Navigating Malaysia's new SMS content restrictions: What you need to know

In an effort to improve consumer protection and reduce the volume of spam and fraudulent activities currently taking place, the Malaysian Communications & Multimedia Commission (MCMC) has introduced new regulations for Application-to-Person (A2P) SMS messaging. These regulations, set to be enforced in two phases starting from 1 June 2024, create strict guidelines on the content that can be included in SMS notifications sent to devices in Malaysia.

Phase 1: The tolerance period 

From 1 June 2024 to 1 September 2024, the MCMC will implement a courtesy period allowing businesses to adjust to the new requirements. During this time, any URLs included in SMS notifications must be whitelisted. Additionally, every SMS must contain the designation "RM0" and the brand name to comply with the new rules.

For example:

• Accepted: RM0 Hi, your 15below OTP is 123456. It's valid for ten minutes.
• Rejected: Hi, your OTP is 123456. It's valid for ten minutes.

This 3-month period provides a critical opportunity for businesses to adapt their messaging strategies and ensure compliance with the upcoming stricter regulations. 

Phase 2: Full enforcement 

Beginning 1 September 2024, the MCMC will fully enforce the new rules, which includes significant changes to SMS content regulations.

Content containing the following will be blocked: 

• URLs/Hyperlinks: SMS messages containing links to websites or online resources will be blocked.
• Personal information requests: SMS content asking for personal details such as identification numbers or passwords will be blocked. 
• Callback/Contact numbers: SMS containing telephone numbers for callbacks or general contact purposes will be blocked. 
• No exemptions for previously whitelisted content: Even URLs and phone numbers that were previously approved for use will be subject to the new regulations and blocked. 

The importance of omnichannel communication for airlines

Omnichannel communication is about providing seamless customer experiences using multiple channels including email, SMS, phone calls, social media, and in-person interactions to communicate with passengers using the channel(s) that suit them and the situation. This approach ensures that you’re not relying on one communication channel to keep passengers informed and risk them not receiving or engaging with vital information.
 

With the MCMC introducing stricter SMS content regulations, travel brands need to rethink their communication strategies. Adopting an omnichannel approach is not just a compliance measure, but a strategic opportunity to enhance customer engagement and operational efficiency. 

Here is why an omnichannel strategy is essential and how it can benefit you: 

• Compliance with new regulations
  The new rules restrict SMS content, including the use of URLs, personal information requests, and callback numbers. By adopting an omnichannel strategy, travel brands can shift essential communications to other channels such as email, mobile apps, and social channels like WhatsApp and Facebook Messenger, ensuring compliance and effective communication.
• Enhanced customer experience
  Omnichannel communication ensures customers receive timely and relevant information through their preferred channels. Whether it is real-time updates via push notifications or detailed information through email, this approach caters to varied customer preferences, enhancing their overall travel experience.
• Improved operational efficiency
  Automation and integration across multiple channels streamline operations. Platforms like 15below’s enable automated notifications for flight status changes, disruptions, and other critical updates, reducing the burden on staff and ensuring customers are always informed and empowered.
• Increased personalisation 
  Leveraging data across channels allows travel brands to personalise communications effectively. Automated systems can tailor messages based on customer data, such as travel history and preferences, making interactions more relevant and engaging.
• Resilience during disruption
  During acts of disruption, an omnichannel strategy ensures customers receive timely updates through the most appropriate channels. Instant notifications via mobile apps or social media can quickly inform customers of changes, while emails can provide detailed instructions and links to self-service options.

The new SMS regulations in Malaysia present an opportunity for travel brands to adopt an omnichannel communication approach. This strategy not only ensures compliance, but also enhances customer satisfaction, operational efficiency, and personalisation. By integrating multiple communication channels, travel brands can provide a seamless and engaging experience, effectively meeting the needs of their customers.

Discover why a multi-channel strategy is essential for providing an outstanding passenger experience by watching our webinar on the importance of an omnichannel approach for airline communications, and read our white paper ‘The future of disruption communications’.

As part of our ongoing support for our customers, we'll be contacting impacted airlines to help navigate these changes before they come into effect. If you have any immediate questions or you'd like more information, please reach out to your Account Manager directly or contact us here.