Promotional SMS Vs Transactional SMS

Understanding TRAI regulations for sending business SMS in India

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.

Transactional SMS is used to send OTPs, informational messages, booking and order alerts to your registered customers. They should not be intended for marketing.

Promotional messages are only delivered to non-DND numbers and opt-in numbers*

Transactional messages are delivered to all recipients, irrespective of their Do-Not-Disturb (DND) status

Promotional SMS can be sent only between 9 am and 9 pm

Transactional SMS are delivered 24×7 with no time restriction

Promotional SMS will be delivered with a random 6-digit Sender ID assigned by the telecom operator



Transactional SMS can be assigned a 6-alpha character Sender ID of your choice. It should correspond with your business or product name.


*To know how to send promotional bulk SMS to DND registered opt-in numbers,
refer click


Account Setup for Promotional SMS and/or Transactional SMS


On signing up with Textlocal, you will be configured a promotional account for sending bulk SMS by default. Textlocal automatically ensures you comply with TRAI regulations and scrubs DND-registered numbers from your recipient list while sending a promotional bulk SMS campaign. You will not be charged any SMS credits for these numbers.

If you would like to send transactional SMS such as OTPs, SMS alerts & order confirmations to your customers, contact your account manager or email us at – we’ll guide you through the free account conversion process. Please note that transactional SMS can only be sent to your registered customer base.

We can configure both promotional and transactional accounts to meet your business needs. Depending on the message content being sent and user consent, you can choose either the promotional account or the transactional one.

Happy Texting!