TRAI SMS Rules 2026: What Every Business Sender Must Know
MMuzztech Team
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TRAI's rules are not suggestions — operators enforce them in the pipeline, and violations mean silent blocking or worse. The good news: compliance is mechanical once you know the shape.
The rules that actually bite
- Promotional SMS: 9 AM - 9 PM only, never to DND numbers. Transactional (OTPs, alerts) flows 24×7 including DND.
- Registered headers and templates only — improvised message text dies at the operator.
- Consent must be provable — "we bought a database" is a violation, not a strategy.
- URL and callback rules — 2026 tightened link usage in messages: registered domains fare better; shorteners on your own domain (like our branded short links) keep trust high.
Compliance as a platform feature
The honest answer is you should never manage this manually. The Muzztech platform enforces windows, scrubs DND on promotional routes, binds templates to headers, and archives consent — so campaigns are compliant by construction. See how it works on the Bulk SMS page or start with the DLT guide.