Jordan, officially known as the Hashemite Kingdom of Jordan, is a strategically located country in the Middle East. It shares borders with Saudi Arabia, Iraq, Syria, and Palestine.
The country has a population of approximately 11 million people. It is considered one of the more stable markets in the region, making it attractive for business expansion. Jordan benefits from a young and digitally active population. Smartphone penetration is high across the country, and internet usage exceeds 85%, reflecting strong digital adoption, which creates a solid environment for mobile services and supports the growth of digital campaigns and subscriptions.
The telecom sector in Jordan is well developed and competitive, and it’s mainly driven by three key operators.
- Zain Jordan is one of the leading telecom providers, with a strong customer base and wide coverage.
- Orange Jordan, part of the global Orange Group, offers a broad range of telecom and digital services.
- Umniah, a subsidiary of Batelco Group, is known for its competitive pricing and growing presence.
Header Enrichment is not allowed in Jordan, and the main payment method is MSISDN+OTP. VAS services across the three Telcos in Jordan demonstrate competitive pricing, with daily subscription fees ranging between 0.15 JD and 0.3 JD.
Despite the strong potential, there are several compliance challenges to consider as we have witnessed many non-compliances issues in the market. One of the main issues is misleading user flows, where campaigns may not clearly present subscription steps, leading to user confusion or unintentional opt-ins.
Another significant issue is brand passing-off of established brands, such as Carrefour, MBC Dream, and prominent mobile network operators. This practice poses a serious risk of damaging the reputation and public trust associated with these brands, as consumers may mistakenly attribute poor-quality or unauthorised products and services to the legitimate companies.
Addressing these issues requires strict compliance controls, clear user journeys, and continuous monitoring. At Empello, we support businesses entering the Jordanian market while ensuring full compliance with local requirements. We help identify misleading flows and detect fraudulent activities.
Examples of typical non-compliant advertising flows observed in Jordan are provided here for reference:
Ruler Impersonation flow
Brand passing-off flow
Adult misleading flow
