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Community Manager

India SMS Guidelines

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India Country Overview

View Disclaimer





South Asia

International Country Code


Mobile Country Code


ISO Code


Mobile Operators

India has four main mobile operators:

  • Bharati Airtel
  • Vodafone Idea Ltd.
  • Reliance Jio
  • BSNL & MTNL.


Service Guidelines


Mobile Number Portability (MNP)


Service offered (SC/LC)

Short Codes and Long Codes

Does customer need to have shared/dedicated SC?


2 Way Services (MO/MT)


Handset Delivery Receipts






Supported encoding


Unicode Support



TPOA (Sender ID)

Only Alpha TPOA up to fixed 6 Digits is supported

Dynamic TPOA available?


TPOA Registration needed and what are the average delays?

Promotional SMS - Sender ID will be a random numeric sender ID.

Transactional SMS - Sender ID Registration is required. Timeline is 1-2 days.


Specific TPOA comments

The subscriber will receive the message in the following format:



YYYYYY – six-digit alpha sender ID

XX – will be automatically appended to the sender ID. The first character will refer to the operator and the second character will refer to the service area.

For example: VM – YYYYYY; V – Vodafone, M - Mumbai


Regulatory Compliance


Differentiation between Marketing vs Transactional traffic?


Opt-in/Opt-out requirements


Regulatory Information

Due to the Telecom Regulatory Authority of India (TRAI) regulations, which went into effect in 2011 to regulate the SMS industry in India, the following guidelines apply:


All messages sent by SAP Digital Interconnect will be considered as Promotional Messages, except the following (which are considered as Transactional):

  • Information pertaining to the account of its customer sent to the customer by a licensee or Bank or financial institution or insurance company or credit card company or depositories registered with Securities and Exchange Board of India or Direct to Home Operators
  • Information given by Airlines or Indian Railways or its authorised agencies to its passengers regarding travel schedules, ticket booking and reservation
  • Information from a registered educational institution to its students or their parents or guardians
  • Any message transmitted by or on the directions of the Central Government or State Government, TRAI or any agency authorized by TRAI, or the directions of bodies established under the Constitution.

For Promotional Messages, a configurable sender identifier (TPOA) will no longer be supported and all sender identifiers will be converted to a 5 or 6-digit short code assigned to SAP Digital Interconnect by the Operators. The TPOA will be assigned automatically. For any queries, please contact your Account Manager at SAP Digital Interconnect.


Note: The TPOA identifies whom the message is from.


  • For Transactional Messages, note that TPOA will be restricted to six alpha characters.

It is the customer’s responsibility to comply with all the rules and regulations as stated in the Code of Conduct and as specified by the operators themselves. Please refer to the material published by the relevant regulatory bodies.

Further References

The following websites also contain useful information which may be of interest to the customer:


•       Indian TRAI Regulations

•       How SMS Delivery or TPOA are Affected by the TRAI Ruling in India

SAP Digital Interconnect Contact


Disclaimer: The Country SMS Guidelines do not constitute legal advice. By providing you with these Country SMS Guidelines, SAP Digital Interconnect makes no assurances regarding the legal compliance of your use of the SAP Digital Interconnect services and any application built using SAP Digital Interconnect’s APIs, nor about the correctness or completeness of these Country SMS Guidelines, and SAP reserves the right to at any time amend or withdraw the Country SMS Guidelines. These Country SMS Guidelines do not relieve you from educating yourself about, and abiding by, all compliance obligations applicable to your specific use of the SAP Digital Interconnect services and any application built using SAP Digital Interconnect’s APIs.


See below for a pdf version of this document:


Shahzad Ismail
Community Manager – SAP Digital Interconnect
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