- Register your business (the "entity") on a DLT platform before sending commercial SMS.
- Headers and every message template need approval; variable parts are allowed inside a template.
- Promotional messages follow DND preferences and time limits; transactional and service messages follow their own rules.
- Keep proof of consent and check TRAI directly for the latest directions.
What TRAI regulates
TRAI sets the rules telecom operators apply to commercial communication, known as the Telecom Commercial Communications Customer Preference Regulations (TCCCPR). In practice this decides how a business gets permission to send SMS, what a message may say and who may receive it.
The rules cover SMS and voice calls from businesses. Personal messages between people are outside them.
DLT registration, headers and templates
Commercial senders register on the Distributed Ledger Technology (DLT) platform run by each telecom operator. The steps in order:
- Register the business as a principal entity and complete verification.
- Register one or more sender headers (the name or code that appears as the sender).
- Register message templates. A template is the fixed wording with placeholders for the parts that change, such as an OTP or a name.
- Link headers and templates so each message is checked against an approved pattern.
A message that does not match an approved template is not delivered. Our guide to bulk SMS in India explains how Mantraxtel helps with this setup.
Message types, consent and DND
| Type | Typical use | Key point |
|---|---|---|
| Transactional | OTPs, payment and account alerts | Triggered by a customer action; may reach numbers on the DND list |
| Service | Delivery updates, appointment reminders | Relates to a service the customer has used; consent rules apply |
| Promotional | Offers and announcements | Needs consent and respects DND preferences and sending hours |
Customers can record preferences about the commercial messages they accept. A business should check numbers against those preferences and keep a record of consent for each contact.
Sending hours and good practice
Promotional messages are limited to daytime hours set by TRAI. Plan campaigns inside that window and avoid late-night sends even for messages you believe are allowed.
- Keep a consent record with date and source.
- Make opt-out easy and honour it quickly.
- Use clear, honest wording and your registered header.
- Review templates when your offers or wording change.
Rules about links, headers and categories have been tightened more than once, so confirm the current position with the regulator or your provider before launching.
Common mistakes that get messages blocked
- Template mismatch: the sent text differs from the registered template, even by a word or a variable.
- Wrong category: a promotional offer sent as a transactional message. Operators can penalise this, and it risks your header.
- No consent record: you cannot show when or how a contact agreed.
- Late-night sends: promotional messages outside the permitted window.
- Unregistered or changed headers: using a sender name that is not linked to your entity.
A short compliance checklist
- Entity registered and verified on the DLT platform.
- Headers registered for each message category you use.
- Every template approved and linked to a header.
- Consent captured at the point of sign-up with date, source and wording.
- Promotional lists checked against customer preferences.
- Campaigns scheduled inside permitted hours.
- Opt-out honoured quickly and recorded.
If any item is missing, fix it before the next campaign rather than after messages fail.
Sources and further reading
Rules and platform requirements change. Last reviewed . This guide is general information, not legal advice.