Latvia SMS Best Practices, Compliance, and Features

Latvia SMS Market Overview

Market Conditions: Latvia has a mature mobile market with high SMS adoption rates. The country's major mobile operators include LMT (Latvijas Mobilais Telefons), Tele2, and Bite. While OTT messaging apps like WhatsApp and Messenger are popular, SMS remains crucial for business communications and authentication. The mobile market shows a relatively even split between Android and iOS users, with Android having a slight edge in market share.

Key SMS Features and Capabilities in Latvia

Latvia supports most modern SMS features including concatenated messages and alphanumeric sender IDs, though two-way SMS functionality is limited.

Two-way SMS Support

Two-way SMS is not supported in Latvia through major SMS providers. Businesses requiring two-way communication should consider alternative channels or dedicated local solutions.

Concatenated Messages (Segmented SMS)

Support: Yes, concatenation is supported for most sender ID types, though support may vary by carrier.
Message length rules: Standard SMS length of 160 characters for GSM-7 encoding, 70 characters for Unicode.
Encoding considerations: Both GSM-7 and UCS-2 (Unicode) encodings are supported, with messages automatically using the appropriate encoding based on content.

MMS Support

MMS messages are automatically converted to SMS with an embedded URL link to the media content. This ensures compatibility across all devices while still allowing rich media content to be shared.

Recipient Phone Number Compatibility

Number Portability

Number portability is available in Latvia, allowing users to keep their phone numbers when switching carriers. This feature doesn't significantly impact SMS delivery or routing as messages are automatically routed to the current carrier.

Sending SMS to Landlines

Sending SMS to landline numbers is not supported in Latvia. Attempts to send messages to landline numbers will result in a failed delivery and an error response (400 error code 21614 for Twilio API), with no charges applied to the sender's account.

Compliance and Regulatory Guidelines for SMS in Latvia

Latvia follows EU regulations including GDPR and ePrivacy Directive requirements for SMS communications. The Data State Inspectorate (Datu valsts inspekcija) oversees data protection compliance, while the Public Utilities Commission (Sabiedrisko pakalpojumu regulēšanas komisija) regulates telecommunications.

Consent and Opt-In

Explicit Consent Requirements:

• Written or electronic consent must be obtained before sending marketing messages
• Consent must be freely given, specific, informed, and unambiguous
• Keep detailed records of when and how consent was obtained
• Pre-checked boxes or assumed consent are not compliant
• Clearly state the purpose of messages during opt-in

HELP/STOP and Other Commands

• Must support both Latvian and English keywords:
  • STOP/ATCELT for opt-out
  • HELP/PALĪDZĪBA for assistance
• Commands must be free for users to send
• Process opt-out requests within 24 hours
• Confirm opt-out status to users

Do Not Call / Do Not Disturb Registries

Latvia does not maintain a centralized Do Not Call registry. However, businesses must:

• Maintain their own suppression lists
• Honor opt-out requests immediately
• Keep records of opted-out numbers for at least 2 years
• Regularly clean contact lists against suppression databases

Time Zone Sensitivity

Latvia observes Eastern European Time (EET/EEST). Best practices include:

• Send messages between 9:00 AM and 8:00 PM local time
• Avoid sending on Sundays and national holidays
• Emergency messages may be sent outside these hours if truly urgent

Phone Numbers Options and SMS Sender Types for Latvia

Alphanumeric Sender ID

Operator network capability: Fully supported
Registration requirements: No pre-registration required, dynamic usage allowed
Sender ID preservation: Sender IDs are preserved and displayed as-is to recipients

Long Codes

Domestic vs. International:

• Domestic long codes not supported
• International long codes fully supported

Sender ID preservation: Yes, Latvia preserves original Sender IDs
Provisioning time: Typically 1-2 business days
Use cases: Ideal for transactional messages, alerts, and two-factor authentication

Short Codes

Support: Not currently available in Latvia
Provisioning time: N/A
Use cases: N/A

Restricted SMS Content, Industries, and Use Cases

Restricted Industries and Content:

• Gambling and betting services require special permits
• Adult content strictly prohibited
• Financial services must include regulatory disclaimers
• Healthcare messages must comply with medical privacy laws
• Cryptocurrency promotions face strict regulations

Content Filtering

Carrier Filtering Rules:

• Messages containing certain keywords may be blocked
• URLs should be from reputable domains
• Avoid excessive capitalization and special characters
• Maximum of 5 URLs per message

Tips to Avoid Blocking:

• Use clear, professional language
• Avoid spam trigger words
• Include company name in sender ID
• Maintain consistent sending patterns
• Keep URL count minimal

Best Practices for Sending SMS in Latvia

Messaging Strategy

• Keep messages under 160 characters when possible
• Include clear call-to-action
• Personalize using recipient's name or preferences
• Maintain consistent brand voice
• Include opt-out instructions in marketing messages

Sending Frequency and Timing

• Limit to 2-4 messages per month per recipient
• Respect quiet hours (8 PM - 9 AM)
• Avoid sending during major holidays
• Space out bulk campaigns to prevent network congestion

Localization

• Support both Latvian and Russian languages
• Use proper character encoding for local characters
• Consider cultural context and holidays
• Provide customer support in local languages

Opt-Out Management

• Process opt-outs within 24 hours
• Send confirmation of opt-out
• Maintain centralized opt-out database
• Regular audit of opt-out compliance

Testing and Monitoring

• Test across all major carriers (LMT, Tele2, Bite)
• Monitor delivery rates by carrier
• Track engagement metrics
• Regular testing of opt-out functionality
• Monitor for carrier filtering changes

SMS API integrations for Latvia

Twilio

Twilio provides a robust SMS API with comprehensive Latvia support. Integration requires an account SID and auth token for authentication.

import { Twilio } from 'twilio';

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

async function sendSMSToLatvia() {
  try {
    // Send message with proper Latvia phone formatting
    const message = await client.messages.create({
      body: 'Sveiki! Your message here', // Support for UTF-8 characters
      from: 'YourBrand', // Alphanumeric sender ID
      to: '+37120123456' // Latvia number format with country code
    });
    
    console.log(`Message sent successfully: ${message.sid}`);
    return message;
  } catch (error) {
    console.error('Error sending message:', error);
    throw error;
  }
}

Sinch

Sinch offers direct carrier connections in Latvia with support for high-volume messaging.

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

async function sendSinchSMS() {
  // Initialize Sinch client
  const smsApi = new SmsApi({
    apiToken: process.env.SINCH_API_TOKEN,
    projectId: process.env.SINCH_PROJECT_ID
  });

  try {
    const response = await smsApi.send({
      to: ['+37120123456'],
      from: 'CompanyName',
      message: 'Your message here',
      // Optional parameters for delivery reports
      deliveryReport: 'summary'
    });

    console.log('Message sent:', response.id);
    return response;
  } catch (error) {
    console.error('Sinch SMS error:', error);
    throw error;
  }
}

MessageBird

MessageBird provides reliable SMS delivery in Latvia with advanced features.

import messagebird from 'messagebird';

const messageBirdClient = messagebird(process.env.MESSAGEBIRD_API_KEY);

function sendMessageBirdSMS(): Promise<any> {
  return new Promise((resolve, reject) => {
    messageBirdClient.messages.create({
      originator: 'YourBrand',
      recipients: ['+37120123456'],
      body: 'Your message content',
      // Optional parameters
      scheduledDatetime: null,
      reference: 'your-reference'
    }, (err, response) => {
      if (err) {
        reject(err);
        return;
      }
      resolve(response);
    });
  });
}

Plivo

Plivo offers competitive rates and reliable delivery for Latvia SMS.

import plivo from 'plivo';

const client = new plivo.Client(
  process.env.PLIVO_AUTH_ID,
  process.env.PLIVO_AUTH_TOKEN
);

async function sendPlivoSMS() {
  try {
    const response = await client.messages.create({
      src: 'YourBrand', // Sender ID
      dst: '37120123456', // Destination number
      text: 'Your message here',
      // Optional parameters
      url: 'https://your-callback-url.com',
      method: 'POST'
    });
    
    console.log('Message sent:', response);
    return response;
  } catch (error) {
    console.error('Plivo error:', error);
    throw error;
  }
}

API Rate Limits and Throughput

• Twilio: 100 messages per second
• Sinch: 30 messages per second
• MessageBird: 60 messages per second
• Plivo: 50 messages per second

Strategies for Large-Scale Sending:

• Implement queue systems (Redis/RabbitMQ)
• Use batch APIs where available
• Monitor throughput and adjust sending rates
• Implement exponential backoff for retries

Error Handling and Reporting

• Implement comprehensive logging
• Monitor delivery receipts
• Set up automated alerts for high failure rates
• Store message status updates
• Implement retry logic for failed messages

Recap and Additional Resources

Key Takeaways

1. Compliance Priorities

   • Obtain explicit consent
   • Honor opt-out requests
   • Maintain proper records
   • Follow GDPR requirements

2. Technical Best Practices

   • Use proper character encoding
   • Implement proper error handling
   • Monitor delivery rates
   • Test across all carriers

3. Localization Requirements

   • Support Latvian language
   • Respect local time zones
   • Consider cultural factors

Next Steps

1. Review the Data State Inspectorate guidelines
2. Consult with local legal counsel for compliance
3. Set up test accounts with preferred SMS providers
4. Implement proper monitoring and logging systems

Additional Resources

• Public Utilities Commission of Latvia
• Latvia Telecommunications Law
• GDPR Guidelines for Latvia
• Electronic Communications Law

Industry Resources:

• Mobile Operator Association Guidelines
• SMS Best Practices Guide
• API Provider Documentation