Introduction
The Bulk SMS has established itself as a powerful tool in digital marketing, especially in countries like Colombia, where its use is common in promotional campaigns, service alerts and important notifications. But not everything is as simple as click and send: there are laws and regulations that regulate the use of bulk SMS to protect users and ensure that companies act ethically and responsibly.
Did you know that you could face penalties if you send messages without consent? In this article we tell you everything you need to know about the regulations and standards in force in Colombiaand best practices to make your campaigns not only effective, but also legal.
Table of Contents
Main regulations for sending bulk SMS in Colombia
Law 1581 of 2012 - Protection of Personal Data
What is it?
This is the law that regulates the treatment of personal data in Colombia. It establishes that companies must obtain explicit consent before using data for commercial communications.
How does it affect your campaigns?
You may not send promotional SMS without the clear and direct permission of the user. In addition, you must allow them to unsubscribe at any time. If they ignore this request, you could face penalties.
Law 1266 of 2008 - Habeas Data
What is it?
Guarantees citizens' rights over their personal information, especially in commercial and credit databases.
How does it affect your campaigns?
You must keep your user database up to date and verified. Any error could be considered a violation of the law.
Regulations of the Superintendence of Industry and Commerce (SIC)
What is it?
It is the entity that regulates commercial practices and protects consumer rights, including SMS marketing.
How does it affect your campaigns?
The SIC requires transparency in the handling of personal data. You need to protect your database, use it responsibly and allow simple unsubscription mechanisms.
Before learning the best practices for responsible SMS marketing, it's worth reviewing why so many brands continue to choose it as their primary channel. Here is an article about the benefits of SMS marketing in advertising campaigns that will help you to size up its true potential.
Best practices for bulk SMS campaigns in Colombia
Obtain explicit consent
Before sending any message, please make sure that the user agree to receive communications.
Tip: Use forms with double confirmation to avoid legal uncertainties.
2. Facilitates unsubscription
Always include an option for the user to stop receiving your messages.
Example: "Answer STOP to exit the list."
3. Respect shipping schedules
Avoid disturbing users. The ideal time is from 9:00 a.m. to 7:00 p.m.
Tip: Avoid holidays or weekends, except in exceptional cases.
4. Send relevant messages
The content must be of value. Do not abuse the channel with repetitive promotions.
Tip: Segment your base by interests, location or purchase history.
5. Proper management of personal data
You must comply with Law 1581: data must be secure, clear and used for stated purposes.
Tip: Use platforms such as ClickPanda that automatically manage data protection.
How to avoid penalties for non-compliance
- Keeps proof of consent (date, time, method of registration).
Establish clear privacy policies.
Avoid saturating with messagesOne or two per week is usually sufficient.
Conduct periodic audits of your database and unsubscription flows.
Make it legal, do it with ClickPanda
Are you ready to start your bulk SMS campaign legally and effectively?
At ClickPanda we give you the tools, the platform and the support to comply with all regulations without complicating.
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Conclusion
The Bulk SMS remains one of the most effective tools to increase conversions, build customer loyalty and maintain direct communication. But it also requires legal and ethical commitment.
Comply with Colombian laws not only protects you from penaltiesalso strengthens trust with your users. If you apply the best practices we have described -consent, segmentation, scheduling, relevant content and secure data management- your campaigns will not only be legal, but also much more successful.
Grow your brand responsibly.
