NCPR_FAIL means your SMS failed because of NCPR/DND (India’s Do Not Disturb rules). The number may be on the DND list, or the message did not pass NCPR checks. These are counted as DND hits in reports.
Where you see it
- In reports and A/B Test Comparator, “DND hits” or “NCPR failures” show how many messages failed for this reason.
- In your Delivery Report, the error code or reason will indicate an NCPR/DND-related failure.
Why it matters
- In India, sending promotional SMS to DND numbers can lead to complaints. Reducing DND hits improves compliance and delivery.
- You can use Check DND Status (in your panel) to verify numbers before sending and clean your list.
For more detail, see the FAQ: What is NCPR_FAIL?