If you’re looking beyond e& (Etisalat) (formerly Etisalat) for SMS marketing services in the UAE, you’re in luck: the market offers several strong providers that can suit different business-sizes, campaign types, and budgets.
Here are five top alternatives to Etisalat. These options provide competitive services and features that cater to various customer needs, ensuring reliable connectivity and diverse plans. Each alternative offers unique benefits, making it essential for consumers to evaluate their preferences and requirements before making a choice.
Why look beyond Etisalat’s built-in SMS marketing service?
While Etisalat’s own “Smart Messaging/SMS Marketing” solution is solid (with custom sender IDs, personalization, API integration, etc. there are reasons many marketers and businesses consider alternatives:
- Pricing & flexibility: Some aggregators or specialist platforms may offer better pricing (especially for large volumes or special routes).
- Feature variety: You might want richer API integrations, multi-channel support (e.g., SMS + WhatsApp + push notifications), advanced segmentation, or white-labeling.
- Specialist support & targeting: Some providers focus heavily on marketing, segmentation, database support, two-way messaging, etc.
- Regulatory & routing advantages: Given the specific regulatory environment in the UAE (sender ID registration, opt-in consent, timing windows) using a specialist aggregator can make things smoother. See the regulatory section below.
Regulatory context & what you must know in the UAE
Before you pick a provider, you must be aware of the regulatory landscape for SMS marketing in the UAE. Non-compliance can lead to blocked campaigns or penalties. Key points:
- Telecommunications and Digital Government Regulatory Authority (TDRA) governs marketing SMS and unsolicited electronic communications in the UAE.
- For promotional SMS (marketing campaigns) you must:
- Obtain the recipient’s explicit opt-in consent (can’t just assume).
- Register your alphanumeric sender ID. In many cases you must prefix it with “AD-” for promotional sender IDs.
- Respect the permitted times for promotional SMS: generally between 7:00 AM and 9:00 PM UAE time.
- Use appropriate sender ID registration, and maintain suppression (opt-out) lists.
- Transactional SMS (alerts, OTPs) have slightly different rules; but for marketing campaigns you must be especially compliant.
Thus, when selecting a provider, you should look for one that explicitly handles these compliance aspects (sender ID registration, opt-out management, local routing via UAE operators, etc.).
5 Best SMS Marketing Providers in the UAE
Here are five solid alternatives to Etisalat’s native solution. In alphabetical order, each with a short description of why they’re strong.
1. DIGINTRA Teleservices
A global A2P (Application-to-Person) messaging provider with strong presence in the UAE. They advertise enterprise-grade, scalable SMS delivery, white-label CPaaS (communications platform) capabilities, and compliant routing.
Why consider them:
- Good for both large volumes and sophisticated integrations (API, multi-channel)
- Strong on compliance and direct operator connectivity (important for UAE market)
- They may offer cost efficiencies when you scale.
Considerations: - As with any global aggregator, check local UAE routing quality (especially for promotional SMS)
- Ensure sender ID registration and local UAE operator connections are established.
Website: https://digintra.com
2. ALPHA Digital (or ALPHA Marketing)
Based in UAE (Dubai/Abu Dhabi) offering SMS marketing campaigns and database targeting across nationalities, areas, demographics.
Why consider them:
- Local presence means easier support for UAE-specific campaign features (Arabic language, local targeting)
- They emphasise low-cost campaigns, segmentation and marketing-oriented services
Considerations: - Confirm whether they support high-volume enterprise APIs (if you are sending many thousands per day)
- Check delivery rates to both major UAE networks (e& and du).
Website: alpha-ways.com
3. SMSala
While not exclusively UAE-only, they explicitly highlight UAE bulk SMS with local network coverage, sender ID support, multi-language SMS, API and web panel.
Why consider them:
- Good for starting up or medium-sized campaigns (web panel + API)
- Promise of “100 % uptime”, sender ID management, multi-language support
Considerations: - As with any external provider, check their routing quality into UAE (promotional SMS may require stricter rules)
- Ensure local UAE compliance features (opt-out, sender ID registration) are supported.
Website: smsala.com
4. 24X7SMS
They present themselves as enterprise SMS solutions in the UAE, offering transactional and marketing SMS, short code, missed-call services. Based in Ras Al Khaimah, UAE.
Why consider them:
- Local presence in UAE, so easier contact/support
- Cover both marketing and transactional use-cases
Considerations: - If you’re purely marketing, confirm they handle promotional sender ID registration and routing via both major networks.
- Investigate their pricing for bulk marketing SMS vs transactional.
Website: 24x7sms.ae
5. SMS Marketing UAE
(Brand name) – They explicitly claim to be connected directly with Etisalat and du via SMPP protocols and have been providing SMS marketing services since 2008 in Dubai.
Why consider them:
- Established in UAE market, long track-record
- Direct connection to major operators is a plus
Considerations: - Make sure their service still meets your current requirements for segmentation, analytics, API integration (some older players cater more for basic bulk SMS).
- Ask for sample delivery performance for large campaigns.
Website: smsmarketinguae.com
How to choose the right one for your business
Here are key criteria to compare when selecting the best provider for your needs:
- Delivery & routing quality: Ask for real delivery numbers into UAE mobiles (e& / du). Confirm dedicated/shared routes, sender ID reliability.
- Compliance support: Does the provider help with sender ID registration (“AD-” prefix etc), opt-out management, suppression lists, segmentation?
- Marketing features: Bulk upload of contacts, segmentation (by geography, nationality, gender etc.), multilingual support (Arabic/English), scheduling, analytics/delivery reports.
- API / Integration: If you want to connect SMS with CRM, e-commerce platform, or automate campaigns, make sure they offer HTTP/SMPP APIs & documentation.
- Cost / plan structure: Compare per SMS cost, any monthly minimums, credit validity, etc. Etisalat’s own plan gives some benchmark (for example: 10,000 SMS for AED 800/month, etc)
- Support & local presence: Having local support (UAE-based or familiar with UAE rules) helps for faster set-up, issuer routing issues, sender ID approvals.
- Scalability & future growth: If you plan to send high volumes or expand internationally, ensure provider has capacity and good reputation.
- Target-audience / database: Some providers offer access to filtered mobile databases by emirate, nationality, age, etc.
Why still partner with Etisalat’s own SMS Marketing service (and how it fits in)
Even though you are exploring alternatives, it’s worth not dismissing Etisalat’s own service entirely. Some advantages:
- Operator-level connectivity: Likely very good routing into e& network (since they are the network)
- Simplicity: If your volumes are moderate and you just want a straightforward platform, it may suffice
- Branding/Trust: Using the operator’s own platform may ease regulatory/route approvals and sender ID registration
So one model is: Use Etisalat (e&) platform for your core campaigns, and use one of the above providers for specialized campaigns (e.g., very high volumes, advanced segmentation, international expansion, or multi-channel marketing) — whichever gives you the best combination of cost, features and routing.
Final Thoughts
For businesses in the UAE looking to execute effective SMS marketing campaigns, the good news is that there are multiple strong providers beyond the network operator’s own service. The key is to match your campaign goals (volume, segmentation, API, language, cost) with the right partner, and ensure you stay fully compliant with UAE’s strict rules around sender IDs, opt-ins, timing, and content.
From the list above, DIGINTRA Teleservices stands out for high-volume and enterprise-grade messaging, while other providers like ALPHA Digital, SMSala, 24X7SMS and SMS Marketing UAE offer varying specializations and price-points.
