Choosing the right SMS route in MyOperator: Transactional, Promotional, Service (Implicit/Explicit)

Choosing the right SMS route in MyOperator: Transactional, Promotional, Service (Implicit/Explicit)

⚡Quick answer-

• Promotional = marketing (offers, sales), allowed 10 AM – 9 PM only, never reaches DND numbers, API route = 1.

• Transactional = OTPs, order/booking alerts, other non-marketing info for registered users, delivered 24 × 7 to DND and non-DND numbers, API route = 4.

• Service Implicit = non-OTP, non-marketing service notifications (order status, reminders) to existing customers; behaves like Transactional for timing/DND.

• Service Explicit = marketing-like service messages sent after the customer’s written/OTP consent; if consent is withdrawn, they are treated as Promotional.

When should I use this guide?

Read it any time you upload an SMS template, call the Send-SMS API, or wonder why a message was blocked due to a route or content-type mismatch.



1. Route & content-type definitions

Promotional

• Used to send offers, discounts, or promotions to existing and new customers.

• Messages may or may not be solicited by recipients.

Transactional

• Used to send OTPs, informational messages, booking/order confirmations, and other notifications to registered customers.

• Not intended for marketing.

Service Implicit

• Informative SMS other than OTP that relate to a product or service the customer already uses—e.g., purchase confirmations, order status, alerts, reminders.

Service Explicit

• SMS sent after receiving customer consent (opt-in) to share service-related promotions or updates.

• If the customer later opts out, these SMS are re-labelled as Promotional.



2. Side-by-side comparison table

Feature

Transactional

Promotional

Service Implicit

Service Explicit

Typical content

OTPs, order updates, bank transactions

Sales, offers, discounts

Order status, alerts, reminders

Consent-based service upsell

Delivery window

24 × 7

10 AM – 9 PM

24 × 7

10 AM – 9 PM

Sends to DND numbers

✅ Yes

❌ No

✅ Yes

✅ Yes (until opt-out)

API route value

4

1

(same as Transactional)*

(same as Promotional)*

*Exactly which numeric route your gateway maps to Service Implicit / Service Explicit depends on operator configuration; contact Support if unclear.



3. When the wrong route blocks your SMS

Mistake

What happens

How to fix

Sending a discount code via Transactional route

Message rejected or downgraded to Promotional

Move template to Promotional or Service Explicit with consent

Addressing a DND number via Promotional route

Message blocked

Send via Service Explicit (with consent) or Transactional if the content qualifies

Timing a Promotional blast at 11 PM

Operator automatically queues for the next day 10 AM

Schedule within the allowed window