Political parties and candidates in Kenya can send bulk SMS to voters, but not the way a shop sends a promotion. Messages are approved before they go out, only people who agreed to receive them can be texted, and there are fixed rules on timing, language and content. Connect Media’s political SMS service is built around those rules: we help you prepare the approval pack, keep the consent and delivery evidence the regulator can ask for, and send within the permitted window.
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What the service covers
The rules, step by step
These come from the Communications Authority of Kenya (CA) Guidelines on Prevention of Dissemination of Undesirable Bulk and Premium Rate Political Messages and Political Social Media Content via Electronic Communications Networks, issued with the NCIC in July 2017 [1]. Safaricom, which applies the same approach to the content service providers on its network, publishes a Political Message Approval Form and has said it will vet political content and suspend or terminate contracts for unauthorised political messages [2].
| Rule | What it means for your campaign | Source |
|---|---|---|
| Licensed sender | Political messages may only go through a licensed content service provider (CSP) with a direct interoperability agreement with a mobile operator. | CA cl. 6 |
| 48 hours’ notice | The request goes to the operator at least 48 hours before sending. | CA cl. 7.1; Safaricom |
| What the request contains | The exact message; a signed authorisation letter from the party or individual in the form approved by the CA; certified copies of the party’s registration documents or the individual’s ID; the intended send time. | CA cl. 7.1.1–7.1.4; Safaricom |
| Vetting | The operator replies within 18 hours and may refuse, giving reasons. If it cannot tell whether the content is inflammatory it refers the message to NCIC, which replies within 24 hours. | CA cl. 7.2–7.5 |
| Stop after sending | If a sent message causes an unforeseen negative reaction, the operator can stop it and the sponsor may have to send an apology by SMS at its own cost. | CA cl. 7.6 |
| Who is speaking | The message must name the party or individual. It must not carry an operator or CSP name, logo or slogan. | CA cl. 8.1–8.2 |
| Content | No offensive, abusive, insulting, misleading, confusing, obscene or profane language; no incitement or discrimination; no attacks on people, their families, ethnic background, race, religion or associations. | CA cl. 8.3–8.5 |
| Language | English and Kiswahili only. | CA cl. 8.7 |
| Timing | 08:00 to 17:00 only, and within the campaign periods announced by the IEBC. (Safaricom’s 2012 rules allowed a slightly longer day; follow the stricter CA window.) | CA cl. 9 |
| Consent | Every recipient must have opted in with express consent, the opt-out must be clearly notified and always working, and evidence of consent must be produced on request. | CA cl. 10.1, 10.4; Safaricom |
| Databases | Unauthorised use, sharing or sale of customer databases for political messages can lead to immediate suspension of the CSP’s agreement. | CA cl. 10.5–10.6 |
| Liability | The CSP is legally responsible for the content and indemnifies the operator; breaches can lead to suspension and CA regulatory action. | CA cl. 11 |
Do and don’t
Do
- Name the party or candidate in every message
- Keep it short: date, place, how to register or check registration
- Write in English or Kiswahili
- Collect opt-in by keyword or form and store the record
- Include a free opt-out line
- File at least 48 hours before the send time
- Send between 08:00 and 17:00, inside the campaign period
Don’t
- Buy, borrow or scrape a phone-number list
- Use an operator’s or CSP’s name or logo
- Mention ethnicity, religion or family of an opponent
- Make claims you cannot support
- Send at night or outside the campaign period
- Switch to a message that was not approved
- Assume that a message cleared once will be cleared again
What an approved message looks like
Names the candidate, factual, English, free opt-out. (Example only; use the code and date that apply to you.)
Likely refused
Attacks a group, makes a threat, carries an operator’s name, no opt-out. Would be refused or referred to NCIC.
Documents to have ready
- The exact message text for each send (and Kiswahili versions where relevant)
- Signed authorisation letter from the party or candidate, in the form approved by the CA
- Certified copies of the party’s registration documents, or the individual’s national ID
- Intended send date and time, inside 08:00–17:00
- Proof of consent for the list: sign-up forms, keyword logs or opt-in records
- A contact person at the campaign who can answer a query from the operator or NCIC within hours
Plan your budget
Use the calculator to estimate what a campaign will cost at your rate, then contact us for a quote.
Frequently asked questions
Can Connect Media send political SMS for any party or candidate?
We work with any registered party or candidate whose messages and documents meet the guidelines. We do not send hate speech, personal attacks or messages to lists without consent.
How early should we start?
At least three working days before the first send: the rules require 48 hours’ notice, and a referral to NCIC or a request for changes adds time. For the 2027 campaign period (29 May to 7 August 2027), start well before nominations open.
Can we text voters from the voter register or a bought list?
No. Recipients must have opted in with express consent, and the guidelines allow suspension for unauthorised use or sale of databases. The Data Protection Act also requires a lawful basis for using personal data.
Can we use our party name as the sender?
Yes. The message must name the party or individual. It must not carry the name or logo of an operator or CSP. See our guide to sender IDs.
What if the operator refuses the message?
The operator must give reasons. You can amend the message and refile, remembering the 48-hour notice for the new version.
Do the rules also apply to voice calls and WhatsApp?
The guidelines cover bulk SMS, MMS, audio calls and ring-back tones through operators (Part I) and political content on social media (Part II). Data protection law applies to every channel. See our global report for the full channel comparison.
Start your campaign the right way
Tell us your party or candidate, the election, the size of your opt-in list and when you want to send. We will check your message and documents against the guidelines and give you a clear timeline and quote.
Sources: [1] Communications Authority of Kenya and NCIC, Guidelines on Prevention of Dissemination of Undesirable Bulk and Premium Rate Political Messages, July 2017. [2] Capital FM, Safaricom issues tough rules on political messaging, June 2012; Safaricom Political Message Approval Form. Last checked 3 October 2026.
Frequently asked questions
Can political parties send bulk SMS in Kenya?
Yes. Messages must go through a licensed content service provider, be approved by the mobile operator at least 48 hours in advance, name the party or candidate, be sent between 08:00 and 17:00 in English or Kiswahili, and go only to people who opted in.
What documents does the operator need for a political SMS?
The exact message text, a signed authorisation letter from the party or individual, certified copies of the party's registration documents or the individual's ID, and the intended send time.
Can I use a voter list to send political SMS?
No. Recipients must have opted in with express consent, and unauthorised use or sale of databases can lead to suspension.