In New Zealand, the SMS industry has become more regulated in recent years with the network operators self-regulating in order to avoid government legislation. As a result, SMS messages are now monitored and it is harder to get a shortcode approved.


Alphanumeric Support

In New Zealand, there is no alphanumeric sender ID. All messages are delivered via a 4-digit code (shortcode).


Shortcode Support

There are two types of shortcodes:

  • Standard shortcode: Businesses can send outbound messages to recipients, but recipients must pay to reply to the message. For example, when recipients reply with responses like STOP or YES, they are warned about the cost beforehand which may discourage them from sending a response at all. The network operator will charge the business for sending messages [MT], but not for receiving replies [MO].
  • FTEU (Free To End User) shortcode: Businesses can send outbound messages to recipients, but recipients will not have to pay to reply to the message. The network operator will charge the business for both sending messages [MT] and receiving replies [MO].


Approval Requirements

To get a shortcode approved, businesses must meet the following requirements:

  1. No Shared Shortcodes: Businesses are prohibited from using shared shortcodes for their SMS marketing campaigns.
  2. Customer Opt-In Demonstration: Businesses must provide a clear demonstration of customer opt-in, such as a screenshot, to show they have explicit consent from the recipient before sending marketing messages.
  3. Marketing via FTEU Shortcodes: All marketing activities must be conducted using Free to End User (FTEU) shortcodes to comply with regulations and ensure a seamless user experience.
  4. Opt-Out Options: Recipients must be provided with opt-out mechanisms, either through the STOP keyword or a LINK, with the latter being preferred to avoid costs associated with replying to messages.


Pricing Guidelines

Please contact Tall Bob for pricing.


Shortcode Application Process

The shortcode application process is as follows:

  1. Tall Bob customers will receive an email from their Account Manager linking to a form that needs to be completed. You will be asked to provide a screenshot of your 'Opt-in Message'. 
  2. Account Manager will review the application and clarify any details before submitting the application to the network.
  3. Account Manager will submit your application to the NZ Telcos.
  4. Once the shortcode is approved, it will be setup in your Tall Bob Account and you will be notified your shortcode is ready for use.


Shortcode Application Timeframes

Once the shortcode application is submitted to the NZ Telco, the lead time for shortcode approval is approx. 4-6 weeks.