Code is almost never what delays a messaging launch. Sender registration is. Most networks in regulated markets will not carry an alphanumeric sender until it has been registered, matched to a licensed entity and approved, and the calendar time for that runs from same-day to about a month. Planning around it is the difference between a launch date you can commit to and one you cannot.
Choose an identity you can defend
The sender should be the brand the player already recognises from the site they registered on. Networks reject anything that reads as impersonation, anything generic enough to belong to someone else, and anything implying a service the entity does not provide.
- Eleven characters maximum on most networks, letters and digits, usually no spaces.
- Match the brand as it appears on the operating licence, not a shortened marketing form.
- Avoid words describing a regulated activity or a payment instrument.
- Register one identity per brand rather than one per campaign. Campaign-level senders burn goodwill and make consent harder to evidence.
Lead times worth planning around
Treat these as planning figures rather than promises. A network can take longer during a regulatory change, and a resubmission restarts the clock.
- Same day to three days - markets with no pre-registration requirement, where the identity is reserved rather than approved.
- One to two weeks - the common case across European regulated markets with a document check.
- Three to five weeks - markets requiring a local entity relationship or a per-network commercial agreement.
Quiet hours and content limits
Quiet hours are evaluated from the destination number, not from your account timezone, and a message arriving inside a closed window is held rather than dropped. That is deliberate: a held message is still a message, and a dropped one is a support ticket.
- Most European regulated markets close marketing traffic somewhere between 21:00 and 08:00 local.
- Several require responsible-play wording in the body of every marketing message, in the local language.
- Some prohibit any reference to a bonus in the first message to a new contact.
- Shared-domain short links are filtered aggressively almost everywhere. Use a branded domain.
The routing layer applies whichever rule is stricter between our policy and the market's, so a send that would breach one is refused before it leaves rather than filtered downstream where you cannot see it.
Submit and track through the API
Registration is a resource, not an email thread. Submit once per market, attach the documents by reference, and the platform handles the network relationship from there.
POST /v1/senders
curl https://api.messagereach.net/v1/senders \
-H "Authorization: Bearer $MR_KEY" \
-d sender="LUXPLAY" \
-d market="SE" \
-d type="alphanumeric" \
-d entity_ref="ent_2f81c4" \
-d traffic_class="marketing"A registration is not one thing. It is one submission per network in the market, each moving at its own pace, so the resource shows every one of them and a single stalled network is visible instead of hiding behind an overall pending state.
GET /v1/senders/snd_9f21b
{
"sender": "LUXPLAY",
"market": "SE",
"state": "partial",
"networks": [
{ "name": "network-a", "state": "approved" },
{ "name": "network-b", "state": "info_required",
"note": "Sample bodies missing for marketing class" }
]
}Subscribe to sender.state_changed and the same information arrives without polling. A partial state still routes: traffic goes over the approved networks and is held for the rest, rather than failing wholesale.
What gets a submission rejected
Four causes account for nearly all of them, and all four are avoidable before you submit.
- The identity does not match the licensed entity name closely enough for the network to tie them together.
- Sample bodies do not carry an opt-out instruction in the local language.
- The declared traffic class does not match what the samples obviously are.
- Documents are supplied for a group parent rather than the licensed operating entity.
Where a submission is rejected, the note on the network entry names which of these it was. Fix it and resubmit through the same resource. There is no separate appeals process to chase.
