Transactional SMS: These are messages which are sent to your customer to pass on information necessary for using your product or service.
For example: 

1)  A message sent by a bank to an account holder regarding his/her available account balance.

2)  A message sent to the client by a company regarding his Invoice amount.

Within Exotel a transactional message is one which conforms to one of your approved Transactional message templates. For more information on how to configure your templates please check Where do I create a Transactional SMS template and how do i get it approved? 

Examples of Transactional templates:

  • "Your order no %d has been shipped. You will receive this order by %s. Thanks for using our services."
  • "Thanks for participating in our missed call campaign to save nature. Your enrollment id is %d"

Note: %d is used to substitute numbers and %s is used to substitute alpha-numeric strings.

Promotional SMS: These are SMSes which are sent with the objective of promoting your product or service. This category includes any sales & marketing messages which may or may not be solicited by the recipient. 
Promotional SMSes can be send only from 9AM to 9PM and only to numbers that are not on the NDNC registry (DND numbers)

Examples of promotional SMS:

  • Dear Travel Agents, Now Get Flat 10% Off on Flight (Basic Fare) , Same has been updated on the portal. Login now and start booking !
  • Dear %s, Our team wishes you a very Happy %s. We have mailed you a dining voucher at your address with 20% discount on Food and Buffet..valid till %s. You can also show this SMS with voucher code %s to avail it. 
As a thumb rule, SMSes that have offers, coupons etc can be considered as promotional content.