📝 Contents
1. What Is a DLT Content Template?
A DLT content template is the pre-approved format of every SMS message your business intends to send — registered on a TRAI-authorised DLT portal before any message can be transmitted. Under TRAI TCCCPR 2018, telecom operators verify every incoming commercial SMS against the DLT template registry in real time. If the actual message does not match a registered template, it is automatically blocked at the network gateway and never delivered.
Templates use a {#var#} variable placeholder syntax to identify the parts of the message that change with each send (OTP, amount, name, date, account number, etc.) while keeping the fixed text of the message constant. Each template is registered under a specific SMS category — and the category determines who can receive it, at what time, and under what DND rules.
2. Transactional SMS Templates
Definition: Any message which contains an OTP and is required to complete a banking transaction initiated by a bank customer. This category applies to all banks — national, scheduled, private, government, and MNC banks. Transactional SMS is delivered 24/7 to all numbers including DND.
Transactional SMS — Instances
- OTP messages required to complete Debit Card / Credit Card / Pay through Mobile transactions
- OTP required to complete net banking transactions initiated by the bank customer
Actual Message → Template Format Examples
| Actual Message Sent | Template Format for DLT Registration |
|---|---|
| 824926 is the OTP for the transaction of INR 450.00 at Nyka with your icici card xx4281. OTP is valid for 15 mins. pls do not share with anyone |
{#var#} is the OTP for the transaction of INR {#var#} at {#var#} With your icici card {#var#}. OTP is valid for {#var#}. pls do not share with anyone
|
| 456739 is your OTP for fund transfer for the amount Rs.8,000. OTP valid for 10 minutes. Do not share this OTP with anyone. |
{#var#} is your OTP for fund transfer for amount {#var#}. OTP valid for {#var#} minutes. Do not share this OTP with anyone.
|
| 123456 is OTP for your amazon Txn for the amount Rs 4,000. OTP valid for 5 minutes. Do not share this OTP with anyone. |
{#var#} is OTP for your eComm Txn for the amount {#var#} OTP valid for {#var#} minutes. Do not share this OTP with anyone
|
3. Promotional SMS Templates
Definition: Any message that intends to promote or sell a product, goods, or service is Promotional in nature. These messages are sent to customers based on their preference settings and the DND consent scrubbing function. Promotional SMS may only be sent to non-DND numbers between 10:00 AM and 9:00 PM IST.
Actual Message → Template Format Examples
| Actual Message Sent | Template Format for DLT Registration |
|---|---|
| Free vouchers of LensKart, Pepperfry worth Rs.2000 with ICICI Bank Credit Card. SMS "apply" to 589098. TnC apply |
Free vouchers of LensKart, Pepperfry worth Rs.{#var#} with ICICI Bank Credit Card. SMS "apply" to {#var#} TnC apply
|
| Pay JUST Rs 4400* & get one-year salon services For Your Family. http://Ax5.in/laD4Tps |
Pay JUST Rs{#var#} & get {#var#} year salon services For Your Family. {#var#}
|
4. Service Explicit SMS Templates
Definition: SMS sent to registered customers after receiving their explicit consent falls under Service Explicit. For example, if an ICICI Bank customer has consented to receive promotional offers from ICICI, those messages are Service Explicit. If the customer withdraws consent and opts out, the same SMS type reverts to Promotional category.
Actual Message → Template Format Examples
| Actual Message Sent | Template Format for DLT Registration |
|---|---|
| Dear customer, Thank you for being our premium client. We have an exclusive offer for you. Get extra 20% discount while shopping at our store. Offer valid till this week. |
Dear customer, Thank you for being our premium client. We have an exclusive offer for you. Get extra {#var#} discount while shopping at our store. Offer valid till this week.
|
| Dear customer, This is to inform you that your policy renewal is due. Avail 15% discount in the renewal charges if you renew the policy before 10th February. |
Dear customer, This is to inform you that your policy renewal is due. Avail {#var#} discount in the renewal charges if you renew the policy before {#var#}.
|
5. Service Implicit SMS Templates
Definition: Any message arising out of a customer's actions or their existing relationship with the entity — that is not promotional — is a Service Implicit message. Important notifications regarding products and services such as purchase confirmation, order status, alerts, and reminder SMS can be conveyed under this category. Service Implicit is DND-exempt — delivered to all numbers.
Service Implicit — Instances
- Product purchase confirmation, delivery status from e-commerce websites
- OTP required to access e-commerce websites (non-banking OTP)
- Periodic balance info, bill generation, bill dispatch, due date reminders, recharge confirmation (DTH, cable, prepaid electricity)
- Delivery notifications, updates, and periodic upgrades
- Messages from retail stores related to bill, warranty
- School attendance / transport alerts
- Messages from hospitals, clinics, pharmacies, radiologists, pathologists about registration, appointment, discharge, reports
- Confirmatory messages from app-based services
- Govt / DOT / TRAI mandated messages
- Service updates from car workshops, repair shops, gadget service centres
- Directory services (Justdial, Yellow Pages)
- Day-end / month-end settlement alerts to securities / Demat account holders
Actual Message → Template Format Examples
| Actual Message Sent | Template Format for DLT Registration |
|---|---|
| 098076 is your Purple account verification code. | {#var#} is your Purple account verification code. |
| Dear customer, your order is being prepared and will be delivered within 30 minutes. | Dear customer, your order is being prepared and will be delivered within {#var#} minutes. |
| Hello! Your account number XXXXXXX2832 has been debited by Rs. 5000. | Hello! Your account number {#var#} has been debited by Rs. {#var#}. |
| Dear customer, your package has been delivered by our agent. Thank you for shopping with us. | Dear customer, your package has been delivered by our agent. Thank you for shopping with us. Note: No variables needed — all text is fixed. |
6. {#var#} Variable Syntax — Rules
The {#var#} placeholder marks every part of the template that changes with each message send. Any value that is dynamic — OTP, amount, name, date, account number, order ID, URL — must be replaced with {#var#} in the registered template.
| Data Type | Always Use {#var#}? | Example |
|---|---|---|
| OTP / PIN | ✅ Yes | {#var#} is your OTP. Do not share. |
| Amount / Price | ✅ Yes | Transaction of Rs. {#var#} completed. |
| Account / Card Number | ✅ Yes | Your account {#var#} has been debited. |
| Customer Name | ✅ Yes | Dear {#var#}, your order is confirmed. |
| Date / Time | ✅ Yes | Appointment on {#var#} at {#var#}. |
| Order ID / Reference | ✅ Yes | Order ID {#var#} dispatched. |
| URL / Link | ✅ Yes | Track at {#var#} |
| Fixed brand name in fixed text | ❌ No | "Thank you for shopping with us." — no variable needed. |
7. How to Submit a Template — Step-by-Step
Option A — Copy & Paste Method
Option B — Create New Message Method
8. Do's & Don'ts for DLT Templates
👍 Do's
- Choose a relevant, descriptive name for every template — helps identify it later in your portal.
- Use the Promotional category for communications intended to be sent from a numerical Sender ID only.
- Insert {#var#} for all dynamic values — date, amount, account number, OTP, customer name, order ID, tracking link, etc.
- Use the portal's variable button to insert {#var#} — never type it manually.
- Match the template category exactly to your message type and business type.
- Pre-register templates for all use cases before campaign go-live — approval can take 24–72 hours.
👎 Don'ts
- Do not use the same content template against multiple different Sender IDs (Headers).
- Do not select "Transactional" category if you are a non-banking entity — use Service Implicit instead.
- Do not use extra spaces in the template text — even a single extra space causes a mismatch and blocks delivery.
- Do not manually edit or retype {#var#} after inserting it via the portal button.
- Do not register a template with all-variable content — every template must have some fixed text.
- Do not include URLs that are not whitelisted on the DLT portal.
Even a single character difference between the registered template and the actual message sent — including extra spaces, different punctuation, or a changed word — causes the telecom operator's DLT gateway to block the message. It is never delivered. Template matching is exact and automated. Always test your template with a sample send before a full campaign deployment.
Need Help Registering Your DLT Templates?
Fivo SMS provides free DLT template drafting and submission support for all clients — including correct category selection, {#var#} variable placement, URL whitelisting, and regional language template setup. Get your templates approved faster with expert guidance.
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