Compliance
TRAI penalties are levied per violation and escalate. Everything below happens between you pressing send and a message reaching a carrier.
Every commercial message in India must be traceable to a registered Principal Entity, an approved sender header and an approved content template. We verify all three before a message is dispatched — an unregistered header or a template mismatch is stopped here rather than rejected by the operator after you have been billed.
Entity
Your PE ID is verified against the registry and stored against your account.
Sender header
Only headers registered to your entity can be used. Six characters, category-suffixed by the carrier.
Content template
Message content is matched against the approved template, including variable length limits.
The category decides when a message may be sent. Service Explicit was discontinued in May 2025 and its templates moved to Promotional — which means traffic that used to run 24×7 is now inside the window.
| Category | Suffix | Consent required | Window | Scope |
|---|---|---|---|---|
| Transactional | -T | No | 24×7 | Triggered within 30 minutes of a customer-initiated transaction. |
| Service | -S | No | 24×7 | Implicit consent — account and service notifications. |
| Promotional | -P | Yes | 09:00–21:00 IST | Marketing content. Time-restricted to the permitted window. |
| Government | -G | No | 24×7 | Government and public-interest messaging. |
Regulation changes. Confirm current rules with your DLT operator — this table reflects our understanding and is not legal advice.
Every routing decision recorded
Per message: the category, the template, the route it took, and the exact reason if it was not accepted.
Delivery receipts reconciled
Operator receipts matched back to the message id you sent, in both the decimal and hexadecimal forms vendors use.
Held, not dropped
Promotional traffic outside the window is parked and released when the window opens — a rejected message is a lost message.
Immutable ledger
Every debit and credit reconciles to a campaign or a payment, retained for audit.