SMS FAQs: India

Table of Contents

What is DLT registration?

DLT, Distributed Ledger Technology, is a type of blockchain record. It is a secure, online system used for managing the record of a Sender ID (for SI definition, refer to point 5), to allow monitoring of all commercial SMSes being sent in India. DLT registration is the process of getting a unique Sender ID for your organization.

Why do I have to register my entity under DLT registration?

TRAI has mandated the registration of all companies/organisations that intend to send commercial SMS to customers through the telecom operators in India (Vodafone-Idea, Airtel, BSNL, MTNL, Videocon and JIO). If an organization/entity does not register itself on the DLT portal, they will no longer be able to send their communications using SMS and their services will be discontinued.

What are the different phases of TRAI DLT Template Registration?

There are three phases of registration:

  1. Entity registration
  2. Sender-ID (Header Registration)
  3. Template Registration

What is an Entity?

An “Entity” is any company, organisation, corporate body, commercial enterprise that intends to send SMS to either the users of its products/services, or to the general public for marketing/promotion.

Any such Entity will have to register itself under the DLT process and obtain an Entity ID before being permitted to send SMS to consumers.

What is a Sender-ID?

A Sender-ID is the identifier that is displayed on the screen of a mobile phone as the source from where the SMS has been sent.

For example, in the case of 2 people sending an SMS to each other, their respective mobile phone numbers become the Sender-ID for the recipient.

When companies use applications to send SMS for transactional or commercial reasons, they need to specify the Sender ID which will be displayed on the recipient’s screen.

Under the DLT process, the Sender-ID which can be used by an Entity must be pre-registered and approved, prior to sending any SMS.

Under the DLT process, there will be 2 types of Sender-IDs

  1. Numeric, 6-digit Sender ID: These will be permitted only for OTP transactions
  2. Alphabetical, 6-character Sender ID: These will be for all other types of SMS including promotional and transactional ones.

While the Entity is free to choose the Sender-ID they wish to use, and each Entity can register up to 20 Sender IDs, there are specific conventions which need to be adhered to.

What is a Template?

An Entity must also register and get approval for the body text of any SMS that they intend to send.

Entities can register multiple SMS templates and post approval, use them to send SMS.

What are the documents required for registering an ENTITY?

Alternatively, Documents required are:

  • Accepted Proof of Identity – Business PAN. (If individual or sole proprietor, you can add you individual PAN number)
  • Accepted Proof of Entity
    • For Individual
      • Aadhar Card
      • Passport
      • Driving License
    • For Others
      • Shops & Establishment Registration Certificate
      • GST Reg Document
      • TAN Registration document
      • FSSAI License
      • Import & Export Registration Document
      • Certificate of Incorporation
  • Letter of Authorization
  • Accepted Authorized Signatory
    • GST Document which includes the name of Authorizing Signatory
    • Ministry of Corporate Affairs Document
    • Board Resolution mentioning the name of Authorizing Signatory signing LOA on letter head
    • MOU/MOA

Also, please refer to point 13 (b) for operator wise DLT registration process guide. & documentation

How does an Entity register?

Various telecom operators are facilitating the registration process. They have set up dedicated websites for entities to register themselves. There is a simple process to follow for registration as an Entity, then to get Sender ID’s and then to register Templates

Is there any registration fee that I must pay? If yes, how much?

Yes, there is an official registration fee that is charged by the telecom operators for registration of an Entity. This fee is INR 5900/-, but may change from operator to operator.

What are the modes of payment for the registration fee?

Acceptable mode of payment is Cheque/DD/Online.

How does an Entity register?

A company can undertake the registration process themselves through any of the Telco’s DLT registration portals. Alternatively, there are consultants and other service providers who assist and undertake the registration process on behalf of an Entity for a fee.

What is the process of registering a template?

  • To register a template, follow the steps below:
    • Once the Entity registration & Sender ID Approval is done then log in to the DLT portal.
    • Navigate to “TEMPLATES” and Select Template type [Transactional, Promotional, Service (Transactional Opt-In type messages)]
    • Select Industry of your business and Type of SMS.
    • Fill in the Template Name, Type, and format of the message.
    • You must fill in a Header (or SenderID) that is approved.
    • Then, submit the Template for approval.
  • DLT Registration Platforms by Telecom Operator

Note: EnableX users can work with authorized Channel Partners who will support and guide them through the DLT Registration process. Please contact [email protected] for more information.

What are the different types of template registrations?

There are two types of Template Registration

  • Content Template
  • Consent Template

What are the different types of messages?

The messages are categorized into 4 categories. Registration of the template is to be made based on the categorization provided below:

What is a transactional message and where is it used?

Transactional

Any message which contains an OTP and requires or relates to a banking transaction initiated by a bank customer will be considered as transactional. This is applicable to all banks (national/scheduled/private/govt and even MNC’s).

Illustration

  • OTP message required for completing a net-banking transaction.
  • OTP message required for completing credit/debit card transactions at a merchant location.

What is the required template format for a transactional message?

Following format is illustrative of transactional message:

Actual MessageRequired Template Format
824926 is the otp OTP for trxn of INR 57.75 at sandeshlive e payment services with your sbi card xx3931. OTP is valid for 10 mins. pls do not share with anyone{#var#} is the OTP for trxn of INR {#var#} at {#var#} with your sbi card{#var#}. OTP is valid for {#var#}. pls do not share with anyone
032456 is your OTP for fund transfer for an amount Rs.3,000 to Ankit. OTP valid for 8 minutes. Do not share this OTP with anyone.{#var#} is your OTP for fund transfer for an amount {#var#} to {#var#}. OTP valid for 8 minutes. Do not share this OTP with anyone.
428684 is OTP for your eComm Txn for an amount Rs.15,000 OTP valid for 8 minutes. Do not share this OTP with anyone.{#var#} is OTP for your eComm Txn for an amount {#var#} OTP valid for 8 minutes. Do not share this OTP with anyone
369147 is OTP for your premium payment for amount Rs.34,000. OTP valid for 8 minutes. Do not share this OTP with anyone.{#var#} is OTP for your premium payment for amount {#var#}. OTP valid for 8 minutes. Do not share this OTP with anyone.
852456 is your OTP for BillDesk Payment in Net Banking. OTP valid for 8 minutes.{#var#} is your OTP for BillDesk Payment in Net Banking. OTP valid for 8 minutes.

What is a Service Implicit message and where is it used?

Any message arising out of customers action or his existing relationship with the enterprise that is not promotional will be considered as a Service-Implicit message.

Illustration

  • Confirmation messages of Net-banking and credit/debit card transactions.
  • Product purchase confirmation, delivery status, etc. from e-comm websites.
  • Customers make payments through Payment Wallet over the E-Commerce website / mobile app and an OTP is sent to complete the transaction.
  • OTP is required for e-comm website, app login, social media apps, authentication/verification links, securities trading, Demat account operations, KYC, e-wallet registration, etc.
  • Messages from TSP/ISP.
  • Periodic balance info, bill generation, bill dispatch, due date reminders, recharge confirmation (DTH, cable, prepaid electricity recharge, etc.)
  • Delivery notifications, updates, and periodic upgrades.
  • Messages from retail stores related to the bill, warranty
  • Messages from schools-attendance/transport alerts
  • Messages from hospitals/clinics/pharmacies/radiologists/pathologists about registration, appointment, discharge, reports.
  • Confirmatory messages from app-based services.
  • Govt/DOT/TRAI mandated messages.
  • Service updates from car workshops, repair shops, gadgets service centers.
  • Directory services like Justdial, yellow pages.
  • Day-end/month-end settlement alerts to securities/demat account holders.

What are illustrative template formats for a Service Implicit message?

Following formats indicate a service implicit message:

Actual Message Required Template Format
Thank you for using EMI Facility on your HDFC Bank Credit Card 4***3495 EMI request for Rs. 25000.00 executed on 01/07/2019Thank you for using EMI Facility on your HDFC Bank Credit Card {#var#} EMI request for {#var#} executed on {#var#}
KOTAK BANK – Your new bill for JVVNL Bangalore – account 0842948000 for Rs 4339.00 could not get scheduled because the autopay limit is less than the bill amount.KOTAK BANK – Your new bill for {#var#} – account{#var#} for Rs {#var#} could not get scheduled because the autopay limit is less than the bill amount.
account: 674508 is Sandeshlive account verification code.account: {#var#} is your Sandeshlive account verification code.
transaction alert: 49.0 was used from your Amazon gift card 6000172013334850 for order od117666705985700000 on amazon balance remaining in the card: 0.0. if you don’t recognize this transaction, please reach out to http://fkrt.it/q0rbconnnn immediately.transaction alert: {#var#} was used from your {#var#} gift card {#var#} for order {#var#} on Amazon balance remaining in the card: {#var#}. if you don’t recognize this transaction, please reach out to {#var#} immediately.
Kindly note that the free look period for your insurance cancellation is 15 days from the date of receipt of the insurance policy. Regards, LIC Ltd.Kindly note that the free look period for your insurance cancellation is {#var#} from the date of receipt of the insurance policy. Regards, LIC Ltd.
Dear suraj, OTP is 2568 for order id #101794788 at daily orders phone case maker mobile app, kindly enter it to confirm your order. thank you!Dear {#var#}, OTP is {#var#} for order id {#var#} at daily orders phone case maker mobile app, kindly enter it to confirm your order. thank you!

What is a Service Explicit message and where is it used?

Service Explicit messages are the ones which require explicit consent from the customer, that have been verified directly from the recipient in a robust and verifiable manner and recorded by the consent registrar. Any service message which doesn’t fall under the service-implicit category.

Note: Additionally, the customer consent template needs to be linked to content templates in the service explicit category.

Illustration

  • Messages to the existing customers recommending or promoting their other products or services.

What are illustrative template formats for a Service Explicit message?

Following is the required format for a service explicit message:

Actual Message Required Template Format
Your Rs.500 exclusive voucher is UNUSED!! Redeem it on purchase of Rs.1,000 at Raymond. Use code 654321001 Valid till 31st Mar 2020! T&C.Your Rs.{#var#} exclusive vouchers are UNUSED!! Redeem it on purchase of Rs.{#var#} at Raymond. Use code {#var#} Valid till {#var#}! T&C.
Swedish massage 60min(1): 1355.93, aroma massage 60min(1): 1525.42, s.total(2): 2881.35,Swedish massage {#var#},aroma massage {#var#},s. total{#var#},
Hi, In order to best serve you and others, could you click on mosl.co/ywq8FBJpAn to share your meeting experience with Motilal Oswal RM Raju Saha on 22Hi, In order to best serve you and others, could you click on {#var#} to share your meeting experience with {#var#}
Bajaj Finserv Personal Loan needs Minimal Documentation. Fulfill your financial needs in one click http://m.BajFin.in/Iphr8tFE . T&CBajaj Finserv Personal Loan needs Minimal Documentation. Fulfill your financial needs in one click {#var#}. T&C

What is a Promotional message and where is it used?

Any message with an intention to promote or sell a product, goods or service. Service content mixed with promotional content is also treated as promotional. These messages will be sent to customers after performing the preference and consent scrubbing function.

Note: Additionally, the customer consent template needs to be linked to content templates in the service explicit category.

What is the required template format for a promotional message?

Following format is required for a promotional message:

Actual Message Required Template Format
Lifetime Free ICICI Bank Credit Card with Vouchers from LensKart, Pepperfry, Grabon worth Rs.3000. SMS “apply” to 5676766 TnC applyLifetime Free ICICI Bank Credit Card with Vouchers from LensKart, Pepperfry, Grabon worth Rs.{#var#}. SMS “{#var#}” to 5676766. TnC apply
Pay JUST Rs 640* pm & get Rs 83,333 for 120 months or payout of Rs 1,00,00,000 With LIC*(Life Insurance Cover) For Your Family. http://px2.in/pAD4TlsPay JUST Rs {#var#} pm & get Rs {#var#} for {#var#} months or payout of Rs {#var#} With LIC (Life Insurance Cover) For Your Family. {#var#}
YOU can win Rs 20,000 in Fantasy cricket use code 542321. Install Fantasy Pro app now to WIN Click – https://abc.comYOU can win Rs {#var#} in Fantasy cricket use code {#var#}. Install Fantasy Pro app now to WIN Click – {#var#}

What are the validations for a content template?

Following are some of the content template validations:

  • 2 or more spaces are not supposed to use between 2 words, before word or afterword.
  • All special characters are being allowed currently.
  • The variable format is {#var#} which is case sensitive.
  • Or a variable can be inserted by clicking the radio button (insert variable) above the text box.
  • Trans/Service category messages should have variables mandatorily.
  • Promo categories can have complete fixed content or with variable parts.
  • There is no limitation in no. of variables per message.
  • Values like amount, date, a/c no, merchant names, OTP, Codes, URL, customer names, card type, etc. need to be replaced with variables.

Watch Airtel Content Template video guide here

What are some of the do’s and don’ts for content template?

Do’s for content template are:

  • Use a promotional category for communications intended to send from numerical sender id only.
  • Transactional category to be used by banking enterprises only & for OTP messages during fund transfer; online payment; merchant txn only.
  • Service – explicit category needs to link consent templates as well, without which the template gets rejected.
  • Choose a relevant/recognizable name for templates.
  • Use the message type as “TEXT” for all general messages & “Unicode” for regional messages.
  • Variable {#var#} insertion to be required against values like a date; amount; a/c no; OTP; names; etc.

Don’ts for content template are:

  • Not linking consent templates for content template categories “promotional” & “service – explicit”.
  • Same content template against multiple headers.
  • Header selection against irrelevant templates.
  • Selecting the “Transactional” category by non-banking enterprises.
  • No or invalid variable format in templates.
  • Using double spaces in templates (this can be pre-checked by verifying the template on notepad++ before template submission).
  • Templates with less than 6 char or variable insertion alone as a template.

What is a consent template message?

A standard message that is sent to end-users of the enterprise for their consent to receive communications from respective enterprises.

*Above image is taken from the VIL DLT Platform for reference.

What is the information required for registering a content template?

Following information is required for registering a content template:

  • Template Name: Name as per the choice
  • Brand Name: The product/trade name or if they have multiple brand names Ex: Enterprise “Jubilant Food Works” owns 3 brand portfolios “Domino’s Pizza; Dunkin’ Donuts & Hong’s Kitchen”.
  • Scope of consent: Content they want to send to end-users (We would like to send communication regarding all marketing offers and events to our registered customers. {opt-out procedure can also be given}). It should not contain any actual message contents. Ex: Would Like to Send Communication Regarding All Marketing Offers and Events to Our Registered Customers
  • “ABC Solutions” needs Your Consent in Order to Serve You Better. We May Send You Messages About Your Account Information, Activity, and Our Best Offers. We will send you updates, transactions, recommendations of our services, or products being a registered customer with us.

Airtel Guide for Bulk Consent data upload with CSV file here

Watch Airtel Consent Template video guide here

With the above details filled, enterprises can submit the template for approval. There is no limitation for enterprise on the creation of no. of consent templates. Post-approval by the registrar, an enterprise can link these consent template to their content templates in promotional or service explicit category accordingly.

What are the dos and don’ts for consent template?

Do’s for Consent Template

  • Choose a short name to a template that is relevant. This helps in choosing the right consent template while creating content templates in promotional or service explicit categories.
  • Brand name should be relevant to the details mentioned in the scope of content.
  • The scope of content should be relevant to the mentioned brand & intent of the consent to be mentioned.
  • If an entity wants to provide opt-out information, that needs to be provided completely. Ex: “To opt-out, send SMS as STOP to 1234567890”

Don’ts for Consent Template

  • Not to use generic names for templates like “template1; etc..”.
  • Not to mention invalid or irrelevant names under the brand. This will be treated as an invalid template.
  • Not to enter actual messages sent to customers, no short messages like “consent; SMS to customers; etc.”
  • No variable to be used in the scope of consent, as variable applicable to content templates only.
  • Multiple consents are not required by the entity unless it is asked by an enterprise, like the example explaining the brand name field.

Is there a cost attached with DLT registration? If so, how much does it cost me to get my entity registered under DLT?

Yes, registration for DLT is charged. An entity registering under DLT will have to pay INR 5,900 to the telecom operators.

How long does it take to register and get my DLT registration approved?

It can take anywhere from 24 to 96 hours for each approval to come through.

Can I change my contact details after submitting my DLT registration?

No. Your contact details cannot be edited once submitted to the operator for DLT registration. Hence, EnableX requests you to provide a valid Email ID and phone number only after thorough verification.

Why is my registration for DLT rejected?

The registration process for DLT requires an entity to produce with all the documents that are mentioned.

  • If any of the following mentioned documents were not produced in a prescribed format, there are high chances that your request for the registration may be rejected
  • If the required Header is not available
  • If your produced write up did not meet the requirements or failed to explain its purpose
  • If the name mentioned in the PAN card and the provided documents do not match
  • If the provided official mail ID or any other contact details are invalid or incorrectly submitted