SMS Campaign Exceptions

SMS campaign exceptions

Overview of Exceptions for Sender IDs on Promotional Routes:

When using Sender IDs on promotional routes, it's important to be aware of certain exceptions and restrictions that can impact message delivery. These guidelines help ensure compliance with network operator rules and improve the chances of successful message transmission. Below are the key points to consider:

  1. Do Not Disturb (DND) List: Messages sent to numbers on the Do Not Disturb (DND) list will not be delivered.

  2. References to International Organizations: Mentions of international organizations like WhatsApp and Facebook are prohibited on this route, as they are classified as international SMS. The network operator's firewall will block these messages upon detection.

  3. Numeric Characters in Sender IDs: Messages with Sender IDs that include numeric characters cannot be delivered. To ensure successful delivery, Sender IDs should not contain any digits.

  4. Prohibited Keywords and Content: Certain keywords such as "win," "promo," "free," "giveaway," "code," "congratulations," and similar terms, as well as political content, are prohibited. Operators have the discretion to block any content or Sender IDs at their own discretion.

  5. Transactional vs. Promotional Accounts: Sender IDs used on transactional accounts cannot be used on promotional accounts.

  6. Time Restrictions: The operator enforces a rule for the promotional route where messages sent between 8 pm and 8 am will not be delivered due to NCC restrictions. Instead, they will be queued and sent out after 8 am the next day to ensure compliance while prioritizing prompt delivery during permissible hours.

  7. Sender ID Registration on Airtel: To ensure proper delivery, Sender IDs on Airtel must be whitelisted in advance. Messages to Airtel subscribers with unregistered Sender IDs might be sent with a default Sender ID. Operators have the authority to block certain content and may block the Sender ID if inappropriate content is continuously sent on the route.

  8. Special Characters: Special characters, including emojis, symbols, and non-standard characters, can add expressiveness to text messages. However, special characters are defined as any character outside the following: letters A-Z (both uppercase and lowercase), numbers 0-9, full stop, and comma punctuations. Anything outside this definition is likely to be identified as a special character depending on the network provider, and charges may vary.


Understanding and adhering to these exceptions will help ensure that your promotional messages are delivered effectively and in compliance with network operator regulations.



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