Introduction
Businesses across the country are adapting to a stricter and more transparent digital communication regime led by the Telecom Regulatory Authority of India (TRAI). These changes directly impact how businesses send bulk SMS messages to their customers.
If your business relies on promotional or transactional SMS communication, understanding the new TRAI-prescribed SMS format is no longer optional—it is essential. The new format, effective from 7 May 2024, is part of a broader push toward consumer data protection, fraud prevention, and message clarity.
This blog explains what the new TRAI SMS format means for businesses, why it matters, and how to comply with it.
What Has Changed in SMS Formatting?
TRAI has standardised SMS message headers across all telecom operators. These changes are now visible in every SMS received on a mobile device and help users instantly identify the sender and the nature of the message.
Each SMS message now follows a predefined structure that clearly communicates who sent the message and whether it is promotional, service-related, or transactional.
New Standard SMS Header Format
Each message now follows the format: [Operator and Circle Code][Sender ID]–[Message Type]. Let us break this down.
Operator and Circle Code
- Two characters identifying the telecom operator and geographic circle
- JD represents Jio Delhi
- AD represents Airtel Delhi
Sender ID
- Six-character identifier representing the business or brand
- Examples include SBIBNK for State Bank of India
- HDFCBK for HDFC Bank
Message Type Identifier
- P – Promotional messages such as advertisements or offers
- S – Service messages including OTPs, booking confirmations, or service updates
- T – Transactional messages such as banking alerts or delivery notifications
Why This Format Matters
The new format provides greater transparency and allows users to identify legitimate messages instantly. For businesses, it improves credibility but also enforces strict compliance.
- Improved message deliverability for compliant messages
- Stronger brand recognition through consistent Sender IDs
- Higher user trust and engagement
- Blocking or filtering of non-compliant messages by telecom operators
The Role of DLT (Distributed Ledger Technology)
To enforce these standards, TRAI has introduced Distributed Ledger Technology (DLT), a blockchain-based framework that mandates pre-registration of message content, sender IDs, and message types.
- All SMS templates must be pre-approved on DLT platforms
- Messages are screened for misleading or fraudulent content
- Unregistered or mismatched messages are blocked at the telecom level
- Sender ID spoofing and unauthorised messaging are prevented
This system ensures every message sent has a verified and traceable origin, significantly reducing spam and fraud.
What About International Companies?
International brands operating in India are subject to additional regulations. These companies must use five-digit numeric short codes starting with the number 5 instead of alphanumeric Sender IDs.
- Prevents bypassing of TRAI security checks
- Ensures Indian user data remains within the country
- Maintains a uniform messaging ecosystem
Major global companies like Amazon, Google, and Meta use such short codes for alerts, authentication messages, and transactional updates.
Business Implications in 2025
Compliance with TRAI’s messaging regulations is mandatory for all businesses using SMS communication.
- Register your business and templates on authorised DLT platforms
- Use clear and consistent six-character Sender IDs
- Correctly classify messages as Promotional, Service, or Transactional
- Stay updated with evolving TRAI guidelines
- Ensure vendors and SMS partners follow DLT compliance
Transparency Is Now a Business Imperative
Message legitimacy today is about more than branding—it is about regulatory compliance and consumer protection. TRAI’s new framework is designed to restore trust and eliminate spam from the SMS ecosystem.
Businesses must audit their messaging strategies, re-register sender IDs, and ensure all communications flow through approved DLT channels.
At Jiffy, we help businesses navigate this transition smoothly by setting up compliant messaging infrastructure and managing multi-channel communication across SMS, WhatsApp, and voice.
If your business needs help understanding or implementing the new TRAI SMS format, get in touch with us. Let us ensure your communication stays compliant, secure, and effective.
