How do I fix a “CTA Mismatch” failure?

CTA Mismatch means the operator found a link, app link or callback number in your message that doesn’t match the CTAs whitelisted for your template. The message was not delivered. Work through this checklist in order.

1. Find the exact value that was sent. Open the failed message in your Delivery Report and copy the link or number exactly as it went out.
2. Check that it is whitelisted. On your DLT portal, confirm that the domain (for a link) or the number (for a callback) is in your CTA list and shows as approved.
3. Check the CTA type. A WhatsApp or app-store link must be registered as OTT/APK, not as a URL. A phone number must be registered under Number.
4. Check short links. If you used a shortened link, the short domain must be whitelisted too.
5. Check the variable tag. A link placed in a variable must use {#url#} (or {#urlott#} for app and OTT links), and a phone number must use {#cbn#}. A link inside {#alphanumeric#} or {#var#} will fail.
6. Check for typos and formatting. Extra spaces, a missing “https://”, or a number with spaces or a “+” in the variable value can cause a mismatch. Put the country code in the fixed template text, not in the variable.
7. Check the template linkage. On portals that link CTAs to templates, make sure this template is linked to the CTA.

Once fixed, send one test to your own number, then resend to the failed recipients only. Filter the delivery report by CTA Mismatch to get the list.

Still failing after all seven checks? Contact support with the failed message’s transaction ID and the DLT template ID.

Official source: TRAI press release on URL/APK/OTT whitelisting (PIB); TRAI Direction on variable tagging, 18 Nov 2025.