Key points
- Promotional messages sell something: offers, launches, discounts and campaigns.
- Transactional messages update a customer about something they already have: an order, booking, account or service.
- The category changes the price per message, so choose before you buy a pack.
- If a message mixes an update with an offer, ask us to confirm the category before sending.
Promotional messages
A promotional message tries to get a customer to buy, visit or sign up. It usually goes to many people at once, as a campaign.
- A festive sale with product images and a “Shop now” button
- A new course launch from a college or coaching centre
- A free check-up camp from a hospital
- A test-drive invitation for a new car model
Transactional messages
A transactional message tells a customer something they need to know about a purchase, booking, account or service they already have. They expect it.
- “Your order has been packed” with Track order and Change delivery slot buttons
- An appointment reminder with Confirm and Reschedule replies
- A fee due date or an account statement update
- A service reminder for a vehicle that is due for maintenance
A quick test
Ask yourself two questions about the message:
- Would the customer be upset if they didn't get it? If yes — they need it to track an order or attend an appointment — it is probably transactional.
- Is the main goal to sell something new? If yes, it is promotional, even if it is personalised.
If a message does both — an order update that also advertises a sale — tell us when you plan the campaign and we'll confirm the category before you send. The same goes for one-time passwords and other special cases.
How the category affects your price
Promotional and transactional messages have different per-message rates. The rate depends on how many messages you buy, from 50,000 upwards, and 18% GST is added to the subtotal:
| Messages | Promotional | Transactional |
|---|---|---|
| 50,000 – 99,999 | ₹0.25 per message | ₹0.15 per message |
| 1,00,000 – 4,99,999 | ₹0.23 per message | ₹0.13 per message |
| 5,00,000 and above | ₹0.22 per message | ₹0.11 per message |
For example, for 1,00,000 messages:
- Promotional: 1,00,000 × ₹0.23 = ₹23,000, plus ₹4,140 GST = ₹27,140
- Transactional: 1,00,000 × ₹0.13 = ₹13,000, plus ₹2,340 GST = ₹15,340
Work out the total for your exact quantity with the price calculator on the pricing page.
Consent applies to both
Whatever the category, message only people who have agreed to hear from you, and honour opt-outs straight away. Customers who trust your messages are the ones who tap.
Next step
Not sure which category your messages fall into? Tell us your use case and we'll confirm before you buy.