New SMS+ Charter 2026: Anticipate Changes and Avoid Non-Compliance
The new AF2M SMS+ Code of Conduct introduces new requirements. To avoid service suspension or financial penalties, discover the compliance obligations and best practices required by AF2M and mobile operators.
Background of this new SMS+ Charter
Following the revitalization of the SMS+ P8 market in France, driven by numerous industry players and ADES members, some operators expressed their intention to “regulate” the activity based on assumptions and perceived issues.
This approach reached its peak when AF2M and operators considered implementing a double opt-in process for every SMS+ P8 purchase using the pre-filled MO SMS mechanism enabled by Click 2 SMS.
In response to this disproportionate and factually unsupported measure, ADES was created, and alternative proposals were put forward, including the implementation of a checkbox on Landing Pages (LP) enabling Click 2 SMS activation, as well as adding the service price directly into the MO SMS content.
The new Code of Conduct, which adopts a measured approach, therefore requires not only the implementation of a checkbox but also the inclusion of the service price in the MO SMS content, despite strong opposition from ADES and with the possibility, for the first time, of a non-unanimous vote.
What are the objectives of this new SMS+ Code of Conduct?
The purpose of this new Code of Conduct is to ensure that prospects who are about to become consumers are fully informed about the purchase they are about to make.
In practice, the objective is to maintain the use of Click 2 SMS while introducing highly effective safeguards to protect consumers.
To support merchants throughout this transition, ADES provides a practical guide summarizing the charter updates, the actions required to adapt their Landing Pages, and the timeline to follow to ensure a smooth migration within the required deadlines.
Key Changes Introduced by the SMS+ Charter
Official recommendations and reference documents are available on the AF2M website:
https://af2m.org/chartes-smsplus/
The main change consists of adding an explanatory message together with a checkbox. By default, the checkbox is unchecked and the CTA button is greyed out and inactive.
When the prospect intends to proceed with the purchase, they must click the checkbox, which activates the CTA button (which then turns green).
The prospect must then click the CTA button so that the SMS application on their phone opens, with the destination short code already entered, along with the keyword associated with the service being purchased.
Service Price Included in the MO SMS
The MO SMS is the message that is automatically pre-filled when the user clicks the CTA button.
From now on, the service price must be included in the MO SMS, in addition to the keyword, as well as any information required to access the service or the message encouraging consumers to contact ALLOPASS (plainte.8XXXX@allopass.com).
Who is affected by these changes?
SMS+ Service Providers
They must update their Landing Pages and adapt their purchase journeys to comply with the new requirements.
Aggregators
Their role will be to support their merchants (SMS+ service providers) in updating their Landing Pages and ensuring compliance with the new rules.
SMS+ Compliance Timeline
The deployment schedule for the new charter is as follows:
- Immediately: Any new Landing Page submitted to AF2M and operators for approval must comply with these new requirements, even though the official enforcement date has not yet been reached.
- Early August 2026: Communication of the new requirements.
- End of August 2026: Merchants update their Landing Pages.
- 1 September 2026: Operators begin compliance checks.
- 30 October 2026: End of the compliance transition period.
SMS+ stakeholders therefore have a transition period to adapt their services before compliance checks begin.
Key Takeaways
The new SMS+ Charter represents an important step in the evolution of the market and in strengthening user protection.
However, it may also represent a challenge for the future growth of the activity.
It is therefore essential that industry stakeholders do not hesitate to join ADES or share their feedback and operational experience, enabling ADES to represent their interests and communicate with AF2M and operators.
To facilitate this transition, ADES provides a practical guide detailing the charter updates and the obligations introduced by this new Code of Conduct.
ADES also supports market players in understanding the economic developments of the sector, particularly through its analyses on SMS+ service valuation:
Discover ADES news and initiatives on our LinkedIn page.
Author: Célia Belloc – Communications & Marketing Officer at ADES
FAQ :
1. Why is the charter changing in 2026?
AF2M (and Mobile Operators) are updating the ethical charter to ensure that consumers make purchases with full awareness.
2. SMS+ compliance control schedule:
- All new Landing Pages must comply with this charter from now on.
- Information phase in August 2026.
- Official compliance checks launched by operators from September 1, 2026.
- All customer journeys must be 100% compliant before October 30, 2026 (end of the transition period).
3. Risks in case of non-compliance after October 30, 2026:
Publishers that do not comply with premium SMS regulations may face sanctions from telecom operators.