SMS reaches members directly on their mobile number. It is the highest-reach channel for programs where members may not have the app installed or regularly check email.
Provider: Plivo (India); varies by region for other countries
SMS types
| Type | Use case |
|---|
| Transactional | Triggered by a specific event (points earned, OTP, tier change) — not subject to DND restrictions in most markets |
| Promotional | Marketing content sent via campaign to a segment — subject to DND regulations and opt-out requirements |
Character limits
| Value | Notes |
|---|
| Ideal (single SMS) | 160 characters | Messages over 160 characters are split into multiple segments by the carrier. The member sees one message but you are billed per segment. |
| Maximum | 1000 characters | Hard limit; content beyond 1000 characters is truncated |
{{points_earned}} consume characters at their rendered length, not the variable name length. A balance of 1,250 costs 5 characters, not 16.
Put the most important information first — what the member earned or what action they should take. Keep under 160 characters wherever possible.
India — DLT registration required
Telecom regulations in India require all commercial SMS to be registered under the Distributed Ledger Technology (DLT) system. This applies to both transactional and promotional SMS.
What DLT registration means
- Your organisation must be registered as a Principal Entity on a DLT platform (Airtel, Jio, Vodafone, BSNL, or TRAI’s portal)
- Every SMS template must be submitted for DLT approval and assigned a Template ID and a Header (Sender ID)
- Loyalife’s internal CS team manages template submission and approval on Plivo on your behalf — you do not need direct Plivo access
Template approval workflow (India)
You define the template content in Loyalife
↓
Loyalife CS submits the template to Plivo for DLT approval
↓
DLT platform reviews and approves (assigns Template ID)
↓
CS activates the approved template in Loyalife
↓
Template goes live and fires on the configured event
Links in SMS (India)
Links can be included in DLT-approved templates but Loyalife avoids them by default. SMS links open in the device browser and land on the home screen rather than the app, causing drop-off. Use links only when a specific web landing page is the primary goal and DLT approval covers the link domain.
Configuration fields
| Field | Required | Notes |
|---|
| Message body | Yes | Plain text only; no HTML or markdown |
| Template ID | India only | Assigned by DLT after approval; not required or used for non-India deployments |
| Variables | Optional | Member and transaction variables using {{variable_name}} syntax |
Other countries
Outside India, DLT whitelisting is not required for most markets. Templates are created directly in Loyalife and go live without external approval. The Template ID field is not used.
The SMS provider for non-India regions varies by program configuration. Contact your Loyalife team to confirm which provider is active for your market.
Previewing and testing
Use Send Test SMS to dispatch the template to a member’s registered mobile number. Variables are replaced with real data from that member’s profile.
Delivery analytics
Each template’s detail view shows SMS delivery metrics over selectable time windows (7 days, 30 days, 3 months, 6 months):
| Metric | Description |
|---|
| Total sent | Number of SMS dispatched |
| Delivered | Messages confirmed delivered by the carrier |
| Failed | Messages that could not be delivered |
Troubleshooting
SMS not delivered in India.
- Confirm the Template ID matches a DLT-approved template. Unregistered templates are silently blocked by carriers — no error is returned.
- Check that the Sender ID (header) in Loyalife matches the registered header on the DLT platform.
- Contact your Loyalife CS team if the Template ID needs updating after a DLT re-approval.
SMS not delivered outside India.
- Confirm the member’s mobile number includes the correct country code.
- Verify the message body is under 1000 characters.
- Check the template is Active in Loyalife.
