Bulk SMS and DND in Nigeria, explained

What DND is

The Nigerian Communications Commission (NCC) runs the Do-Not-Disturb service so subscribers can stop unwanted promotional messages and calls. Subscribers can opt out of all promotional messages, or only some categories, by texting the short code 2442 (texting STOP blocks all promotions, and HELP lists the options). Millions of Nigerian numbers are on DND, which is why a promotional campaign can show many "undelivered" messages.

Promotional vs transactional SMS

Sending adverts on the transactional route to dodge DND breaks the networks' rules. Providers monitor content, and Sender IDs that abuse it get blocked. Use the transactional route for messages a customer expects because of something they did with you.

Sender IDs

A Sender ID is the name your SMS comes from instead of a number: up to 11 characters, such as "AdasKitchen" or "BrightSch". In Nigeria, Sender IDs are registered with the SMS provider and the networks before use, and you'll be asked what you'll send. Use a name customers recognise, and avoid names of banks, government agencies or brands you don't own, which are refused.

How SMS is billed

So a 200-character plain message is 2 pages, and a 100-character message with one emoji is 2 pages. Count before you send with the free SMS character counter.

Writing an SMS that works

• Start with your business name or the reason: "AdasKitchen: Friday lunch combo ₦3,500..." (but write N3,500 to stay on one page).
• One offer, one action, one link or number.
• Say when it ends.
• Add an opt-out for promotions ("Reply STOP" or an opt-out link).
• Avoid ALL CAPS and too many abbreviations.

Example (one page, with room for the opt-out link ENB adds): "AdasKitchen: Friday lunch combo, jollof + chicken + drink N3,500. Order by 11am on 0803 123 4567. Delivery in Lekki & VI."

Timing and consent

Send promotions at reasonable hours. ENB holds promotional SMS between 9pm and 8am in your time zone and sends them in the morning. Only text people who agreed to receive SMS from you, record that consent, and remove anyone who opts out immediately; the Nigeria Data Protection Act applies to phone numbers as much as emails.

Why messages fail

• The number is on DND (promotional route).
• The number is wrong, switched off for days, or ported.
• The Sender ID isn't approved yet, or is blocked on one network.
• The content looks like spam or impersonation.

Check delivery reports after each campaign and clean numbers that keep failing.

Bulk SMS on ENB

Request your Sender ID, top up a naira balance, and send to a list, tag or segment, now or scheduled. You pick the promotional or transactional route, see the page count and cost before sending, and only contacts with SMS consent are included. If a network refuses a message, the charge is refunded. SMS is pay per page on every plan, including Free. See bulk SMS.

Transactional message examples

These are fine on the transactional route because the customer expects them:

• "Your order #1042 is out for delivery. Rider: 0803 123 4567."
• "Reminder: your appointment at Glow Salon is tomorrow at 10am."
• "Payment received: N25,000 for INV-0042. Thank you!"
• "Your verification code is 482913."

These are promotional and must go on the promotional route:

• "Weekend sale! 20% off everything."
• "New arrivals in store. Visit us today."

Bulk SMS checklist

1. Approved Sender ID with your business name.
2. Only contacts who agreed to SMS.
3. The right route for the content.
4. One page if possible: plain characters, N instead of ₦, no emojis.
5. An opt-out on promotions.
6. Sent at a reasonable hour.
7. Delivery report checked; failing numbers cleaned.

Key takeaways

• Promotional SMS doesn't reach numbers on DND; transactional messages on the proper route do.
• Never send adverts on the transactional route: Sender IDs get blocked.
• Count pages before you send: one emoji or ₦ can triple the cost.
• Text only people who agreed to SMS, and honour opt-outs immediately.
• Check delivery reports and clean numbers that keep failing.