Content Template Guidelines


Any message which contains OTP and requires to complete a banking transaction
initiated by bank customer will only considered as transactional. This is applicable to
all banks (national/scheduled/private/govt and even MNC’s).
OTP message required for completing a net-banking transaction.
OTP message required for completing credit/debit card transaction at a merchant

Service Implicit

Any message arising out of customers action or his existing relationship with the
enterprise, that is not promotional will be considered as Service-Implicit message.
* Confirmation messages of a Net-banking and credit/debit card transactions.
* Product purchase confirmation, delivery status etc. from e-comm websites.
* Customer making payments through Payment Wallet over E-Commerce website /
mobile app and an OTP is sent to complete the transaction.
* OTP’s required for e-comm website, app login’s, social media apps, authentication/verification links, securities trading, demat account operations, KYC, e-wallet
registration, etc.
* Messages from TSP/ISP.
* Periodic balance info, bill generation, bill dispatch, due date reminders, recharge
confirmation (DTH, cable, prepaid electricity recharge, etc)
* Delivery notifications, updates and periodic upgrades.
* Messages from retail stores related to bill, warranty.
* Messages from schools-attendance/transport alerts.
* Messages from hospitals/clinics/pharmacies/radiologists/pathologists about
registration, appointment, discharge, reports.
* Confirmatory messages from app-based services.
* Govt/DOT/TRAI mandated messages.
* Service updates from car workshops, repair shops, gadgets service centers.
* Directory services like Justdial, yellow pages.
* Day-end/month-end settlement alerts to securities/demat account holders.

Service Explicit

These are the messages which requires explicit consent from customer, that has been
verified directly from the recipient in robust and verifiable manner and recorded
by consent registrar. Any service message which doesn’t fall under service-implicit
Note: Additionally, customer consent template needs to be linked to content templates in service explicit category.
  • Messages to the existing customers recommending or promoting their other products or services.


Any message with an intention to promote or sell a product, goods or service.
Service content mixed with promotional content is also treated as promotional.
These messages will be sent to customers after performing the preference and
consent scrubbing function.
Note: Additionally, customer consent template needs to be linked to content templates in service explicit category.

Content Template Validations

  • 2 or more spaces are not supposed to use between 2 words, before word or after
  • All special characters (found on keyboard) are allowed, except < and > symbols.
  • Variable format is {#var#} which is case sensitive.
  • Or variable can be inserted by clicking the radio button (insert variable) above text
  • Trans/Service category messages should have variable mandatorily.
  • Promo category can have complete fixed content or with variable part
  • There is no limitation in no.of variable per message.
  • Values like amount, date, a/c no, merchant names, OTP, codes, URL, customer
    names, card type, etc. needs to be replaced with variables.
  • In case trying to upload same template, portal would show an error as “Template
    Message already registered (Template Name – ****)”

  • Use promotional category for communications intended to send from numerical
    sender id only.
  • Transactional category to be used by banking enterprises only & for OTP messages
    during fund transfer; online payment; merchant txn only.
  • Service – explicit category needs to link consent template as well, without which the
    template gets rejected.
  • Choose a relevant/recognizable name for templates
  • Use message type as “TEXT” for all general messages & “Unicode” for regional
  • Variable {#var#} insertion to be required against values like date; amount; a/c no;
    OTP; names; etc…

  • Not linking consent templates for content template categories
    “promotional” & “service – explicit”.
  • Same content template against multiple headers.
  • Header selection against irrelevant templates.
  • Selecting “Transactional” category by non-banking enterprises.
  • No or invalid variable format in templates.
  • Using double spaces in templates (this can be pre-checked by verifying the
    template on notepad++ before template submission).
  • Templates with less than 6 char or variable insertion alone as template.
  • Do not use external fonts or characters other than those appear on keyboard
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