TRAI Guidelines for Variable Tagging and CTA Whitelisting

 

Starting September 1, 2024, all variables in your message templates must be pre-tagged according to their intended purpose. This means that SMS content should include only the specific information required, with no extra data.

Only whitelisted URLs, OTT links, APKs, and callback numbers will be allowed in messages, in line with TRAI guidelines, and scrubbing will be conducted accordingly.

To facilitate compliance with TRAI regulations, we are introducing a feature to pre-tag variables during template creation. For existing templates, we are actively developing a solution for pre-tagging and will provide updates soon.

These changes will help streamline the template registration process and ensure your message templates meet compliance standards. All major DLT operators, including Airtel, Vodafone, Pingconnect, and Smartping, have updated their portals to reflect these changes.

In the communication industry, the two key concepts that have gained significant attention are Variable Tagging and CTA Whitelisting. This article will explain these concepts in simple terms, highlighting their importance and how they can be implemented effectively.

What is Variable Tagging?

Variable Tagging refers to the use of dynamic tags in digital marketing. Tags are snippets of code that help track user behavior on websites. Variable tagging allows businesses to collect specific data points by customizing these tags based on user interactions. This means that businesses can gather detailed information on how users engage with their content, which is vital for making informed marketing decisions.

Let’s now move on to CTA Whitelisting.

What is CTA Whitelisting?

CTA Whitelisting involves creating a list of approved Call-to-Action (CTA) elements that can be used in marketing campaigns. CTAs are prompts that encourage users to take specific actions, such as signing up for a newsletter, downloading an eBook, or making a purchase. Whitelisting ensures that only verified and effective CTAs are used, improving the overall effectiveness of marketing strategies.

Important Reminder for Message Templates

To ensure your message delivery goes smoothly, please check that your variable tags meet the rules listed on the template registration page. Following these rules helps avoid any delivery issues.

Make sure to whitelist any URLs, APK files, OTT links, or callback numbers that you plan to use in your SMS messages. You can do this using the CTA Whitelisting feature. Whitelisting means you are officially approving these links and numbers, ensuring they can be included in your messages without any problems.

URL and Number Validation Rules

Type	Validation	Remarks
Static URL	Must start with http, https, or www	Question mark (?) is not allowed
Dynamic URL	Must start with http, https, or www	Must end with a question mark (?)
WhatsApp URL	Must start with http, https, or www	Mobile number must start with 91 (After 91, 10-digit mobile numbers must start with 6-9)
APK URL	Must start with http, https, or www	Must end with .apk
Landline Number	Must be 10 digits	Can start with 0 or without 0
Mobile Number	Can start with 91 or without 91	10-digit number must start with 6-9 (after 91)
Toll-Free Number	Must start with 1800 or 1860, can be 8 to 11 digits
140 & 160 Series	Must be exactly 10 digits

Conclusion

Incorporating variable tagging and CTA whitelisting into your marketing strategy can significantly enhance your ability to connect with your audience. By understanding user behavior and maintaining a consistent message, businesses can improve engagement and achieve their goals more effectively.

These tools not only help in tracking performance but also in making informed decisions that drive success. If you have any questions related to variable tagging or CTA whitelisting, contact our support team today!

 

FAQ on TRAI Guidelines for Variable Tagging and CTA Whitelisting

 

What are the TRAI Guidelines for Variable Tagging and CTA Whitelisting?

The Telecom Regulatory Authority of India (TRAI) has issued guidelines to regulate the practice of sending unsolicited commercial communications (UCCs) through telecommunications networks. These guidelines aim to protect consumers from unwanted messages and provide transparency regarding the origin and purpose of such communications.

Why are these guidelines important?

These guidelines are important because they protect consumers from unwanted messages and spam. They also provide transparency regarding the origin and purpose of UCCs, reduce the nuisance caused by unsolicited messages, and promote responsible marketing practices.

Q. Do we to whitelist CTAs on multiple DLT Portals?

A. No, just whitelist on any one DLT.

Q. CTA (URLs and Callback Numbers) of static SMS part should also be whitelisted on DLT?

A. Yes

Q. What are the consequences of not complying with CTA whitelisting?

A. Any message containing non-whitelisted CTA will be REJECTED by Telecos​

 

Q. Are redirection URLs allowed?

A. Yes, via Short URL mechanism

Q. Which Headers Type allowed for Short URL?

A. Only Alpha and Alphanumeric Headers allowed by DLT and Numeric Headers are not allowed

​Q. Is Header part of Short URL Case Sensitive?

A. There is conclusion on this, hence we recommend to ensure Case Sensitive while Whitelisting and while passing in SMS content

Q. What is the expiry time of the short url?

A.  The default expiry time of the short url is 1 Year.

Q. Dynamic URL should end with Question Mark?

A. Yes

Q. Do Subdomain URLs need to be uploaded separately?

A.Yes

Q. Are IP based URLs allowed to be uploaded?

A. No, only Domain Name based URLs are allowed.