Mandatory Variable Tagging for SMS Templates on DLT-Effective from 15 Jan 2026
This is in accordance to the Direction issued by TRAI under TCCCPR, 2018 on 18th November 2025 instructing Telecom Operators to develop provision of pre-tagging of variable in content templates for the purpose it is proposed to be used and no information other than that defined in the pre-tagging shall be included in such variables so as to prevent misuse of the content template; ensure use of only whitelisted URLs/APKs/OTT Links/Callback numbers in the content template. This is applicable to all Principal Entities using the DLT platforms for SMS template registration and delivery.
Regulatory Requirements
- All variable fields in SMS templates must be pre-tagged with an approved data type and defined purpose.
- Only tag-permitted data will be allowed at message submission.
- Variable values will be scrubbed and validated against registered and whitelisted entities on DLT.
Mandatory Variable Tags – Quick Reference
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Tag
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Purpose
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Example
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Validation Rules
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#number# / #numeric#
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Numeric values (OTP, amount)
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OTP: #number#
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Digits only; no letters or special characters
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#url#
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Website links
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Track order: #url#
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Must match registered Static/Dynamic/Short URL
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#urlott#
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OTT / App links
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Download app: #urlott#
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Must match registered OTT / APK URL
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#cbn#
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Callback numbers
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Call #cbn# for support
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Must be registered Mobile/Landline/Toll-Free
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#email#
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Email address
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Write to #email#
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Must be valid email format regex
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#alphanumeric#
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Mixed values (IDs / Reference numbers/Name/Address)
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Ref ID: #alphanumeric#
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Letters & numbers only; special char, max 40 characters
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Applicability & Enforcement
- New templates: Mandatory compliance prior to approval (effective 15th Jan’26)
- Existing templates: Must be updated as per prescribed format (timelines will be communicated shortly)
All customers need to update their template on respected DLT portals to have uninterrupted SMS deliveries.
All the relevant details to this Direction are available in the TRAI press release:
https://trai.gov.in/sites/default/files/2025-11/PR_No.133_of_2025.PDF
And also in the Direction document available at:
https://trai.gov.in/sites/default/files/2025-11/Directions_18112025.PDF
Pl. be in touch with our sales team to know more.
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