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India Short Code Best Practices

India Short Code Content Restrictions

See the table below for the type of content that is or is not allowed in India.

Please also refer to Twilio’s AUP for additional content restriction details. 

To apply for a Short Code in India, please follow the guidelines here.

Type of Message Content


Not Allowed




Alerts or Notifications (i.e debt collection)


Copyright (i.e. Third-party Rights, Registered Trademark)

Explicit (i.e sexual, offensive)   (error)
Gambling (i.e betting, casino)   (error)
Illegal products or services





Marketing (i.e product/services promotions)


Multilevel trading   (error)

OTP (One-Time Passwords)



Political (i.e causes, parties, politicians)



Promotions (i.e special offers, season sale)






Scam/Phishing   (error)

Sensitive data (i.e end user details)



Special offers (tick)  
Third-party rights violations (copyrights, registered trademarks)   (error)

Other India Short Code Restrictions

Restriction type Explanation
  • Transactional messages can flow 24/7.
  • Marketing messages restricted to 9am to 8PM
Message Length  160 characters per segment
  • MT: No segment limit
  • MO: Max 5 segments

 Required content

(error) No required content

Opt-In and Opt-Out Requirements

There is no specific regulation on opt-in process, but carriers can request evidence of opt-in at any time, so following these best practices is recommended:

  • Prior consent will be collected by means of a checkbox, either online or offline. Pre-checking the box as default is to be avoided at all times.
  • Advertisement via SMS is possible, provided that people have explicitly agreed to be approached, at the time of collection of their mobile phone number.

Two exceptions to this principle:

  • If the person being prospected is already a client of the company and the prospecting concerns products or services similar to those already provided by the company.
  • If the prospect is not of a commercial nature (charitable, for example).

In both cases, the person must, at the time of collecting his/hers telephone number:

  • be informed that their mobile phone number will be used for prospecting purposes,
  • to be able to oppose this use in a simple and free way.

Each message should:

  • specify the identity of the advertiser,
  • propose a simple way to oppose receiving new messages (for example, a non-premium phone number where it is possible to unsubscribe at the end of the message). 
  • In case of marketing purposes the opt-out must be well documented, users can opt out by sms, email, sending a form, contacting brand. There must always be a way to opt out and it must be documented. 

Opt-outs must be handled by the customer. Opt-in and Opt-out processes must be documented on the customer side in Terms and Conditions.

In case of any user complaints to carriers, we need to demonstrate that the Opt-Out process is documented and provide the evidence and also methods on how customers can opt out.


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