Quick Answer
Promotional SMS in India is any commercial message advertising a product, service or offer. It carries a -P header suffix, must match a DLT promotional template, is delivered only between 10 AM and 9 PM, and reaches DND numbers only with recorded consent. Former service explicit messages now follow the same rules. SMSGatewayHub adds automatic DND scrubbing, live delivery reports and Pay As You Go pricing.
What counts as promotional SMS today?
Operators append a suffix to every header so customers see the message type, for example AB-123456-P. Any marketing content, even one line, makes the whole message promotional.
| Message type | Suffix | Examples | Who it reaches & when |
|---|
| Promotional | -P | Offers, discounts, product launches, sale alerts, cross-sell, event invitations, loyalty and win-back campaigns. | Non-DND numbers, plus DND numbers that gave recorded consent; 10 AM to 9 PM only |
| Former service explicit (now promotional) | -P | Messages that relied on a customer's explicit consent. This category has been merged into promotional. | Same promotional rules: DND preference and time window apply |
| Service (implicit) | -S | Delivery status, EMI and bill reminders, balance and appointment alerts to existing customers, with no offers. | All numbers incl. DND, 24/7 |
| Transactional | -T | OTPs and confirmations sent within 30 minutes of a customer's own transaction. | All numbers incl. DND, 24/7 |
Not sure which category fits? Compare transactional SMS and service explicit vs service implicit SMS, and see how headers and suffixes work on SMS sender IDs.
What changed in the latest TRAI and DLT rules for promotional SMS?
Four rule changes now decide whether a campaign is delivered or dropped at DLT scrubbing.
-P suffix on every promotional header
Operators label promotional traffic with -P so customers can tell marketing from alerts. Register campaign content in the promotional category; trying to pass offers through -T or -S templates gets them rejected.
Service explicit merged into promotional
Templates that used to run as service explicit now follow promotional rules: DND preferences and the promotional time window apply to them too.
Consent and opt-out rules tightened
Promotional messages reach DND numbers only with the customer's recorded consent, each message must offer a way to opt out, and once a customer revokes consent you cannot seek it again for 90 days.
Typed variables and whitelisted links
Variables must be tagged as {#numeric#}, {#alphanumeric#}, {#url#} and so on, and every URL or callback number must be a whitelisted CTA. See converted examples on our DLT sample templates page.
Why SMSGatewayHub
Why choose SMSGatewayHub over other promotional SMS providers?
A campaign is only worth what actually lands in inboxes inside the allowed window. Here is what sets SMSGatewayHub apart when you compare promotional SMS providers in India.
Pay only for delivered SMS
You are billed for messages that reach the handset, not for numbers scrubbed out as DND or undelivered. How delivery-based billing works
Automatic DND scrubbing
Your lists are checked against customer preferences before sending, so campaigns stay compliant without manual cleaning.
Scheduling inside the window
Plan campaigns ahead and schedule them within 10 AM to 9 PM, with personalised fields for names, offers and codes.
DLT templates handled for you
Our team helps register promotional templates with typed variables and whitelisted links. DLT priority support
Trusted since 2009
10,000+ registered businesses and 2,000+ enterprise clients, ISO 27001 certified, with a toll-free sales line, 1800 102 1822.
| Question to ask any promotional SMS provider | SMSGatewayHub |
|---|
| Am I charged for DND-scrubbed or undelivered numbers? | No. You pay only for delivered SMS. |
| Do you scrub DND numbers automatically? | Yes, before every campaign is sent. |
| Can I schedule campaigns inside the promotional window? | Yes, schedule any campaign for 10 AM to 9 PM. |
| Who registers my templates and URLs on DLT? | Our DLT team helps convert, register and whitelist them. |
| Are delivery reports real operator reports? | Yes, live operator delivery reports in the panel and API. See delivery reports |
| Can I test before I buy? | Yes, start with 1,000 free SMS credits. Create a free account |
Comparing a specific provider? See our MSG91 alternative page or read cheap vs premium bulk SMS providers.
Promotional SMS use cases by industry
Each card links to a dedicated industry page with campaign ideas and DLT tips.
Retail & franchise stores
City-wide store promotions, loyalty point reminders and in-store event invitations. Retail use cases
Hospitals & clinics
Health check-up packages, vaccination drives and preventive care camps. Bulk SMS for hospitals
Schools & EdTech
Admission open alerts, course launches, demo class and webinar invitations. Bulk SMS for education
DLT-compliant promotional SMS template examples
Every changing value carries a typed tag, every link is a whitelisted CTA, and each message tells customers how to opt out.
| Message (what the customer sees) | DLT template (typed-variable format) | Suffix |
|---|
| Festive Sale is live! Flat 30% off on all ethnic wear till Sunday. Shop: https://abc.in/fs - ABC Store. Reply STOP to opt out | {#alphanumeric#} is live! Flat {#numeric#}% off on all ethnic wear till {#alphanumeric#}. Shop: {#url#} - ABC Store. Reply STOP to opt out | -P |
| New launch: ABC Smart Watch at an intro price for the first 48 hours. Pre-book: https://abc.in/w - ABC. To stop offers, SMS STOP | New launch: {#alphanumeric#} at an intro price for the first {#numeric#} hours. Pre-book: {#url#} - ABC. To stop offers, SMS STOP | -P |
| Dear Priya, you have 1200 loyalty points. Redeem them before 31 Dec at any ABC outlet. Opt out: reply STOP | Dear {#alphanumeric#}, you have {#numeric#} loyalty points. Redeem them before {#numeric#} {#alphanumeric#} at any ABC outlet. Opt out: reply STOP | -P |
| Full body check-up package now available at City Clinic. Book: 18001234567. To opt out reply STOP | Full body check-up package now available at City Clinic. Book: {#cbn#}. To opt out reply STOP | -P |
Need the full rulebook? Read the DLT template registration process and the blog on bulk SMS template approval on DLT.
How to start sending promotional SMS
Register on DLT
Register your business as a Principal Entity with an operator DLT portal. Our team guides you through DLT registration.
Get a promotional header
Register a promotional header for your campaigns; promotional traffic uses a numeric sender ID and shows with a -P suffix.
Register templates and CTAs
Submit promotional templates with typed variables and an opt-out line, and whitelist every URL and callback number.
Upload and schedule
Upload your list or connect via HTTP API or the Excel plugin, then schedule inside 10 AM to 9 PM.
Measure and optimise
Track every campaign in live delivery reports and fix rejections with our DLT error codes guide.
Promotional SMS compliance checklist
Run through this before every campaign to avoid rejected templates and dropped messages.
- Template registered in the promotional category, with typed variables.
- Every URL and callback number whitelisted as a CTA; no public URL shorteners.
- A clear opt-out instruction in every message.
- List scrubbed for DND, and consent on record for any DND customer you include.
- Campaign scheduled to finish between 10 AM and 9 PM.
- Opted-out customers removed and not re-contacted for consent for 90 days.
Promotional SMS resource map
Everything related to promotional SMS on SMSGatewayHub, grouped by what you need to do next.
Promotional SMS vs transactional SMS: which do you need?
Frequently Asked Questions
What is promotional SMS in India?
Promotional SMS is any commercial message that advertises a product, service or offer, such as festival sales, launches or loyalty campaigns. It carries a -P header suffix and must match a DLT-registered promotional template. SMSGatewayHub sends promotional SMS with automatic DND scrubbing and live delivery reports.
What time can promotional SMS be sent in India?
Promotional SMS is delivered only between 10 AM and 9 PM. Messages submitted outside this window are not delivered, so SMSGatewayHub lets you schedule campaigns to run inside it.
Can promotional SMS be sent to DND numbers?
Only if the customer has given recorded consent to receive your promotions. Otherwise DND-registered numbers are filtered out during DLT scrubbing. For DND customers, use transactional or service SMS for genuine alerts, or WhatsApp Business API with opt-in.
What happened to service explicit SMS?
The service explicit category has been merged into promotional. Those templates now carry the -P suffix and follow promotional rules on DND preferences and timing. SMSGatewayHub's DLT team can help you review and re-register affected templates.
What header is used for promotional SMS?
Promotional SMS uses a promotional header registered on DLT, traditionally a numeric sender ID, and operators add a -P suffix so customers can see it is marketing. Transactional and service messages use 6-character alphabetic headers instead.
What does promotional SMS cost with SMSGatewayHub?
SMSGatewayHub uses Pay As You Go pricing: you buy credits as needed and pay only for delivered SMS; exact rates depend on volume and route, see https://www.smsgatewayhub.com/pricing or talk to sales on 1800 102 1822.
Do promotional messages need an opt-out option?
Yes. Every promotional message must give the customer a way to opt out, and once someone revokes consent you cannot ask them for it again for 90 days. SMSGatewayHub's sample templates include opt-out wording you can reuse.
Launch compliant promotional campaigns today
Get 1,000 free SMS credits, free DLT guidance and ready promotional templates. Go live in under 24 hours.