Don’t miss this update by TRAI OR regret later!!!

When {#var#} were used for message templates it became the source of many fraudulent activities, as service providers were unaware of what type of value will be provided by user in {#var#}. So in solution for this issue, TRAI (Telecom Regulatory Authority of India) launched an important regulatory update for customers using SMS services through operators like Airtel, Jio, Vodafone, etc. So this new directive focuses on variable tagging in message templates to reduce misuse and improvise on spam control mechanisms.

In this article, we will be introducing new rules, what has changed, working of variable tagging.

What is Variable Tagging?

Variable tagging is a process of defining the type of data that can be inserted within SMS template.
Previously, variables were written in a format such as: {#var#}

Now, problem with this format is that any type of content can be inserted in it which generates spam. But with this new rule, messages should include specific data category which restricts the value which is inserted.

New Rule Introduced By TRAI

As per the new rule, all message templates created after 14 January 2026 must include pre-tagged values. Each value should be assigned a predefined data type and only permitted data type will be allowed otherwise message template will not be approved.

For example:
Old format – “Dear customer, your login OTP is {#var#}.”
New format – “Dear customer, your login OTP is {#numeric#}.”

Approved Variable Tags

Some Examples of Message Templates with Variable Tagging

• OTP Message:
  Your verification code is {#numeric#}. 
  This code will expire in 5 minutes.
• Order Update:
  Dear Customer, your order {#alphanumeric#} has been shipped.
  Track your order here: {#url#}
• Call Support:
  Thank you for contacting us. Our team will call you shortly at {#cbn#}.

Deadline for Implementation of New Rule

Templates created after 14 January 2026:

• Should follow new variable tagging rule.
• Templates without proper tagging will be rejected.

Existing templates registered before 15 January 2026:

• Will be given a deadline of 60 days to cope up with new tagging rules.
• Telecom operators will provide instructions for updating these templates.

Message Delivery Rules

TRAI have launched guidelines of how compliance will be applied during transition period.

During initial grace period

1. Messages with incorrect variable tagging may still be delivered.
2. But they may generate faulty warnings.

After the deadline

1. Non compliant messages will be rejected.
2. Message delivery will be failed if variables do not match with pre approved tags.

Consequences of New Rule on Businesses

1. All new message templates will follow variable tagging.
2. Existing templates are updated within allotted deadline.
3. Users verify messages structure before sending.
4. APIs will be adjusted accordingly.

Steps to be taken for Implementation

To smoothly blend with the new rules of DLT, businesses needs to:

• Review all existing message templates.
• Update value of variables with correct tags.
• Train teams for new message templates.
• Test messages before launching it to send.

Conclusion

This new directive of TRAI aims to proper formatting of message templates, prevention of misuse of SMS and reduction of spam messages. By applying variable formats such as {#numeric#}, {#url#}, {#cbn#}, etc business can see and approve messages in a more effective way. Finally, businesses must ensure that all the templates comply with updated variable tagging rules before the deadline to avoid any disruptions in sending messages.