Quick answer
A DND error means you sent a promotional SMS to a number registered on India's Do Not Disturb list, so it was not delivered.
Which messages reach DND numbers
| Message type | Reaches DND? |
|---|---|
| Promotional | No |
| Service implicit (order and account updates) | Yes |
| Service explicit (with customer consent) | Yes |
| Transactional (OTPs, bank alerts) | Yes |
How to avoid it
- Use service templates for genuine updates customers expect, not offers.
- Remove DND numbers from promotional lists before sending.
- For marketing to customers who opted in, consider WhatsApp messaging or RCS.
Never put an offer inside a service template to reach DND numbers. It breaks TRAI rules and the template can be blocked.
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