As an enterprise sending hundreds of SMSes each month, writing them can be both time consuming and overwhelming. In this blog post, we bring help.
Based on our experience working with some of the largest enterprises across industries, we’ve curated free SMS templates that work.
What is the standard SMS writing format?
A standard SMS contains 160 characters of alphabets, numbers, special characters, and even emojis. Every 160 characters is a single SMS.
If your message exceeds this limit, they are delivered in parts and each 160 character message is charged as an additional SMS. The recipient, however, receives this as a single message. Typically SMSes are sent in English, but you can also send them in other Indian languages.
SMS templates for teams
Within your company, your different teams need to send out SMSes for various purposes. Having templates in place for these situations can help increase the efficiency of the team’s communication process. We have some free SMS templates that you can try out for each team below.
SMS templates for marketing
Be it flash sales, product releases, or seasonal offers, marketing uses SMSes in a variety of instances. These messages need to attract your customer’s attention as well as encourage them to take action. Here are some examples of how to do it:
Example 1
Birthday offer
(Recipient name), Happy Birthday! Celebrate your birthday with us and avail a 2-for-1 special offer on all purchases at our store! To opt-out text (Keyword) to 80945.
Example 2
Sale announcement
The great Indian sale is on! Buy any product on (brand name) and avail upto 80% off. Additional 5% for (brand name) loyalty card holders. Hurry! To opt-out text (Keyword) to 56745.”
SMS templates for sales
Sales don’t happen on the first contact. Today, businesses engage customers over an extended period of time with messages at each step of the sales funnel. Here are some free SMS templates you can use for it.
Example 1
Free trial invitation
Hi (name), start your free trial of (product name) now. No credit cards or contracts needed! Click here to get started (link)”
Example 2
Discount notification
‘Tis the season to be jolly! This Christmas, enjoy an extra 15% off furniture and home furnishings all month long. Shop now: (Website link)
SMS templates for customer service
When customers raise a complaint, they want to be appraised of its status. Based on the number of steps in your ticket resolution process, you can build a repository of templates. Some examples below.
Example 1
Order refund
Hello, (name), refund of Rs. (Amount) for (Product name) from (company name) has been initiated. It will take 5-7 to be credited to your account. For more details, feel free to call us on (contact number).
Example 2
Feedback request
Hello, (name)! This is (Agent name) from (Company name). Please take a moment to give us your feedback on today’s call so we can serve you better the next time: (feedback link).
SMS templates for operations
After the sale takes place, operation kicks in. Be it delivery fulfilment or fixing glitches faced by your customers, ensure that your operations runs smoothly with regular, timely and thoughtful SMSes such as:
Example 1
Delivery tracking
Hi (name), your order (order number) for (product name) is out for delivery. You can track status at (tracker link). — Team (Company name)
Example 2
Security message
(Name), there was an unrecognised login attempt in your account from (location). If it was you, you can ignore this message. If not, reset your password now.
Common SMS templates
Here are some other commonly used SMS templates for various aspects of your business.
Transactional SMS template
Transactional messages are those that are triggered by the customer’s actions. For instance, if someone places an order, they get a confirmation. Or if a customer requests an OTP, they receive it. Here are some templates for transactional SMSes.
Example 1
Welcome message
Welcome aboard the (company name) family, (name)! Thank you for creating an account with us. You can access it here at any time (Website link)”
Example 2
Shipping update
Hi (name). Good things are on their way: your order was just shipped! You can expect it in 3-5 days. – (Company name).
Promotional SMS template
Unlike transactional SMSes that are sent to individuals one at a time, promotional SMSes are sent in bulk to boost sales and engagement. So, make sure to personalise them and include a specific and attractive call-to-action.
Example 1
New product launch
Hi (name), the wait is finally over! Our limited-edition speakers are out. Get your hands on them now and get free next-day delivery: (Website link)
Example 2
Early access
“Hi (name). Want early access to our new launches all year round? Join our (Company name) VIP club! No cost to sign-up, text ‘STOP’ to opt-out.
Payment reminder SMS template
People tend to forget payments. A simple SMS can remind them of their dues and increase collections significantly. Write your message clearly and persuasively, without ticking them off. Here are a few examples.
Example 1
Outstanding payment reminder
“Hi ( name), you have an outstanding payment of (Amount) since (Date). Pay before (final due date) to continue using our services. — (Company name).”
Example 2
Loan payment reminder
“Hello, (Recipient name)! Your next EMI for home loan account (number) is due in [days left]. Pay on or before (due date) at: (Website link).”
OTP SMS template
From logging into bank accounts to accepting e-commerce delivery, OTPs have become a simple and secure way to ensure security. Send OTP messages that are clear and easily understood by all your users. Here are some examples.
Example 1
OTP for login
Dear customer, use this One Time Password (Number) to log in to your (Company name) account. This OTP will be valid for the next 5 mins.”
Example 2
OTP for password resetting
Dear customer, the one time password (OTP) to reset your password at (product name) is (Number). This OTP will expire in 5 minutes.
Registration SMS template
Offering your customers the right support while onboarding them is essential in creating a good first impression. With SMSes, you can instantly welcome them, give instructions on the steps to be followed, and open up opportunities for interactions or queries if necessary. Here are some examples:
Example 1
Registration for membership
“Dear customer, you can register with (Company name) to become part of our ‘VIP Club’ by clicking on this link (Registration link). Your default password is (Password). You can change it by initiating a mail to (Email address). Welcome aboard!”
Example 2
Welcome message after registration
“Your account at (Company name) has been successfully created! You can log in and edit your profile at our website (Website link)”
Booking confirmation SMS template
Whenever a customer makes a booking, be it for travel, stay or some unique experience, they want to be instantly notified that the booking is confirmed. Here’s how you can use SMS to achieve this.
Example 1
Train booking confirmation
Dear (name), your train booking (Booking ID) is successful from (point of departure) to (point of arrival).
Booking details
Train: (Train name and number)
Class: (Class type)
PNR: (PNR number)
Date of journey: (Date)
Departs at: (Time)
Status at time of booking: Confirmed
Reservation Status: (Coach and seat number)
To view booking details/cancel/ check status, visit (Website link)
Example 2
Hotel booking confirmation
Hello (name), your hotel booking for the Deluxe Suite at (Hotel name) is confirmed from (Date of check-in) to (Date of check-out). Our check-in time is (Time). For any assistance, please call (Phone number).
Survey SMS template
Customer feedback is critical to any organisation’s growth. A simple and quick way to collect feedback is through SMSes. You can find out what your customers have to say through either a multiple-choice survey, a yes or no question, a link to a poll, or by asking them to rate your services or product. Here are some ways to do that:
Example 1
Multiple choice survey
Hi (name), hope you are loving (Product name). On a scale of 1-5, 1 being very unhappy and 5 very happy, how would you rate your experience? Please reply with your response.
Example 2
Survey using link
Hey (name), thank you for visiting us today! To help us serve you better, could you please click on this (Link) to answer one question about your experience today?
Thanks,
(Company name)”
Industry-wise SMS templates
Every industry has its own unique needs. For instance, banks and financial institutions are legally required to send certain SMSes to their customers on a regular basis. Retail organisations tile heavily towards sales and marketing. E-commerce and logistics players might need more operational messages. In this section, we cover them all.
SMS templates for insurance
Insurance is often seen as a boring necessity by customers. This means that sometimes they miss out on paying premiums, updating policies etc. You can use SMSes to keep your customer updated as well as educated about their privileges. Here are some examples.
Example 1
Policy change update
Hi (name), this is a reminder that the terms of your policy, (Insurance policy) have been updated. For more, log in to your account (Website link). Thank you.
Example 2
Policy renewal reminder
Hello (name), the premium of Rs. (amount) for your insurance policy (number) is due on (Date). Please pay on time to avoid late fees. Click here to pay now (link).
SMS templates for banking
To tackle fraud, the Reserve Bank of India has instructed all banks to mandatorily send SMS notifications for all transactions that take place. Apart from these alerts, banking also uses SMS for updating customers on their loan applications, payment reminders, customer support, and many more. Here are a few commonly used SMS templates.
Example 1
Transaction message
Dear Customer, your a/c no. (number) is debited by (amount) on (date). UPI Ref no. (ref number). Available bal: (bal amount) -(Bank name).
Example 2
Credit card payment reminder
Hi (name), payment for your credit card ending (last 4 digits) is due on (Date). The minimum due is (amount). Please pay before (date) to avoid late fees -(Bank name).
SMS templates for eCommerce
E-commerce players regularly engage their customers with SMS notifications on price drops, confirmations on shipping and delivery, updates on flash sales, reminders on the abandoned carts and more. We list a few SMS templates for you to use.
Example 1
Sale announcement
The Great Indian Freedom Sale is now open! Discounts upto 80%. Shop for Rs. 999 and get a make up pouch free. Free shipping for orders above 2999. Stop now: (Website link)
Example 2
Restocked item update
Hi (name). Good news: The product you wanted is back in stock at (Company Name)! Get yours now: (Product link) Happy shopping!
SMS templates for healthcare
Post-COVID, patients are looking for a lot more proactive communication from their doctors, hospitals and labs. SMSes can be an automated way to provide them with information at all times. Some of our customers have been doing it with the following messages.
Example 1
Medical report notification
Hello (name), your blood work results are ready. You can pick them up from the lab anyday from 9am-5pm. Directions to lab: (Google link) — Thank you, (lab name)
Example 2
Appointment reminder
Hi (name), this is a reminder for your appointment with (Doctor name) on (Date) at (Time). For any further queries, you can contact us on (Phone number).
SMS templates for fintech
Trust is a crucial factor when it comes to financial institutions and fintech. Open and transparent communication is essential in banking and for this, you need to be constantly in touch with your customers. SMS is a great medium to achieve this.
Example 1
Analysis ready
Hello (name), your monthly credit card analysis report is ready on the (brand name) app. Click here to see your spending patterns: (link).
Example 2
Customer service request confirmation
Dear (name), this is to confirm that we’ve received your request. Your ticket number is (Number). One of our service reps will follow up with you within 24 hours.
SMS templates for Ed-tech
With new technology being adopted in the field of education and classes being shifted to the online mode, SMS is important to stay connected with students, update them of their assignments, attendance, performance, and more. Here are some examples:
Example 1
Fee payment reminder
(School Name): Your tuition fees for the semester (Semester no.) of (Year) is due on (Date). You can pay now: (Website link)
Example 2
School closure notification
(School Name): All classes for grades 1 to 12 are cancelled today on account of (Event). School will resume as per schedule tomorrow.
More SMS templates by use case
We’ve expanded this guide to cover 50+ templates across every common business use case. Each template is tagged with its DLT content category so you know how to register it.
OTP SMS templates (Transactional)
OTP messages are time-sensitive. Keep them under 160 characters, state the expiry clearly, and never include a link. TRAI flags OTP messages with URLs as suspicious.
Template 1: Login OTP
Dear {#var#}, your OTP to log in to {#var#} is {#var#}. Valid for 5 minutes. Do not share this with anyone. – {#var#}
Template 2: Transaction OTP
{#var#}: OTP for transaction of Rs.{#var#} on your account is {#var#}. Valid 10 min. Do not share. Call {#var#} if not initiated.
Template 3: Delivery OTP
Hi {#var#}, your delivery OTP for order #{#var#} is {#var#}. Share only with the delivery agent at your door. – {#var#}
Template 4: Password reset OTP
Your password reset OTP for {#var#} is {#var#}. This expires in 10 minutes. If you did not request this, contact support immediately.
Order and COD SMS templates (Transactional / Service Implicit)
E-commerce and logistics businesses send high volumes of order-related messages. These fall under the Transactional or Service Implicit category depending on whether the customer initiated the action.
Template 1: Order confirmed
Hi {#var#}, your order #{#var#} for Rs.{#var#} is confirmed. Estimated delivery: {#var#}. Track here: {#var#} – {#var#}
Template 2: COD order confirmation
{#var#}: Your Cash on Delivery order #{#var#} (Rs.{#var#}) is confirmed. Please keep exact change ready at delivery. Track: {#var#}
Template 3: Abandoned cart reminder (Promotional)
Hi {#var#}, you left something behind! Your cart at {#var#} is waiting. Complete your purchase now and get free shipping: {#var#}. Reply STOP to opt out.
Template 4: Return initiated
Hi {#var#}, your return request for order #{#var#} has been initiated. Our agent will collect on {#var#}. Refund within 7 days. – {#var#}
KYC and compliance SMS templates (Transactional)
Banks, NBFCs, and fintech companies must send KYC-related messages as part of regulatory compliance. These are Transactional in DLT category and do not need opt-in consent.
Template 1: KYC pending
Dear {#var#}, your KYC for {#var#} account is pending. Complete it by {#var#} to avoid service restrictions. Upload docs here: {#var#} – {#var#}
Template 2: KYC approved
Congratulations {#var#}! Your KYC for {#var#} has been successfully verified. You now have full access to all features. – {#var#}
CSAT and appointment SMS templates (Service Implicit)
Post-interaction CSAT messages and appointment confirmations fall under the Service Implicit category, which applies when the customer has an existing relationship with the business.
Template 1: CSAT after call
Hi {#var#}, how did we do? Rate your experience with {#var#} support today on a scale of 1-5: {#var#}. Your feedback helps us improve. – {#var#}
Template 2: Appointment confirmed
Hi {#var#}, your appointment with {#var#} is confirmed for {#var#} at {#var#}. Reply YES to confirm or call {#var#} to reschedule.
Template 3: Appointment reminder (24 hours before)
Reminder: {#var#}, your appointment with {#var#} is tomorrow at {#var#}. Location: {#var#}. Need to reschedule? Call {#var#}.
EMI and payment SMS templates (Transactional)
Template 1: EMI due
Hi {#var#}, your EMI of Rs.{#var#} for {#var#} is due on {#var#}. Pay now to avoid late charges: {#var#} – {#var#}
Template 2: Payment received
Dear {#var#}, we’ve received your payment of Rs.{#var#} towards {#var#}. Receipt no: {#var#}. Thank you. – {#var#}
Template 3: Payment failed
Hi {#var#}, your payment of Rs.{#var#} failed. Please retry at {#var#} or call {#var#} for help. – {#var#}
SMS templates and DLT compliance in India
If you are sending business SMSes in India, you must register your sender headers and message templates on the Distributed Ledger Technology (DLT) platform mandated by TRAI. Every template you intend to use, transactional, service, or promotional, must be pre-approved before you can send it.
The four DLT content categories
TRAI classifies every SMS template into one of four categories. The category determines whether you need subscriber consent, which sending window applies, and what headers (sender IDs) you can use.
| Category | Consent needed | Sending window | Header type | Example |
| Transactional | No | 24 × 7 | 6-character alphanumeric | OTP, order confirmation, bank alert |
| Service Implicit | No (existing customer relationship) | 24 × 7 | 6-character alphanumeric | Appointment reminder, KYC status, policy renewal |
| Service Explicit | Yes (prior opt-in required) | 24 × 7 | 6-character alphanumeric | Subscription newsletters, product updates |
| Promotional | Yes (prior opt-in required) | 9 AM – 9 PM only (TRAI rule) | Numeric (10-digit starting with 14 or 16) | Flash sale, new launch, offers |
The {#var#} variable format
When registering a template on DLT, dynamic values, recipient name, order number, OTP, amount, must be written as {#var#}. You cannot submit a template with actual values in the variable positions.
- Wrong: ‘Dear Rahul, your OTP is 483920.’
- Correct: ‘Dear {#var#}, your OTP is {#var#}. Valid for {#var#} minutes.’
The DLT platform limits each template to a maximum of 30 variable slots. Promotional templates must also include an opt-out instruction (e.g., ‘Reply STOP to opt out’ or ‘Text STOP to 1909’).
Tips to get your SMS template approved quickly
- Match the template category to the actual intent. A promotional message registered as Transactional will be flagged and deregistered.
- Keep the static text consistent between what you register and what you send. Even a comma difference causes delivery failure.
- Register the header (sender ID) on the same DLT portal as the template. Mismatched header-template pairs are rejected.
- Allow 24–72 hours for TRAI review. Bulk campaigns launched before approval risk message blocking.
Need help with DLT template approval? Talk to our team. Exotel’s SMS platform handles DLT registration end-to-end.
SMS marketing best practices
Before you copy and send any of the templates above, make sure your SMS strategy follows these fundamentals.
Stick to 160 characters (or 70 for Unicode)
A standard GSM SMS supports 160 characters. If you include special characters outside the GSM-7 set, such as smart quotes, em-dashes, or regional language script, the encoding switches to Unicode (UCS-2) and the limit drops to 70 characters per SMS segment. Messages over the limit are split and charged per segment.
- Use a character counter before sending, especially if your template includes personalisation variables.
- Avoid em-dashes, curly quotes, and non-English characters unless you intend to send a Unicode SMS.
Personalise with variables
Messages addressed to the recipient by name consistently outperform generic broadcasts. Even a single {#var#} for the name can lift response rate meaningfully. Most DLT-registered templates already support variable slots, so use them.
Include a clear opt-out instruction in promotional SMS
TRAI mandates that all promotional SMS messages include an opt-out mechanism. The standard wording is ‘To opt-out text STOP to 1909.’ Omitting this will cause your template to be rejected on DLT.
Respect the TRAI sending window for promotional messages
Promotional SMS in India can only be sent between 9 AM and 9 PM. Transactional and service messages have no time restriction. Schedule your bulk campaigns accordingly to avoid regulatory penalties and carrier blocking.
Use a registered sender ID
Your sender ID (the 6-digit alphanumeric code the recipient sees) must be registered on DLT and linked to your entity. For promotional SMS, the header is a 10-digit numeric code starting with 14 or 16. Make sure your SMS platform supports both header types.
When to use WhatsApp templates instead of SMS
SMS is universal, works on any phone without internet, but WhatsApp Business messaging is increasingly preferred for rich, two-way communication. Here’s a quick guide to help you choose:
| Use case | SMS | WhatsApp Business |
| OTP / 2FA | ✓ Preferred (no internet needed) | Works but slower to deliver |
| Payment reminders | ✓ High open rate | ✓ Rich formatting, receipt images |
| Promotional offers | ✓ Works for opted-in lists | ✓ Richer media, catalogue links |
| Customer support | Limited (one-way) | ✓ Two-way conversation, quick replies |
| Appointment reminders | ✓ Simple, reliable | ✓ Add-to-calendar buttons available |
| Document delivery | Not supported | ✓ PDF / image delivery |
| No internet access | ✓ Works on any device | ✗ Requires mobile data |
You can run both SMS and WhatsApp campaigns from a single platform. Learn more about WhatsApp Business API and how Exotel supports omnichannel messaging.
Having templates ready for your business needs can significantly reduce the time spent on repetitive tasks and help establish uniformity across all your customer engagements. To know more about how to create templates and the steps to get them approved, visit Exotel’s support page or contact us today!
Frequently asked questions about SMS templates
What is the ideal length for a business SMS?
A standard SMS supports 160 GSM-7 characters. If your message includes Unicode characters (smart quotes, regional scripts, em-dashes), the limit drops to 70 characters per segment. Multi-part messages are stitched together on delivery but charged per 160-character segment. Keep transactional messages under 160 characters wherever possible.
Can I use emojis in SMS templates?
Yes, but using emojis switches the encoding to Unicode, which cuts your character limit from 160 to 70 per SMS segment. Emojis also render differently across handsets. Some devices may display a square instead of the intended emoji. Use them sparingly, and test on Android and iOS before sending at scale.
Do I need DLT approval to send an SMS in India?
Yes. TRAI mandates that all commercial SMS senders in India register their entity, sender headers, and message templates on a DLT platform. Sending unapproved templates will result in message blocking. The approval process typically takes 24–72 hours.
How do I get an SMS template approved on DLT?
Log in to your telecom operator’s DLT portal, navigate to the template section, select the content category (Transactional, Service Implicit, Service Explicit, or Promotional), enter the template text using {#var#} for dynamic fields, and submit for review. Once approved, link the template to your registered sender ID. Your SMS service provider can guide you through the process: contact Exotel for end-to-end DLT registration support.
What is the difference between transactional and promotional SMS?
Transactional SMS is triggered by a customer action (OTP, order confirmation, bank alert) and can be sent 24 × 7 without opt-in consent. Promotional SMS is sent in bulk to promote products or offers, requires prior subscriber consent, and can only be delivered between 9 AM and 9 PM. See our detailed guide on promotional vs transactional SMS for the full breakdown.
Can I include a URL link in an SMS template?
Yes. You can include a URL in most business SMS templates, except OTP messages. TRAI and carriers flag OTPs with links as phishing attempts. For all other categories, use a shortened, tracked URL to keep message length down. Make sure the domain you include in your DLT-registered template exactly matches the live URL you send, or delivery will fail.
