SMS template · Authentication
Login OTP SMS Template for E-commerce & D2C Brands
A ready-to-adapt SMS message for e-commerce stores and D2C brands, with placeholders, sample values and compliance notes.
When to Send This Message
Send when a shopper logs in or verifies a phone number. For e-commerce stores and D2C brands, this is one of the everyday messages that keeps shoppers informed without a phone call. Most businesses send it automatically from their software, so the timing is consistent.
Order updates, cash-on-delivery confirmation and returns communication strongly affect repeat purchases and RTO (return to origin) rates.
The SMS Template
India (DLT format)
{#var#} is your OTP to log in to [Business Name]. It is valid for 5 minutes. Do not share it with anyone.International (plain text)
{otp} is your OTP to log in to [Business Name]. It is valid for 5 minutes. Do not share it with anyone.Example with sample values
739204 is your OTP to log in to [Business Name]. It is valid for 5 minutes. Do not share it with anyone.
With these sample values the message is 106 characters in the standard GSM-7 character set, which is 1 SMS part (square brackets count as two characters each). Long links or local-language (Unicode) text increase the count, as Unicode SMS allow 70 characters per single part.
Replace [Business Name] with your registered brand name. Links shown use example.com as a placeholder; use your own domain.
Placeholders and Sample Values
| Placeholder | Meaning | Sample value |
|---|---|---|
| {#var#} | Otp | 739204 |
Filling in each placeholder
- Otp (sample: 739204): Generate a fresh random code for each request; 4 to 6 digits is typical.
This template has 1 placeholder and a body of 103 characters before values are filled in. Shorter messages cost less and are more likely to be read in full; aim to keep the filled-in message within one or two SMS parts.
Category and Approval
OTP messages are registered for one-time passwords only. Keep them short, state validity, and warn the customer never to share the code. Do not mix OTPs with any other content.
Compliance Checklist
- The header (sender ID) and the template are registered on a DLT platform, and the template text matches exactly, apart from the variables.
- Each {#var#} holds only the kind of value it was registered for; most platforms limit each variable to 30 characters.
- Any link uses a domain whitelisted for your header, as TRAI requires for URLs in commercial SMS.
Rules to keep in mind for E-commerce & D2C Brands
The Consumer Protection (E-Commerce) Rules, 2020 require clear seller details, prices, return and refund policies and grievance officer information. The CCPA's 2023 guidelines prohibit dark patterns such as false urgency and drip pricing, and marketing messages need opt-in.
General guidance, not legal advice. Rules change, so confirm current requirements before launch. See our SMS compliance guide for India.
Tips for Better Results
- Rate-limit OTP requests to protect against abuse and unnecessary costs.
- Generate a new random code for each request and expire it quickly.
Need this SMS template set up?
We register, submit and connect templates for you, and send test messages before launch.
Questions About This Template
When should a online store send the login otp message?
Send when a shopper logs in or verifies a phone number. Sending it at a consistent time builds trust and reduces follow-up calls.
Can I send this SMS in India without DLT registration?
No. Commercial SMS in India must use a header and a content template registered on a DLT platform. Messages that do not match a registered template are blocked by the operator.
Which DLT category should I choose for this login otp message?
Usually Transactional or Service Implicit (OTP). The final category depends on your entity type, the consent you hold and your operator's guidelines, and we confirm it during registration.
Can DND Teams set this up for my online store?
Yes. We adapt the template to your business, register or submit it, and connect it to your software or our panel. Share your use case on WhatsApp or through the form.
Related Templates
More SMS templates for E-commerce & D2C Brands
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