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Sweden - Premium SMS, Short Code Regulations


The regulations in Sweden caters and covers all of the Mobile Payment types, that include Premium SMS BillingStandard Rate ServicesShort CodesOperator Billing and WAP Billing.





MORGAN is responsible for governing premium and standard rate short codes in Sweden. MORGAN are an industry organization that have a wide scope for auditing and regulation in the Swedish market place. They act to create a fair and interesting market for all the players in the mobile value chain.

The MORGAN Code Of Conduct can be found via the MORGAN website. The full MORGAN regulatory document "Sweden - Common Short Code Application Guidelines" is also attached at the bottom of this forum post. 



In addition to the Morgan code of conduct, the Ethical Council for Sweden, also known as the ERB enforce both MORGAN and their own "Council of Ethics for premium service". Both the ERB and MORGAN work closely with the carriers in Sweden to ensure services are compliant, and quickly terminate non-compliant services and impose other penalties. 


For information on running on our Shared codes in Sweden speak to your account manager. For more general requirements and to apply for a dedicated Sweden code, see below.



tele2_logo_2873.gif       Tele2 (Comviq*)

telenor.jpgTelenor (Sonofon**)

telia.jpgTelia Mobile Sweden

Three-logo-150x90.jpg Three/Tre***


* The three companies Comviq, Kabelvision, and Tele2 came together as the Tele2 brand on fixed-line services and Comviq on mobile services in Sweden in 1997.

** In 2000, Sonofon sold its assets to Telenor.

*** The network Three is known as Tre in Sweden (language translation).


Market Statistics


At the end of 2009, Sweden’s mobile network operators were estimated to serve more than 12mn subscribers. This is equivalent to a penetration rate of 131.3%. The operators continue to report growth in the number of contract customers and 3G subscribers on their networks. In order to support the demand for mobile broadband services, Sweden’s cellcos have been investing in the deployment of ‘fourth generation’ (4G) networks based LTE technology. In December 2009, TeliaSonera launched the world’s first commercial LTE mobile services in Stockholm. The operator has already begun extending its network nationally and plans to cover 25 Swedish cities with its network by the end of 2010. Meanwhile, in December 2009, it was reported that Net4Mobility, a joint venture established by Tele2 and Telenor Sweden, contracted China’s Huawei Technologies to supply and deploy network equipment and modems for the launch of 4G LTE mobile broadband services across the country, aiming for commercial launch in 2010.

By the end of 2009, Sweden’s broadband penetration rate is thought to have risen to more than 47%, one of the highest in Europe. Sweden sits in fifth position in BMI’s Business Environment Ratings of Western Europe’s telecoms markets. Sweden has one of the most mature telecoms markets in Europe, a factor which has both positive and negative bearings on Sweden’s Telecoms Market score.





Area: 449,964 sq. km. (173,731 sq. mi.)--slightly larger than California.
Cities: Capital--Stockholm (city population: 809,072). Other cities--Goteborg (city population: 499,747), Malmo (city population: 285,801).
Terrain: Generally flat or rolling. Three of the principal rivers, the Ume, the Torne and the Angerman, flow into the Gulf of Bothnia. The highest areas are found in the Kjolen mountain range along the border with Norway, where peaks rise to over 1,500 m; the highest point is at the northern tip of this range, at Kebnekaise, which reaches 2,111 m (6,926 ft.). South of the mountains is the lakeland area, where the Vanern, the largest lake in Western Europe--over twice the size of Luxembourg--is situated. South of the lakes is the infertile Smaland plateau, surrounded by the lowland plains that border the sea. The mountainous regions and some northern parts of Sweden are covered in snow for much of the year, and only 8% of the country is given over to agriculture.
Climate: Temperate in south with cold, cloudy winters and cool, partly cloudy summers; sub-arctic in the north. The north of Sweden lies within the Arctic Circle, and continental influences also contribute to the cold climate. In northern areas, winters are usually long and cold. The south of Sweden benefits from maritime influences and the climate is milder. In the capital city of Stockholm, which lies on the south-east coast, daily average temperatures only fall to −3.1°C (27°F) in February, the coldest month, and are 17.8°C (64°F) in July. The mean annual rainfall in Stockholm is 22 in., with the largest amount of rain falling between July and September.



Nationality: Noun--Swedes; adjective--Swedish.
Population (June 30, 2010): 9,373,379.
Annual population growth rate (2010): 0.83%.


Type: Constitutional monarchy.
Constitution: The Swedish Constitution is based on four fundamental laws: the Instrument of Government (originally dating from June 6, 1809), the Act of Succession (1810), the Freedom of the Press Act (1949), and the Riksdag Act. Following partial reforms in 1968 and 1969, a new Instrument of Government and a new Riksdag Act were adopted in 1973 and 1974, and the revised Constitution came into force on January 1, 1975, replacing the Acts of 1809, 1866 and 1949.
Branches: Executive--monarch (head of state); prime minister (head of government); Cabinet, responsible to Parliament. Legislative--unicameral Parliament (Riksdag--349 members). Judicial--84 district courts, 10 appeal courts and two superior courts.
Subdivisions: 21 counties, 18 county councils, 290 municipalities, and two regions.
Political parties represented in Parliament: the Moderate Party (conservative), the Liberal Party, the Center Party, the Christian Democratic Party, the Social Democratic Party, the Left Party, the Green Party, and the party of the Sweden Democrats.
Suffrage: Universal, 18 years of age. After 3 years of legal residence, immigrants may vote in county council and municipal elections, but not in national elections.


GDP (2010 est., nominal): $438.8 billion.
GDP (2010 est., per capita purchasing power parity): $37,032.
GNI (2009, per capita purchasing power parity): $38,560.
Annual GDP growth rate (2010 est.): 4.5%.
Exchange rate (September 2010): Swedish kronor (SEK) per U.S. dollar = 7.073.
Exchange rate (January-September 2010 avg.): Swedish kronor (SEK) per U.S. dollar = 7.3475.
Inflation rate (2010 est.): 1.4%.
Natural resources: Forests, hydroelectric power, iron ore, copper, lead, zinc, gold, silver, tungsten, uranium, arsenic, feldspar, timber.
Agriculture, forestry, and fishing (2009): Approximately 1.5% of GDP. Products--dairy products, meat, grains (barley, wheat), sugar beets, potatoes, wood. Arable land--9 million acres.
Industry (2010): Approximately 26.6% of GDP. Types--machinery/metal products (iron and steel), electrical equipment, aircraft, paper products, precision equipment (bearings, radio and telephone parts, armaments), wood pulp and paper products, processed foods.
Services (2010): Approximately 71.8% of GDP. Types--telecommunications, computer equipment, biotech.
Trade: Exports (2010)--SEK 728.2 billion (U.S. $102.9 billion). Types--machinery and transport equipment, 44.1%; chemical and rubber products, 13.4%; food, clothing, textiles, and furniture, 12%; wood and paper products, 11.7%; minerals, 10.7%; mineral fuels and electric current, 8.1%. Major trading partners, exports(2010)--Germany 10.1%, Norway 9.9%, U.K. 7.6%, U.S. 7.3%, Denmark 6.5%, Finland 6.2%, France 5.1%, Netherlands 4.7%, Belgium 3.9%, China 3.1%. Imports(2010)--SEK 687.6 billion (U.S. $97.2 billion). Types--machinery and transport equipment, 41.8%; food, clothing, textiles and furniture, 19.6%; mineral fuels and electric current, 13.5%; chemicals and rubber products, 12.8%; minerals, 9.2%; wood and paper products, 3.1%. Major trading partners, imports (2010)--Germany 18.3%, Norway 8.7%, Denmark 8.5%, Netherlands 6.4%, U.K. 5.7%, Finland 5.2%, Russia 4.9%, France 4.8%, Belgium 3.9%, China 3.9%.



Market Growth


General Region↓ Total number of Internet users (thousands)↓ Internet Users per 100 inhab↓ Total population (thousands)↓ GDP per capita↓ GDP total (thousands)↓ Mobile Subscribers per 100 inhab.↓ Total number of mobile subscribers (thousands)↓ Market Size↓ Market Growth↓  


Europe  7295  80 9200 49602 456338400 118  10886 Medium  Slow  



The monetary unit in Sweden is the krona (SEK) and equals 100 öre. Bank notes are printed in values of 20, 50, 100, 500 and 1,000 kronor, coins 50 öre, 1, 5 and 10 kronor.

10SEK in £GBP

10SEK in €EUR

10SEK in $USD


Further Information

For a detailed summary of the communications market in Sweden please see for more information.


Approval Process

As part of the application process for a Swedish short code you will need to complete a txtNation Customer Care Form (CCF).


Promotional Guidelines

Users shall always be able to terminate a service via SMS, but preferably also via other channels, such as web, email and telephone.

Service providers and operators may agree on invoicing for services. If this occurs the following is applicable:

  • Service providers may not divide the payments of a service in order to exceed the maximum tariffs. 
  • Service provider may only execute one attempt to carry through the payment transaction. If it fails the order/subscription shall be cancelled. This is also applicable if the user did not have sufficient credit balance on pre-paid account or if the subscription at that time was closed. Service providers may at their own cost inform the user that the service may be initiated again.
  • The payment transaction must be made in connection to the ordering or delivery of a service and may not occur at a later time without the prior written consent of the relevant operator.
  • If a premium service is handled via, for example, SMS, it shall use the 72xxx number series and if it is related to charity the 729xx number series. Nonpremium services shall be handled on the 71xxx number series.

When marketing a mobile premium service the ”Ethical Rules” of ERB must be followed. 
In addition, the Service Provider shall also inform of the following: 

  • Contact information and telephone number to the service provider’s customer service. 
  • Technical compatibility, e.g. which telephone and configurations the service is compatible with. 
  • If it is a subscription service or not. 
  • If the service includes obtaining of location data this must be explicitly stated. 


See MORGAN's - Guidelines for marketing of services by use of banners on the Internet if you are advertising online with Banners. 


Message Flow Requirements

See section 4 of The MORGAN Code of Conduct highlights include:


Messages from service provider containing help, general information and messages from users with information or stopping requests shall be paid accordingly to the specific operators ordinary traffic tariffs (i.e. no premium fee shall be charged).

Users must be able to terminate subscription services by sending the word STOPP or STOP. When a subscription service is cancelled the user shall receive a confirmation that the service is cancelled. This is applicable to non premium subscription services as well.

A single purchase of a service exceeding 50 SEK may be done specifying the price when ordering.

- Example: the User sends Ring 60 SEK to 72xxx to order a service for 60 SEK.

Directly after receiving the order the service provider shall deliver the service and the following information: 

  • Price of service
  • Description of service
  • Telephone number to the service provider’s customer service
  • Name of the service provider (full company name)


A subscription may not start before (a) the user has confirmed the service provider’s confirmation, or (b) an order including the word START has been made and the Service Provider’s confirmation and information has been sent. The user must be able to store the Service Provider´s confirmation on his/her telephone or e-mail account. The Service Provider´s confirmation shall include the following information:

  • Price per message or price per time period, as well as other possible fees. 
  • Description of the service with a clear statement that it is a subscription service. 
  • Information on how to terminate the subscription. 
  • Telephone number to the service provider’s customer service. 
  • Name of the service provider (full company name). 


Ordering by SMS shall occur according to the following example:

  • The user sends the first message to order the subscription service,

Service A to 72xxx. If the order includes the word START and the service provider immediately afterwards confirms the order, then the confirmation under point 2 below can be left out. The Service Provider’s confirmation of the order shall include the information mentioned in 4.4of the regulations documents.

  • The Service Provider confirms, 

You have ordered a subscription service. Price 15 SEK/week. Send Yes to 72XXX to confirm. To end the service send STOP to 72XXX. Company X. Support: 08-123456. (Sw. Du har beställt en prenumeration. Pris: 15 SEK/vecka. Sänd JA till 72xxx för att bekräfta. Företag X support: 08-123456. För att avsluta sänd STOPP till 72xxx.)

  • The user confirms, YES/JA to 72xxx.
  • The subscription service starts. 


Ordering on-line (e.g. via WAP) shall be made as follows: 

  • The user orders by clicking on link on WAP-site to order a news subscription.
  • The service provider confirms the order on the display, 
    You have ordered a subscription service. Price 50 SEK/month. Click on Yes to confirm. To end the service send STOP to 72XXX. Company X. Support: 08-123456. (Sw. Du har beställt en prenumeration till en kostnad av 50 SEK/månad. För att bekräfta vänligen klicka på JA. Företag X Support 08-123456. För att avsluta sänd STOPP till 72xxx.)
  • The user confirms the order by clicking on Yes/JA.
  • The subscription service starts and the service provider sends an SMS with order information.


An order of a single service exceeding 50 SEK shall be made in any of the two following ways unless otherwise has been agreed with the operators in writing. To make a single purchase of a service exceeding 50 SEK the user must after the ordering explicitly confirm the order by answering the confirmation from the service provider. The confirmation from the Service Provider shall contain the following information:

  • Price of the service
  • Description of the service
  • Telephone number to the service provider’s customer service
  • Name of the service provider (full company name)



Service Types

Most service types are allowed in Sweden except certain Adult restrictions. Subscriptions services are allowed, however an additional external application process is involved to ensure your service is compliant. Your CCF will be reviewed to ensure that your service is legal, and delivering value for money. 
Location based services are available with special application. Please speak to your account manager regarding options for running LBS in Sweden. 
The Swedish operator Tre (Hi3G Access AB) announced October 17th 2011:

"Due to the new Swedish law, "Betaltjänstlagen", we are obliged to bar unidentified pre paid customers from purchasing services from certain categories. The categories we have identified are roughly Tickets, Parking and Physical goods.

We will activate the baring on December 1 and only services in the above mentioned categories will be affected.

We have an identification process in place and we are asking our customers to identify themselves. We will intensify this shortly with SMS-campaigns and information on our web site.

A customer trying to purchase a barred service without being identified will receive an SMS from 3 with a text explaining what happened and why and what to do to get identified. The SMS will also contain a link to our mobile self service pages."


Prohibited businesses for WyWallet 

-Tobacco or other drug related products via Internet

-Weapons or ammunition

-Gambling, Casinos, lotteries or betting services that are not certified by the Swedish gambling authority

-Sex related products or services that are illegal, violent or abusive

-SMS-loans, fast loans online or other financial services

-Chain letters or pyramid selling schemes

-Dishonest ways to lure consumers to sign up for subscriptions or services 

-Online services that encourages anonymity

-Prescription medicine online (given that the merchants do not have permission)

-Vouchers with a period for validity longer than 36 months

-Products or services that encourages use of violence, criminality or other illegal activity.  

-Products or services that are dubious from a risk, complaint or reputation point of view. 


Billing Types

We operate on Limited Charge (LC) Mobile Terminated (MT) billed line on dedicated lines in Sweden. See forum entry "What are the SMS billing types available?" for more information on these billing types.


Opt-in Process

- Standard subscription/transaction requires a single Opt-in (SMS-O)

- Premium transaction services require a double Opt-in. (DO or WO-RAR)

- Premium rate subscriptions require a double opt-in (DO or WO-RAR).

See section 4 of The MORGAN Code of Conduct 


MSISDN pass through / forwarding (MSISDN Billing / WAP Billing) is available in Sweden, and is available on all major networks: Tele2, Telia, Telenor. MSISDN pass through / forwarding is the term used to describe where a user is visiting a wap or web page from their mobile handset, the carrier passes through the MSISDN in the headers. Upon having identified the MSISDN of the user, after informing and them agreeing to the price, you can deliver a billed message. See forum entry "MSISDN Billing, WAP Billing, MSISDN Forwarding" for more information regarding MSISDN Forwarding.


Short Codes and Keywords

- Adult is allowed in Sweden, but it is strictly controlled, for example Adult Web Cam services are not allowed. See here for more information.

- Services used for Charity are operated on the number series is 729XX.

- Non-premium services shall be handled on the 71xxx number series.



 Frequency and Amounts

The maximum amount for a subscription service is 1200 SEK, which means that when the accumulated amount charged for the service has reached 1200 SEK the service shall be shut down and must be ordered again in order to be restarted. The time period between two messages in a subscription service may not exceed one month. 




The current Swedish rate of tax is available via Wikipedia. The out-payments on our rate cards are exclusive of VAT, so if you are VAT registered you can claim a higher outpayment than is shown.


Dedicated Codes 

Dedicated codes are available with a 6 - 8 week lead time depending on carrier availability, the carriers approve based on their backlog, the time of year, price point and service type. You can read more about Short Code Coverage, SMS Billing Services and Mobile Payments in Sweden via the txtNation Gateway.


Sweden has the following Mobile Payment options available, all of which fall under these regulations.

  • Premium SMS (P-SMS) including Short Code services
  • Operator Billing (Direct-to-bill)

 Additional options for Mobile Payments and Messaging in Sweden include:

  • HLR Lookup
  • Bulk SMS
 Note: This page is updated as frequently as possible when we are informed from the regulators or mobile operators in Hungary of a change or update in regulations. There may be a latest version of Premium SMS, Mobile Payments or Short Code Regulations in France. Please contact your account manager for more information.
Below you can find the regulations documents in Swedish and also in English:
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