bulk sms

Recently saw a lot of Questions being asked by entrepreneurs/business owners who wanted to interact with their customers over SMS on what are the guidelines in India according to TRAI.

Source of the icon in the header image

Before we get into SMS – let us understand what is a DND (Do Not Disturb Directory)/NCPR (National Customer Preference Register) list according to TRAI.

– Any phone number can register itself under DND/NCPR list for the following:

a. To not receive any kind of Promotional Call/SMS (Most people in DND list are in this category)

b. To not receive any kind of Promotional Call/SMS but can opt-in for a specific category. e.g. -Healthcare , so all companies in Healthcare can now SMS/Call this particular phone number


Lets simplify this further, there are 2 types of SMS in India (outbound):

1. Transactional SMS: contain text which communicates details about a
transaction, service, product, offer, that which has been solicited by a USER/Customer.

These SMS go from a unique 6 alpha character sender ID, e.g. – TM-EXOTEL

Example of a Transactional SMS – “Thanks for ordering your phone number via Exotel, for any further details call us on 8088-919-888”

Below are the types of Transaction Message Type allowed by TRAI



1Information pertaining to the account of its customer sent to the customer by a licensee or Bank or financial institution or insurance company or credit card company or depositories registered with Securities and Exchange Board of India or Direct to Home Operators.
2Information given by Airlines or Indian Railways or its authorized agencies to its passengers regarding travel schedules, ticket booking and reservation.
3Information from a registered educational institution to its students or their parents or guardians
4Any message transmitted by or on the directions of the Central Government or State Government, TRAI or any agency authorized by TRAI, or on the directions of bodies established under the Constitution.

information sent by a registered company to its employees or agents or to its customers pertaining to services or goods to be delivered to such customers;

6Information sent by e-commerce agencies in response to ecommerce transactions made by their customers.

the second category of SMS

2. Promotional SMS: contain text which communicates about products, services, offers. All Bulk SMS are Promotional SMS

These SMS go from a random Sender ID, e.g. – TM-142345

Example of a Promotional SMS – “We are running a special offer today for our select customers with special 50% discount, call us back or use this coupon code”

Hence, Note:

Be sure to follow the guidelines to not infiltrate someone’s privacy and also to not possibly have legal action being taken against your company and your service provider (who should anyway take care of this).

Hope this helped?

You can also use Exotel and Sign up for a Free Trial and try SMS either Bulk, Promotional or Transactional as part of any calls/deliveries. We also provide API for SMS.

AUTHOR: Vijay Sharma

Vijay Sharma, Co-founder at Exotel, is known for his extremely driven, straightforward and tactful nature. A hustler at heart and an excellent recruiter by profession, Vijay is the perfect blend of hard work and fun.


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