Emergency alert: Why millions of New Zealanders' phones will buzz loudly this Sunday, even if on silent!

Time of India

24-05-2025

Millions of New Zealanders will hear a loud buzz on their mobile phones: a nationwide test of the
Emergency Mobile Alert
(
EMA
) system on Sunday, May 25, between 6 and 7 pm. This annual test is conducted by the
National Emergency Management Agency
(
NEMA
), and it ensures the system's readiness to deliver critical information during emergencies.
During the test, if your phone is on, capable of receiving alerts, and within range of a targeted cell tower, you will receive the alert. The alert will override silent or do-not-disturb settings, emitting a loud buzz and displaying a message indicating that it is a test. If you prefer not to be disturbed, you can turn off your phone or switch it to flight mode during the test period.
"If you get an alert, you should stop and read the message, and take it seriously," NEMA civil defence emergency management director John Price said. "It will tell you what the emergency is, what to do and where to go for more information. NEMA expects "about 5.5 million phones to go beep on Sunday".
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Understanding the EMA System
The EMA system, which was introduced in 2017, sends alerts to capable mobile phones via cell broadcast technology and, unlike traditional text messages, these alerts are broadcast to all phones within a specific area, without the need for phone numbers or personal data.
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This method allows for rapid dissemination of information, even when networks are congested during emergencies
"Our system does not have any telephone numbers," Frith confirmed. "Once we've transmitted the message from our portal, it then goes to the cell towers."
The alerts are designed to inform the public about serious threats to life, health, or property, such as natural disasters, fires, or public health emergencies. They can also be used for test purposes to ensure the system's functionality
Why the test matters
The annual test serves multiple purposes:
It checks the system's performance
Evaluates the reach of cell towers
Assess mobile devices' ability to receive alerts.
Familiarizes the public with the alert system, so they recognize and respond appropriately during actual emergencies.
According to NEMA, previous tests have shown that approximately 90% of mobile phones in New Zealand successfully receive the alerts. However, factors such as being outside the targeted area, having an older phone, or lacking mobile reception can affect alert reception
Previous events when EMA system was used
About 200 alerts have been sent out since they began, many of them regional ones, NEMA communications manager Anthony Frith said.
The EMA system has proven invaluable in real-life situations. During the COVID-19 pandemic, nationwide alerts provided timely updates on lockdowns and health guidelines.
In April 2024, Auckland residents received multiple alerts during severe storms and a recycling plant fire, helping them stay informed and safe.
Local authorities, such as the Grey District Council, have also utilized the system for public health notices.
In April 2024, an alert was sent out for a boil water notice due to possible contamination, ensuring residents took immediate action to protect their health.
NEMA emphasizes the importance of being prepared and staying informed through multiple channels, including media, official websites, and natural warning signs.
As NEMA's Civil Defence Emergency Management Director John Price advises, "If you get an alert, you should stop and read the message, and take it seriously. It will tell you what the emergency is, what to do, and where to go for more information."