DLT Template Scrubbing / Filtering Rules

DND Scrubbing

Every SMS sent by an Enterprise is filtered on the DLT platform and sent to the end-user as per Scrubbing Rules. 

Current DND Scrubbing Rules:

Henceforth, if you upload the consent data, your Service Explicit and Promotional SMS will be delivered irrespective of the DND preference of the end-user.

Note:  If you have mistakenly approved any pure Transactional SMS Template in the Service Explicit category, we highly recommend you apply that Template in Service Implicit. Post this, your SMS will be delivered to DND and Non-DND numbers even without Consent upload.

Frequently Asked Questions

How does DND Scrubbing work?

DND Scrubbing involves filtering out numbers registered on the National Customer Preference Register (NCPR) to respect users' preferences against receiving promotional messages. Messages are cross-checked against the DND list before delivery.

What is the impact of the discontinuation of the 'Service Explicit' category?

According to recent directives by TRAI, the 'Service Explicit' category is being phased out. Templates previously categorized under 'Service Explicit' are now being migrated to the 'Promotional' category. This change implies that messages under this category will now be subject to stricter DND scrubbing and time restrictions, typically allowing delivery only between 10 AM to 9 PM to non-DND numbers, unless explicit digital consent has been obtained.

What are the consequences of sending messages without proper DLT registration?

Sending messages without registering as a Principal Entity (PE) on the DLT platform, or without registering the appropriate headers and templates, can result in message delivery failures. Moreover, repeated non-compliance may lead to penalties, including blacklisting of sender IDs and potential legal action, as per TRAI regulations.

What are the new SMS header suffixes mandated by TRAI?

Effective May 6, 2025, the Telecom Regulatory Authority of India (TRAI) requires all Telecom Service Providers (TSPs) to append specific suffixes to SMS headers during the DLT scrubbing process. These suffixes help recipients identify the nature of the message:kb.smsalert.co.in+2cyberyodha.org+2shreetripada.com+2

• -P: Promotional messages

• -S: Service messages

• -T: Transactional messages

• -G: Government messages (for TRAI-exempted headers)

For example, a service message from a sender with the header “ABCXYZ” will appear as “AD ABCXYZ-S”, where “AD” indicates the operator and circle, “ABCXYZ” is the header, and “S” denotes the service template type registered on the DLT platform.