UAE's Telecommunications and Digital Government Regulatory Authority (TDRA) requires all companies and government entities sending SMS for authentication codes, notifications, and alerts to migrate to the Direct Model by December 31, 2026. The transition period is now open, giving businesses time to adapt their messaging infrastructure.
Our retelling · details in the original publication
The UAE's telecom regulator TDRA has announced a mandatory shift to the Direct Model for A2P SMS delivery. The requirement applies to all companies and government entities using SMS for One-Time Passwords (OTPs), notifications, alerts, marketing messages, promotional content, order updates, and any customer-facing automated messaging.
The Direct Model works by sending messages directly from an SMS aggregator to end users, eliminating intermediaries in the delivery chain. This approach ensures more reliable delivery and reduces the risk of message blocks or delays that can occur with traditional routing.
The transition period extends until December 31, 2026. Companies must complete their migration within this window. After the deadline, the legacy system will no longer be supported, so early action will help avoid service disruptions.
If your business operates in the UAE and relies on SMS for customer communications, contact your SMS service provider to confirm your migration status and timeline. Failure to complete the transition could result in critical messages—especially authentication codes—failing to reach users.
Full details are available in the official regulatory announcement.
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