SMS Frequency Capping and Quiet Hours

Improve SMS marketing compliance and customer experience with frequency capping and quiet hours features

Ira avatar
Written by Ira
Updated over a week ago

If you are doing SMS marketing, it's crucial to always stay compliant with regulations and industry best practices to maintain customer trust.

In Omnisend, you can achieve this by using our features called SMS frequency capping and SMS quiet hours. These features allow you to limit the number of messages a recipient can receive daily and schedule custom delivery hours to avoid disturbing your customers during the night.

In this guide, we'll show you how to use these features to streamline your SMS marketing campaigns and enhance your customers' overall experience.


Before You Begin

Before you begin, please take note of the following:

  • These two SMS marketing features have been introduced to help you meet compliance requirements and recommendations.

  • Quiet hours and daily limits will be calculated based on your recipients' timezone, so you don't need to worry if you're sending worldwide.

  • You can choose to use one or both features or none at all. The features are enabled automatically by default, but you can change or turn them off on the SMS settings page.

  • Certain countries bypass the set quiet hours or when the feature is completely turned off. During these timelines, SMS Sending will be paused.




  • Monday - Friday - No SMS delivered between 9:00 pm and 9:00 am.

  • Saturday - No SMS delivered before 12:00 pm (midday) or after 6:00 pm.

  • Sunday - No SMS delivered at all.

*Transactional traffic can be sent anytime: Transactional SMS are for order confirmation, order cancellation, and shipping confirmation automations.


Carriers only accept delivery between 8:00 am and 8:00 pm local time, Monday - Saturday. All SMS sent outside these hours will be rejected.


No SMS can be delivered between 9:00 pm – 10:00 am IST for end recipients who registered with Do Not Disturb Service (DND). This means promotional SMS can only be delivered only between 10:00 am - 9:00 pm IST.


Promotional messages are not delivered after 9:00 pm Amman time (GMT + 3:00).

Saudi Arabia

Promotional or marketing SMS are allowed only between 8:00 am and 10:00 pm Saudi Arabia time (GMT+03:00).

United Arab Emirates

Effective immediately, all international promotional SMS traffic to the United Arab Emirates is prohibited by mobile network operators. This restriction applies universally, impacting ALL service providers, including Omnisend. Only local promotional traffic is permitted, subject to end users having a registered entity in the UAE and completing the mandatory registration with local authorities. Compliance with this regulation is essential, as sending international promotional traffic via SMS to the UAE is now impossible. Adjust your strategies accordingly to navigate this change.



One of the main reasons why these features are essential is that they help you meet compliance regulations and recommendations. Many countries have laws and guidelines that regulate SMS marketing, and failure to comply with them can result in legal issues and financial penalties. SMS frequency capping and quiet hours help you avoid overloading recipients with too many messages and sending messages at inappropriate times, two common compliance issues.

Customer Experience

Another critical reason to use these features is that they improve the customer experience. Sending too many messages or sending messages at inconvenient times can frustrate recipients and lead to unsubscribes or complaints. By setting a limit on the number of messages a recipient can receive and choosing delivery hours that are convenient for them, you can improve the likelihood that they will engage with your messages and take the desired action.

Cost Savings

SMS frequency capping and quiet hours can also help you save money on your SMS marketing campaigns. Limiting the number of messages you send to recipients can reduce your overall messaging costs. Additionally, by avoiding sending messages when recipients are unlikely to engage with them, you can improve the efficiency of your campaigns while reducing wasted messaging costs.


By using the process described in this guide, you'll be able to make sure that your SMS marketing campaigns follow the most important regulations and recommendations. By staying compliant, you can avoid the risk of legal and financial consequences and, more importantly, build trust with your customers.

Customers are more likely to interact with and respond positively to businesses that value their privacy and follow industry best practices— moreover, being compliant shows that your company operates with honesty and can help you establish a positive reputation in your industry. By following the instructions in this guide, you'll stay compliant, improve your bond with your customers, and elevate your company's image.

Setup Process

To access these settings, navigate to the Store settings section of your account and select SMS from the menu.

From there, you'll be able to find the options for the SMS frequency capping and quiet hours features and adjust them according to your preferences.

SMS Frequency Capping

By default, the SMS sending limit feature is set to 3 SMS messages per day for each recipient. However, you can change this limit to a value that works better for you or turn the setting off entirely.

By limiting the number of messages you send to each recipient, you can reduce the risk of spam complaints and opt-outs and ensure that your SMS marketing campaigns are well-received by your target audience.

SMS Quiet Hours

The SMS quiet hours feature allows you to set custom hours for when SMS messages can be delivered to your recipients. This is particularly useful for those who want to avoid sending messages at night, which could be inconvenient for the recipient and lead to complaints.

Any message scheduled to be sent outside of the set delivery hours will be postponed until the next possible delivery timeframe.

Additionally, turning the SMS quiet hours feature off entirely gives you complete control over your messaging strategy, allowing you to adjust your approach as needed to meet your business objectives best.

Relation to Recipient Timezone

Both features are calculated based on the recipient's timezone, so if you send messages worldwide, you should not be concerned about delivering messages at inappropriate times. This feature ensures that messages are delivered at the most convenient time for the recipient, leading to better engagement and conversion rates.

You can choose to use only one of the features, both or none of them. By default, both features are enabled for a more streamlined process. However, you can change or turn off these settings on the SMS settings page.


What happens if I try to send a message after reaching the daily limit set by frequency capping?

If you have only enabled frequency capping, the message won't be sent at all. However, if you have also enabled silent hours, and the sending was initiated during the silent timeframe, the message will be postponed until another day. If sending was initiated during the allowed timeframe, the message still won't be sent.

What happens if I have SMS in my Birthday automation set to send at 9 am but silent hours are enabled from 8 pm - 11 am?

If silent hours are enabled during the time when the SMS is scheduled to be sent, the message will be postponed and sent at 11 am instead and sent then.

Is there a legal basis or specific regulations that require the implementation of quiet hours for our SMS notifications?

For users residing in the USA:

The TCPA is a federal law in the United States regulating telemarketing, auto-dialed, prerecorded, and text messages. It stipulates that telephone solicitation, including text messages, should not occur before 8 am or after 9 pm in the recipient's time zone.

However, some states have enacted more restrictive laws when it comes to text message marketing. Texts can only be sent between 8 am and 8 pm in the recipient's local time zone in Florida, Maryland, Michigan, Washington, and Oklahoma.

Calling Times (47 C.F.R. § 64.1200(c)(1)) No person or entity shall initiate any telephone solicitation to any residential telephone subscriber before the hour of 8 am or after 9 pm (local time at the called party's location). (page 8 )

Please be mindful of these quiet hours to avoid any disruptions or inconveniences. For more information on the regulations, you can refer to the following sources:

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