France has introduced significant regulatory requirements affecting enterprise messaging and outbound telemarketing. These requirements, established by the French telecom regulator (ARCEP) and the French Association for Multimedia Services (AF2M), introduce new standards for business messaging, sender identification, and outbound voice communications.
If your organization sends SMS or RCS messages or conducts outbound telemarketing to French telephone numbers, you should review these requirements to help reduce the risk of message filtering, call blocking, campaign rejection, and regulatory penalties.
1. Business Messaging (SMS & RCS)
To combat fraud, phishing (smishing), and sender impersonation, French mobile network operators enforce strict requirements for Sender IDs, message content, and URLs under the AF2M Business Messaging Charter 2026.
Sender ID Requirements
Sender ID Format
Sender IDs must clearly identify the organization sending the message, according to:
- Maximum of 11 characters.
- Latin alphanumeric characters only (A–Z, a–z, 0–9).
- Spaces, punctuation, accents, and numeric-only Sender IDs are not permitted.
- Generic Sender IDs such as "INFO," "ALERT," "SHOP," or "PAYMENT" are prohibited.
Protected Sender IDs
AF2M classifies certain Sender IDs into protected categories.
- Strictly Forbidden (SI) Sender IDs representing public institutions, emergency services, or financial institutions are blocked by default.
- Forbidden Unless Authorized (ISA) Protected commercial brands require a valid Letter of Authorization (LOA) or other documented proof of permission before they may be used.
Trademark Exceptions
If your registered trademark contains special characters that would otherwise violate Sender ID formatting rules, Talkdesk can submit an exemption request through the AF2M process before the Sender ID can be used. Please reach out to our Customer Care Team for assistance.
Message Content & URL Requirements
To reduce phishing attempts, French operators also evaluate message content.
URLs
Where possible, use:
- Full URLs
- Branded domains
Generic URL shorteners are more likely to be filtered by messaging aggregators and mobile operators. Whenever possible, use full URLs or branded domains.
RCS
For RCS messaging:
- Generic short URLs present a higher risk of filtering on RCS Single messages.
- Short URLs are permitted on RCS Basic messages (maximum 160 characters).
Consent
- France applies harmonized consent across SMS and RCS.
- A single explicit customer opt-in may be used for both messaging channels.
Promotional Messaging Window
Promotional SMS and RCS marketing messages may only be sent during the following hours:
- 08:00 – 21:30 (local French time)
Sundays & Public Holidays
The AF2M Business Messaging Charter permits promotional messaging on Sundays and public holidays. However, AF2M recommends limiting promotional traffic during these periods to help reduce consumer complaints and improve message quality.
Transactional Messages
Transactional communications remain exempt from promotional scheduling restrictions.
Examples include:
- One-Time Passwords (OTP)
- Account security alerts
- Delivery notifications
- Appointment reminders
- Fraud notifications
These messages may be sent whenever operationally necessary.
2. Outbound Voice & Telemarketing
Beginning 11 August 2026, France requires explicit prior consent before businesses may place telemarketing calls to consumers.
Prior Consent
- Organizations must obtain explicit, verifiable, and documented customer consent before initiating outbound marketing calls.
- Consent should satisfy applicable GDPR requirements.
Prohibited Telemarketing Activities
Regardless of consent, certain sectors remain prohibited from conducting telemarketing campaigns, including:
- Home energy renovation
- Personal Training Account (CPF) services
Calling Hours
Telemarketing calls may only be placed:
- Monday – Friday (local French time)
- 10:00–13:00
- 14:00–20:00
Call Frequency
Organizations may attempt to contact the same prospect a maximum of 4 call attempts within any rolling 30-day period.
Opt-Out Requests
If a consumer objects during a telemarketing call:
- End the call immediately.
- Record the opt-out.
- Prevent future marketing calls to that individual unless new consent is obtained.
3. Enforcement & Potential Consequences
French regulators, including ARCEP and DGCCRF, enforce the applicable legislation, while participating mobile operators may filter or block non-compliant traffic.
Organizations that fail to comply may experience:
- Message filtering
- Sender ID blocking
- Campaign suspension by carriers
- Regulatory enforcement
- Financial penalties
Telemarketing violations may result in fines of up to €500,000 or 10% of annual turnover, depending on the applicable legislation and circumstances.
4. Compliance Checklist
Before launching messaging or outbound calling campaigns to France, verify that:
- ✓ Sender IDs clearly identify your business.
- ✓ Sender IDs comply with AF2M formatting requirements.
- ✓ Protected brands have the necessary authorization.
- ✓ SMS and RCS messages use full or branded URLs whenever possible.
- ✓ Promotional campaigns are scheduled only between 08:00 and 21:30 local French time.
- ✓ Outbound telemarketing campaigns have documented prior consent.
- ✓ Calling schedules and retry logic comply with French calling-hour and frequency restrictions.
- ✓ Review your messaging and calling processes regularly to ensure ongoing compliance with regulatory and carrier requirements.