Platform Guidelines & Policies
Comprehensive documentation on compliance, opt-in rules, and best practices for sending enterprise messages across SMS, WhatsApp, and RCS.
DLT Registration & TRAI Rules
In adherence correctly to Telecom Regulatory Authority of India (TRAI) guidelines, every enterprise sending commercial communication in India must be registered as a Principal Entity (PE) on the Distributed Ledger Technology (DLT) platform.
Mandatory Requirement
It is strictly prohibited to bypass DLT formatting. Any SMS submitted without a valid DLT Entity ID and Template ID will be actively blocked by telecom operators.
Registration Steps:
- Entity Registration: Register your business on operator portals (Jio, Airtel, VIL, BSNL) by providing KYC documents. You will receive a unique Entity ID.
- Header (Sender ID) Registration: Register your 6-character alphabetic header (for promotional/transactional) or numeric header.
- Template Registration: Register every message format you intend to send. Variables must be denoted by
{#var#}.
Sender ID Selection
Sender IDs (Headers) identify your business to the recipient. TRAI enforces strict rules on header composition.
- Promotional: Must consist of 6 alphabets (e.g., WISLQD). Generally restricted from sending to DND (Do Not Disturb) numbers.
- Transactional / Service Implicit: Must consist of exactly 6 alphabetical characters related to your entity name (e.g., HDFCbk). Can be delivered to DND numbers for essential alerts.
- Service Explicit: Also 6 alphabetical characters, but intended for marketing to users who have explicitly opted in. Cannot be sent to DND unless consent is logged on DLT.
Opt-in & Scrubbing
Consent management is handled holistically by the DLT platform via a process called Scrubbing.
When you trigger a campaign, the target numbers are checked against the National Customer Preference Register (NCPR). If a number is registered as DND, promotional and service-explicit messages will be dropped automatically unless digital consent templates mapping the user to your Entity ID are present on the DLT portal.
WhatsApp Opt-in Requirements
To send a WhatsApp message to a person, you must first receive active, compliant opt-in permission confirming they wish to receive messages from your business on WhatsApp.
Acceptable Opt-in
A checkbox on your website during flow: "Send me order updates & promotions via WhatsApp." (Must not be pre-checked).
Unacceptable Opt-in
Assuming opt-in just because you have their phone number, or hiding the consent in a generic Terms of Service document.
Message Templates & 24h Window
WhatsApp uses a concept called the 24-hour Customer Service Window to protect users from spam.
- Business-Initiated ConversationsTo start a conversation (or reply after 24 hours), businesses must use pre-approved Message Templates. These can be Marketing, Utility, or Authentication templates.
- User-Initiated ConversationsIf a user messages your business, a 24-hour window opens. During this window, you can reply with free-form text, media, or bots without needing a template.
WhatsApp Commerce Policy
Certain goods and services are strictly prohibited from being sold or promoted via WhatsApp Business. Violation results in immediate account suspension.
Prohibited Categories Include: Drugs (prescription or recreational), Tobacco items, Alcohol, Weapons, Live animals, Adult products/services, and Real money gambling.
RCS Brand Verification
RCS Business Messaging requires agents to undergo a strict brand verification process managed by Google and local carriers. This ensures the "Verified Sender" checkmark is authentic and builds trust.
Verification Requirements:
- A valid, active website belonging to the brand.
- Matching domain emails for approval authorizations.
- High-quality logo assets (circular avatar formatting).
- Privacy policy link publicly accessible.
- Clear statement of use cases (OTP, Marketing, Customer Support).
Rich Card Guidelines
RCS allows sending visually appealing "Rich Cards" containing media, text, and Suggested Actions. To maintain high engagement rates, adhere to the design specifications:
| Element | Specification |
|---|---|
| Title | Max 200 characters (displays ~2 lines) |
| Description | Max 2000 characters |
| Media Ratio | Short (16:9) or Tall (3:4) |
| Buttons | Max 4 Suggested Actions per card |
Acceptable Use & Anti-Spam
Because RCS is delivered natively to Android devices, carriers employ advanced machine-learning filters to catch spam. Maintaining a high sender reputation is critical.
- Never send cold outreach: Marketing should only be sent to users who explicitly consented to receive offers from your brand.
- Provide opt-out: Always include a clear "Stop" or "Opt-out" suggested reply in promotional carousels.
- Avoid spam words: Overuse of aggressive sales terminology or suspicious links will result in carrier throttling.