Yes, bulk SMS is legal in India—but it is strictly regulated by the Telecom Regulatory Authority of India (TRAI).
To legally send bulk SMS in India, businesses must comply with TRAI’s guidelines, especially the Distributed Ledger Technology (DLT) framework introduced to combat spam and ensure transparency. Here's what you need to know:
✅ Legal Framework for Bulk SMS in India
- TRAI Oversight: The Telecom Regulatory Authority of India governs all bulk SMS activity to protect consumers from spam and fraud.
- DLT Registration: Every business must register on a DLT platform (like Airtel DLT, Vodafone DLT, etc.) to send bulk SMS. This includes:
- Registering your business and sender ID (Header)
- Getting approval for each message template
- Managing customer consent for promotional messages
- Types of Bulk SMS:
- Transactional SMS: Sent to customers with critical information (e.g., OTPs, order updates). These can be sent anytime and even to DND numbers.
- Promotional SMS: Used for marketing and advertising. These require prior consent and can only be sent between 9 AM and 9 PM.
⚠️ Key Compliance Rules
- No Free Text: Only pre-approved templates are allowed.
- Sender ID Must Be Registered: Helps identify the business and maintain accountability.
- Consent Is Mandatory: Promotional messages must only go to users who have opted in.
- DND Scrubbing: Promotional SMS must not be sent to numbers registered on the Do Not Disturb (DND) list.
- Penalties for Violations: Non-compliance can lead to message blocking, fines, or legal action.
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