Business Messaging Charter 2026: What Is Now Allowed (or Strictly Prohibited)

Starting March 1, 2026, the rules of the game are changing for SMS marketing professionals. The af2m (Association française pour le développement des services et usages multimédias multi opérateurs) is publishing a new version of its 2024 Business Messaging Charter. The goal: to strengthen trust, combat fraud, and clarify the responsibilities of each stakeholder. So concretely, what does this mean?

Relaxed Sending Hours

Promotional SMS messages can now be sent between 8:00 AM and 9:30 PM, down from 10:00 PM previously. A slightly shorter window — but more importantly, a new development: sending is permitted on Sundays and public holidays, even if it remains officially discouraged. Why? To avoid excessive commercial pressure and protect consumers’ right to disconnect.

Transactional messages (delivery notifications, OTP SMS, user-initiated exchanges) are not subject to these restrictions. No changes on that front.

Simplified Consent

The 2026 Business Messaging Charter harmonizes consent rules between SMS and RCS. From now on, a single opt-in is sufficient for both channels, simplifying the management of your contact databases.

That said, the rule remains unchanged: no promotional message may be sent without prior consent. If your contacts haven’t explicitly given their agreement, it’s time to clean up your lists.

Faster Unsubscription

Users must be able to unsubscribe in one click, via a STOP keyword, a dedicated URL, or an action button in RCS. Any opt-out request must be processed immediately, and above all, free of charge and without any complex process. For you, this means a better user experience, but also an obligation to update your tools to ensure instant, friction-free unsubscription. On SMS Partner, STOP SMS management is handled automatically for your commercial SMS campaigns.

Stricter Sender IDs

No more misleading or ambiguous sender identifiers! OADCs (sender IDs) are limited to 11 alphanumeric characters and must clearly identify the publisher or brand. Two categories are now formalized:

Strictly Prohibited OADCs (SP): Banned outright.
Prohibited Unless Authorized OADCs (PUA): Usable only after validation by af2m.

Special characters and spaces are prohibited by default, unless declared in advance. The purpose of this rule is to provide better protection against identity spoofing, but it also means you need to verify that your current OADCs are compliant.

Tighter Restrictions for Sensitive Sectors

The 2026 Charter outright bans promotional SMS messages for CBD, adult content, and unregulated online gambling. Electoral campaigns, meanwhile, are subject to strict oversight, with a mandatory requirement to clearly identify the campaign manager.

If your business touches on any of these sectors, it’s time to revisit your strategies to avoid any legal risk.

Shared Responsibility

Every actor in the chain (operators, partners, publishers) is accountable for their own practices, as well as those of their co-contractors. In the event of a breach, sanctions may be imposed, up to and including the suspension of non-compliant message delivery.

You will be required to choose reliable partners to avoid any risk of blocking.

Key Takeaways

Topic	What’s Changing	Impact for You
Sending Hours	8:00 AM–9:30 PM, Sundays and public holidays tolerated (not recommended)	More flexibility, but use with moderation.
Consent	Single opt-in for SMS and RCS	Simplified process, but check your databases.
Unsubscription	STOP, URL, or RCS button – immediate processing	Better user experience, lower spam risk.
Sender IDs (OADC)	11 characters max, alphanumeric, clear identification	End of misleading IDs — check your OADCs.
Sensitive Sectors	CBD, adult content, and unregulated gambling banned	Lower legal risk — adapt your campaigns if affected.
Responsibility	Each actor accountable for their own practices and those of their partners	Choose compliant partners.

The 2026 Business Messaging Charter is good news for the industry. It clarifies the rules, strengthens consumer trust, and limits abuse. It’s an opportunity to review your processes, simplify opt-in management, and optimize your campaigns — all while staying fully compliant!