In April 2025, China’s mobile operators have implemented stricter regulations on Application-to-Person (A2P) SMS. These changes affect the ability to deliver messages to recipients with Chinese mobile numbers, especially for businesses not registered in China.
This guide will help you navigate the recent changes to SMS delivery in China and explain what's required to ensure your messages are delivered successfully.
Why SMS Might Not Be Delivered
Starting April 2025:
SMS messages sent to China from unverified or international senders are now subject to very high failure rates (~70%).
The failure rate is expected to increase further over time.
Even previously approved senders may experience sudden delivery issues.
Chinese operators do not provide visibility into which sender names are affected or delisted.
Note: Some may see unexpected failures when testing campaigns using China-based numbers, even if the actual recipients are elsewhere.
What’s Required for Reliable Delivery
To ensure consistent and reliable SMS delivery to China, the following conditions must be met:
The sender must be registered under a mainland China business license.
Sender ID and message content must be approved and whitelisted by Chinese mobile operators.
If these requirements are not met, SMS delivery to China will remain on a best-effort basis only, with no guarantees of success.
Required Documents & Information
To proceed with sender registration for SMS delivery to China, two documents must be completed and three prepared.
1. China TAG Registration Template
This file is required by Chinese mobile operators to review and whitelist your sender identity and message content.
Download template here: China TAG Template-Registration.xlsx
Field | What to Fill In |
Sender Name | The Sender ID that will be displayed in messages. It must match the trademark and business license. |
TAG | The prefix or signature that will appear at the beginning of the message body. This usually reflects the brand name (e.g., 【ABC Bank】). |
Content Sample | Example SMS messages that your end client intends to send. Provide both transactional (e.g., order confirmation, OTP) and marketing samples if applicable. |
Note: Avoid generic sender names like "Notification" or "Service". Messages must clearly reflect the registered business or brand.
2. Signature Use Commitment Letter
This is a formal declaration, confirming the legitimacy and proper use of the sender TAG.
Download template here: 签名使用承诺书.docx
The form must be completed in Chinese by the mainland China entity.
It must include:
Full company name
Unified social credit code
Official company seal (chop)
Legal representative’s signature
Company address and contact info
The content affirms:
The TAG reflects the real company name or brand
Message content is compliant and lawful
Logs will be retained, and the sender agrees to supervision
Only messages matching the registered TAG and content samples will be permitted.
3. China Business License
A valid business registration certificate from a mainland China entity.
4. Trademark Certificate
Either a Chinese or an international trademark certificate matching the sender's name.
5. Legal Representative ID
Valid ID or passport for the entity’s legal representative (China-issued ID or passport).
Message Content: What to Submit and How to Format It
To successfully register your sender name (TAG) with Chinese mobile operators, you must provide clear examples of the SMS messages you plan to send. These must be included in the China TAG Registration Template as part of your registration form.
Below, we explain:
What message content needs to be submitted
Guidelines and best practices for formatting SMS messages in a compliant and effective way
1. Content Requirements for Registration
In the submission file, you must provide sample message content for each type of SMS your end client intends to send. There are two main categories:
Transactional / OTP Messages
These include:
Account verification codes
Order or shipping confirmations
Password resets
Booking or delivery notifications
What to include:
A short, clear message
The required TAG at the beginning of the message (e.g., 【BrandName】)
Realistic examples of actual messages your end client will send
Example:
【ABC Mall】Your order #56789 has been shipped. Track here: abc.com/track
Marketing Messages
These include:
Promotional offers
Sale announcements
Discounts or loyalty rewards
What to include:
A sample promotional message with your registered TAG
A mandatory opt-out line at the end of the message:
“拒收请回复R” (“To unsubscribe, reply R”)
Example:
【ABC Mall】Enjoy 20% off on all items this week only! Shop now at abc.com. 拒收请回复R
Operators review these samples closely. They may reject messages that are vague, too generic, or unrelated to your brand.
2. Best Practices for Message Formatting
Even after registration, it’s important to follow best practices for all SMS content sent to China. Doing so reduces the risk of filtering or delivery issues.
Do:
Keep the message short and informative
Start with the approved TAG (e.g., 【ABC Bank】)
Ensure content matches the approved use case (marketing or transactional)
Include clear instructions or calls to action
Use a verified brand name or trademark
Avoid:
Sending messages unrelated to the approved business use
Using shortcodes or URLs not associated with your domain
Sending content with sensitive terms, slang, or ambiguous language
Using overly broad sender names like "Service" or "Notice"
Note: Messages that deviate from the submitted samples may be blocked without notice.
In China, messages are delivered with a long code instead of the sender's ID or name, and each message begins with a tag that identifies the sender.
Want to Proceed With Sender Registration?
If you or your end customer has a business legally registered in mainland China and wishes to register a sender name, we can assist with the application process. Please fill out the registration request via this form:
We will use the submitted information to guide you through the approval steps required by Chinese telecom providers.
What If You Don’t Have a Chinese Business Entity?
If your business — or your end client— does not have a legal entity in China:
SMS delivery will be made in the best effort only.
Messages may be filtered or dropped without warning.
Registration is not possible without a mainland China license.
We advise against relying on China-based test numbers unless the appropriate registration steps are completed.
FAQ
I’ve sent SMS to China before — why is it not working now?
This is a new policy change from Chinese operators. Even previously approved or functioning sender IDs can be affected or delisted if not linked to a verified China-registered business. Operators have not disclosed which senders are impacted, so issues may appear suddenly.
I’m only sending a few messages to China. Do I still need to register?
Yes. If your recipients have China-based mobile numbers, registration is required to ensure reliable delivery. Even low-volume senders are affected by this change. Without registration, delivery is best-effort only and may fail silently.