Special requirements for sending SMS messages to recipients in India - Amazon Simple Notification Service

Special requirements for sending SMS messages to recipients in India

By default, when you send messages to recipients in India, Amazon SNS uses International Long Distance Operator (ILDO) connections to transmit those messages. When recipients see a message that's sent over an ILDO connection, it appears to be sent from a random numeric ID. Choosing a route type (transactional or promotional) is mandatory when sending domestic messages to India. For a promotional message, choose the promotional route type as this uses a numeric sender ID. For a transactional message, choose the transactional route as this uses a case-sensitive alphanumeric sender ID. Note that your account cannot use both numeric sender IDs and alphanumeic sender IDs in the same account. Maintain separate accounts for each ID type. For additional content guidelines, see the Vilpower website.

If you prefer to use an alphabetic sender ID for your SMS messages, you have to send those messages over local routes rather than ILDO routes. To send messages using local routes, you must first register your use case and message templates with the Telecom Regulatory Authority of India (TRAI) through Distributed Ledger Technology (DLT) portals. These registration requirements are designed to reduce the number of unsolicited messages that Indian consumers receive, and to protect consumers from potentially harmful messages. This registration process is managed by Vodafone India through its Vilpower service.


The price for sending messages using local routes is shown on the Amazon SNS Worldwide SMS Pricing page. The price for sending messages using ILDO connections is higher than the price for sending messages through local routes. Currently, the price for sending ILDO messages is USD $0.02171 per message.

To complete the registration process, provide the following information:

  • Your organization's Permanent Account Number (PAN).

  • Your organization's Tax Deduction Account Number (TAN).

  • Your organization's Goods and Services Tax Identification Number (GSTIN).

  • Your organization's Corporate Identity Number (CIN).

  • A letter of authorization that gives you the authority to register your organization with Vilpower. The Vilpower website includes a template that you can download and modify to fit your needs.

Vilpower charges a fee for completing the registration process. Currently, this fee is ₹5900.

To register your organization with TRAI

  1. In a web browser, go to the Vilpower website at https://www.vilpower.in.

  2. Choose Signup to create another account. During the registration process, do the following:

    • When you're asked to specify the type of entity that you want to register as, choose As Enterprise.

    • On the Select your Telemarketer page, for Telemarketer Name, start typing Infobip and then choose Infobip Private Limited – ALL from the dropdown list.

    • For Enter Telemarketer ID, enter 110200001152.

    • When prompted to provide your Header IDs, enter the sender IDs that you want to register.

    • When prompted to provide your Content Templates, enter the message content that you plan to send to your recipients. Include a template for every message that you plan to send.

  3. Complete the steps at Requesting sender IDs to request a sender ID for India. In your request, provide the following required information:

    • The company name used during the DLT registration process.

    • The Principal Entity ID (PEID) that you received after successful DLT entity registration.

    • The estimated number of messages you plan to send to recipients in India.

    • An explanation of your use case.

    • The CSV file of the DLT registered and approved templates.

      You can download templates by logging in to your https://www.vilpower.in account. Navigate to the Template section, and choose download. After you download your templates, rename the file so that it includes the entity ID that you received during registration. If you have multiple principals, you must submit a separate file for each principal. Include the entity ID in the name of each file.

  4. Repeat step 3 if any information, such as a Unique Header ID and/or Template ID, has changed, or if you modify an already registered template.