This is a regulatory mandate. Timely action will help avoid any disruption to your transactional SMS, promotional SMS, OTP, and other SMS communications.
What Is Changing?
As per the TRAI Direction, all Principal Entities (PEs) are required to implement mandatory variable tagging to curb misuse of SMS content templates. This applies to templates used for SMS delivery through operators, including Airtel, Jio, Tata, Vi and others adopting the same directive.
In simple terms: every variable in your SMS template (such as OTP, amount, reference ID, link, or callback number) must be pre-tagged with a defined data type and purpose. Only data that matches the tag will be allowed at runtime. Templates that do not follow this rule may fail validation and not be delivered after the enforcement deadline.
Key Regulatory Change: Mandatory Variable Tagging
The following change will be implemented on the DLT platform:
1. Mandatory Variable Tagging for New Templates
For all new SMS templates created on or after 14 January 2026, variable fields must be pre-tagged with an approved data type and purpose. Only the data permitted by the tag can be populated when you send the message.
Approved variable tags (examples):
| Tag | Use Case | Example Content |
|---|---|---|
{#numeric#} | OTPs, amounts, numbers | 123456, 999, 5000 |
{#alphanumeric#} | Reference IDs, ticket numbers | ORD12345, TKT-AB12 |
{#url#} | Website links | https://example.com/page |
{#urlott#} | OTT or app download links | App store / Play Store links |
{#cbn#} | Callback numbers | 9876543210 |
{#email#} | Email addresses | [email protected] |
When you register or update templates on the DLT platform, you must use these tags for every variable. For example, an OTP variable should be written as {#numeric#} and only numeric values should be sent in that place at runtime.
2. Timeline for Existing Templates
- New templates (on or after 14 January 2026): Must be registered with variable tagging from day one.
- Existing templates (registered before 15 January 2026): TRAI has allowed a 60-day window for updation to align with this direction. We will update you on the exact window for updating such templates in due course. Please plan to update your existing templates with the correct variable tags within the timeline provided by the operator and TRAI.
We recommend that you start reviewing your DLT template list and variable usage now so that you can update them within the given period.
Enforcement and Message Delivery
- During the initial grace period: Messages that fail the new validation may still be delivered in some cases, with fault logs generated for non-compliance. This is to allow a transition period.
- After the enforcement deadline: Non-compliant messages will be rejected and will not be delivered. Template failures and delivery failures may increase if variable tagging is not implemented.
To avoid failed deliveries and DLT compliance issues, we urge you to:
- Register all new templates with variables correctly tagged as per the approved list.
- Plan updates for existing templates within the 60-day updation window.
- Align your technical and campaign teams so that:
- Template content uses only approved variable tags.
- At runtime, only data matching the tag type (e.g. numeric for OTP, url for links) is sent.
What You Need to Do Now
- New templates (from 14 January 2026 onwards)
Ensure every variable in the template uses one of the approved tags:{#numeric#},{#alphanumeric#},{#url#},{#urlott#},{#cbn#},{#email#}(or as specified by the DLT platform). Register these templates on the DLT platform with tagging in place. - Existing templates (registered before 15 January 2026)
Wait for our update on the exact 60-day window. In the meantime, list all templates that contain variables and map each variable to the correct tag. When the window opens, update the templates on the DLT platform accordingly. - Technical and campaign teams
Share this update with teams that create templates, manage bulk SMS or transactional SMS campaigns, and integrate with our SMS API. Ensure that:- New template content is compliant with variable tagging.
- Runtime values (OTP, amount, link, etc.) match the tag type.
- Stay informed
Keep an eye on your email and our blog for any follow-up on the 60-day window and operator-specific instructions.
Why This Matters
TRAI regulations and DLT compliance are mandatory for SMS in India. Non-compliant templates can lead to:
- Rejection of messages after the enforcement date
- Template failures and delivery failures
- Operational disruption for OTP, transactional, and promotional SMS
Implementing variable tagging before the deadline helps you stay compliant and avoid such disruptions.
Summary
| Item | Detail |
|---|---|
| Regulatory body | Telecom Regulatory Authority of India (TRAI) |
| Change | Mandatory variable tagging for variables in DLT SMS templates |
| New templates | From 14 January 2026, must use approved variable tags |
| Existing templates | 60-day updation window; we will communicate the exact window |
| After enforcement | Non-compliant messages may be rejected and not delivered |
SMSGatewayCenter requests all customers to implement these changes before the respective deadlines and to align technical and campaign teams for compliance. This is a regulatory mandate, and timely action will help avoid any disruption to your SMS communications.
If you need help with DLT registration, template registration, or TRAI compliance, please reach out to our support team or refer to our No Spam Policy and DLT Registration Guide.
Thank you for your attention and cooperation.
SMSGatewayCenter
Your trusted bulk SMS and SMS gateway partner in India
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