Morocco SMS Best Practices, Compliance, and Features

Morocco SMS Market Overview

Locale name:	Morocco
ISO code:	MA
Region	Middle East & Africa
Mobile country code (MCC)	604
Dialing Code	+212

Market Conditions: Morocco has a vibrant mobile communications market with three major operators: Maroc Telecom, Orange Morocco, and Inwi (formerly Wana). SMS remains a crucial communication channel for businesses and consumers, though messaging apps like WhatsApp and Facebook Messenger are increasingly popular. Android devices dominate the market, accounting for approximately 85% of mobile devices, while iOS devices make up the remaining share.

Key SMS Features and Capabilities in Morocco

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

Two-way SMS Support

Two-way SMS is not supported in Morocco through most providers. This means businesses cannot receive replies to their SMS messages through standard A2P channels.

Concatenated Messages (Segmented SMS)

Support: Yes, concatenation is supported across most networks, though support may vary by sender ID type.
Message length rules: Standard SMS length of 160 characters for GSM-7 encoding, or 70 characters for Unicode (UCS-2) encoding.
Encoding considerations: Both GSM-7 and UCS-2 encodings are supported. Arabic text requires UCS-2 encoding, reducing the character limit to 70 per segment.

MMS Support

MMS messages are not directly supported in Morocco. When attempting to send MMS, the message will be automatically converted to SMS with an embedded URL link where recipients can view the multimedia content. This ensures message delivery while maintaining compatibility across all networks.

Recipient Phone Number Compatibility

Number Portability

Number portability is available in Morocco, allowing users to keep their phone numbers when switching between mobile operators. This feature does not significantly impact SMS delivery or routing as messages are properly routed to the current carrier.

Sending SMS to Landlines

Sending SMS to landline numbers is not possible in Morocco. Attempts to send messages to landline numbers will result in delivery failure, typically generating a 400 response with error code 21614. These messages will not appear in logs and accounts will not be charged for failed attempts.

Compliance and Regulatory Guidelines for SMS in Morocco

SMS communications in Morocco are regulated by the National Telecommunications Regulatory Agency (ANRT). Companies must comply with local telecommunications laws and data protection regulations, including Law 09-08 concerning the protection of individuals with regard to personal data processing.

Explicit Consent Requirements:

Obtain clear, documented opt-in consent before sending marketing messages
Maintain detailed records of when and how consent was obtained
Include company name and purpose in consent requests
Provide clear terms and conditions regarding message frequency and content

Best Practices for Consent Collection:

Use double opt-in verification for marketing lists
Document consent timestamp, source, and IP address
Store consent records for at least 2 years
Regular consent database maintenance and updates

HELP/STOP and Other Commands

All SMS campaigns must support standard opt-out keywords:
- STOP, ARRET, UNSUBSCRIBE (English/French)
- توقف (Arabic)
HELP/AIDE commands must provide service information
Responses to commands should be in the same language as the keyword received
All command responses must be free of charge for users

Do Not Call / Do Not Disturb Registries

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

Maintain their own suppression lists
Honor opt-out requests within 24 hours
Regularly clean contact lists
Implement automated opt-out processing
Document all opt-out requests and processing dates

Time Zone Sensitivity

Morocco observes Western European Time (WET/GMT+1). While there are no strict legal time restrictions for SMS:

Recommended Sending Hours: 9:00 AM to 8:00 PM local time
Religious Considerations: Avoid sending during prayer times
Holiday Awareness: Respect Ramadan and other religious observances
Emergency Exception: Urgent messages may be sent outside recommended hours

Phone Numbers Options and SMS Sender Types for Morocco

Alphanumeric Sender ID

Operator network capability: Fully supported across major networks
Registration requirements: Pre-registration required, takes approximately 3 weeks
Sender ID preservation: Yes, preserved across all networks except Inwi
Character limits: Up to 11 characters, alphanumeric only

Long Codes

Domestic vs. International:

Domestic long codes not supported
International long codes supported but with limitations
Numeric sender IDs not supported by Maroc Telecom and Wana Telecom

Sender ID preservation: No, international numbers may be overwritten with generic alphanumeric IDs
Use cases: Not recommended for marketing campaigns; better suited for transactional messages

Short Codes

Support: Not currently supported in Morocco
Alternative: Use pre-registered alphanumeric sender IDs instead

Restricted SMS Content, Industries, and Use Cases

Prohibited Content:

Gambling and betting services
Adult content or explicit material
Political messaging without proper authorization
Religious content
Illegal substances or services
Hate speech or discriminatory content

Regulated Industries:

Financial services require additional documentation
Healthcare messages must comply with privacy regulations
Debt collection services face strict limitations

Content Filtering

Known Carrier Filters:

URLs from unknown domains may be blocked
Messages containing specific keywords related to restricted content
Multiple exclamation marks or all-caps text

Best Practices to Avoid Filtering:

Use registered and approved sender IDs
Avoid URL shorteners
Keep content professional and clear
Use approved templates for sensitive industries
Maintain consistent sending patterns

Best Practices for Sending SMS in Morocco

Messaging Strategy

Keep messages under 160 characters when possible
Include clear call-to-action
Use personalization tokens thoughtfully
Maintain consistent brand voice
Include company name in message

Sending Frequency and Timing

Limit to 4-5 messages per month per recipient
Respect Ramadan sending hours
Avoid sending during Friday prayers
Space out bulk campaigns to prevent network congestion

Localization

Support Arabic, French, and local Darija dialect
Use appropriate character encoding for Arabic text
Consider cultural sensitivities in content
Offer language preference selection

Opt-Out Management

Process opt-outs within 24 hours
Maintain centralized opt-out database
Include opt-out instructions in messages
Regular audit of opt-out compliance

Testing and Monitoring

Test across all major carriers (Maroc Telecom, Orange, Inwi)
Monitor delivery rates by carrier
Track opt-out rates and patterns
Regular content and compliance audits
A/B test message timing and content

SMS API integrations for Morocco

Twilio

Twilio provides a robust REST API for sending SMS to Morocco. Authentication uses account SID and auth token.

import { Twilio } from 'twilio';

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

// Function to send SMS to Morocco
async function sendSMSToMorocco(
  to: string,
  message: string,
  senderId: string
): Promise<void> {
  try {
    // Ensure proper formatting for Morocco numbers (+212)
    const formattedNumber = to.startsWith('+212') ? to : `+212${to.slice(-9)}`;

    const response = await client.messages.create({
      body: message,
      from: senderId, // Pre-registered alphanumeric sender ID
      to: formattedNumber,
      // Optional parameters 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);
    throw error;
  }
}

Sinch

Sinch offers a straightforward REST API with JWT authentication for Morocco SMS.

import axios from 'axios';

class SinchSMSClient {
  private readonly baseUrl: string;
  private readonly apiToken: string;
  private readonly servicePlanId: string;

  constructor(servicePlanId: string, apiToken: string) {
    this.baseUrl = 'https://sms.api.sinch.com/xms/v1';
    this.apiToken = apiToken;
    this.servicePlanId = servicePlanId;
  }

  async sendSMS(to: string, message: string, senderId: string): Promise<void> {
    try {
      const response = await axios.post(
        `${this.baseUrl}/${this.servicePlanId}/batches`,
        {
          from: senderId,
          to: [to],
          body: message,
          delivery_report: 'summary'
        },
        {
          headers: {
            'Authorization': `Bearer ${this.apiToken}`,
            'Content-Type': 'application/json'
          }
        }
      );

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

MessageBird

MessageBird provides a feature-rich API with support for Morocco's specific requirements.

import messagebird from 'messagebird';

class MessageBirdClient {
  private client: any;

  constructor(apiKey: string) {
    this.client = messagebird(apiKey);
  }

  sendSMS(
    to: string,
    message: string,
    senderId: string
  ): Promise<any> {
    return new Promise((resolve, reject) => {
      // Configure message parameters
      const params = {
        originator: senderId,
        recipients: [to],
        body: message,
        // Morocco-specific parameters
        datacoding: 'unicode', // For Arabic support
        type: 'premium' // For business messaging
      };

      this.client.messages.create(params, (err: any, response: any) => {
        if (err) {
          reject(err);
        } else {
          resolve(response);
        }
      });
    });
  }
}

Plivo

Plivo offers a reliable API with specific features for Morocco messaging.

import plivo from 'plivo';

class PlivoSMSClient {
  private client: any;

  constructor(authId: string, authToken: string) {
    this.client = new plivo.Client(authId, authToken);
  }

  async sendSMS(
    to: string,
    message: string,
    senderId: string
  ): Promise<void> {
    try {
      const response = await this.client.messages.create({
        src: senderId, // Your registered sender ID
        dst: to, // Destination number in E.164 format
        text: message,
        // Morocco-specific parameters
        url_strip_domain: false, // Preserve full URLs
        powerpack_id: 'your_powerpack_id' // If using Powerpack
      });

      console.log('Message sent:', response.messageUuid);
    } catch (error) {
      console.error('Plivo error:', error);
      throw error;
    }
  }
}

API Rate Limits and Throughput

Default rate limits vary by provider:
- Twilio: 100 messages/second
- Sinch: 30 messages/second
- MessageBird: 60 messages/second
- Plivo: 50 messages/second

Strategies for Large-Scale Sending:

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

Error Handling and Reporting

Implement comprehensive logging
Monitor delivery receipts
Track common error codes
Set up automated alerts for failure thresholds
Maintain error logs for compliance

Recap and Additional Resources

Key Takeaways

Compliance First
- Pre-register alphanumeric sender IDs
- Maintain opt-in records
- Honor opt-out requests promptly
Technical Considerations
- Support Unicode for Arabic text
- Implement proper error handling
- Monitor delivery rates
Best Practices
- Respect local time zones
- Use appropriate language options
- Keep messages concise and relevant

Next Steps

Review ANRT regulations at www.anrt.ma
Consult legal counsel for compliance review
Set up test accounts with preferred providers
Implement delivery tracking systems

Additional Resources

Official Resources:
- ANRT Guidelines: www.anrt.ma/en/operators/guidelines
- Data Protection Law 09-08: www.cndp.ma
Industry Resources:
- MEA Mobile Operators Association
- Mobile Marketing Association MENA
Technical Documentation:
- Provider-specific Morocco guidelines
- SMS character encoding standards
- API integration guides

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