Everything you need to know in Bulk SMS – DLT and Template approval in India

The adage "The more important tool is more information sharing between the intelligence agencies" applies here. By using the Short Message Services, often known as SMS, we may communicate with everyone while using the least amount of text possible. Bulk SMS Services is thus one of the simplest methods for connecting with people quickly. One of the finest ways to advertise your goods or services is to send alerts and notifications that don't get lost in the spam folder.

You must register with TRAI and receive authorization before you can send bulk SMS to Indian clients. To get a DLT and SMS template approved, you should be aware of a few facts first. One should first have a thorough understanding of "What is DLT and TRAI?"

Further, to get approval from DLT and TRAI in India, the following are the steps that you need to know.

Step 1 – Get a unique Entity ID

A temporary Entity ID will be given to you once you register (as an entity or as a telemarketer) on one of the DLT platforms (i.e., service providers) and fill out the necessary information. This is the first stage in obtaining a DLT approval. You will receive a special Entity ID from the service provider after the service provider has confirmed your documents. For your reference, a few Indian service providers are listed below.

• Vodafone Idea Limited

• Videocon

• Airtel

• Jio

• BSNL

DLT registration is required for everyone who does Bulk SMS marketing or SMS and voice call campaigns for commercial gain. Before beginning the registration process for telemarketers and businesses, the following paperwork must be prepared:

• PAN Number for Businesses with Soft Copy

• (GST Certificate) GST No.

• Certificate of Business Establishment

• Proof of Business Identity and Complete Business Address in Softcopy

• Softcopy (GST Registration/Business Registration) Proof of Business Entity

You must write an authorization letter in preparation for the registration process. The director or owner of the company will sign this letter, which is printed on the firm's letterhead, to authorise the person completing the registration.

Step 2 – Register Headers and Add telemarketer ID

The next step is to add your telemarketing ID and register the header for your mails on the DLT platforms after you've obtained the distinctive Entity ID. The registration of headers involves the processes listed below.

Register header (Sender ID) in the platforms

The headers (sender ID) on the header tab in the dashboard are created after registering for the entity.

You can select the promotional and other types of headers in the tab. Put the name of your favourite header in the text box and explain why in the description.

For Promotional (SMS such as offers, discounts, etc.)

Fill down the "Find your Header" text box with your selected 6-digit headers (sender ID). Choose your industry type and category from the drop-down menu. In the description box or by submitting a supporting document, explain the choice of headers.

Others (for SMS such as OTPs, alerts, etc.)

Fill down the text box with your selected 6-character alphabetic headers (sender ID): In the description box or by submitting a supporting document, explain the choice of headers.

Step 3 — Register consent templates

The DLT platforms add consent templates after registering headers (sender IDs).

Users receive a consent template as a normal message asking for their consent to receive messages from businesses. You only need a consent template if you intend to send Bulk SMS advertisements. When registering the consent templates, the following examples must be submitted.

Consent Templates:

• Name entered by the user for the template

• Company Name: a name of a good or service

• The extent of consent a description of the information you intend to send users

Examples:

•  We would like to communicate with our registered consumers about marketing offers and events.

• Your permission is required by Msgclub Solutions before we may send you communications regarding your account activity, account information, and our best deals.

• To our registered clients, we will communicate information, transactions, and recommendations regarding our services and products.

Step 4 – Content templates and registration guidelines

In accordance with the updated TRAI Guidelines 2020, additional routes for bulk SMS have been introduced. This is done to reduce the issue of unsolicited SMS and safeguard clients from dishonest tactics.

1. Promotional Bulk SMS route in DLT

Offers, discounts, and marketing SMS for promoting a good or service are included in promotional bulk SMS. The non-DND numbers can receive promotional SMS messages.

Customers can choose to receive promotional communications just at certain times or days of the week. For instance, if a mobile user selects to receive promotional SMS on Monday between 6 and 9 o'clock, the messages will only be sent to him during those hours.

For the purpose of sending promotional messages, a Sender ID (Header) can be constructed. This header must have 6 numeric digits, neither more nor less. The operator will assign a unique ID to each Header, and you are not permitted to use alphabetic letters when generating Headers for promotional routes.

Examples of Promotional Bulk SMS

Dear Customer, Save up to 50% when you spend Rs. 2000 or more. Hurry; the offer is only good for a short period of time!

Holiday Sales! Get a free gift worth Rs. 1000 when you order now. For further information, contact us at 9999999999.

Republic Day sales have begun! On all orders over Rs. 1999, receive up to 40% off plus an additional 10% off. Come see us now.

2. Transactional Bulk SMS route in DLT

According to the most recent TRAI recommendations, banks would be the only entities allowed to provide One Time Passwords (OTP) to complete financial transactions that their bank customers have started. All banks, including national, scheduled, private, government, and multinational banks, can send OTP to their clients using the transactional channel.

For use with the Transactional route, banks can define a Header (Sender ID) of six alphabetic letters.

Examples of Transactional Bulk SMS

Dear Customer, OTP is 48465 for a transaction of INR 9500. Please don't distribute it to anyone.

OTP is 946353 for SBI Bank Debit Cards with the xx058 prefix. Keep it a secret.

The OTP for a transaction of INR 4800 on Credit Card XXOOO from XYZ Bank is 743295. Do not share it with anyone, please.

3. Service Bulk SMS route in DLT SMS 

The Service (Implicit and Explicit) route, which enables a brand to send SMS to its clients notifying them about a product or service, has been introduced in accordance with the new TRAI Guidelines. For SMS sending from the Service route, a six-alphabet header (Sender ID) can be generated.

Service Route has two different types of categories: Implicit and Explicit.

A. Service Implicit SMS: SMS that provide information but do not require an OTP fall under this category. Important notifications about products and services, including order status updates, alerts, reminder SMS, and purchase confirmation messages, can be sent to clients using this method. The Service Implicit route cannot be used to send promotional SMS.

Example of Service Implicit Messages

• Notifications that validate payments for debit, credit, or net banking transactions.

• communications confirming product purchases, updates on the status of orders, and delivery information.

• OTP SMS for mobile number verification, KYC, and other e-commerce website login procedures.

• messages from the school including crucial announcements, such as those about attendance, the schedule, invitations to events, etc.

• message reminders for appointments, lab results, bill payments, etc. from clinics or hospitals.

• Government/TRAI/DoT, local authorities, traffic advisories, election commission, and emergency management advisories are required to send out messages.

• SMS with service updates from auto shops and electronics repair companies.

• Alert SMS from banks, insurance companies, and holders of demat accounts, etc.

Examples of Service Implicit Bulk SMS

Your order is being prepared and will be delivered in 30 minutes, kindly note.

Hello! A debit of Rs. 5000 has been made to your account number, 126383802832.

Dear Customer, Our representative has delivered your product. We appreciate your business.

B. Service Explicit SMS: SMS that are sent to registered clients with their permission fall under the heading of service explicit SMS. For instance, if a customer of ICICI Bank has consented to receive promotional offers from ICICI, then these SMS will fall under the category of Service Explicit. The SMS will be deemed promotional if at any moment the client withdraws and chooses not to receive these texts.

Examples of Service Explicit Bulk SMS

Dear Customer, We appreciate you being a valued customer. We have a special deal for you. Save an additional 20% when you shop at our store. Offer is still valid this week.

Dear Customer, This is to let you know that it's time to renew your insurance. If you renew the insurance before February 10th, you'll receive a 15% reduction on the renewal costs.

 

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