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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 11 main mobile operators:

  • Aircel India
  • MTNL
  • Reliance Telecom
  • Tata Teleservices (Tata Cellular)
  • Bharti Airtel
  • IDEA Cellular
  • BSNL Wireless
  • Sistema Shyam
  • Telenor Communications (Uninor)
  • Reliance JIO.


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)

Local Connection

Transactional SMS – Only alpha TPOA supported with exact length of 6 characters.

Promotional SMS – India Short Code

TPOA Format for both Transactional and Promotional SMS

The subscriber will receive the message in the following format:


YYYYYY – six-digit alpha sender ID/short code 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

Dynamic TPOA available?


TPOA Registration needed and what are the average delays?

YES – TPOA registration is required and the registration process can take 2-3 days.

Specific TPOA comments

All Transactional and Promotional Sender IDs must be registered subsequently on customer’s DLT Account.

Failure to do so may cause SMS to fail.


Regulatory Compliance


Differentiation between Marketing vs Transactional traffic?


  1. Information sent to its customers(s) by the Bank or financial institution or insurance company or credit card company.
  2. Information given by Airlines or Indian Railways or its authorised agencies to its passengers regarding travel schedules, ticket booking and reservation.
  3. Information from a registered educational institution to parents or guardians of its students.
  4. Information sent by e-commerce agencies in response to ecommerce transactions made by their customers.
  5. Information sent by a company or a firm or depository participant , registered with Securities and Exchange Board of India (SEBI) or Insurance Regulatory Development Authority (IRDA) or Association of Mutual Funds in India (AMFI) or National Commodity & Derivative Exchange Ltd. (NCDEX) or Multi Commodity Exchange of India Ltd. (MCX) to its clients pertaining to the account of the client.


All messages that do not fall under the transactional definition will be classified promotional messages. This includes end user requesting information outside Transactional Message definition end user-initiated MT reply, emergency/system or any type of alerts, SMS to internal user/employee, etc.

Unfortunately, there is no exception at the moment.

Opt-in/Opt-out requirements


Regulatory Information

Distributed Ledger Technology (DLT) Regulation

Telecom Regulatory Authority of India (TRAI) in its continuous endeavour to create a cleaner and transparent system in the Indian telecom industry has released a new regulation to curb Unsolicited Commercial Communication (UCC) and enhance mobile subscriber privacy, TCCCPR 18 Telecom Commercial Communications Customer Preference Regulation 2018.


The Regulation is intended to eliminate spam and fraud which has been a concern for many years. The regulation has mandated the use of Blockchain technology also known as Distributed Ledger Technology (DLT) to implement the solution.


In adherence to the upcoming implementation of these regulations, all businesses, enterprises (principal entities) and Telemarketers are mandated to register with operators on the DLT platform, along with their headers or sender IDs and content templates. TRAI has now directed all operators to restrict traffic for principal entities who have NOT registered themselves and their respective sender IDs, templates and headers wef 1st October 2020. Only registered template and headers will be allowed to send communication.


Who is impacted?

Only LOCAL TRAFFIC are mandated for this DLT registration. Local India traffic are A2P traffic using alpha sender IDs. Example of local companies are Citibank (CITIBK), Standard Chartered Bank (FROMSC, SCBANK), HSBC (HSBCIN), etc. These are companies with a local business license in India.


INTERNATIONAL TRAFFIC who are using ILDO connections are NOT affected by this new regulation. No further action is required. Example of international companies are WhatsApp, Facebook,  Google, Xiaomi, PayPal who are among the few.


OTT Regulations In India

December 2014 when Telecom Regulatory Authority of India (TRAI) – telecom regulatory body in India came out with Section VII whereas:

  • A2P Messages originating from International will ONLY be terminated via ILDO.
  • Must be done via Level 5 Short Code (No specific number of digits mentioned).

For more information please see

Further References

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

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.


View a pdf version of this document.


Shahzad Ismail
Head of Community Engagement
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