Quick answer
The category decides who your SMS can reach and when.
| Category | Used for | Reaches DND numbers? | Timing |
|---|---|---|---|
| Promotional | Offers, sales, announcements | No | 9 AM to 9 PM |
| Service implicit | Order, delivery and account updates | Yes | Any time |
| Service explicit | Messages that need customer consent | Yes, with consent | Any time |
| Transactional | OTPs and bank alerts | Yes | Any time |
How to choose
- If the message sells something, it is promotional.
- If the customer expects it because of something they did, it is service.
- OTPs and banking alerts are transactional.
Read the full guide on promotional vs transactional SMS.
More questions
Can I send offers in a service template?
No. Offers and marketing must use promotional templates. Mixing them breaks TRAI rules and can get the template blocked.
Which is cheaper, promotional or transactional SMS?
Prices depend on route and volume. Check current pack prices on our bulk SMS pricing page or ask our team.
Is an OTP a service or transactional message?
OTPs are usually sent with transactional templates by banks and similar entities, and service implicit templates by other businesses.
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