Marketing SMS in Peru are governed by Law 29733 on Personal Data Protection, its regulation (Supreme Decree 003-2013-JUS) and the rules of the “Gracias, no insista” registry managed by INDECOPI. Consent must be prior, free, informed, express and unequivocal before any commercial SMS.
No consent, no SMS: Sending SMS to numbers registered in “Gracias, no insista” or without prior consent can lead to fines from INDECOPI and from the National Authority for Data Protection (ANPD).
Key requirements
| Requirement | What it means |
|---|---|
| Prior opt-in | Free, informed, express, unequivocal (Law 29733) |
| Identification | Sender clearly identifiable in every SMS |
| Easy opt-out | Free, immediate (typically “BAJA” or STOP) |
| Registry | Honour the “Gracias, no insista” list before each campaign |
| Records | Keep date, source and content of consent |
The “Gracias, no insista” registry
Peruvian consumers can register their phone number to block telemarketing and commercial SMS. Even with a documented opt-in, you must check the latest registry before each B2C campaign.
Best practice: Send a confirmation SMS right after the opt-in with a clear “BAJA” keyword and the sender name.
Other rules
Sender IDs and short codes must comply with OSIPTEL telecom rules. For an overview across countries, see SMS laws and restrictions.
Stay compliant before your next Peruvian campaign
Use Mailpro’s opt-in management and STOP keyword handling. Read how to send SMS with Mailpro.