The Transactional SMS Stream is built for automated, event-triggered messages: registrations, password resets, OTPs, and order updates. Content rules are stricter than for Marketing SMS traffic: anything that looks promotional can be filtered or rejected.

This page explains what counts as transactional content, shows correct and incorrect examples, and points to the right stream when your message doesn't fit.

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NOTE

• To set up a transactional stream, see Creating Transactional Streams.
• For marketing, discounts, or incentive content, use Creating Marketing Streams instead.

Transactional vs. Marketing Content

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IMPORTANT

Promotional content sent through the transactional stream may be filtered, blocked, or result in your stream being suspended. Always match the content to the stream type.

Guidelines for Transactional Messages

Three rules cover almost every case:

• Tie the message to a specific event. If the recipient didn't trigger it, it doesn't belong in the transactional stream.
• Keep the content purely informational. State what happened or what action is needed, nothing more.
• Use a recognizable Sender ID. Match your app or company name. See Sender ID best practices.

What Counts as Promotional

Avoid all of the following in transactional messages:

• Words like free, discount, % off, win, limited time, or any incentive language
• URLs leading to landing pages, product catalogs, or campaigns
• Reward amounts, bonus credits, or referral mentions
• Branded taglines or calls to action ("Shop now", "Don't miss out").

Examples

✅ Correct

❌ Incorrect