DND AND FAILED NUMBERS
Reaching DND and Failed Numbers the Right Way
Some numbers on your list will not get your message. Here is what Indian rules allow, and how fallback channels help where they are permitted.
QUICK ANSWER
Under TRAI rules, promotional voice calls and SMS should not go to numbers registered on the DND (NCPR) list for that category, and Smart Growth AI does not bypass this. Service and transactional messages can still go through DLT-registered templates. For numbers that fail on voice or WhatsApp, RCS can be used where permitted and with consent, followed by SMS as a last fallback.
01
Clear about the rules
We explain what DND allows and blocks before a campaign, so your list is used within TRAI and DLT rules.
02
Fallback for failed numbers
Numbers not reached on voice or WhatsApp can be tried on RCS, where permitted, and then SMS.
03
Consent tracked, opt-outs honoured
Opt-outs on any channel are respected across all channels, and consent records stay in your sheet or CRM.
Two different problems: DND and failed delivery
When a campaign report shows numbers you could not reach, it usually mixes two different things. Some numbers are on the DND list, officially the National Customer Preference Register (NCPR). Others simply failed: switched off, out of coverage, not on WhatsApp, or wrongly entered. They need different handling.
What DND means in India
TRAI's Telecom Commercial Communications Customer Preference Regulations let people block promotional calls and SMS, fully or by category. If a number is registered on DND for a category, promotional voice calls and SMS in that category should not be sent to it. Telecom operators also filter such traffic through the DLT system.
Some things are still allowed. Service and transactional messages, like an OTP, an appointment confirmation, an order update or a fee reminder to an existing customer, can be sent using DLT-registered templates in the right category. A person can also give explicit consent to receive messages from your business, which is recorded through the DLT consent process.
Smart Growth AI does not offer a way around DND. If anyone promises you "DND bypass" for promotional calls or SMS, be careful. It can put your sender IDs and business at risk.
Where RCS fits
RCS Business Messaging is a separate channel from SMS and voice. It runs through a verified business sender on supported Android phones and has its own approval and usage policies. In our campaigns, numbers that could not be reached on voice or WhatsApp can be tried on RCS where it is permitted for your use case and the person has consented to hear from you.
RCS is not a loophole. It is useful because it reaches some people who are not on WhatsApp, with rich cards and buttons, and it shows a verified brand name. Your message content and consent still need to be right.
How the fallback flow works
Step 1: Clean and tag your list
Before a campaign, numbers are checked and tagged. Promotional voice and SMS respect DND preferences. People who opted out on any channel earlier are removed.
Step 2: First attempt on the main channel
For a lead campaign that is usually a voice call. For a service update it is usually a WhatsApp template.
Step 3: Failed numbers go to RCS
Numbers that did not connect, or where WhatsApp was not delivered, are tried on RCS where permitted and consented.
Step 4: SMS as the last fallback
If voice, WhatsApp and RCS did not deliver, a DLT-compliant SMS can be sent, using a template in the correct category for the message type.
Step 5: Report and clean up
The AI campaign report shows which channel reached each number. Numbers that fail everywhere can be reviewed and removed, which keeps future costs down.
Practical advice for your team
- Collect consent clearly in your forms, ads and walk-in registers, and keep a record.
- Keep service messages and promotions separate. Do not slip an offer into a transactional template.
- Honour opt-outs immediately. Our opt-out management applies across channels.
- Check with your compliance or legal advisor for sector rules, especially in finance and healthcare.
Related reading
See how RCS works on the RCS Business Messaging page, and how SMS is used as the last step on the bulk SMS page. If you want to review your list and use case with us, book a demo.
FAQ
Questions people ask
Can I send promotional calls or SMS to DND numbers?
No. Under TRAI rules, promotional voice calls and SMS should not be sent to numbers registered on DND for that category, unless the person has given explicit consent recorded through the DLT process. Smart Growth AI does not offer any way to bypass this.
Can I still send service messages to DND numbers?
Generally yes. Service and transactional messages, such as appointment confirmations, order updates or fee reminders to existing customers, can be sent using DLT-registered templates in the correct category. Promotional content should not be mixed into these messages.
Does RCS let me reach DND numbers?
RCS is a separate channel with its own policies, not a way around DND rules. In our campaigns it is used for numbers that failed on voice or WhatsApp, where RCS is permitted for the use case and the person has consented to hear from your business.
What is the difference between a DND number and a failed number?
A DND number has opted out of promotional calls or SMS through the national register. A failed number was simply not reached, because the phone was off, out of coverage, not on WhatsApp or entered wrongly. Failed numbers can be retried on other channels.
How do I collect valid consent?
Ask clearly in your forms, ads and registration desks, state which channels you will use, and keep a record of when consent was given. For DLT consent, your registered entity follows the operator's consent process. Always honour opt-outs on every channel.
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