Update || Change in Delivery Timings for SMS Service Explicit Messages

Update || Change in Delivery Timings for SMS Service Explicit Messages

Overview

As per the latest regulatory directive from TRAI (Telecom Regulatory Authority of India), all Service Explicit (SE) messages must now be delivered strictly within the permissible time window of 10:00 AM to 9:00 PM Effective from 30th October 2025.
Any Service Explicit messages submitted outside this time window will be automatically rejected by the TRAI system to ensure full compliance with TRAI norms and maintain the integrity and authenticity of message delivery.
This update will be applicable for all new and existing SMS templates from 30th October 2025.

What’s Changing?

  1. Messages categorized under Service Explicit (SE) will now be processed only between 10:00 AM and 9:00 PM.
  2. Messages submitted beyond this time will not be delivered.
  3. This change impacts all transactional communications that have been tagged as “Service Explicit” on the DLT portal.

Action to Be Taken

To ensure uninterrupted delivery of your messages, please follow the below steps:
  1. Verify Existing Templates
    Log in to your DLT portal and check if any of your transactional templates (including OTPs) are registered under the Service Explicit category.
  2. Re-submit Affected Templates
    Re-submit these templates for approval under the respective category.
  3. Recreate Templates in Template Manager
    Once your templates are approved under the respective category, recreate them in the Meritto Template Manager within the platform.
  4. Update Automations
    For all existing automation flows, ensure the automation flows are re-published after updating the new templates in the SMS node.
  5. Note on Scheduling
    Any Service Explicit message communication scheduled from Lead Manager (LM) or Application Manager (AM) after 9:00 PM will not be delivered.

Why This Matters?

This update is in line with TRAI’s compliance requirements to ensure transparency, security, and user protection in SMS communication. Taking the above steps will help you avoid message delivery failures and maintain smooth operations across your communication workflows.
Please find below the complete guide of TRAI regulation on the recent changes

Please reach out to your respective Customer Success Manager for any support required.

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