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 that confirms 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. While adding the template, you can now use {#var#} as a placeholder for replacing alphanumeric text similar to DLT. Alternatively, %s and %d are continued to be supported as well.


 Promotional SMS: These are SMSes that 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 sent only from 9 AM to 9 PM 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.