# SMS Regulations for India

Businesses must adhere to strict regulations when conducting SMS marketing in India, including the **National Do Not Call (NDNC) Policy** and various rules that limit message volume and timing.

### Prerequisites

Before sending SMS messages via the Marketing Engine, you must configure your SMS settings and set up your sender destination.

### Key Regulations:

**Sender ID**

* The **"From" address** displayed on the recipient’s mobile device must be registered before sending SMS in India.
* Unregistered sender IDs may result in message delivery failure, but charges will still apply.

**Message Volume**

* A sender number can send a **maximum of 6 identical messages per hour** to a single recipient.

**Timing Restrictions**

* SMS marketing messages must be sent **between 9 AM and 9 PM IST**, as per **TRAI regulations**.
* Messages sent outside this window may be blocked.

**NDNC (National Do Not Call List)**

* Marketing Engine strongly recommends checking the NDNC list before sending promotional messages to prevent them from being blocked.

**Opt-in Messages**

* Opt-in messages can only be sent to users who have **submitted an official approval document**.
* Web-based opt-ins are **not accepted** for SMS approval.
* Transactional routes **must not** be used for opt-in messages.

**Stock-Related Messages**

* Messages related to shares and stocks require prior approval from **SEBI-registered entities and stockbrokers**.
* These messages **cannot** be sent via transactional routes.

Following these guidelines ensures compliance and prevents disruptions in your SMS marketing efforts in India.