Promotional Message

Posted in Marketing and Strategy Terms, Total Reads: 1211

Definition: Promotional Message

Promotional message is the communication about the product/service that company wants to be delivered to its target customers in order to generate awareness and subsequent sales.

It includes marketing messages which may or may not be desired by the recipient customer. In India, for such messages telemarketers have to pay additional 5 paisa per SMS.

There are certain regulations by TRAI for promotional messages:

For sending the promotional messages, the telemarketers have to use alphanumeric identifier whose format is given by XY-RZZZZZ, where the alphabets stand for the following:

X: code allotted to Access provider

Y: service area, specified by the Authority

R: any digit from 0 to 7, where 0 means that the SMS is commercial communication

ZZZZZ: it is the five digit unique identification code allotted to telemarketer by Access Provider


This means that the message above must have carried category identification information after “LM-” followed by a numeric code, which identifies the marketer of the message. The format of the message conforms to transactional messaging guidelines in-spite of being a promotional message. The transactional message is cheaper than promotional messages by 5 paisa per message and hence today many telemarketers are resorting to transactional messages for promotional actvities which is against the TRAI regulation in India.



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