console.log(`Message sent successfully! SID: ${message.sid}`);
  } catch (error) {
    console.error('Error sending message:', error);
  }
}

Sinch

Sinch offers direct carrier connections in Ghana with support for alphanumeric sender IDs.

import { SinchClient } from '@sinch/sdk-core';

// Initialize Sinch client
const sinchClient = new SinchClient({
  projectId: 'YOUR_PROJECT_ID',
  apiToken: 'YOUR_API_TOKEN'
});

async function sendSMSViaSinch() {
  try {
    const response = await sinchClient.sms.batches.send({
      from: 'CompanyName', // Pre-registered sender ID
      to: ['+233XXXXXXXXX'],
      body: 'Your message content',
      // Optional delivery report settings
      deliveryReport: 'summary'
    });
    
    console.log('Batch ID:', response.batchId);
  } catch (error) {
    console.error('Sinch SMS error:', error);
  }
}

MessageBird

MessageBird provides reliable SMS delivery in Ghana with comprehensive delivery reporting.

import messagebird from 'messagebird';

// Initialize MessageBird client
const mbClient = messagebird('YOUR_ACCESS_KEY');

function sendSMSViaMessageBird() {
  const params = {
    originator: 'YourBrand', // Pre-registered sender ID
    recipients: ['+233XXXXXXXXX'],
    body: 'Your message content',
    // Optional parameters
    reportUrl: 'https://your-webhook-url.com/delivery-reports'
  };

  mbClient.messages.create(params, (err, response) => {
    if (err) {
      console.error('MessageBird error:', err);
      return;
    }
    console.log('Message sent successfully:', response.id);
  });
}

Plivo

Plivo offers high-throughput SMS capabilities for Ghana with detailed delivery insights.

import plivo from 'plivo';

// Initialize Plivo client
const plivoClient = new plivo.Client(
  process.env.PLIVO_AUTH_ID,
  process.env.PLIVO_AUTH_TOKEN
);

async function sendSMSViaPlivo() {
  try {
    const message = await plivoClient.messages.create({
      src: 'YourBrand', // Pre-registered sender ID
      dst: '+233XXXXXXXXX',
      text: 'Your message content',
      // Optional URL tracking
      url: 'https://your-callback-url.com/status'
    });
    
    console.log('Message UUID:', message.messageUuid);
  } catch (error) {
    console.error('Plivo error:', error);
  }
}

API Rate Limits and Throughput

• Default rate limits vary by provider:
  • Twilio: 100 messages/second
  • Sinch: 50 messages/second
  • MessageBird: 60 messages/second
  • Plivo: 80 messages/second

Strategies for large-scale sending:

• Implement queue systems (Redis/RabbitMQ)
• Use batch APIs where available
• Schedule messages across off-peak hours
• Monitor throughput and adjust sending rates

Error Handling and Reporting

• Implement comprehensive error logging
• Monitor delivery rates by carrier
• Track common error codes
• Set up automated alerts for failure thresholds
• Store delivery receipts for analysis

Recap and Additional Resources

Key Takeaways

1. Compliance First: Always obtain explicit consent and honor opt-outs
2. Technical Setup: Use pre-registered alphanumeric sender IDs
3. Content Quality: Keep messages concise and culturally appropriate
4. Monitoring: Implement robust delivery tracking

Next Steps

1. Review the NCA's telecommunications guidelines
2. Establish consent collection processes
3. Register sender IDs with chosen providers
4. Set up delivery monitoring systems

Additional Information

• National Communications Authority Ghana
• Ghana Data Protection Commission
• Electronic Communications Act

Industry Resources:

• Ghana Chamber of Telecommunications
• Mobile Network Operators' Guidelines