TRAI’s New SMS Template Variable Tagging Guidelines

TRAI’s New SMS Template Variable Tagging Guidelines

To strengthen user data protection and prevent misuse of SMS content templates, TRAI (Telecom Regulatory Authority of India) has introduced mandatory variable pre-tagging requirements under TCCCPR, 2018.
This update directly impacts all businesses using SMS communication including educational institutions using Meritto Education CRM for lead management, workflows, OTPs, notifications, and campaigns.
Below is a quick overview for easy reference, followed by detailed implementation guidance.

Quick Overview: Mandatory Variable Tagging 

Tag Type
Purpose
Example Usage
Validation Requirement
#number# / #numeric#
OTPs, amounts, numeric values
OTP: #number#
Only digits allowed (no alphabets or symbols)
#url#
Website or landing page links
Track status: #url#
Must match registered Static/Dynamic/Short URL
#urlott#
App download or OTT links
Download app: #urlott#
Must match registered APK / OTT link
#cbn#
Callback or support numbers
Call #cbn# for help
Must be registered Mobile/Landline/Toll-Free
#email#
Email addresses
Write to #email#
Must follow valid email format
#alphanumeric#
Reference IDs, enrollment numbers, names
Ref ID: #alphanumeric#
Only letters and numbers allowed

NotesImportant: Only pre-approved and tag-mapped values will be allowed at message submission. Any mismatch may result in SMS rejection by operators.

What has changed?

TRAI now mandates that:
  1. All variable placeholders in SMS templates must be pre-tagged with an approved data type.
  2. Only the intended and approved information can be passed into tagged variables.
  3. All variable content will be scrubbed and validated at the DLT level.
  4. Only whitelisted URLs, callback numbers, OTT/app links, and registered entities can be used in templates.
  5. This regulation ensures that businesses cannot misuse dynamic fields to insert unauthorized links, misleading information, or fraudulent content.

Regulatory requirements must be followed

To remain compliant, the following conditions must be met:
  1. Every SMS template variable must have a defined tag and purpose.
  2. Only tag-compatible data can be injected dynamically.
  3. All variable values will be verified against DLT-registered records.
  4. Non-compliant templates or messages may be blocked at the operator level.

Implementation timeline

  1. Variable tagging for new template registrations is already live on all Operator DLT platforms.
  2. Existing (older) templates will also be required to comply.
  3. Further migration deadlines for legacy templates will be shared by operators and regulators.

What this means for Meritto users

If you use Meritto for:
  1. Student OTP verification
  2. Admission confirmations
  3. Payment notifications
  4. Lead follow-ups
  5. Campaign broadcasts
  6. Transactional alerts
You must ensure that:
  1. All new templates are created with mandatory variable tags.
  2. All URLs, phone numbers, and app links are pre-registered and whitelisted on your DLT account.
Failure to comply can lead to:
  1. Message delivery failures
  2. Campaign interruptions
  3. Increased rejection rates
  4. Compliance risk with telecom operators

Best practices for Smooth Compliance

To avoid disruptions:
  1. Always use correct variable tags during template creation.
  2. Avoid inserting multiple data types inside a single variable.
  3. Register all required URLs and callback numbers beforehand.
  4. Periodically audit older templates and update them.
These TRAI updates are a significant step toward building a more secure and regulated messaging ecosystem. At Meritto, we are continuously aligning our communication infrastructure with regulatory frameworks to ensure reliable and compliant message delivery for educational institutions.
We recommend that all users start registering templates using mandatory variable tagging immediately and prepare for upcoming compliance enforcement on existing templates.
For assistance related to template registration, tagging configuration, or SMS workflow setup on Meritto, please connect with your respective CS or our support team.

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