Kenyan networks and regulators treat two kinds of bulk SMS differently. Getting the category right affects whether your messages are delivered, how your sender ID is registered, and what consent you need.
Transactional SMS
Messages a customer needs in order to use your service. They’re triggered by something the customer did or by their account.
- OTPs and login codes
- Payment confirmations and receipts
- Order, delivery and appointment updates
- Account alerts and security notices
Promotional SMS
Messages that market a product, service or offer.
- Discounts and sales
- New product announcements
- Event invitations
- “We miss you” reactivation messages
Why the difference matters
- Do Not Disturb: subscribers can block promotional messages (on Safaricom via the DND service, *456*9*5#). Transactional messages are handled differently.
- Consent and opt-out: promotional SMS needs consent and an opt-out under Kenya’s Data Protection Act. See our compliance guide.
- Sender ID registration: networks register sender IDs for a purpose. Tell your provider which category you’ll use — see sender ID registration.
- Trust: customers who get promotions inside their receipts learn to ignore your alerts.
Don’t mix them
Keep marketing out of transactional messages. If you want to promote something to customers who get receipts, ask for their marketing consent and send promotions separately. Many businesses use one sender ID for alerts and a separate one for marketing.
Examples
- Transactional: “Your code is 4821. It expires in 5 minutes. Do not share it.”
- Promotional: “20% off all shoes this weekend at BRAND. STOP to opt out.”
More on OTP SMS, payment confirmation SMS and SMS marketing.
Start sending with Connect Media
Create an account — no minimum top-up, credit that never expires, and SMS from KES 1.0 to Safaricom, Airtel and Telkom numbers. Questions? Call +254 707 339 945 or email info@connectmedia.co.ke.
Frequently asked questions
What is a transactional SMS?
A message a customer needs to use your service, such as an OTP, payment receipt, order update or account alert.
Do transactional SMS need an opt-out?
Opt-outs are required for promotional messages. Transactional messages the customer needs, like receipts and OTPs, are treated differently, but they must not contain marketing.
Does Do Not Disturb block transactional SMS?
Do Not Disturb is aimed at promotional messages. Registering your sender ID in the correct category helps alerts and OTPs reach customers.