TRAI Rules for Sending SMS

The Telecom Regulatory Authority of India (TRAI) is a statutory body set up by the Government of India under section 3 of The Telecom Regulatory Authority of India Act, 1997. TRAI is an independent authority of the telecommunications sector in India.

The Telecom Regulatory Authority of India regulates bulk SMS and keeps updating senders from time to time on the rules for:-

  • Transactional SMS
  • Promotional SMS
  • Sending Time
  • Sender ID Name
  • Penalty and more

In India, basically there are two types of SMS (outbound) that a business can send:-

  • Transactional SMS - For sending important updates and alerts.

          Transactional SMS are used to send informational messages, booking and order alerts to your registered customers, send                  OTPs. All SMS content needs to be transnational and should not contain any promotional content on this route.

          TRAI regulations for sending Transactional SMS:-

Delivery Time24 x 7 SMS delivery with no restriction
DND Numbers
SMS can be sent on DND numbers
Sender ID
6 alpha characters Sender ID of your choice that represent your brand or product 

  • Promotional SMS - For sending marketing messages.

         Promotional SMS is used to send offers, discounts and promotional messages regarding your products, services, etc to new               and existing customers.

         TRAI regulations for sending Promotional SMS:-

Delivery TimeSMS can be sent only between 09 AM and 09 PM
DND Numbers
SMS cannot be sent on DND numbers
Sender ID
Random 6 digits Sender ID


Be sure to follow the TRAI guidelines to not infiltrate someone's privacy and also not to possibly have legal action being taken against your company or organisation.