A DLT template is usually rejected for one of a few reasons: the wrong category, too many or too long variables, a promotion mixed into a service message, a missing opt-out in a promotional template, an unregistered link, or wording that misleads. Read the reason the portal gives, fix that one thing and resubmit. Do not rewrite the whole template at random.
By Rohit Jadhav. Last reviewed 25 October 2026. This is operational guidance, not legal advice. Each operator words its rejections differently, so use this as a checklist, not a list of official codes.
Few things stall a campaign like "template not approved". The message is ready, the date is set, and the portal has sent your template back. This guide explains the common reasons for a DLT template rejection and how to fix each one without losing days. It is part of our main guide to DLT registration in India. For help with templates, Nexcomm's bulk SMS service includes template submission. More guides sit under Compliance & Regulations.
Why do DLT templates get rejected?
| Reason | What it looks like | Fix |
|---|---|---|
| Wrong category | A promotion registered as service or transactional | Register it as promotional. See transactional vs promotional SMS |
| Promotion mixed into a service message | "Your order shipped. Buy more and save 10%" | Split it into two templates |
| Missing opt-out | A promotional template with no way to stop | Add the opt-out line the regulation requires in the same message |
| Too many or too long variables | Five variables, or a variable meant for a paragraph | Keep to three, thirty characters each. See DLT template variables |
| Too little fixed text | A template that is mostly variables | Put the meaning in the fixed text |
| Link or number not registered | A URL, APK or call-back number in the text | Whitelist it. See URL whitelisting on DLT |
| Header problem | The header is not approved or does not fit the brand | Fix the header first. See SMS sender ID |
| Misleading or risky wording | Claims that look like a bank, a government body or a prize | Rewrite it plainly and truthfully |
The regulation behind these is the TCCCPR. Promotional messages need an opt-out in the same message, and promotional content mixed into a service or transactional message makes the whole message promotional. A template is linked to one header only. See what the TCCCPR says in plain words.
How do you fix a rejected template?
- Read the stated reason. Portals usually give a short reason or code.
- Match it to the table above. If the reason is vague, check category, variables, links and opt-out in that order.
- Change one thing at a time. You then know what fixed it.
- Resubmit with a sample message. A real example helps the reviewer see how the variables are used.
- Keep a copy of every version. If a later template is rejected, you can compare.
- Allow for the time. A resubmission is reviewed again. See how long DLT registration takes.
What if the template was approved but stopped working?
Check three things. Does the message you send match the registered text exactly? Does it include a link that is not whitelisted? And has the template gone unused for a long time? The regulation says access providers can temporarily deactivate content templates that have not been used for ninety days, or another period the Authority specifies, and reactivate them on request. A message that fails after sending, rather than at registration, is usually a scrubbing or mismatch problem. We explain that in DLT scrubbing.
A worked example (hypothetical)
A gym in Nagpur submits "Hi {#var#}, renew your membership today and get 20% off. Visit {#var#}." as a service template. This is an invented example. It is rejected. The team reads the reason and finds two problems: the message is promotional, not service, and the link is not whitelisted. It re-registers the template as promotional, adds "To stop, reply STOP" in the form the portal accepts, and whitelists the renewal page. A separate service template, "Your membership expires on {#var#}.", is registered for the reminder with no offer in it. Both are approved the next week.
Common mistakes after a rejection
- Rewriting everything at once. You will not know what worked.
- Resubmitting the same text. It will be rejected again.
- Arguing the category. If it advertises, it is promotional.
- Forgetting the link. A template can be fine while the URL is not.
- Not checking the header. A template cannot attach to an unapproved header.
- Waiting for the last day. Leave time for a second round.
Frequently asked questions
Why was my DLT template rejected?
Most often because of the wrong category, a promotion mixed into a service message, too many or too long variables, no opt-out in a promotional template or a link that is not registered. The portal's stated reason tells you which.
How long does it take to get a corrected template approved?
Often within about two working days after resubmission, according to a 2025 report on how validation works, but operators differ. Plan for a second round.
Can I use the same template with two sender IDs?
No. The regulation says a content template is not linked with more than one header. Register the template once for each header you use.
Why did a message fail when its template is approved?
The sent text probably does not match the registered text, includes a link that is not whitelisted, or the template or header is inactive. Compare the message with the template character by character.
Do I need to re-register templates every year?
Not as a rule we know of. But templates that go unused for ninety days or more may be deactivated and need reactivating on request. Ask your provider how this works on your portal.
Sources checked
All checked on 25 October 2026.
- TRAI, consolidated Telecom Commercial Communications Customer Preference Regulations, 2018 (promotional messages and opt-out; mixed content; one template per header; deactivation of unused templates)
- MediaNama: TRAI on SMS template rejection (September 2025) (template validation turnaround; news report)
If a template keeps coming back and you want a second opinion, you can reach our team through the contact page.