Skip to main content

SMS Registration and DLT Compliance

It's true that you've to communicate with your customers using digital means such as email and SMS. However, there are certain rules set by service providers and regulatory bodies, which you may want to follow for the uninterrupted delivery of messages.

Step 1: SMS Template Creation Rules


If you have created a website on Fynd Platform, first create all templates on Fynd Platform. Click here to view the steps.

As per the new TRAI regulations, you need to consider the following guidelines while making a new SMS template. If these guidelines are not strictly followed it can lead to SMS Delivery Failure:

SMS template - DLT guidelines

  • Brand name is mandatory for OTP and all Service messages. In case the Brand and Entity names differ, upload proof to establish a relationship between them.
  • Do not exceed the 180 characters limit (including variable and fixed sections) while registering the Content Templates. If there are more than 180 characters the content will get delivered as two SMS or maybe more, rather than a single message.
  • Do not use more than 30 characters (including spaces) in a single variable else the message won't deliver. Advise brands to not add the name of the products in the template. However, if the brand insists on adding, make sure the brand POC has checked the Product Titles.
  • The total length of variable fields should not be more than 40% of the entire SMS text (this is optional).
  • The message should not end with a variable.
  • Promotional content 'should not be a part of'/'should not be used' with Transaction/Services template or Headers.
  • There should be a space before and after each variable.
  • Do not use special characters, such as - & * in the SMS. Use of Semicolon ( : ) is allowed.
Click here to view a sample template.

Step 2: Creating Sender ID and Uploading the SMS Template

Header Types

Before creating Sender ID, know that there are different header types for different SMS categories:

  • Promotional: These messages are related to marketing purposes and are intended for promoting a product or a service. Promotional SMS is sent to the Non-DND numbers.
  • Others:
    • Transactional: As per the latest TRAI Guidelines, only the OTP SMS sent by banks will come under the category of Transactional SMS.
    • Service Implicit: Informative messages other than Banks OTP will come under this category. Important notifications such as purchase updates, order alerts, payment status, reminders, booking confirmations, OTP SMS from other sites, and other crucial updates will fall in the Service Implicit category. - FOR NORMAL OPERATIONAL SMS (LIKE DELIVERY DONE, RETURN INITIATED ETC WILL COME UNDER SERVICE IMPLICIT CATEGORY, OTP FOR LOGIN WILL ALSO COME UNDER SERVICE IMPLICIT)
    • Service Explicit: Sending offer/marketing SMS to your registered users will come under this category. These SMS can only be sent to the registered customers after receiving their consent.

Sender ID Tutorial

Here's a step by step tutorial on creating Sender ID

Video: Creating Sender ID

You may visit the following links to create a Sender ID:

After creating a Sender ID, you need to upload a consent to use the Sender ID. Click here to view the step by step guide.

Configure provider on Fynd Platform

Click here to know how to configure a provider on Fynd Platform.

Step 3: Uploading on Netcore Portal

Video: Bulk Template Registration process | DLT

Required fields:

  • TYPE

Step 4: Steps to follow in case SMS delivery fails

Basis our experience on the DLT template scrubbing, below are the major reasons for template failures:

  • DLT Template ID not passed/map on Netcore portal
  • A message published holds a variable length of more than 30 characters.
  • Published message not matching with DLT template.
  • Header map on the DLT portal for a Template is different from the header used in the published messages.

Below are a few useful links that will help in becoming compliant with DLT Regulation:

Please find below the description of the newly added delivery status

  1. DLT Failure: These messages failed due to some issue at the DLT platform.
  2. DLT Sender Id Failure: These messages failed because the sender id/header isn't registered on the DLT platform or not mapped with the template on the DLT platform.
  3. TM ID Failure: Messages failed due to a mismatch in Telemarketer ID.
  4. PEID Failure: These messages failed due to incorrect PEID.
  5. DLT Template Failure: These messages failed due to a template mismatch at the DLT platform.

In case you have any queries, please feel free to get in touch with "[email protected]" or get support on chat, "Login to Panel > Chat"


Change feedid, sender id, entity id, and username