In India’s rapidly growing e-commerce landscape, SMS remains one of the most effective channels for customer communication. With an open rate exceeding 98%, text messages deliver critical updates directly to customers’ hands. However, since TRAI’s TCCCPR 2018 regulations came into effect, every commercial SMS must comply with DLT (Distributed Ledger Technology) template registration requirements.
For e-commerce businesses, understanding DLT template best practices isn’t just about compliance—it’s about ensuring your order confirmations reach customers on time, your delivery updates don’t get blocked, and your promotional campaigns drive actual conversions. This comprehensive guide will walk you through everything you need to know about DLT template registration specifically tailored for online retail operations.
Understanding DLT Template Categories for E-commerce
E-commerce businesses typically use three of the four DLT template categories, each serving distinct purposes in the customer journey.
Service Implicit Templates: Your Transactional Backbone
Service Implicit templates are the workhorses of e-commerce communication. These templates cover messages that arise from customer actions or existing business relationships. For online retailers, this includes:
- Order confirmation messages
- Payment received notifications
- Shipping and delivery updates
- Order status changes
- Return and refund confirmations
- Account creation notifications
Key Advantage: Service Implicit templates allow 4-5 variables and use alphanumeric sender IDs, giving your brand immediate recognition when customers receive critical updates.
Example Template:
Dear {#var#}, Your order #{#var#} has been confirmed. Total amount: Rs.{#var#}. Expected delivery by {#var#}. Track your order at www.yourstore.com – YOURSHOP
Service Explicit Templates: Engaging Existing Customers
Service Explicit templates require digitally-verified customer consent but allow you to include promotional elements for customers who’ve opted in. These are perfect for:
- Personalized product recommendations
- Loyalty program updates with offers
- Cart abandonment reminders with discounts
- Birthday/anniversary special offers
- Early access to sales for existing customers
Critical Requirement: You must maintain proper consent template IDs and link customer consent records before sending these messages.
Example Template:
Hi {#var#}! Items in your cart are waiting. Complete your purchase now & get {#var#}% OFF. Valid for 24 hours only. Shop: www.yourstore.com – YOURSHOP
Promotional Templates: Driving Sales and Campaigns
Promotional templates are used for pure marketing communications to acquire new customers or promote sales to your broader database. However, they come with strict limitations:
- Numeric sender IDs only (6-digit numbers like 567890)
- Maximum 2-3 variables per template
- Subject to DND (Do Not Disturb) registry scrubbing
- Cannot be sent to customers on the National Customer Preference Registry
Example Template:
Mega Diwali Sale! Get FLAT {#var#}% OFF on all categories. Valid till {#var#}. Shop now at www.yourstore.com Call 1800-XXX-XXXX – 567890
Pro Tip: Many e-commerce businesses make the mistake of trying to send promotional content using alphanumeric Service headers. This will result in template rejection and potential penalties. Always match your template category with the appropriate header type.
Mastering Variable Usage: The 2-3 Variable Challenge
One of the biggest challenges e-commerce businesses face is working within TRAI’s variable limitations. As of February 2023, templates are restricted to a maximum of 2 variables, with a 3rd variable allowed only in exceptional cases with proper justification.
Strategic Variable Planning
Each {#var#} placeholder can hold up to 30 characters, but smart e-commerce operators optimize their templates to convey maximum information with minimum variables.
Instead of this (4 variables):
Hi {#var#}, Order {#var#} of Rs.{#var#} will be delivered on {#var#}.
Optimize to this (2 variables):
Order #{#var#} confirmed! Your items worth Rs.{#var#} will be delivered within 3-5 business days. Track at www.yourstore.com – YOURSHOP
Variables Must Be Non-Consecutive
A common validation error occurs when variables are placed consecutively. You cannot have:
- {#var#} {#var#} (separated by just a space)
- {#var#},{#var#} (separated by just a comma)
Variables must be separated by meaningful fixed text, ensuring your message remains readable and compliant.
When to Request a 3rd Variable
E-commerce businesses may justify a 3rd variable for:
- Complex order scenarios: Order ID + Amount + Delivery address/date
- Time-sensitive updates: OTP + Order number + Expiry time
- Multi-product orders: Product name + Quantity + Delivery slot
Always provide clear justification when submitting templates with 3 variables, explaining why the information is essential for customer service.
Template Strategy for the Customer Journey
Stage 1: Order Placement (Service Implicit)
The moment a customer completes checkout, your confirmation SMS should arrive within seconds. This builds trust and reduces customer anxiety.
Template 1: Order Confirmation
Thank you for shopping! Order #{#var#} confirmed. Amount paid: Rs.{#var#}. We’ll notify you once shipped. Questions? Call 1800-XXX-XXXX – YOURSHOP
Template 2: Payment Confirmation (for COD orders)
Order #{#var#} received! Your COD order of Rs.{#var#} will be delivered soon. Pay the delivery partner upon receipt. Track: www.yourstore.com – YOURSHOP
Stage 2: Fulfillment Updates (Service Implicit)
Keep customers informed throughout the fulfillment process with multiple touchpoints.
Template 3: Shipping Notification
Great news! Order #{#var#} has been shipped via {#var#}. Expected delivery in 2-3 days. Track live at www.yourstore.com/track – YOURSHOP
Template 4: Out for Delivery
Your order #{#var#} is out for delivery today! Delivery partner {#var#} will reach you soon. Please keep Rs.{#var#} ready if COD. – YOURSHOP
Template 5: Delivery Confirmation
Delivered! Order #{#var#} has been successfully delivered. Thank you for shopping with us! Rate your experience: www.yourstore.com/feedback – YOURSHOP
Stage 3: Post-Purchase Engagement (Service Explicit)
After successful delivery, engage customers with consent-based messages.
Template 6: Review Request with Incentive
Hi {#var#}! Loved your purchase? Share a review and get {#var#}% OFF on next order. Review now: www.yourstore.com/review – YOURSHOP
Template 7: Cross-sell Opportunity
Based on your recent purchase, we think you’ll love {#var#}! Exclusive {#var#}% discount just for you. Shop: www.yourstore.com – YOURSHOP
Stage 4: Promotional Campaigns (Promotional)
Drive sales through targeted promotional campaigns.
Template 8: Flash Sale Alert
FLASH SALE! Get {#var#}% OFF on electronics for next {#var#} hours only! Shop now: www.yourstore.com Limited stock! – 567890
Template 9: New Arrival Announcement
New arrivals are here! Discover latest collections with FLAT {#var#}% OFF. Valid till {#var#}. Shop: www.yourstore.com – 567890
Critical Validation Rules to Avoid Rejection
E-commerce businesses often face template rejection due to common mistakes. Here’s what to avoid:
Brand Name Inclusion is Mandatory
Every template must clearly reflect your organization or brand name. If your registered entity is “ABC E-commerce Pvt Ltd” but you use the brand name “ShopEasy,” ensure “ShopEasy” appears in your templates.
Header and Category Must Align
You cannot use an alphanumeric header (YOURSHOP) with a promotional template category. This mismatch will result in automatic rejection.
- Service templates → Alphanumeric headers (YOURSHOP)
- Promotional templates → Numeric headers (567890)
Character Limit Management
While DLT allows up to 2000 characters per template, SMS limitations remain:
- 160 characters for English (GSM-7 encoding)
- 70 characters for Unicode (regional languages)
Keep your templates concise to avoid multi-part SMS charges and ensure better deliverability.
No Full-Variable Templates
Your template cannot consist entirely of variables. You must have substantial fixed text content that identifies your brand and message purpose.
Invalid: {#var#}
Valid: Your order #{#var#} has been shipped. Track at www.yourstore.com – YOURSHOP
Multi-Language Template Strategy
India’s e-commerce market spans multiple linguistic regions. If you serve regional markets, you’ll need separate template registrations for each language.
Hindi Template Example:
आपका ऑर्डर #{#var#} कन्फर्म हो गया है। राशि: Rs.{#var#}। डिलीवरी {#var#} दिनों में होगी। – YOURSHOP
Important: Each language version needs separate approval and will receive a unique template ID. You cannot substitute Unicode scripts—each must be registered in the native script.
Consent Management for Promotional Messages
For Service Explicit and Promotional templates, proper consent management is non-negotiable.
Setting Up Consent Templates
Create a consent template that clearly states what customers are opting into:
By clicking AGREE, I consent to receive promotional offers, deals, and updates from YourShop via SMS. Reply STOP to opt-out anytime.
Linking Consent with Templates
When uploading customer data to your DLT portal:
- Map each customer’s consent record to your consent template ID
- Link promotional/service explicit templates to the consent template
- Ensure proper date-stamping of consent collection
- Maintain records for regulatory audits
DND Registry Compliance
Always scrub your promotional SMS lists against the National Customer Preference Registry. Sending promotional messages to DND-registered numbers can result in hefty penalties.
Template Lifecycle Management
Initial Registration Timeline
Plan for a 2 working day approval turnaround time. Before major sales events (Diwali, Republic Day Sale, etc.), register templates at least a week in advance to account for:
- Potential rejections requiring resubmission
- Operator verification delays during peak periods
- Testing and quality assurance
Quarterly Re-verification
As per TRAI’s updated directions, templates unused for 30+ days are temporarily deactivated. Implement a quarterly review process:
- Audit active templates: Identify which templates are actually being used
- Reactivate dormant templates: If you plan to use them, reactivate through your operator portal
- Surrender unused templates: Clean up your portfolio to avoid mandatory re-verification overhead
- Document usage patterns: Maintain logs for compliance purposes
Testing Before Bulk Deployment
Before sending thousands of messages with a newly approved template:
- Send test messages to multiple operators (Airtel, Jio, Vi, BSNL)
- Verify variable substitution works correctly
- Check message formatting on different devices
- Confirm sender ID displays properly
- Monitor delivery reports for any blocks
Common E-commerce Template Mistakes and Fixes
Mistake 1: Using Same Template for Multiple Scenarios
Problem: One generic template for all order statuses creates confusion.
Solution: Create specific templates for each status (confirmed, shipped, out for delivery, delivered).
Mistake 2: Promotional Content in Service Templates
Problem: Adding “50% OFF” in order confirmation messages blurs category lines.
Solution: Keep transactional messages purely informational. Use separate Service Explicit templates for promotional content to opted-in customers.
Mistake 3: Missing Critical Information
Problem: Templates without order IDs or amounts leave customers uncertain.
Solution: Always include the minimum information customers need: order number, amount, and next action/timeline.
Mistake 4: Poor Variable Planning
Problem: Running out of variables for essential information.
Solution: Consolidate information creatively. Instead of separate variables for day, date, and time, use “within 2-3 business days” as fixed text.
Performance Optimization Tips
Track Template Performance
Monitor these metrics for each template:
- Delivery rate: Percentage of messages successfully delivered
- Failure reasons: Why messages are getting blocked
- Customer response: For templates with CTAs
- Cost per message: Multi-part vs. single-part messages
A/B Test Your Templates
Create variant templates to test:
- Different call-to-action phrasings
- Variable placement and information hierarchy
- URL shortening vs. full URLs
- Emoji usage (within exempted special characters)
Optimize for Delivery Speed
- Use Service Implicit category for time-critical updates (faster priority routes)
- Avoid sending during network congestion hours (9-11 AM, 6-8 PM)
- Distribute bulk promotional campaigns over several hours
- Implement retry logic for failed deliveries with exponential backoff
Conclusion: Building a Compliant SMS Strategy
DLT template registration might seem complex initially, but it’s the foundation of reliable SMS communication for e-commerce businesses. By understanding template categories, mastering variable usage, and implementing proper lifecycle management, you can ensure your critical customer communications always reach their destination.
Remember these key takeaways:
- Service Implicit templates for transactional updates with alphanumeric headers
- Service Explicit templates for promotional content to opted-in customers
- Promotional templates with numeric headers for broader marketing campaigns
- Maximum 2-3 variables with proper justification and non-consecutive placement
- Quarterly template audits and re-verification for ongoing compliance
- Multi-language support requires separate template registrations
Start by auditing your current SMS communication flow, categorizing each message type, and creating a comprehensive template portfolio. With the right DLT registration strategy, your e-commerce business can deliver exceptional customer experiences while maintaining full regulatory compliance.
Ready to register your templates? Review your SMS strategy today and ensure every customer touchpoint is compliant, effective, and optimized for conversions.
TECHTO