TRAI has notified “The Telecom Commercial Communication Customer Preference Regulations, 2010” classifying text messages as per the intent or nature of content within the text messages. Promotional SMS is used to send offers, discounts or promotions to new and existing customers. The messages may or may not be solicited by the recipients. Messages are only delivered to non-DND numbers and opt-in numbers. Promotional SMS can be sent only between 9 AM and 9 PM. Promotional bulk SMS will be delivered with a random 6-digit Sender ID assigned by the telecom operator (AM-220660).

Transactional SMS is used to send OTPs, informational messages, booking and order alerts to your registered customers. They should not be intended for marketing. Messages are delivered to all recipients, irrespective of their Do-Not-Disturb (DND) status. Transactional SMS are delivered 24×7 with no time restriction. Transactional SMS can be assigned a 6-alpha character Sender ID (AM-SMSCRT) of your choice. It should correspond with your business or product name.