As per the Direction issued by TRAI under TCCCPR, 2018 dated 18th November 2025, all Telecom Operators have been instructed to enforce mandatory pre-tagging of variables in SMS content templates. This directive is applicable to all Principal Entities using the STPL DLT platform for SMS template registration and message delivery.
Purpose of the TRAI Directive
The primary objective of this regulation is to prevent misuse of SMS content templates. TRAI has mandated that variables used in templates must be strictly limited to their defined and approved purpose, ensuring transparency, security, and consumer protection.
Only whitelisted URLs, APKs, OTT links, and callback numbers are allowed within SMS content. Any deviation from the approved format may lead to message rejection.
Applicability of the Regulation
- All Principal Entities registered on the STPL DLT platform
- Transactional, OTP, Service, and Promotional SMS
- Both new and existing SMS templates
Regulatory Requirements for SMS Templates
- All variable fields must be pre-tagged with an approved data type
- Only tag-permitted data will be accepted at message submission
- Variable values will be scrubbed and validated against DLT-registered entities
- Non-compliant templates or messages will be rejected by operators
Mandatory Variable Tags – Quick Reference
#number# / #numeric#
- Purpose: Numeric values such as OTP or transaction amount
- Example: Your OTP is #number#
- Validation: Digits only; no alphabets or special characters
#url#
- Purpose: Website or tracking links
- Example: Track your order: #url#
- Validation: Must match a registered Static, Dynamic, or Short URL
#urlott#
- Purpose: OTT or mobile application links
- Example: Download our app: #urlott#
- Validation: Must match registered OTT or APK URL
#cbn#
- Purpose: Callback or customer support numbers
- Example: Call #cbn# for assistance
- Validation: Must be a registered Mobile, Landline, or Toll-Free number
#email#
- Purpose: Email addresses
- Example: Write to us at #email#
- Validation: Must follow valid email format (regex based)
#alphanumeric#
- Purpose: Reference IDs, names, or addresses
- Example: Reference ID: #alphanumeric#
- Validation: Letters and numbers only, no special characters, max 40 characters
Applicability & Enforcement Timeline
New SMS Templates
- Mandatory compliance before template approval
- Effective from 15th January 2026
Existing SMS Templates
- Must be updated as per the new tagging format
- Timelines will be communicated separately by the DLT platform
How TextGuru Helps You Stay TRAI-Compliant
- Expert assistance in DLT template modification
- Correct variable tagging as per TRAI norms
- URL, callback number, and entity whitelisting support
- Reduced template rejections and faster approvals
Conclusion
The mandatory variable pre-tagging requirement under TCCCPR, 2018 is a critical compliance step for all businesses using SMS communication. Failure to update templates may result in message blocking or delivery failures.
With TextGuru.in, businesses can ensure seamless compliance, uninterrupted SMS delivery, and complete peace of mind.
Article Headline
TRAI Enforces Mandatory Variable Pre-Tagging for SMS Templates from January 2026
Frequently Asked Questions (FAQs)
Is variable pre-tagging mandatory for all SMS templates?
Yes. All new and existing SMS templates must follow the mandatory variable pre-tagging rules as per TRAI’s TCCCPR, 2018 directive.
What happens if my template is not updated?
Non-compliant templates may be rejected or blocked, resulting in SMS delivery failure.
From when is this regulation effective?
For new templates, compliance is mandatory from 15th January 2026. Existing templates must be updated within timelines communicated by DLT.
Can I use any URL or mobile number inside SMS variables?
No. Only DLT-registered and whitelisted URLs, OTT links, and callback numbers are allowed.
How can TextGuru help?
TextGuru provides end-to-end TRAI compliance support, including template correction, variable tagging, and DLT validation assistance.