What the rules say
On 9 October 2026 we read TRAI's 2018 rules on commercial messages. Their full name is the Telecom Commercial Communications Customer Preference Regulations, 2018. TCCCPR is the short form. TRAI notified them on 19 July 2018. These are the main points.
- Regulations 3 and 10: business messages go out only under a registered sender name (header).
- Regulation 32: a business that has not signed up with the operator must not send business messages or calls.
- Regulation 8: the operator signs up businesses, sender names and templates. It does so before it lets messages through.
- Regulation 9: a business message may go to a person only as per their preference or consent.
- Regulation 13: operators use distributed ledger technology. They run checks before a message goes out.
The rules also say an unregistered sender's phone lines may be put under a usage cap. If the sender goes on after a notice, the lines may be disconnected.
In plain words: sign up first, then send. Keep a record of who agreed to hear from you.
Four words you will meet
- Header: the sender name on the SMS. The rules say it is letters or numbers, up to eleven characters.
- Content template: a message format you register with the operator. The fixed part is the same for everyone. The variable part changes, such as a name or an amount.
- Consent: the customer's free permission to get messages for a stated purpose.
- Transactional message: a message set off by the customer's own transaction. It is sent within thirty minutes and is directly related to it. The rules give examples: a bank transaction, a one-time password and a purchase.
A promotional message is one where the sender has not taken explicit consent. A service message helps to complete a deal the customer agreed to. It can also give warranty or safety information.
The usual steps
TRAI's own TCCCPR page lists these as separate steps. The portal and the papers you need depend on the operator. Ask your SMS provider.
- Register your business as an entity.
- Register your header, the sender name.
- Register each content template.
- Record consent, so you can show that each person agreed to hear from you.
- Send only through your registered header and templates. Keep a copy of every record you submit.
A made-up example
Say a coaching class sends fee reminders. This is a made-up example. It registers its business and a header of six letters. Then it registers one template.
Dear [name], the fee of [amount] for [month] is due by [date]. Thank you.
The words are the fixed part. The four items in brackets are the variable part. The words stay the same each month, and only the details change. Each parent's message fills in their own details. The operator can then check the message against what was registered.
Common mistakes
- Sending an offer through a template made for a different purpose, such as a fee reminder.
- Having no proof that people agreed to hear from you.
- Using a sender name longer than eleven characters.
- Using someone else's header or number.
- Starting to send before registration is done.
- Not checking for changes to the rules.
TRAI has amended the rules. Its Third Amendment Regulations, 2026 are dated 18 September 2026. They change some definitions, such as consent. They start in stages, 30, 60 and 90 days after the Gazette notice. We read only the first pages. Check the TRAI website for the current text before you rely on a detail.
WhatsApp has its own rules, set by Meta. Read about the WhatsApp Business API (application programming interface).
Related terms
- WhatsApp Business API: a way to send and receive WhatsApp messages through software.
- Click-to-WhatsApp: ads that open a WhatsApp chat with your business.
To plan messages that follow the rules, see our SMS marketing work.
Sources
- TRAI, The Telecom Commercial Communications Customer Preference Regulations, 2018 (6 of 2018), notification no. 311-04/2017-QoS, 19 July 2018. Link: trai.gov.in/sites/default/files/2024-09/RegulationUcc19072018.pdf. Read 9 October 2026.
- TRAI, Telecom Commercial Communications Customer Preference (Third Amendment) Regulations, 2026 (05 of 2026), 18 September 2026. Link: trai.gov.in/sites/default/files/2026-09/Regulation_18092026.pdf. First pages read 9 October 2026.
- TRAI, TCCCPR page (trai.gov.in/tcccpr), read 9 October 2026.
