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India - Messaging Regulations

Last Updated: Jun 13, 2018 12:50PM UTC

General Information:

  • Handset delivery supported
  • Concatenated (long) messages supported
  • Delivery to ported numbers supported


Supported Traffic Types:

One Time Passwords (OTP)    YES
Alerts, Reminders, Notifications (ARN)    YES
Marketing (MKT)    YES*

*MKT traffic cannot be sent between 9PM and 9AM and to the numbers registered with the National Do Not Call (NDNC) Registry 


Supported SenderID Types:

Alphanumeric    YES*
Short Code    YES
Local Long Code    NO
International Long Code    NO

*Exclusively for local companies (GST and PAN numbers are required in order to prove company is local).

According to the Telecom Regulatory Authority of India (TRAI), the only authorized way to terminate international A2P messages in India is from short codes made up of 7 or 8 digits, which are different for each carrier. The route that is used for this type of traffic is called International Long Distance (ILD).

Alphanumeric originators can be preregistered only by locally registered companies. The route that is used for local A2P traffic is called Transactional.


Content Restrictions:

  • India's telecom regulator TRAI has introduced the National Do Not Call (DNC) Registry that allows for mobile subscribers to opt out from receiving telemarketing messages/calls by registering their numbers with this Registry and, thus, blacklisting them for MKT traffic.
  • It is forbidden to send MKT messages after 9PM and before 9AM.



Maximum Message Length:

Encoding Used Single Message Long Message
GSM 160 153 (per message)
Unicode 70 67 (per message)
ASCII 160 153 (per message)
Latin-1 140 134 (per message)
 


Forbidden Content Topics:

  • Real estate
  • Cross-Operator (telecom promotions)
  • Massage related
  • Gambling
  • Political
  • Lottery
  • Dating 
  • Abuse Content
  • Stock Messages - SEBI/MCX/ NCDEX etc.
(Note: Stock messages can be sent if SEBI approval details are provided for the CLI/Sender ID by entity)

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