Bulk SMS is a way to send large numbers of text messages at once to many recipients. Businesses use it for promotions, alerts, OTPs, or updates, making it a fast and cost-effective way to reach customers instantly.
If you’re using bulk SMS to reach customers in India, it’s critical to understand the regulatory framework to stay compliant and avoid penalties. Here’s a quick breakdown:
DLT Registration Required
All businesses and individuals sending bulk SMS must register on the TRAI-approved DLT (Distributed Ledger Technology) platform. This system was introduced to prevent spam and fraud by validating who is sending messages and what those messages contain.
Header (Sender ID) Approval
You must register your sender ID (called a header) through the DLT platform. Headers identify who is sending the message. They typically consist of six letters (for promotional SMS) or alphanumeric codes (for transactional SMS).
Template Registration
Your SMS content (templates) must be submitted and approved on the DLT portal. Only pre-approved templates are allowed to be sent, which helps block fraudulent or misleading messages. Any messages not matching an approved template may be blocked by operators.
Consent and Preferences
For promotional messages, you can only send to customers who have explicitly opted in and given consent. The DLT system records and verifies customer preferences, giving end-users the power to manage what categories of messages they receive and from whom.
Timing Restrictions
Promotional SMS traffic is only allowed between 10 AM and 9 PM to protect consumers from intrusive messages at night. Transactional or service-based messages, such as OTPs and account alerts, are exempt from this timing rule and can be delivered 24/7.
Penalties for Non-Compliance
Violating these guidelines can lead to severe penalties, including blocking of your messages, suspension of sender IDs, and even heavy financial fines. Regulators and operators take repeat offenses seriously.
Types of Bulk SMS
- Promotional: Used for marketing, offers, or campaigns. Consent required.
- Transactional: Critical alerts, OTPs, service updates. No time restrictions, but templates must still be approved.
These rules were created to restore trust in SMS communication and reduce spam, benefiting both businesses and end-users. Before launching any bulk SMS campaign, make sure you:
- Register on the DLT platform
- Get your headers and message templates approved
- Collect proper customer consent
A properly registered and compliant bulk SMS operation not only protects you from legal trouble but also boosts customer confidence in your brand.
