# REFERRAL PROGRAM — SEA VARIANT

> **Region:** Southeast Asia EXCLUDING Vietnam
> Includes: Singapore, Malaysia, Indonesia, Thailand, Philippines
> **Email rules:** opt-in required (most countries)
> **SMS rules:** opt-in required (most countries) + spam laws
> **Endorsement rules:** vary by country — Singapore strictest (ASAS guidelines)
> **Privacy laws:** PDPA Singapore + UU PDP Indonesia + PDPA Thailand + Data Privacy Act Philippines + PDPA Malaysia
> **Cash incentives:** Allowed; tax depends on country and structure

---

## Privacy law summary by country

### Singapore (PDPA — most mature)

- Opt-in for marketing communications (email, SMS)
- DNC (Do Not Call) registry — must check before SMS/calls
- DPO required if processing personal data at scale
- Penalty: up to SGD 1M for serious breaches
- ASAS guidelines for endorsement disclosure

### Indonesia (UU PDP, since 2022 — GDPR-equivalent)

- Opt-in mandatory
- DPO required for high-risk processing
- 72-hour breach notification
- Penalty: up to 2% revenue
- Enforcement ramping up 2025-2026

### Thailand (PDPA, since 2022)

- Opt-in mandatory
- DPO required for sensitive data + scale
- LINE/messaging app rules apply (TH PDPA)
- Penalty: up to THB 5M

### Philippines (Data Privacy Act 2012)

- Opt-in for marketing
- Right to be forgotten
- NPC (National Privacy Commission) enforcement
- Penalty: up to PHP 5M + imprisonment

### Malaysia (PDPA)

- Opt-in for sensitive data
- Some flexibility for legitimate business interest
- Less strict than SG/ID/TH

---

## Compliant referral structures for SEA

### Approach 1: WhatsApp / LINE share (DOMINANT in SEA)

**How it works:**
1. Customer has unique referral link
2. Native share button → opens WhatsApp / LINE / Messenger
3. Referrer sends to friend through their own messaging app

**Why ideal for SEA:**
- WhatsApp/LINE/Messenger penetration extremely high
- Peer-to-peer sharing matches local trust patterns
- No platform-initiated auto-message = compliance simpler

### Approach 2: Form-based invite

**How it works:**
1. Customer enters friend's email/phone
2. Platform sends single message

**Compliance per country:**
- **Singapore:** opt-in required; DNC check for SMS
- **Indonesia:** opt-in required (UU PDP)
- **Thailand:** opt-in required (PDPA TH)
- **Philippines:** opt-in required (DPA)
- **Malaysia:** less strict but recommended

### Approach 3: NEVER — Bulk import

Same rule as EU — never accept "import all contacts" without consent.

---

## Local messaging channels (SEA-specific)

### LINE (Thailand)

- LINE has 95%+ penetration in Thailand
- Referral via LINE share button is the default in TH
- LINE Official Account broadcasts limited (1-2/week max)
- Sticker rewards for sharing — viral mechanic in TH

### WhatsApp Business (Indonesia, Philippines, Malaysia, Singapore)

- WhatsApp share + click-to-WhatsApp ads → strongest SEA referral channel
- Use Yalo, Take Blip, Sirena (LATAM-origin but global), or local providers (Qiscus Indonesia)
- Group share (WhatsApp groups in Indonesia can be 256-1024 members) — viral potential

### Facebook Messenger (Philippines)

- Philippines has highest FB Messenger usage globally
- Click-to-Messenger ads + share buttons
- Manychat / Chatfuel for automation

---

## Email rules for SEA referrals

- **Singapore:** opt-in mandatory + DNC check + clear unsubscribe + sender ID
- **Indonesia:** opt-in (UU PDP) + double opt-in recommended
- **Thailand:** opt-in (PDPA) + Thai language strongly preferred
- **Philippines:** opt-in (DPA) + Filipino/English mix common
- **Malaysia:** opt-in for sensitive, opt-out for non-sensitive (less strict)

**Practical default:** Treat all SEA users like GDPR (opt-in baseline) for legal safety.

---

## SMS rules for SEA referrals

- **Singapore:** DNC registry check mandatory + opt-in
- **Indonesia:** opt-in + sensitive about telco fraud (regulator scrutiny)
- **Thailand:** opt-in + Thai language often preferred
- **Philippines:** opt-in + DICT (Department of Info Tech) rules
- **Malaysia:** opt-in for marketing

**Best practice:** Avoid platform-initiated SMS to referees. Use peer-to-peer share buttons.

---

## Endorsement / disclosure rules

### Singapore (ASAS — Advertising Standards Authority)

- Influencer/referrer disclosure mandatory for material connection
- Hashtag: #ad #sponsored #partnered
- Mirror IGE (Influencer Guidelines for Endorsement) — clear, prominent disclosure

### Indonesia

- AKARI (Indonesian Advertising Council) — disclosure encouraged
- BPOM rules for health/cosmetics endorsement (separate)

### Thailand

- Disclosure increasingly enforced (Sor Kor Yor letter requirement for medical claims)
- "ผู้สนับสนุน" (sponsor) tag in Thai
- Influencer disclosure rules tightening

### Philippines

- DTI/AdStandards Council guidelines
- "#ad" or "Sponsored" in Filipino/English

### Malaysia

- MCMC + KKMM guidelines
- Disclosure for paid endorsements

---

## Cash incentives in SEA

- **Generally allowed** in all countries
- **Tax:** referrer income may be taxable; varies per country
- **Telco commission:** if you reward via airtime/data top-up (popular incentive in SEA), check telco partnership rules

**Popular SEA incentive types:**
- Airtime/mobile data top-up (Indonesia, Philippines, Thailand) — viral
- E-wallet credit (GoPay, GrabPay, ShopeePay)
- Mercado Pago equivalent: GoPay, OVO, DANA, GrabPay
- Cash via bank transfer (slower but works)
- Discount codes (always works)

---

## Tools (SEA-friendly)

| Tool | Origin | Notes |
|------|--------|-------|
| **ReferralCandy** | Singapore | Native to SEA, PDPA-compliant |
| **Yalo** | Mexico (LATAM) | Strong in WhatsApp commerce |
| **Take Blip** | Brazil | Multi-language including SEA |
| **Qiscus** | Indonesia | Native ID, multi-channel |
| **TADA** | Indonesia | Loyalty + referral (Indonesia-built) |
| **Ascend** | Singapore | PDPA-compliant referral SaaS |

**Recommendation:** ReferralCandy or Ascend for general SEA; TADA or Qiscus for Indonesia-heavy.

---

## SEA referral output template addition

```markdown
## SEA Compliance Status (Country: [SG/MY/ID/TH/PH])

- [x] Privacy law applicable: [PDPA SG / UU PDP ID / PDPA TH / DPA PH / PDPA MY]
- [x] Referral mechanism: WhatsApp/LINE/Messenger share (peer-to-peer)
- [x] DPO appointed (if SG/ID/TH at scale)
- [x] Local language disclosure (Thai/BM/ID/Tagalog)
- [x] DNC check (Singapore)
- [x] Opt-in flow with consent record
- [x] Endorsement disclosure (#ad / sponsored / ผู้สนับสนุน)
- [x] Tax compliance reviewed for referrer rewards
- [x] Telco partnership for airtime rewards (if applicable)
```

---

## Common pitfalls (SEA-specific)

1. **English-only copy** — local language is must (TH/ID/MY/PH)
2. **Auto-SMS without DNC check** (Singapore) → fines up to SGD 1M
3. **No PDPA opt-in flow** in Singapore/Indonesia/Thailand → 2% revenue penalty risk
4. **Importing contacts** without consent → automatic violation
5. **No #ad disclosure** in influencer-driven referrals → ASAS fine (SG)
6. **Treating Indonesia like Singapore** — UU PDP is strict (GDPR-like) since 2022
7. **No WhatsApp/LINE share option** → losing dominant SEA channel
8. **Email-only referrals** → Email open rates lower in SEA than messaging
9. **Same Spanish/English** for all SEA countries — local language matters
10. **Ignoring messaging app rules** (LINE Thailand has its own broadcast limits)

---

## Quick-wins (SEA)

- WhatsApp/LINE share button as primary referral mechanism
- Local language disclosure (TH/ID/BM/Tagalog)
- ReferralCandy or Ascend for compliant SaaS
- E-wallet rewards (GoPay/OVO/GrabPay/ShopeePay) — viral in SEA
- LINE sticker rewards in Thailand (proven viral mechanic)
- DNC check via API (Singapore, mandatory)
- Tax advisor for referrer income (especially Indonesia, Thailand)
