DND, consent, and customer preferences
Transactional SMS bypasses DND and reaches all numbers. Promotional SMS is scrubbed live against the NCPR at send time and the filtered count is shown in your campaign report.
TRAI maintains a National Customer Preference Register (NCPR). Users can set their preference to fully block commercial messages, or selectively allow categories like banking or healthcare.
How we honour it
- Transactional and service-implicit messages bypass DND completely (and must, by regulation).
- Service-explicit messages are sent only to users who opted in to that specific service.
- Promotional messages are scrubbed against the live NCPR at the moment of send.
- Scrub results are surfaced in the campaign summary so you see exactly how many were filtered and why.
You can also maintain your own internal suppression list — users who replied STOP, unsubscribed from a link, or requested removal — and we merge it with the NCPR automatically.
Browse other help categories
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