If you are a digital marketer, an agency owner, or a business relying on SMS campaigns to drive sales, you need to stop what you are doing and read this. The “wild west” of bulk SMS marketing in India is officially over.
As of late 2025, the Department of Telecommunications (DoT) and TRAI have integrated the Sanchar Saathi portal directly into the commercial communication backbone. The result? A new, ruthless filtering system that is already blocking millions of “unverified” promotional messages before they even reach the customer’s phone.moneycontrol+1
The warning is clear: Verify your headers or face the blackout.
The New Rules: “Suffix” or Be Silenced
The most visible change—and the one tripping up marketers right now—is the mandatory Header Suffix rule introduced by TRAI’s 2nd Amendment to TCCCPR 2018 (effective May 2025).
Your old headers like VM-ICICIB are no longer valid. Every commercial SMS must now end with a specific 2-character code that tells the customer exactly what the message is.shreetripada+1
- -P for Promotional: Marketing offers, discounts (e.g.,
VM-ZARA-P). - -T for Transactional: OTPs, bank alerts (e.g.,
VM-HDFCBK-T). - -S for Service: Reminders, updates (e.g.,
VM-AIRTEL-S). - -G for Government: Official alerts (e.g.,
VM-GOVIND-G).
The Trap: If you send a promotional offer using a “Service” header to bypass filters (a common trick), the Sanchar Saathi AI detects the mismatch and blocks the SMS instantly.trai+1
The “Chakshu” Threat: Customers Are Now Cops
The integration of the Chakshu reporting tool into Sanchar Saathi has turned every mobile user into a compliance officer.
Previously, reporting spam was hard. Now, users can report a suspicious SMS on the Sanchar Saathi app or portal in seconds.
- The Consequence: If your sender ID gets more than 10 spam reports in a short window, Sanchar Saathi automatically triggers a “Temporary Suspension” of your DLT account.
- The Penalty: Usage caps are applied immediately. You might go from being able to send 100,000 SMS/day to just 20 SMS/day until you prove your innocence.sancharsaathi+1
The “160 Series” Mandate: The End of Local Calls for Business
Are you using a regular 10-digit mobile number to call customers for leads? Stop immediately.
The new regulations mandate that all commercial business calls must come from the “160” number series (e.g., 1600-XXX-XXXX).
- The Crackdown: Sanchar Saathi’s algorithms are now flagging standard 10-digit numbers making high-volume outbound calls as “Suspected Spam.”
- The Risk: If your sales team’s personal numbers get flagged, they will be labeled “Fraud/Spam” on every customer’s screen, killing your pick-up rates instantly.sancharsaathi+1
What Marketers Must Do TODAY
If you want your campaigns to survive 2025, follow this checklist immediately:
- Audit Your Headers: Ensure all your SMS headers have the correct suffix (-P, -T, -S). Update them on your DLT portal (Jio, Airtel, Vi, etc.) immediately.smsalert+1
- Scrub Your Templates: Remove any vague language that could trigger the AI fraud filter. Stick strictly to your approved DLT templates.
- Migrate to 160: Move your telesales team to a cloud telephony system using the 160-series number range to look legitimate and avoid blocking.
- Monitor Your Reputation: Regularly check your brand name on the Chakshu portal or third-party spam databases to see if you are being flagged.
Conclusion: Adapt or Disappear
The era of “spray and pray” SMS marketing is dead. Sanchar Saathi has built a digital wall around the Indian consumer. Only those who play by the rules—and verify every single message—will get through.
For legitimate brands, this is good news: less spam means higher trust. For the spammers? It’s game over.
Frequently Asked Questions (FAQs)
1. What is the new SMS suffix rule?
TRAI now mandates that all commercial SMS headers must end with a 2-letter suffix indicating the message type: -P (Promotional), -T (Transactional), -S (Service), or -G (Government).shreetripada
2. Can I use a Service header for marketing?
No. Sanchar Saathi uses AI to analyze message content. If a “Service” header sends marketing content, it will be blocked, and you may face penalties.trai
3. What happens if users report my SMS on Chakshu?
If you receive multiple reports, your Sender ID/Header can be blacklisted, and your ability to send bulk SMS will be suspended.sancharsaathi
4. Is DLT registration still required?
Yes. DLT (Distributed Ledger Technology) registration is the foundation. Sanchar Saathi acts as an additional policing layer on top of DLT.pdicai
5. What is the “160 series” for calling?
It is a dedicated number series allocated by TRAI for commercial business calls. Using standard 10-digit mobile numbers for business calling is now being flagged as spam.sancharsaathi
6. Will my old SMS templates work?
Only if they match the new header rules. You may need to re-register templates if your header name changes to include the suffix.
7. How do I check if my Sender ID is blocked?
You can check the status on your respective DLT operator portal (e.g., Jio DLT, Airtel DLT) or look for error codes (like “Failure: Spam Rejected”) in your SMS gateway reports.
8. Are OTPs affected?
Transactional messages (OTPs) are prioritized but must use the -T suffix. Failure to update the header could lead to OTP delivery failures.trai
9. Can I send SMS with links (URLs)?
Yes, but the URL must be “whitelisted” on the DLT portal. Sanchar Saathi blocks SMS containing unverified or shortened URLs (like bit.ly) to prevent phishing.moneycontrol
10. What is the penalty for non-compliance?
Penalties range from temporary suspension of services to fines of up to ₹50 per violation, and eventual blacklisting of the Principal Entity.trai
- https://www.moneycontrol.com/news/india/sanchar-saathi-rollout-why-the-centre-s-mandate-has-sparked-a-national-privacy-debate-13705736.html
- https://www.trai.gov.in/sites/default/files/2025-02/Regulation_12022025.pdf
- https://www.shreetripada.com/new-trai-sms-header-rules-2025.php
- https://kb.smsalert.co.in/knowledgebase/trai-mandates-header-suffixes-for-sms-new-rules-effective-from-may-6-2025/
- https://sancharsaathi.gov.in
- https://play.google.com/store/apps/details?id=com.dot.app.sancharsaathi&hl=en
- https://www.pdicai.org/Docs/RBI-2024-25-105_1812025145839888.pdf
- https://www.pib.gov.in/PressNoteDetails.aspx?NoteId=156294&ModuleId=3®=3&lang=1
- https://etedge-insights.com/technology/cyber-security/sanchar-saathi-made-mandatory-why-your-next-smartphone-will-feature-a-non-removable-government-app/
- https://www.pib.gov.in/PressReleseDetail.aspx?PRID=2197871®=3&lang=1
- https://timesofindia.indiatimes.com/technology/tech-news/what-is-sanchar-saathi-the-app-that-government-wants-apple-samsung-xiaomi-and-others-to-preload-on-smartphones/articleshow/125715628.cms
- https://www.youtube.com/watch?v=pyBPPOnLQgg
- https://timesofindia.indiatimes.com/technology/tech-news/government-takes-a-u-turn-removes-mandatory-pre-installation-of-sanchar-saathi-app/articleshow/125740115.cms
- https://www.pib.gov.in/PressNoteDetails.aspx?NoteId=156294&ModuleId=3®=6&lang=1
- https://ddindia.co.in/2025/12/sanchar-saathi-app-emerges-as-major-citizen-tool-against-mobile-theft-and-cyber-fraud/
- https://ceir.sancharsaathi.gov.in/Device/SancharSaathiKym.jsp
- https://www.medianama.com/2025/12/223-sanchar-saathi-pre-installation-directive-future-sim-binding/
- http://trai.gov.in/government-entities
- https://taxguru.in/rbi/rbi-directs-measures-combat-voice-call-sms-frauds.html
- https://sancharsaathi.gov.in/SancharSaathiDocuments/ImportantDocuments/DoT%20mobile%20Subscriber%20Reverification%20instructions%20-%20dated%2007-12-2021.pdf
Best Appliance Repair Chicago offers 24-hour, affordable appliance repair, installation, and maintenance services. From refrigerator and dishwasher repair to microwave, stove, freezer, washer, and dryer repair, our certified technicians deliver reliable, same-day, professional, and commercial appliance repair across Chicago, IL.
GE microwave repair Chicago and oven repair specialists serving all of Chicago. We provide affordable GE appliance repair, same day GE repair Chicago, and maintenance for home and commercial units.
Expert HVAC repair Chicago for homes and offices. We provide residential AC repair Chicago, air conditioner installation Chicago, and window AC repair Chicago IL with emergency air conditioning service available 24/7.
We specialize in appliance repair for all of your Sub-Zero and Wolf appliances. We service refrigerators, freezers, dishwashers, washers, dryers and more.
We specialize in appliance repair for all of your Sub-Zero and Wolf appliances. We service refrigerators, freezers, dishwashers, washers, dryers and more.
You can find professional refrigerator repair services in Chicago with ease. Need the services of subzerorepair247.com? Your search stops here!
It’s a shame you don’t have a donate button! I’d definitely donate to this
superb blog! I guess for now i’ll settle for bookmarking and adding your RSS feed to my Google account.
I look forward to new updates and will share this website with my Facebook group.
Chat soon!
Choose Airport Transfers Bahamas for a sophisticated travel experience. Our luxury vehicles provide first-class comfort and the highest standards of safety, making every trip a pleasure.
Unlock the excitement of Miami’s party bus rentals, featuring affordable options for any occasion. Discover diverse party bus services in Miami, FL, providing convenient and stylish transportation solutions for your event.
Miami party bus rentals offer affordable options for all events. Visit bestmiamipartybus.com for buses that fit your style and budget, adding a memorable touch to every celebration.
Celebrate without limits in a Party Bus Miami! Choose our vibrant birthday party bus Miami, take the kids on a joyous ride in a kids party bus Miami, or light up the coast in a Miami Beach party bus. With a thrilling party bus with pole Miami, prom nights are legendary too!
Turn heads with your arrival on our Prom Party Bus Miami. The Miami Prom Limo Bus comes equipped with modern amenities and party-ready features. Enjoy a secure ride with our Prom Limousine Service Miami, and let our Prom Party Bus Rental Miami team handle the luxury and logistics.
Seek economical transportation solutions in Washington DC and Maryland through KV Limo. With a range of options including charter buses and motor coaches, KV Limo offers dependable services tailored to your budget and comfort preferences.
Airport Transfers Bahamas is proud to serve in Baha Mar with professional transportation services.
Limo Services Atlantis specializes in delivering personalized, high-end transportation. From airport shuttles to private tours, Limousine Service Atlantis ensures excellence. Trust our Atlantis Limo Services for sophisticated travel and outstanding service throughout your journey.
Bahamas Premium Transfers is proud to serve private transportation from Nassau Airport to Rosewood Baha Mar with professional cheuffeur.
Rent a professional limousine service in Dubai with safety equipments
Get noticed with Mercedes for Rent in Dubai. Our Dubai Mercedes Rental Service offers high-end models like Mercedes S Class Rental Dubai and experienced Mercedes Chauffeur Dubai. Rent Luxury Mercedes Car Dubai for a remarkable, refined driving experience.
We are offer seamless Luxury airport transfers in Dubai for both personal and professional trips.
Black Tie Transport provides top-notch shuttle services from Rancho Cucamonga to LAX. Their affordable LAX shuttle service, private car services, and luxury car options ensure a comfortable ride. With efficient SUV transportation and dependable Rancho Cucamonga airport transfers, their transportation services to LAX promise a smooth, hassle-free journey.
For trusted rides, select Taxi Service Houston, the best taxi service in Houston. Cab Houston and Cabs Houston deliver punctual, professional service. Whether Houston Cab, Houston Taxi, or Taxi Cab Houston, we make travel easy. Search Taxi Houston Near Me for top-rated Taxi in Houston options.
Executive chauffeur service Dubai offers premium chauffeur hire Dubai Marina and corporate chauffeur Dubai for executives. With private chauffeur Dubai, VIP airport transfer Dubai, and luxury sedan chauffeur Dubai, experience comfort and reliability every time.
Call Driver in Dubai makes transportation easy. Whether you need a driver for hire Dubai, private driver Dubai, or chauffeur service Dubai, we offer affordable rates and hourly or monthly driver hire Dubai options across the city.
Choose our Nassau Airport Pickup Taxi to West Bay Street for stress-free travel. Enjoy exclusive transfers to Atlantis, SLS Baha Mar, and Resorts World Bimini with our luxury Nassau Airport limo service.
Simplify your travel with Bahamas Airport Transportation. Offering reliable airport transfers and transportation services across the Bahamas, we ensure seamless journeys to and from airports. Experience comfort and convenience with our expert transportation services.
Turn heads with a Miami Bachelor Party Bus designed for luxury and entertainment. Our Bachelor Party Limo Bus Miami features a dance pole, top-tier sound system, and plush seating. Enjoy Best Bachelor Party Bus Deals in Miami and create lifelong memories.
Miami Party Bus Rentals make every occasion extraordinary. From Sweet 16s to Girls\u2019 Night Out, enjoy luxury and style with our fleet. Affordable and reliable, we offer the best party bus service for Miami\u2019s most memorable celebrations. Reserve today!
Enjoy premium rides with budget-friendly Miami Party Bus Rental Prices. Our cheap party bus rental Miami includes everything you need for an epic time. Take advantage of hourly party bus rates Miami and unlock the best party bus deals Miami with our affordable party bus Miami service.
Experience premium Charter Bus Service in Baltimore, Maryland, for seamless Group Transportation. Our Shuttle Bus Services, Motor Coach Bus rentals, Wedding Transportation, and Airport Transfer options offer convenient and comfortable travel, making your journey in Baltimore a memorable experience.
Experience the ultimate comfort and style with the VIP Airport Shuttle Nassau, offering first class Nassau Bahamas VIP Airport Shuttle services. Enjoy a Luxury Airport Shuttle Nassau Bahamas for a seamless VIP Transfer Nassau Airport to resorts and hotels.
Nassau Limousine Service redefines comfort with Nassau luxury limo rental and VIP limousine Nassau Bahamas. Depend on us for prompt private limo Nassau airport pickup and full-service transportation.
Experience elegant Reef Island Chauffeur Services with punctual, professional drivers. Whether for airport pickups, corporate travel, or island tours, our chauffeur service Reef Island ensures comfort, luxury, and convenience tailored to your schedule and needs.
Bahamas Premium Transfers is proud to serve private transportation from Nassau Airport to Atlantis Resort with professional cheuffeur.
Start your Atlantis adventure with reliable Dubai Airport to Hotel Transfer options. From Affordable Dubai Airport to Hotel Taxi to Luxury Dubai Airport to Hotel Transfer Service, our options like Dubai Airport Shuttle to Downtown Hotels ensure a convenient trip tailored to your needs.
Thank you for the auspicious writeup. It if truth be told used to be a amusement account it. Look complicated to far delivered agreeable from you! However, how can we keep up a correspondence?