Understanding SMS Types: A Simple Guide to Service Explicit, Service Implicit, Transactional; Promotional SMS

SMS is one of the quickest and most effective methods for companies to reach their customers. It helps you reach your customers directly by sending alerts, reminders, and offers directly to their phones. 

In India, the TRAI has established guidelines for business messaging. It divides the types of SMS into four categories. These are: Service Explicit, Service Implicit, Transactional, and Promotional.

Understanding the differences will assist you with compliance and connect better with your audience. SMS is a highly effective method to connect with your prior audiences. 

At GetItSMS, we streamline the process for you. The platform allows for all four categories of SMS and is compliant with TRAI regulations. It guarantees the fastest delivery of messages. In this guide, you will learn about how the SMS types operate and determine which type is most relevant to your organization.

Overview of SMS Categories 

SMS (Short Message Service) is a useful way of instant communication. However, not all SMS channels are the same. The Telecom Regulatory Authority of India (TRAI) divides business SMS into different categories. 

Each category has its own purpose, rules, and delivery time. Choosing the right SMS type helps your messages reach customers on time and stay within TRAI guidelines.  At GetItSMS, we offer all SMS types, along with a powerful platform to send your business’s messages. 

Here are the four main types of SMS used in India:

1. Service Explicit SMS: Sent to users who give clear consent. It is consent-driven and requires explicit opt-in.
2. Service Implicit SMS: Sent to users with an existing relationship.
3. Transactional SMS: Used for important alerts like OTPs or updates. It is the non-marketing notifications.
4. Promotional SMS: Used for marketing offers and sales messages. It is used to attract and engage customers. 

By understanding the differences between the SMS types above, you can help to maximize your reach while remaining compliant. See below for descriptions of each!

What is Service Explicit SMS?

Service Explicit SMS messages are service-relevant notifications. These messages are sent to customers who have explicitly given consent to receive the service update. These messages are not promotional in nature. They are linked to a specific service to which the user has agreed to receive notifications or updates about. 

Characteristics

1. Consent: provides the clear, documented consent from the customer in one of the following ways (printed document, checkbox form, SMS keyword).
2. Purpose: Service explicit SMS messages are typically used to provide a specific update or alerts in regards to a service you have opted in for (appointment confirmations, package deliveries).
3. Timing: You can send Service Explicit SMS messages any time, any day of the week, 24/7.
4. Sender ID: A service explicit SMS message would display on the user device as a six-character from the alphabet (GETITS). 

Example

“We have scheduled your yoga session for 2nd Nov 2026 at 7 am. Reply YES to confirm. -GETITS”

Usage 

1. Subscription updates, newsletter confirmation replies.
2. Service confirmations that require explicit consent.
3. Alerts or reminders for their opted-in service.

What is Service Implicit SMS?

Service Implicit SMS is a service message sent to customers based on an existing relationship. The consent here is implied because the user has already signed up for your service or product.

Characteristics

1. Consent: Implied through the customer’s existing account or service.
2. Purpose: To share updates like billing, renewals, or account information.
3. Timing: Delivered anytime, 24/7.
4. Sender ID: Uses a 6-character alphabetic sender ID (e.g., GETITS).
   Example

“Your internet plan will expire on 31st Oct 2026. Renew now at getitsms.com. -GETITS”

Usage

1. Account update, such as payment reminders or usage alerts.
2. Service notifications for active users.
3. Subscription renewal or plan expiry messages.

What is Transactional SMS?

Transactional SMSs are important messages that are time-sensitive for communicating critical information. These messages are not meant for marketing purposes and are typically triggered by a transaction or an event in a system. 

Characteristics

1. Consent: Not required separately; linked to a transaction or service.
2. Purpose: To communicate one-time passwords (OTPs), order confirmations, and payment notifications.
3. Timing: Sent anytime, 24/7, without restrictions.
4. Sender ID: Uses a 6-character alphabetical sender ID (e.g., GETITS).
5. Priority: Sent via high-priority routes for immediate delivery. 

Example

“Your OTP for login is 528493. It is valid for 10 minutes. Do not share this code. -GETITS”

Usage

1. OTPs for secure logins and transactions.
2. Banking or payment alerts.
3. Order or delivery confirmations.

What is Promotional SMS?

Promotional SMSs are marketing messages positioned to promote the products, services, or special offers. The objective of these messages is to either reach out to new customers or reconnect with existing customers. 

Characteristics

1. Consent: Customer opt-in, or it can be sent to non-DND numbers. 
2. Purpose: Promoting discounts, offers, or product launches. 
3. Timing: Can be sent between 10 AM and 9 PM (as per TRAI rules) 
4. Sender ID: A 6-digit numeric sender ID is used (e.g., 654321). 
5. DND Filter: Blocked for users enrolled under DND. 

Example

“Get 25% CASHBACK on all plans this Diwali!! Use code FEST25 at getitsms.com.  Offer ends 5th November. -654321” 

Usage

1. Limited-time offers or festive sales. 
2. Launch of new products and engaging customers. 
3. Brand promotions and lead generation.

Comparison Table: Service Explicit vs. Service Implicit vs. Transactional vs. Promotional SMS

Feature	Service Explicit	Service Implicit	Transactional	Promotional
Consent	Explicit opt-in	Implied	Implied from the transaction	Opt-in or non-DND
Purpose	Service updates	Account-related	Essential alerts	Marketing
Timing	24/7	24/7	24/7	10 AM – 9 PM (TRAI rule)
Sender ID	Alpha (e.g., GETITS)	Alpha (e.g., GETITS)	Alpha (e.g., GETITS)	Numeric (e.g., 123456)
DND Filter	No	No	No	Yes
Examples	Appointment reminders	Billing alerts	OTPs, delivery updates	Discount offers
Use Case	Subscription updates and service confirmations	Account notifications and renewal reminders	OTPs, order alerts, and payment confirmations	Offers, product launches, and festive promotions

Why does understanding SMS Categories matter?

It’s critical for every company that wants to communicate effectively and stay TRAI compliant to understand the SMS categories. Each SMS type serves a purpose and helps you send the right message to the right person without issues or infractions if you know how they work. 

1. Compliance: Ensure complete TRAI compliance with our fully automated DND filters, approved sender IDs, and routes. We ensure compliance for every type of message (Service, Transactional, Promotional) as needed. 
2. Efficiency: Ensures messages are sent with the appropriate SMS category for the appropriate use case. Use Transactional SMS for OTPs and alerts. Service SMS for updates to customers, and Promotional SMS for a variety of offers and campaigns. This category of sending will increase delivery speed and customer response rates.
3. Cost-Savings: Don’t waste SMS credits on messages that will be blocked or sent down the wrong route. We will classify the type of message you need and send it through the highest performing and cost-appropriate type of SMS category, thereby saving you money.

Sending an SMS type within the incorrect category (i.e., promotions and advertisements as needing Transactional routes) can lead to blocking of messages or penalties from TRAI. GetItSMS handles all the technical and compliance issues for you and lets you focus on scaling, growing, and reaching your customers.

How GetItSMS Helps You with All SMS Types

1. Bulk SMS Gateway

GetItSMS has a bulk SMS service that can send/ receive all types of messages. These messages can be Service (Explicit, Implicit), Transactional, and Promotional as well. With reliable delivery, you can send thousands of messages in seconds.

2. Real-Time Delivery Tracking and Reports

Get real-time reports for every message. Our dashboard convinces you with details of performance to monitor and evolve future campaigns.

3. API Integration for Automation

Easily integrate GetItSMS with your CRM, website, or app with our simple API. You can automate alerts, OTPs, and marketing messaging without manual work.

4. DND Filters and Compliance Tools

Stay compliant with TRAI. We automatically filter DND numbers and tell you whether or not your text messaging follows the correct SMS route.

5. Multi-Language and Unicode Support

You can send messages in any Indian language or multiple language preferences. Unicode support means communication can be personalized in accordance with every region.

6. 24/7 Expert Support

Our support team is available 24/7 to assist you should you have any issues related to setup, delivery, or compliance. We ensure your SMS campaign runs smoothly 24/7.

Use Cases of Each SMS Type 

1. Service Explicit SMS

1. Fitness Center: “Your yoga class is scheduled for 7 AM tomorrow. Reply YES to confirm. -FITGYM”
2. Clinic: “Your dental appointment is booked for 2nd Nov at 10 AM. Reply YES to confirm. -GETITS”
3. E-commerce: “You subscribed to order updates. Your package will ship tomorrow. -GETITS”
4. Education Center: “Your online course starts on 5th Nov. Join using this link: getitsms.com/class. -GETITS”
5. Salon: “Reminder: Your hair spa appointment is at 5 PM today. Reply 1 to confirm. -GETITS”

2. Service Implicit SMS

1. Internet Provider: “Your data plan will expire on 31st Oct. Renew now at getitsms.com. -GETITS”
2. Electricity Board: “Your bill of ₹950 is due on 2nd Nov. Pay now to avoid late fees. -GETITS”
3. Streaming App: “Your subscription will renew automatically on 3rd Nov. Visit getitsms.com to manage settings. -GETITS”
4. Insurance Company: “Your health policy expires on 10th Nov. Renew before the due date. -GETITS”
5. Bank: “Your account statement for October is ready. Download now from getitsms.com. -GETITS”

3. Transactional SMS

1. Bank: “₹2,500 debited from A/c XXXX3412 on 30th Oct. Balance ₹14,800. -GETITS”
2. E-commerce: “Your order #45728 has been shipped. Track at getitsms.com/track. -GETITS”
3. Fintech App: “Your OTP for payment is 682394. Valid for 10 minutes. -GETITS”
4. Delivery Service: “Your parcel is out for delivery and will reach you today. -GETITS”
5. Healthcare: “Your lab report is ready. Download securely from getitsms.com/reports. -GETITS”

4. Promotional SMS 

1. Retail Store: “Flat 30% off on all clothing this weekend! Visit getitsms.com. -654321”
2. Travel Agency: “Book flight tickets and get ₹500 off on your next trip. Offer valid till 5th Nov. -654321”
3. Restaurant: “Buy 1 Get 1 Free on all pizzas this Friday. Order now at getitsms.com. -654321”
4. EdTech Platform: “Get 20% off on new online courses this Diwali. Enroll today! -654321”
5. E-commerce: “Diwali Mega Sale! Up to 50% off on electronics. Shop now at getitsms.com. -654321”

Choosing the Right SMS Type for Your Business

Selecting the right SMS type will improve the odds that your planned messages arrive at the customer quickly. It also ensures compliance with TRAI rules. Each category of message will have its intended purpose or objective. 

Choosing the right SMS type will enhance your broadcast experience and minimize the risk of the message getting stuck in the delivery cycle. 

To send critical alerts or messages, consider Transactional SMS such as OTPs, bank statements, and order confirmations. This type is intended to be received immediately and can be sent at any time without confirmation from the customer.

When sending any updates that the customer can connect with the service they are using or have opted in for, consider Service Implicit or Service Explicit SMS. For example, reminders, renewals, account notifications, and infrastructure-related updates can be classified into these categories of messages. The goal here is to keep customers in the loop and engaged.

If you wish to share offers, discounts, or advertise marketing-type campaigns, the selected SMS type is Promotional SMS. The public can use Promotional SMS to get emails out to a wider audience and generate sales. Sometimes, but not always, it can only be sent to consumers between 10 AM – 9 PM.

In the end, the choice of SMS type will help you communicate effectively, comply with TRAI, and be customer-friendly.

Get Started with GetItSMS

Are you ready to make your business communication easier? GetItSMS is here to help you send the right message to the correct audience in a 100% TRAI-compliant manner. Sign up for a free trial.

With us, you can explore our SMS platform, and you will see how it will help your business grow efficiently. Choose the best SMS pricing according to your business needs. Select the plan that works best for your goals and budget. 

Our team supports you 24/7 to ensure you are fully set up, compliant, and ready to run your campaigns with us. Feel free to contact our support team whenever required, and we will assist you. 

When you are all ready, you can send your first compliant SMS campaign with just a few clicks. You will get a completely automated experience with GetItSMS with fast, reliable delivery and tracking in real-time. 

Conclusion 

SMS is a very effective method of communication for businesses to reach their customers. But not all messages are the same; the type of message does matter. 

Familiarity with the four types of SMS (Service Explicit, Service Implicit, Transactional, Promotional) will enable relevant, applicable messages. They stick to the TRAI regulations. Each type of message has a reason: notifications or updates about your product/ service, marketing, and engagement with your customers. 

With GetItSMS, you can manage all categories of SMS messaging on one platform. This allows you not only to stay compliant and track performance, but you know your message will get through. 

Start your free trial today, and you will have smarter communications with your customers using GetItSMS.