How DLT templates work
In India, every business SMS has to match a template registered on a carrier's DLT (distributed ledger technology) platform. A template is the fixed wording of your message, with placeholders for the parts that change, such as a name, an amount or a link.
When you send, the carrier compares your message with the template linked to your sender header. If the fixed words don't match exactly, or a placeholder holds something it shouldn't, the message is blocked.
Placeholders are written as {#var#}. Each one stands for a short piece of changing text.
Seven common reasons templates are rejected
1. Too much of the message is a variable
Carriers want most of the message to be fixed text they can review. A template that is mostly placeholders could be used to send anything, so it's refused.
2. The brand doesn't match the header or entity
If your header is TZSTYL but the message says it's from a different brand, reviewers can't tell who's sending. Name your brand in the message, and make sure it matches your registered business or a brand you can prove you own.
3. Wrong category
Offers and discounts are promotional, even if they appear inside an order update. A “service” template that includes “Get 20% off your next order” will be rejected or reclassified. Keep marketing and service messages separate.
4. Links and numbers that aren't whitelisted
Carriers now only deliver messages whose links, app links and callback numbers are registered against your account. Generic public link shorteners are a common cause of blocks. Use your own domain or a branded short link, and register it.
5. Vague or misleading wording
Phrases such as “You have won”, “Claim now” or “Urgent: your account will be blocked” look like fraud, even when they're not. Say plainly who you are and why you're texting.
6. Formatting mistakes
Extra spaces, line breaks in the wrong place, or placeholders written as {var} or {#VAR#} instead of {#var#} can all cause a mismatch. Copy the approved template exactly into your sending tool.
7. Missing opt-out for promotions
Promotional messages should tell people how to stop receiving them. Leaving this out gives a reviewer an easy reason to refuse.
Before and after
A festive offer, rewritten for approval:
A delivery update, kept as a clean service template:
Template checklist
- Brand name in the message matches your entity or header
- Most of the message is fixed text, with only the necessary placeholders
- Correct category: promotional, service or transactional
- Every link and phone number is your own and whitelisted
- No misleading urgency, prizes or threats
- Placeholders written exactly as
{#var#} - Opt-out wording on promotional templates
The template checker converts your draft into DLT format, flags the issues above before you submit, and links each approved template to the right header automatically.
This guide is general information, not legal advice. DLT rules and carrier practices change; check the latest TRAI directions or ask us if you're unsure.