Marshall Islands SMS Best Practices, Compliance, and Features

Marshall Islands SMS Market Overview

Market Conditions: The Marshall Islands has a growing mobile market primarily served by the National Telecommunications Authority (NTA). Mobile penetration stands at approximately 21.1% as of recent data, with SMS remaining a crucial communication channel due to reliable delivery and broad device compatibility. While OTT messaging apps are gaining popularity in urban areas, SMS continues to be the most dependable option for reaching users across the islands, particularly in remote locations where internet connectivity may be limited.

Key SMS Features and Capabilities in Marshall Islands

The Marshall Islands supports basic SMS functionality with some limitations on advanced features, focusing primarily on standard message delivery through the national telecommunications infrastructure.

Two-way SMS Support

Two-way SMS is not supported in the Marshall Islands according to current provider capabilities. This limitation affects interactive messaging campaigns and automated response systems.

Concatenated Messages (Segmented SMS)

Support: Yes, concatenated messages are supported, though availability may vary by sender ID type.
Message length rules: Standard SMS length limits apply, with messages being split according to encoding type.
Encoding considerations: Both GSM-7 and UCS-2 encoding are supported, with GSM-7 allowing 160 characters per segment and UCS-2 allowing 70 characters per segment.

MMS Support

MMS messages are automatically converted to SMS with an embedded URL link. This conversion ensures message delivery while providing access to multimedia content through web links.

Recipient Phone Number Compatibility

Number Portability

Number portability is not available in the Marshall Islands. This means mobile numbers remain tied to their original carrier, simplifying message routing but limiting consumer flexibility.

Sending SMS to Landlines

Sending SMS to landline numbers is not possible in the Marshall Islands. Attempts to send messages to landline numbers will result in a 400 response error (code 21614), with no message delivery and no charging of the sender's account.

Compliance and Regulatory Guidelines for SMS in Marshall Islands

SMS communications in the Marshall Islands are regulated by the National Telecommunications Authority (NTA). All SMS service providers must register with the NTA and obtain proper licensing before operating in the region. The regulatory framework emphasizes consumer protection and data privacy compliance.

Consent and Opt-In

Explicit Consent Requirements:

• Written or electronic consent must be obtained before sending marketing messages
• Documentation of consent must be maintained and readily available
• Consent records should include timestamp, source, and scope of permission
• Clear disclosure of message frequency and purpose at opt-in

HELP/STOP and Other Commands

• All SMS campaigns must support standard STOP and HELP commands
• Keywords should be supported in both English and Marshallese
• Standard commands include:
  • STOP, CANCEL, UNSUBSCRIBE, END
  • HELP, INFO
• Response to HELP messages should include service information and support contact details

Do Not Call / Do Not Disturb Registries

The Marshall Islands does not maintain a centralized Do Not Call registry. However, businesses should:

• Maintain their own suppression lists
• Honor opt-out requests within 24 hours
• Keep records of opted-out numbers for at least 5 years
• Implement proper filtering systems to prevent messaging to opted-out numbers

Time Zone Sensitivity

The Marshall Islands operates in MHT (UTC+12). Best practices include:

• Sending messages between 8:00 AM and 8:00 PM MHT
• Avoiding messages during major holidays
• Limiting emergency messages outside these hours to genuine urgent communications

Phone Numbers Options and SMS Sender Types for in Marshall Islands

Alphanumeric Sender ID

Operator network capability: Not supported
Registration requirements: N/A
Sender ID preservation: N/A

Long Codes

Domestic vs. International:

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

Sender ID preservation: Original sender ID is preserved for international long codes
Provisioning time: 1-2 business days
Use cases:

• Transactional messaging
• Customer support
• Authentication services

Short Codes

Support: Not currently supported in the Marshall Islands
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
• Illegal products or services

Content Filtering

Known Carrier Filtering Rules:

• Messages containing certain keywords may be blocked
• URLs should be from reputable domains
• Excessive punctuation may trigger spam filters

Best Practices to Avoid Filtering:

• Use clear, professional language
• Avoid excessive capitalization
• Limit special characters and emoji usage
• Include company name in message body

Best Practices for Sending SMS in Marshall Islands

Messaging Strategy

• Keep messages under 160 characters when possible
• Include clear call-to-action
• Identify your business in each message
• Use consistent sender information

Sending Frequency and Timing

• Limit to 4-5 messages per month per recipient
• Respect local holidays and customs
• Maintain consistent sending patterns
• Avoid sending during weekends unless urgent

Localization

• Support both English and Marshallese languages
• Consider cultural sensitivities in message content
• Use appropriate date and time formats
• Include country code (+692) in response numbers

Opt-Out Management

• Process opt-outs within 24 hours
• Send confirmation of opt-out completion
• Maintain accurate opt-out databases
• Regular audit of opt-out lists

Testing and Monitoring

• Test messages across all major local carriers
• Monitor delivery rates daily
• Track engagement metrics
• Regular testing of opt-out functionality
• Document and analyze delivery failures

SMS API integrations for Marshall Islands

Twilio

Twilio provides a robust SMS API for sending messages to the Marshall Islands. Integration requires an account SID and auth token from your Twilio dashboard.

import * as Twilio from 'twilio';

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

async function sendSMSToMarshallIslands(
  to: string,
  message: string
): Promise<void> {
  try {
    // Ensure proper formatting for Marshall Islands numbers (+692)
    const formattedNumber = to.startsWith('+692') ? to : `+692${to}`;
    
    const response = await client.messages.create({
      body: message,
      to: formattedNumber,
      from: process.env.TWILIO_PHONE_NUMBER,
      // Optional statusCallback for delivery tracking
      statusCallback: 'https://your-webhook.com/status'
    });
    
    console.log(`Message sent successfully! SID: ${response.sid}`);
  } catch (error) {
    console.error('Error sending message:', error);
  }
}

Sinch

Sinch offers competitive rates for the Marshall Islands with straightforward API integration.

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

// Initialize Sinch client
const sinchClient = new SinchClient({
  projectId: process.env.SINCH_PROJECT_ID,
  keyId: process.env.SINCH_KEY_ID,
  keySecret: process.env.SINCH_KEY_SECRET
});

async function sendSinchSMS(
  recipientNumber: string,
  messageText: string
): Promise<void> {
  try {
    const response = await sinchClient.sms.batches.send({
      sendSMSRequestBody: {
        to: [recipientNumber],
        from: process.env.SINCH_SENDER_ID,
        body: messageText,
        // Enable delivery reports
        deliveryReport: 'summary'
      }
    });
    
    console.log('Batch ID:', response.id);
  } catch (error) {
    console.error('Sinch SMS Error:', error);
  }
}

Bird

Bird API provides reliable SMS delivery to the Marshall Islands with comprehensive delivery tracking.

import axios from 'axios';

class BirdSMSService {
  private readonly apiKey: string;
  private readonly baseUrl: string = 'https://api.bird.com/v1';
  
  constructor(apiKey: string) {
    this.apiKey = apiKey;
  }
  
  async sendSMS(
    phoneNumber: string,
    message: string
  ): Promise<void> {
    try {
      const response = await axios.post(
        `${this.baseUrl}/messages`,
        {
          recipient: phoneNumber,
          content: message,
          channel: 'sms',
          country_code: 'MH'
        },
        {
          headers: {
            'Authorization': `Bearer ${this.apiKey}`,
            'Content-Type': 'application/json'
          }
        }
      );
      
      console.log('Message ID:', response.data.message_id);
    } catch (error) {
      console.error('Bird API Error:', error);
    }
  }
}

API Rate Limits and Throughput

• Twilio: 250 messages per second
• Sinch: 100 messages per second
• Bird: 50 messages per second

Throughput Management Strategies:

• Implement exponential backoff for retry logic
• Use queue systems (Redis/RabbitMQ) for high volume
• Batch messages when possible
• Monitor delivery rates and adjust sending patterns

Error Handling and Reporting

interface SMSError {
  code: string;
  message: string;
  timestamp: Date;
  recipient: string;
}

class SMSErrorHandler {
  static handleError(error: SMSError): void {
    // Log to monitoring system
    console.error(`SMS Error ${error.code}: ${error.message}`);
    
    // Implement retry logic for specific error codes
    if (this.isRetryableError(error.code)) {
      this.queueForRetry(error);
    }
    
    // Alert on critical errors
    if (this.isCriticalError(error.code)) {
      this.sendAlert(error);
    }
  }
  
  private static isRetryableError(code: string): boolean {
    const retryableCodes = ['timeout', 'network_error', 'rate_limit'];
    return retryableCodes.includes(code);
  }
}

Recap and Additional Resources

Key Takeaways

1. Compliance Requirements

   • Register with NTA
   • Maintain opt-in records
   • Honor opt-out requests within 24 hours

2. Technical Considerations

   • Use international number format (+692)
   • Implement proper error handling
   • Monitor delivery rates

3. Best Practices

   • Send during business hours (8 AM - 8 PM MHT)
   • Keep messages concise
   • Support both English and Marshallese

Next Steps

1. Review NTA regulations at www.nta.gov.mh
2. Consult with local legal counsel for compliance
3. Set up monitoring and reporting systems
4. Test message delivery across different carriers

Additional Resources

• Marshall Islands Telecommunications Act
• NTA SMS Guidelines
• International Telecommunication Union Standards

Contact Information:

• NTA Support: +692 XXX XXXX
• Email: support@nta.gov.mh
• Technical Assistance: tech@nta.gov.mh