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Sending rules and limits

The rules below are set by the regulator and enforced at the operator, not by us. Knowing them prevents most of the failures that look inexplicable from the panel.

Categories decide what you may send

Every template carries a category, fixed when you register it. The category decides who can receive the message and when.

Choosing the wrong category is a compliance breach

Registering marketing content as a service template to reach DND numbers is the single most common reason a business loses its sender ID. Operators sample content, and the penalty falls on the registered entity, which is you.

The DND list

Indian subscribers can register on the Do Not Disturb list to stop commercial messages.

  • Promotional messages are blocked for those numbers. They will show as failed with a DND reason, and no amount of retrying changes that.
  • Service and transactional messages are not affected, because they arise from an existing relationship.

You do not need to maintain a DND list yourself. The check happens at the operator on every message.

Time windows

Promotional and explicit-service messages are only delivered during the permitted daytime hours. A promotional message submitted late at night is rejected rather than held.

Service (implicit) and transactional messages are not restricted, which is why an OTP works at 3am and an offer does not.

Consent is your responsibility as the registered entity, not ours and not the operator's. In practice:

  • Only send promotional messages to people who agreed to receive them.
  • Keep a record of when and how they agreed. If a complaint reaches the regulator, the record is what protects your sender ID.
  • Honour opt-outs promptly, and remove the number from your lists rather than just from one campaign.

Practical limits

  • A variable value is capped at 30 characters. Longer values produce text that no longer matches the approved template.
  • Message length is not capped, but each part is charged. See Message parts and encoding.
  • Sending rate is limited per account, to protect your own wallet from a loop in an integration as much as anything else. A burst that exceeds it gets a 429 and should be retried after a short pause rather than immediately.