Create SMS Template for Indian Orgs (as per TRAI Regulations)

TRAI has formulated certain guidelines to enhance control, prevent any fraudulent practice and provide greater safety to the end customer. As per the guidelines, the orgs that want to communicate with their customers will now have to register themselves with Telecom Operators for sending SMS. The system is governed using Blockchain technology also known as Distributed Ledger Technology (DLT).

Message Types

DLT enabled orgs will have the following three categorizations.

  1. Promotional: Any message sent with an intention to promote or sell a product, goods, or service. Service content mixed with promotional content is also treated as promotional. Sender ID of 6 numeric digits needs to be used. Promotional messages sent to non-registered customers after receiving their consent will come under the category of Service Explicit.
  2. Service Explicit: Any service message which doesn’t fall under the category of service message (inferred consent) will be considered as Service explicit message. To send such messages, the Sender ID of 6 alphabetic characters needs to be used. Promotional messages sent to registered customers after receiving their consent will come under the category of Service Explicit.
  3. Service-Inferred/Implicit: Any message, arising out of the customer's actions or their relationship with the sender, that is not promotional, and is not in the interest of the customer to block. Sender ID of 6 alphabetic characters needs to be used. Notifications such as order confirmations, payment alerts, purchase updates, website/app login OTP, and other vital updates can be transmitted from Service Implicit route.


  1. An Org should register itself on any of the DLT platforms and share the Entity ID with Capillary.
    • To make an org DLT enabled, raise a ticket and tag the Engage+ Sustenance team requesting to enable the DLT settings.
    • For existing Orgs, this will be taken care of as part of the Feature rollout process. 
    • DLT settings have to be enabled only for Indian clients.
  2. An org should register Headers/ Sender IDs on the DLT platform. Multiple sender IDs can be registered under an Entity ID depending on the type of message.
    Once the Header is registered it needs to be shared with the Capillary Gateways team ( The Gateways team will do the Domain and Gateway mapping. This step is internal to Capillary.
  3. Org needs to register Content templates in the DLT platform.


The DLT compliance changes are not enabled for the ‘Personalization’ Optimization Strategy. However, it will be added by November 2021.

Uploading Template 

To upload an SMS template, follow these steps.

  1. On the dashboard, click Creatives, and then click the SMS tab.
  2. Click Upload template.
  3. Upload the CSV file with all the required details.
    • Users can upload a file containing DLT approved content templates by clicking on the Upload template button.
    • Follow all the mentioned instructions.
    • The template will be successfully uploaded after it gets approved by TRAI.
    • Only the templates with valid Template name, Template ID, Type, Sender ID, Approval status, Status, Template message will be saved in Engage+.
  4. Click Done.

In case there is an error in any row of the uploaded file, the template in that row will not be saved in the Capillary system. However, the file containing error details can be downloaded to check the errors.

Selecting and Using Approved Templates

  1. Once the file is successfully uploaded all the templates will be shown in Creatives > SMS.
    In the campaign creation flow,  while adding creative users can select any of the listed templates.
  2. Selecting the template will open the edit SMS screen. However, in the edit SMS screen, only the variable portion of the template can be edited.
  3. You can replace the variables with static text or labels, but a maximum of 30 characters are allowed per variable {#var#} field. Hence, while adding text, users will be able to add a maximum of 30 characters. In case labels are used and a variable field resolves to more than 30 characters the message will fail for sure. Hence, the message for that user will be skipped by Engage+.
  4. You can map a content template against multiple sender IDs.
    • The DLT portal allows this.
    • In such a case the user will have to select one of the sender ids that’s tagged to the content from the delivery settings section
  5. If any of the sender IDs tagged to the content is not shown in the dropdown it means that the sender ID is not registered with Capillary. The gateways team should be contacted to have that sender ID registered with Capillary.

Post campaign execution

Messages might not get delivered due to the following reasons.

  • Error related to DLT template
  • Error related to Sender ID
  • Customers in the NDNC list

Details on the percentage of message failures with corresponding reasons will be available both on Engage+ Message Summary Page and Member Care.


  1. The Delivery Rate is lower than normally expected OR Delivery Rate shows 0% for Promotional message or Delivery Rate shows 0% for messages with Numeric Sender ID.
    • The delivery statuses for Promotional SMS (SMS sent from Numeric Sender IDs) are not shared by Gateway Partner, hence are not used to calculate any metrics in Message Performance. For more details, click here.
  2. How will a brand be onboarded for DLT compliance from an Engineering perspective? 
    • For a detailed answer, click on this link.
  3.  I am not able to see sender IDs in the Delivery settings section even after sharing the sender IDs with the Gateway team?
    • Capillary has enabled DLT compliance with three gateways namely Kaleyra, ICS, and Karix. If the Org is integrated with any other gateway the DLT feature will not work for that Org.
  4. Does Capillary stored DLT templates allow special characters and Regional Language text?
    • Special Characters and Regional languange are allowed even in Capillary templates. These need to be less than 30 character if added in place of {{#var}} or it can be part of the static text approved from DLT. The 'Allow unicode characters' feature takes care of this. It is turned on by default is on. Screen reader support enabled.
  5. Can we reach out to NDNC customers with a template with optout tag?
    • Reaching out to NDNC customers is directly handled by Telecom Operators - Airtel/ Vodafone, Jio etc. The customers are directly applying for NDNC to these operators. These are some extra settings for example customer can apply for NDNC but can wish to be reached out on certain days or time period. All this will be unknown to Capillary/ Gateway Partner/ Brand. So adding optout tag or not adding is irrelevant for NDNC. We can send entire customer list to operators and they can filter NDNC by their own. Screen reader support enabled.
  6. In general practice users copy and paste the templates from vendor portal to excel where space issues may occur. How to handle this? Screen reader support enabled.
    • We can't handle space issues with static text. If space in coming in {#Var} field or just before or after it it will be taken as 1 character. It is advisable that the excel downloaded from DLT portal is uploaded directly to Engage+. Copy/ pasting templates in excel or manual creation of DLT template upload excel is not advisable as error can occur not only in Template content but Template id etc. as well. Screen reader support enabled.
  7. How can we target NDNC users?
    • NDNC targeting can happen as explained here. Suppose Person1 is NDNC customer. No brands can reach out to Person1 and this will be handled directly by Operators as Person1 would have applied for DND with operators. But Brand-A collected Person1 consent against service explicit or promotional messages. Consent can be collected via microsite signup/ missed call/ manual signing consent form etc. Then Brand A will upload Person1's name and Phone number in "consent customer details" to DLT. This list will overwrite the DND status DLT has for Person1 and is valid only for 6 months. Consent need to be refreshed after 6 months. DLT will then send me messages from Brand A only (for rest brands i remain DND). Screen reader support enabled.
  8. If this is enabled, Will there be a need for an opt out tag? You had mentioned a single sms will be sent to both DND & non DND users. If a customer has chosen not to receive sms from brands, Would the sms be triggered & failed at delivery? In that case are we charging clients for such sms? How do we know the counts of customers who have not received sms? Would delivery rate shown on campaign pages be accurate?
    • Optout tag is not mandatory. If a brand wants to add it they need to add a #var in the content while getting it registered in DLT portal. Yes, SMS will be triggered but fail at delivery if customer is in DND. Yes, we are charging the same amount to Orgs (Gateway or operators have the same charge for delivered or non delivered) You will know the count from the delivery rate. Delivery rates shown on campaigns are accurate. We are also doing product enhancement to tell reasons for non delivery -should be live in next 1 month. Delivery rates for Promotional messages (numeric sender id) will be unknown as these are not shared by gateway partners after DLT regulation.
  9. Suppose a client doesn't want to target customers who have not opted to receive sms from the brand, is there a provision to do so? Do we get such customer details from telecom operators?
    • DND works at Category/ Industry level - not at brand level. So a customer will be in the NDNC list for retail and not for brand X. We get a DLR stating that the customer is DND - this happens only after we have tried to reach out to the customer but the delivery failed. There is no proactive system/ data in the public domain by which Capillary/ brand can know which customer is DND. We are thinking of making a reactive system by adding DND status to the customer after getting the DLR, but for this also we will have to trigger the message once to the customer.The enhancement is not confirmed and depends on tickets we get on this.
  10. If we are not sending an opt out tag to the DND users, how will they opt out? Suppose I'm a DND customer & if I don't have an option to opt out I might raise a complaint which will result in bad customer service.
    • Capillary can't make a change to the template registered for the Org in DLT. If the Marketer created a template with a #var where optout can be added, they can add the same from creative Labels as before.

Create SMS template for other Orgs

To create an SMS template for other orgs (non-Indian orgs) refer to the following.

  1. On the dashboard, click the Creatives tab, and then click the SMS tab.
  2. Click Create new.
  3. Enter a Creative name.
  4. Enter a Creative message. Click +Add Label to use appropriate tags in your message.
  5. Click Save.


  1. You can see a sample view of your message on the right-side panel.
  2. Optout tag is compulsory to include. To know more about each tag, see the Message content section.
  3. If you want to include special characters in your message content, select Allow Unicode characters checkbox.
  4. You can also create SMS content from Create message section.