Sulfur-based thermochemical cycles, such as the hybrid sulfur-ammonia (HySA) cycle, offer a valuable approach in which hydrogen is produced by exploiting sulfur dioxide (potentially pollutant emissions) through the electrochemical oxidation of aqueous sulfite. In this study, the effect of pH on electrooxidation rate was assessed by comparing different reaction scenarios. Then, a Central Composite Design (CCD) combined with a Response Surface Methodology (RSM) was used to optimize batch electrooxidation of ammonium sulfite at near-neutral pH. Results show that the use of an anion exchange membrane (AEM) greatly improves sulfite electrooxidation rate while pH is effectively stabilized. Furthermore, a second-order model that relates applied potential and sulfite concentration with the normalized half-life of the reaction was obtained and verified experimentally at long-term batch electrooxidations. A good agreement between the model and experimental tests, adequate hydrogen recoveries and low sulfur crossover through the membrane demonstrate practical robustness of this approach. (C) 2019 Hydrogen Energy Publications LLC. Published by Elsevier Ltd. All rights reserved.