This is general information, not legal advice. Check the current rules with the relevant authority or your adviser.
The UAE telemarketing rules, set by Cabinet Resolutions Nos. 56 and 57 of 2024, govern how businesses contact people for marketing. As reported, they cover permitted hours, consent, identifying yourself, keeping records and respecting the Do Not Call Registry, and they extend beyond phone calls to marketing text messages and promotional messages on social media platforms. That makes them relevant to WhatsApp campaigns.
This article is part of our guide to WhatsApp marketing compliance in the UAE. It relies on Middle East Briefing’s summary of the new rules (9 September 2024). Always check the current official text.
What the regulation covers
According to Middle East Briefing, Cabinet Resolutions Nos. 56 and 57 of 2024 took effect on 27 August 2024. The summary reports that:
- Businesses must obtain approval from the TDRA (the Telecommunications and Digital Government Regulatory Authority) before conducting telemarketing.
- Businesses must obtain consent from individuals before making promotional calls.
- The regulations extend to marketing text messages and promotional messages sent via social media platforms.
- Individuals using personal phone numbers for marketing also face penalties.
The last point matters for small businesses: sending promotions from a salesperson’s personal WhatsApp number is not a way around the rules.
Permitted hours
Middle East Briefing reports that marketing calls are permitted between 9:00 a.m. and 6:00 p.m.
The summary describes this window for calls. Whether and how it applies to each type of message is a question for your adviser, but a cautious approach for WhatsApp campaigns is simple: schedule marketing sends inside the same daytime window.
| Message type | Cautious timing |
|---|---|
| Promotional broadcast | Weekdays, within 9:00 a.m. to 6:00 p.m. |
| Follow-up to an enquiry the customer started | During business hours, as part of the conversation |
| Order or appointment update | When the event happens; this is service, not marketing |
During Ramadan, working hours often change. Keep your marketing within the permitted window even if your shop opens late into the night.
Consent and identity
Consent sits at the centre of the rules. The summary reports that businesses must obtain consent before promotional calls, and must clearly identify themselves and the purpose of their communication. It also reports that businesses must disclose the source of contact information when requested.
For WhatsApp, that translates into:
- Clear opt-in before marketing, naming your business and WhatsApp. See WhatsApp opt-in rules.
- A verified business profile with your real name and contact details.
- The business name and purpose in the first line of each campaign message.
- An answer ready for “Where did you get my number?”, such as “You joined our list at our Mirdif store on 12 August.”
Example opening line:
“Hello from Bloom Spa. You asked for our seasonal offers on WhatsApp: here is this month’s update.”
Records and the DNCR
The summary reports two further duties:
- Records. Firms must maintain detailed records of marketing calls and submit them regularly to the authorities.
- Do Not Call Registry (DNCR). Businesses must refrain from contacting individuals registered on the DNCR.
For penalties, Middle East Briefing reports fines for businesses rising from AED 50,000 for a first violation to AED 75,000 for a second and AED 150,000 for a third or later violation. It also reports fines and service suspension for individuals who use personal numbers.
Good record-keeping for WhatsApp campaigns includes the list used, the template, the send date and time, the number of recipients, and the opt-outs received. Keep consent records alongside.
Practical steps for WhatsApp campaigns
- Use the official WhatsApp Business Platform on a business number, not staff phones.
- Send marketing only to opted-in contacts, and keep proof of consent.
- Check your process for the DNCR with your adviser, especially for lists not built from inbound enquiries.
- Schedule within daytime hours.
- Name your business and purpose in the first line.
- Include an easy opt-out and honour it across all lists.
- Keep a campaign log.
- Keep frequency reasonable. Relevant, occasional messages are less likely to be reported.
Common situations
- A list bought from a third party. Do not use it for WhatsApp marketing. You cannot show consent, and recipients are likely to report you.
- Old customers from years ago. If you have no record of consent, ask for it in a service context first, or leave them out.
- A salesperson’s personal contacts. Treat them like any other contact: no marketing without consent, and never from a personal number.
- Enquiries from ads. Reply to the enquiry, then ask whether they would like future offers.
If you run regular campaigns, our guide to WhatsApp broadcast messages covers templates, segments and timing.
How Dub Ai helps
Dub Ai campaigns run on your WhatsApp Business Platform number, using approved WhatsApp templates sent to contact groups the Dub Ai team sets up with you. You can send now or schedule for a set time, which makes daytime sending easy. Contacts who ask not to receive messages are excluded from future sends, imported contacts must have agreed to hear from you before they receive campaigns, and your assistant asks you to confirm before any broadcast. You can ask for delivery and read figures afterwards for your records.
Frequently asked questions
Do the rules cover WhatsApp messages?
As reported by Middle East Briefing, the regulations extend to marketing text messages and promotional messages sent via social media platforms, so WhatsApp marketing should be treated as covered. Service messages that a customer asked for, such as order updates, are different from promotions. Confirm how the rules apply to your messages with your adviser.
What hours are marketing messages allowed?
The reported permitted window for marketing calls is 9:00 a.m. to 6:00 p.m. Applying the same window to WhatsApp marketing broadcasts is a cautious, sensible default. Order updates and replies within a conversation the customer started can follow the customer’s own timing, but keep promotions within daytime hours.
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