Every DLT content template is registered under one category. The category decides who can receive the message (for example, whether customers who registered with DND are excluded), which header suffix is shown, and how the message is treated if someone complains. Answer these questions in order.
- Is the sender a Central or State Government body, or an agency authorised by one? Use Government (shown as -G).
- Is it an OTP, or a confirmation of a transaction the customer has just made (for example, a debit alert or payment confirmation)? Use Transactional (-T). TRAI’s rules tie these to a customer’s action within the previous 30 minutes.
- Is it information about a product or service the customer already has, such as an order update, delivery status, balance, renewal reminder or warranty notice? Use Service Implicit (-S). No separate consent is needed because it follows from the existing relationship.
- Is it a service or promotional-style message sent only to customers who gave explicit consent through the DLT consent process? Use Service Explicit (-S).
- Is it an offer, promotion, discount or anything meant to sell? Use Promotional (-P). These are not delivered to numbers registered on the DND list for that category, and can only be sent within permitted hours.
Common mistakes #
- Adding a promotion to a service message (“Your order has shipped. Get 20% off your next order!”). The whole message becomes promotional.
- Registering OTPs as Service. OTPs belong under Transactional.
- Using Service Explicit without recording consent on DLT, which leads to CONSENT_FAILED errors.
Official source: TCCCPR (Second Amendment) Regulations, 12 Feb 2025.
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