Sender ID
The Telecom Regulatory Authority of India (TRAI) requires all Sender IDs to be registered on the Distributed Ledger Technology (DLT) portal at www.vilpower.in.
To comply with this requirement, all enterprises must register on the DLT system and provide details such as message headers, templates, and subscriber consents. After registration, your organization receives a Unique Entity ID. You must also pay a fee of 5,900 INR to the operator to complete registration.
A 6-digit alphabetic Sender ID for One-Time Password (OTP) or transactional SMS.
A 6-digit numeric Sender ID for promotional SMS.
Each Sender ID is prefixed with two letters that depend on the carrier used to deliver the SMS to the final operator.
Alphabetic Sender IDs are not supported for international customers and are automatically replaced with a random short code.
DLT process overview
DLT regulations
In July 2018, TRAI introduced the Telecom Commercial Communications Customer Preference Regulation, 2018 (TCCCPR 18) to curb Unsolicited Commercial Communication (UCC) and enhance mobile subscriber privacy. You can download the regulation here.
This regulation aims to eliminate spam and fraud by requiring the use of blockchain-based Distributed Ledger Technology (DLT) for implementation.
The regulation applies to all domestic traffic. Enterprises and accounts sending domestic SMS must register on the DLT system to comply.
Required actions
All enterprise customers in India that send domestic SMS must register their brand names and Sender IDs on the DLT system. Use the following URL for registration: https://www.vilpower.in/.
At this preliminary stage, only Sender ID registration is required.
You must upload the following documents:
A scanned copy of the company’s Permanent Account Number (PAN) card showing the entity name and PAN number.
A scanned copy of the company’s Corporate Identity Number (CIN), Goods and Services Tax (GST) registration, or Tax Deduction and Collection Account Number (TAN) card showing the entity name and the corresponding CIN, GST, or TAN number.
A scanned copy of a valid identity document showing the entity name and identity number. Accepted documents include a GST Identification Number (GSTIN), Aadhaar card, Unique Identity Number, Election Commission ID, or passport.
A scanned copy of a valid address proof showing the entity name and identity number. Accepted documents include an Aadhaar card, Unique Identity Number, Election Commission ID, passport, or an electricity bill issued within the last three months.
SMS types
India has a complex regulatory environment for SMS, with numerous requirements and restrictions.
Traffic Type | Sender ID | Content Allowed | Restrictions and regulations |
Domestic transactional | 6-digit alphabetic (not alphanumeric) with preregistration | Transactional traffic, such as OTPs | No restrictions. Delivery is available 24/7 without Do Not Call (DNC) restrictions. The registered alphabetic Sender ID is prefixed with two letters or two random numbers. The prefix depends on the carrier used to deliver the SMS to the final operator. For example, MD-XXXXXX, where XXXXXX is the registered Sender ID. |
Domestic promotional (not opted-in) | Sender ID is not supported and is changed to a random short code. | Promotional or marketing content | Promotional SMS sent to numbers registered in the National Do Not Call (NDNC) Registry are blocked, as per TRAI regulation. Promotional SMS are delivered only between 10:00 AM and 9:00 PM India Standard Time (IST). SMS sent outside this time range are queued and delivered the next day. |
Domestic promotional (opted-in) | 6-digit alphabetic (not alphanumeric) with preregistration | This traffic can only be routed through a transactional connection with opt-in confirmation from each subscriber's Mobile Station International Subscriber Directory Number (MSISDN). | Delivery is available 24/7 without NDNC restrictions. However, the party handling the promotional content (the customer) must have opt-in consent from each subscriber's MSISDN. You must provide this proof of consent to the traffic providers either upfront or on demand. This is required if a termination party receives a complaint from a mobile operator about a subscriber receiving promotional content. Failure to provide proof results in penalties for the provider, based on the number of violations. The time frame for providing proof is not defined. You must have contractual provisions in place to accept penalty charges for violations. |
International (transactional or opted-in promotional) | Sender ID is not supported and is changed to a random short or long virtual number. | International-originated transactional content and opt-in promotional content. If a client is registered in India but the SMS originates outside India, the traffic is identified as international. | SMS are delivered 24/7 through the international route. There are no restrictions for numbers listed in the NDNC Registry. For opt-in promotional SMS, the same regulations apply as for domestic promotional (opted-in) messages listed above. |
SMS headers, Sender IDs, and definitions
The following sections describe header types and provide examples to help you distinguish between message categories.
Promotional messages
A promotional message is commercial communication sent to a mobile subscriber who has not opted out of receiving such messages, meaning they are not on the Do Not Disturb (DND) list. It may also be any commercial communication sent after obtaining the recipient’s consent.
Header (6-digit): 565690, 787878, 987123, 555555, etc.
Sample SMS template 1: Happiness Sale on 21 & 22 Dec. Get up to 71% OFF on over 100 brands.
Register & get an EXTRA Rs. 100/- OFF. Give a missed call to 808XXXX234. T&C apply.
Sample SMS template 2: 24 Hr Kitchen Furniture SALE up to 35% OFF, till 22 Dec, T&C.
Sample SMS template 3: Get MY DIET by <NAME OF CONSULTANT> & lose up-to 10Kg. No exercise. No machine. First free consultation Click <URL>. To revoke consent, send SMS as REVOKE HEADER to 1909.
Transactional messages
A transactional message contains an OTP required to complete a banking transaction initiated by the customer. This applies to all banks, including national, scheduled, private, government, and multinational corporation (MNC) banks. These headers are case-sensitive.
Header (6-alpha): TRUBLQ, TRUblq, TRubLQ, trublq, KLMNOP, DLTDLT, etc.
Sample SMS template 1: 763892 is the OTP for a transaction of INR 9876.90 at ABCD App with your card XX0000. OTP is valid for 10 mins. Please do not share it with anyone.
Sample SMS template 2: 763892 is the OTP for a transaction of INR 373.32 at ABCD on XYZ Bank Credit Card XX0000. OTPs are SECRET. DO NOT disclose it to anyone. A bank NEVER asks for an OTP.
Service implicit messages
A service implicit message arises from a customer’s actions or their relationship with the sender. It is non-promotional and essential to the customer’s experience, so subscribers cannot block it—even if they have opted to block other service messages. These messages may or may not be triggered by a customer transaction. These headers are case-sensitive.
Confirmation messages for net banking or credit/debit card transactions.
Product purchase confirmations or parcel delivery status updates.
OTPs required for e-commerce websites, app logins, social media apps, Know Your Customer (KYC) processes, and more.
Messages from a home operator or from schools regarding attendance or transport.
Messages from hospitals or clinics regarding appointments or discharge reports.
Messages mandated by the government, TRAI, or the Department of Telecommunications (DoT), such as advisories from state governments, law enforcement agencies (LEAs), local authorities, traffic advisories, the election commission, or disaster management.
Service messages from car workshops or gadget service centers.
Day-end or month-end settlement alerts to securities or demat account holders.
Header (6-alpha): ABCDEF, ABCdef, ABceDF, abcdef, AFIOMA, UNFOCO, etc.
Sample SMS template 1: Hello! Your A/C no. <XXXXX> has been debited by Rs. <XXXX>. The A/C balance is Rs. <XXXX> on <DD/MM/YY>. The A/C balance is Rs. <XXXX>. Info: <TYPE>/<PURPOSE>/<Rs. of template OR REFERENCE NUMBERS>.
Sample SMS template 2: Dear Customer, as per your request, contact details have been updated against your fixed deposit account.
Sample SMS template 3: Dear Customer, your order has been picked up by the delivery boy and is on its way. Your delicious pizza is reaching you soon!
Service explicit messages
Any service message that does not qualify as a service implicit message must be sent only with explicit, digitally verified consent from the subscriber. These headers are case-sensitive.
Header (6-alpha): NUTUKI, NUtuKI, NUTuki, nutuki, PRIZEM, ZSERTA, etc.
Sample SMS template 1: Dear Customer, Congratulations on your Home Anniversary! Now avail a Top-up up to Rs 50 lacs* with ROI @9.20%* on your Home Loan. Call Toll Free 1800XXXXX00 *T&C.
Sample SMS template 2: Dear Customer, based on your relationship, we are approving a pre-approved Home Loan up to Rs. 1 crore. Click here https://xxxx/ . Regards, QT Housing. T&C.
Note: When you create Promotional Headers on the portal, the header must start with a number that corresponds to its category, based on DND preferences.
Banking, insurance, financial products, or credit cards
Real estate
Education
Health
Consumer goods and automobiles
Communication, broadcasting, entertainment, or IT
Tourism and leisure
Food and beverages
If an enterprise registers under the Tourism category, it can use header codes such as 712390, 790234, and 791919. A healthcare company should use header codes such as 412300 and 490909.
Note: Government headers are classified as service implicit.