Bulk SMS Pricing in India: Cost Per SMS and Pricing Factors
Bulk SMS pricing in India explained — cost per SMS by route and volume, what affects the price, hidden costs to watch and how to estimate your monthly SMS budget.
Bulk SMS India Team 5 min read 
"How much does bulk SMS cost?" The honest answer is: it depends on the route, the volume and how you write your messages. This guide explains bulk SMS pricing in India, shows real cost-per-SMS figures and helps you estimate your budget.
How bulk SMS is priced
Most providers in India sell SMS credits in packs. One credit usually equals one SMS part sent. The bigger the pack, the lower the price per SMS.
Real example: Bulk SMS India rate card
Here is how our transactional packs work out per SMS (prices from our current pricing table):
| Pack | Low route | Price per SMS | OTP route | Price per SMS |
|---|---|---|---|---|
| 25,000 SMS | ₹3,000 | ₹0.120 | ₹4,000 | ₹0.160 |
| 1,00,000 SMS | ₹8,500 | ₹0.085 | ₹12,000 | ₹0.120 |
| 5,00,000 SMS | ₹40,000 | ₹0.080 | ₹55,500 | ₹0.111 |
| 10,00,000 SMS | ₹75,000 | ₹0.075 | ₹1,10,000 | ₹0.110 |
| 25,00,000 SMS | ₹1,60,000 | ₹0.064 | ₹2,50,000 | ₹0.100 |
Promotional packs follow a similar pattern, from ₹2,500 for 25,000 SMS on the low route (₹0.10 per SMS) down to ₹1,50,000 for 25,00,000 SMS (₹0.06 per SMS). Rates may change; always check the live pricing table for current prices and taxes.
7 factors that affect the price
1. Route type
Promotional, transactional and OTP routes are priced differently. OTP and high-priority routes cost more because they deliver faster and work 24x7.
2. Volume
Larger packs bring the cost per SMS down. In the table above, moving from 25,000 to 25,00,000 SMS nearly halves the price per message.
3. Message length
A standard SMS holds 160 characters. Longer messages split into parts of 153 characters, and each part is charged separately. A 200-character message costs 2 credits.
4. Language
Hindi and other Unicode messages hold 70 characters per SMS, or 67 per part when longer. The same message in Hindi can cost two or three times as much as in English, so keep Unicode messages short.
5. Billing basis
Some plans charge for every SMS submitted; others charge only for delivered messages. Our rate card includes a separate per-delivery column; ask our team which basis suits your traffic.
6. Validity
Check whether credits expire. Long validity protects you if your sending varies by season.
7. Taxes
Check whether prices include GST. It changes your real cost.
What your customer sees
- DLT-approved sender ID and template
- Submitted to operators in real time
- Live delivery report for every number
- Works on every mobile phone
Hidden costs to watch for
- Setup or panel fees — many providers charge none, so ask before you sign up.
- API charges — the API should use the same credits.
- Sender ID or template fees — DLT registration fees are paid to the operator portal, not your SMS provider.
- Failed messages — very cheap routes with poor delivery make each delivered SMS expensive.
How to estimate your monthly SMS budget
Use this simple formula:
Monthly cost = messages per month × parts per message × price per SMS
Example: an e-commerce store sends, every month, - 50,000 order updates and OTPs (1 part each) on the OTP route, and - 2 promotional campaigns to 25,000 customers (1 part each) on the promotional low route.
Using our 50,000 SMS packs:
| Messages | Pack | Cost |
|---|---|---|
| 50,000 updates and OTPs | OTP route, 50,000 SMS | ₹7,000 |
| 50,000 promotional SMS | Promotional low route, 50,000 SMS | ₹4,500 |
| Total for 1,00,000 SMS | ₹11,500 per month (taxes extra, if applicable) |
If the same store wrote its promotions in Hindi and they ran to two parts, the promotional cost would double, which is why message length matters.
Ways to reduce your SMS cost
- Write shorter messages and stay within one part.
- Avoid Unicode where English works for your audience.
- Buy the right pack size for 2–3 months of usage.
- Clean your list of invalid and duplicate numbers.
- Use the right route for each message; don't send campaigns on the OTP route.
- Segment: send offers only to customers likely to respond.
Is the cheapest provider the best value?
Rarely. Compare cost per delivered message and the value of reliable OTPs. A failed OTP can cost you a customer, which is worth far more than a few paise. Read our checklist on how to choose a bulk SMS service provider.
Frequently asked questions
How many characters can one SMS hold?
A standard English SMS holds 160 characters. Hindi and other Unicode messages hold 70. Longer messages are split into parts of 153 characters (67 for Unicode) and joined again on the phone.
Which route should I use for OTP messages?
Always use the OTP or transactional route. It is prioritised for speed, works 24x7 and reaches DND numbers, which promotional routes do not.
Do I need DLT registration before I start sending?
Yes. Your entity, sender ID and templates must be approved on a DLT portal, and your entity must be bound to your SMS provider, before messages can be delivered.
Ready to get started?
Talk to our team about bulk SMS service — setup help, DLT guidance and test credits.
Messaging specialists with 10+ years of experience (since 2016) helping 15,000+ Indian businesses with bulk SMS, WhatsApp, RCS and voice communication.
