What is Promotional SMS?
Promotional SMS refers to messages sent to promote a product, service, event, or brand. These are typically marketing messages sent in bulk to a group of people for the purpose of advertising or informing about special offers, discounts, sales, or brand awareness.
These messages are sent using a Bulk SMS platform and are only delivered to non-DND (Do Not Disturb) numbers between 9 AM and 9 PM, as per TRAI guidelines in India.
Example:
“Mega Sale! Flat 40% off on all items. Shop now at www.example.com. Hurry, offer ends today!”
Key Features of Promotional SMS
| Feature | Description |
|---|---|
| Purpose | Promote business offers, discounts, or events |
| Delivery Time | 9 AM to 9 PM (per TRAI guidelines) |
| DND Numbers | Not delivered to DND numbers |
| Sender ID | Random 6-character IDs (like DM-ABCXYZ) |
| Registration | Requires DLT registration and template approval |
| Cost | Usually cheaper than transactional SMS |
Difference Between Promotional and Transactional SMS
| Feature | Promotional SMS | Transactional SMS |
|---|---|---|
| Purpose | Marketing and advertisements | Informative alerts (OTP, reminders) |
| Delivery Time | Only between 9 AM – 9 PM | 24/7 delivery |
| DND Delivery | Not delivered to DND numbers | Delivered to all, including DND |
| Sender ID | Random ID (e.g., TM-ABCDEF) | Fixed alphanumeric ID (e.g., INDBNK) |
| Use Case | Sales, offers, promotions | OTP, alerts, order updates, notifications |
Regulatory Guidelines in India (TRAI & DLT)
To combat spam and protect consumers, the Telecom Regulatory Authority of India (TRAI) mandates all businesses to use the Distributed Ledger Technology (DLT) platform for sending SMS.
To send Promotional SMS legally, you must:
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Register your company on a DLT portal (e.g., Jio, Vodafone, Airtel)
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Get your headers (sender IDs) approved
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Submit your message templates for approval
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Use an authorized Bulk SMS provider integrated with DLT
Failing to comply may result in message blocking and heavy penalties.
Benefits of Promotional SMS for Businesses
- High Reach – Over 1 billion mobile users in India
- Low Cost – Affordable compared to print or online ads
- Instant Delivery – Sent and received within seconds
- High Open Rate – Up to 98% open rate, much higher than email
- Easy to Track – Most platforms provide real-time delivery reports
- Simple to Use – No tech expertise needed to launch a campaign
Best Practices for Sending Promotional SMS
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Keep It Short and Crisp – Stay under 160 characters for best readability.
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Include a Clear Call-to-Action (CTA) – E.g., “Shop Now”, “Visit Us Today”.
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Use Personalization Tokens – Include names or location for better engagement.
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Avoid Capitalization & Spammy Words – It may get your SMS blocked.
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Timing is Key – Send during lunch hours or evenings for maximum response.
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Always Use Opt-In Lists – Never spam unknown numbers.
Examples of Promotional SMS
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“Big Bazaar Sale! Get 50% off on groceries. Valid till 28th Feb. Visit your nearest store.”
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“Don’t miss out! Enroll in our Digital Marketing course and save ₹2000. Call 9876543210.”
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“Summer Clearance Sale! Flat 30% Off on all home decor. Shop now: www.xyz.com”
Industries That Use Promotional SMS
| Industry | Usage Example |
|---|---|
| Retail | Product launch alerts, discount offers |
| E-commerce | Sale promotions, new arrivals |
| Education | Admission offers, course launches |
| Hospitality | Booking deals, seasonal discounts |
| Real Estate | New project launches, open house invitations |
| Health & Wellness | Appointment discounts, wellness program promotions |
How to Send Promotional SMS in India
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Choose a Bulk SMS Provider: Like MSG91, Textlocal, Fast2SMS, or Karix.
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Complete DLT Registration: Mandatory to comply with TRAI regulations.
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Upload Your Database: Add customer contact list (non-DND only).
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Create and Get Template Approved: Through DLT portal.
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Launch Campaign: Use dashboard or SMS API.
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Monitor and Optimize: Use analytics to track delivery and response.
Legal and Ethical Tips
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Always get user consent before sending promotional SMS.
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Mention an opt-out option if applicable (e.g., “Reply STOP to unsubscribe”).
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Don’t send too frequently; respect user privacy.
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Avoid false or misleading offers.
Conclusion
Promotional SMS is a goldmine for businesses looking to connect with customers quickly, reliably, and affordably. It plays a vital role in every marketing strategy due to its simplicity and direct impact.
If you want to build brand awareness, increase customer loyalty, or drive instant sales, promotional SMS is the tool you shouldn’t ignore. Just follow the compliance steps, respect your users, and keep your message clear—and you’ll see strong results.
FAQs on Promotional SMS
Q1: Is sending promotional SMS legal in India?
Yes, but only after completing DLT registration and following TRAI guidelines.
Q2: Can I send promotional SMS to DND numbers?
No, promotional SMS are blocked for DND-registered users.
Q3: How much does it cost to send promotional SMS?
It can cost anywhere between ₹0.10 to ₹0.25 per SMS depending on the provider and volume.
Q4: Can I schedule promotional SMS campaigns?
Yes, most bulk SMS panels allow scheduling for specific times and dates.