Text SMS

Yes — it is mandatory. Under TRAI’s Telecom Commercial Communications Customer Preference Regulations, 2018, every business sending commercial SMS in India must register as a Principal Entity on a DLT platform, along with its headers (sender IDs) and content templates. Unregistered messages are simply rejected by the operators. Nucleus Ai completes the registration for you.

A sender ID (or header) is the name that appears in place of a phone number. For transactional and service messages it is six alphabetic characters, and you can propose one that reflects your brand — subject to operator approval and to it not clashing with an existing registered header. Promotional messages use a six-digit numeric header instead, which is a TRAI rule rather than a choice.

Transactional and service messages relate to something the customer already did — an OTP, an order update, a payment receipt — and reach DND-registered numbers because they are not marketing. Promotional messages sell something, go only to non-DND numbers, and may be sent only between 9am and 9pm. Each category uses a different route and a different header, and mislabelling promotional content as transactional is a compliance breach.

Not for promotional content. Numbers registered on the Do Not Disturb list are scrubbed out of promotional campaigns before sending, and we do that automatically. Genuine transactional and service messages tied to an existing relationship are still delivered, because they fall outside the DND restriction.

The variable is DLT approval — header and content template registration is reviewed by the operator, not by us, so we cannot promise a fixed date. We prepare and submit everything correctly the first time, which is what most delays come down to, and we tell you the moment a template comes back for revision.

Two lines, always shown separately: our setup and management fee, quoted in a written statement of work, and the per-message operator cost, passed through at cost. Rates differ between transactional and promotional routes. There is also a one-time DLT registration fee payable to the operator.

Yes. We connect an HTTP API to your app, CRM, e-commerce platform or order system, so the message fires from the event that should trigger it — order placed, payment received, appointment booked — with no one pressing send.

Every message returns a delivery receipt with its status and, where delivery failed, the operator’s reason. You get per-campaign reporting and can export it. Submitted is not the same as delivered, and we report the second number rather than the first.