Compliance · India
SMS Compliance in India
A practical overview of the rules that affect SMS messaging and marketing in India, with a checklist before you launch.
Key Rules for SMS in India
Commercial SMS in India is governed by TRAI's Telecom Commercial Communications Customer Preference Regulations (TCCCPR, 2018). Every sender must register on a DLT platform, get sender IDs (headers) and content templates approved, and respect customer preferences recorded in the DND registry. Promotional SMS can only be delivered in the permitted daytime window.
- Under TCCCPR, every principal entity, header and content template must be registered on a DLT platform, and messages that do not match a registered template are blocked.
- Promotional SMS can only be delivered between 10 AM and 9 PM and not to customers who have registered a preference against them; service and transactional messages follow their own consent rules.
- Since 2024, TRAI requires URLs, APK links and call-back numbers in commercial messages to be whitelisted against your templates.
- Choose the right category for each template: Promotional, Service Implicit, Service Explicit or Transactional, depending on the purpose and consent.
Data Protection
Websites and campaigns that collect personal data from Indian users should follow the Digital Personal Data Protection Act, 2023: clear notice, a lawful purpose, consent where required and reasonable security safeguards.
Keep a record of how each contact was collected, what they agreed to and when, and make it easy for them to withdraw consent.
Practical Checklist
- Collect and record consent (or confirm an existing customer relationship) before sending, with the date and source.
- Use a registered sender ID or number that recipients can recognise as your business.
- Identify your business in every message and keep promotional and service messages separate.
- Give a simple way to opt out of marketing and process opt-outs quickly across all your systems.
- Send in the recipient's local daytime hours and keep frequency reasonable.
Contact data
Format numbers in international E.164 format with the +91 country code, remove duplicates and invalid numbers, and keep consent records linked to each number.
Timing and Language
India uses a single time zone (IST, UTC+05:30). Promotional SMS and calls must fall within the permitted window of 10 AM to 9 PM, and festivals and regional holidays affect when messages are welcome.
In Bhopal, customers commonly use Hindi and English. Messages in the customer's preferred language usually perform better, but check how local-language text affects character counts (for SMS) and template approval (for WhatsApp).
Digital Habits and Channels in India
India has over a billion mobile connections and is WhatsApp's largest market, so WhatsApp, SMS and voice all play a big role in reaching customers. Commercial SMS and calls are governed by TRAI's Telecom Commercial Communications Customer Preference Regulations (TCCCPR) 2018, which created the DLT system where businesses register as entities, register headers (sender IDs) and content templates, and record consent. Since October 2024, links, APKs and call-back numbers in SMS must be whitelisted on DLT, and messages with unregistered URLs are blocked.
TRAI's February 2025 amendment requires promotional voice calls to use the 140 number series and service and transactional calls to use the 1600 series, and allows customers to report spam calls and messages within seven days of receipt. The Digital Personal Data Protection Act 2023, with the DPDP Rules notified on 13 November 2025, introduces consent and notice requirements that apply in phases, with most obligations taking effect by May 2027. UPI is used for most digital payments.
Advertising Alongside Messaging
Ad campaigns should follow Google and Meta advertising policies, the ASCI code for advertising content and influencer disclosures, and sector rules for areas such as healthcare, finance and real estate (for example, RERA registration details for property ads).
This guide is general information, not legal advice, and reflects our understanding as of October 2026. Rules change, so we check current requirements for India before every launch.
Planning SMS campaigns for India?
We check the rules, set up sender requirements and run compliant campaigns.
SMS in India: FAQs
Do I need consent to send marketing SMS messages in India?
In most cases, yes, or at least an existing customer relationship and a clear opt-out. Commercial SMS in India is governed by TRAI's Telecom Commercial Communications Customer Preference Regulations (TCCCPR, 2018).
Do I need a registered sender ID for India?
Sender ID rules vary by country and operator. Some countries require pre-registration of alphanumeric sender IDs, others only allow numeric senders. We confirm the current requirement before launch.
Can DND Teams run SMS campaigns to India?
Yes. We are based in Bhopal, India, and run campaigns for international markets remotely, after checking the current rules, sender requirements and coverage for India.
Is this legal advice?
No. This guide is general information to help you plan. Regulations change and their application depends on your business, so take local legal advice for significant campaigns.
Related Guides and Services
Other channels in India
SMS rules in nearby markets
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