Not EU, but I run SMS campaigns in East Africa (Kenya mainly) and the dynamics are completely different from what you'd deal with in Europe.
In Africa, SMS is still king for reaching people. Smartphone penetration is growing fast but a huge chunk of the population still relies on basic feature phones and USSD menus. So SMS isn't just a marketing channel — for many users it's the primary way they interact with digital services, including mobile money (M-Pesa).
A few things that work differently vs EU:
1. Compliance is way looser — there's no GDPR equivalent in most African countries. That said, carriers do have their own anti-spam filters and will block your sender ID if you blast too aggressively.
2. Shortcodes > sender IDs for trust. People in Kenya are used to receiving SMS from shortcodes (like M-Pesa uses). A random alphanumeric sender ID can look scammy.
3. Keep messages under 160 chars — seriously. Many users are on basic phones that split long SMS or truncate them. One clean message with a clear CTA beats a 3-part SMS every time.
4. Timing matters a lot — send between 10am-1pm or 6pm-9pm local time. Outside those windows, response rates drop 50%+.
If anyone's looking to explore African GEOs for SMS, happy to share more specifics. It's a very different game from EU but the costs are a fraction and engagement rates are still high.