DLT Registration for SMS in India: What You Need

What is DLT and why it exists

DLT stands for Distributed Ledger Technology. Under TRAI's Telecom Commercial Communications Customer Preference Regulations, every business that sends commercial SMS in India must register on a DLT platform run by a telecom operator such as Jio, Airtel, Vi or BSNL. The idea is simple: every message can be traced back to a registered business, a registered sender ID and an approved template.

If your header, template or content does not match what is registered, operators can block the message. That is the most common reason a business sees SMS "submitted" but not delivered.

What you need to register

1. Principal Entity (PE) registration

This is your business registration on the DLT portal. You register once on any one operator's portal and the details are shared across operators. You will receive a PE ID (Entity ID) which your SMS provider needs.

2. Headers (sender IDs)

The header is what people see as the sender, such as a six-character brand code. Transactional and service headers are usually alphabetic, while promotional headers are typically numeric. TRAI has also introduced category suffixes shown with headers to help people identify message types; check the current format with your provider.

3. Content templates

Each message you send must match an approved template. Fixed text stays the same, and variable parts such as a name, date or amount are marked with the variable format the portal specifies. Templates are classified by type, typically promotional, transactional, service implicit and service explicit.

4. Consent templates

For messages that need explicit consent, you register the consent template that describes how people agreed to hear from you. Keep records of how and when consent was collected.

5. Whitelisting of URLs, APKs and call-back numbers

TRAI requires that links, app download links and call-back numbers used in SMS are whitelisted. Messages with non-whitelisted links can be blocked. Register the exact domains and numbers you plan to use, and use short-link services that work with your DLT setup.

Documents to keep ready

• Business proof such as GST certificate, certificate of incorporation, shop establishment certificate or trust/society registration
• PAN of the business
• Authorisation letter on letterhead, signed by an authorised signatory
• Details of the authorised person (name, email, mobile)
• For some headers, a letter or proof showing the brand name relates to your business

Exact requirements and fees differ by operator portal and can change, so check the current list on the portal you choose.

How it works, step by step

• Step 1: Choose an operator DLT portal and register as a Principal Entity.
• Step 2: Pay the registration fee if applicable and wait for approval.
• Step 3: Register headers under the right category.
• Step 4: Register content and consent templates, then whitelist URLs and call-back numbers.
• Step 5: Link your SMS provider (telemarketer) to your entity so messages can be traced through the chain.
• Step 6: Share Entity ID, header and template IDs with your provider and send a test message.

Tips for templates that get approved

• Write the full message as it will be sent, with variables only where values truly change.
• Do not hide marketing content inside a transactional template. Category mismatch is a common rejection reason.
• Keep the brand name in the template so the message is clearly from you.
• Avoid using a variable for a link unless the portal and your provider support it; it is safer to register the URL.
• Register a separate template for each language you plan to use.

Where SMS fits in a modern campaign

SMS is no longer the only channel, but it is still the most universal. In the Smart Growth AI Campaign, SMS plays two useful roles. First, everyone who answers the voice call gets a short "thanks for listening, call us on this number" SMS, so call-backs are not lost. Second, it acts as the fourth fallback when a person could not be reached on voice, WhatsApp or RCS. Both need DLT-registered templates, which is why getting DLT right first saves time later.

Common mistakes

• Sending with a header registered under a different entity
• Small text changes from the approved template, even an extra space or punctuation
• Using a link or number that is not whitelisted
• Promotional content sent through a service template

Smart Growth AI's team helps clients map their DLT headers and templates to campaigns during onboarding, and our bulk SMS setup is DLT-compliant. If you are stuck, get in touch and we will guide you.