New Rules of SMS Marketing in India - Important!

W.e.f from Sept 25, 2020, TRAI has mandated the registration of - SMS templates, Business entities, Sender IDs & User consent with mobile operator owned DLT portals. Failing to do so will cause message delivery failure for all your campaigns. (Detailed read)

Follow the below steps to configure MSG91 as your SMS Service Provider (SSP).


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As shown above:

Step 1: Select SSP

Select MSG91 from the List of Available SSPs. In doing so, you will be prompted by a configuration modal.

Step 2: Name your Configuration

Please add a user-friendly name that enables you to identify the right SSP for a campaign while creating it. This comes in handy especially, when you have multiple accounts with the same SSP for sending different types of campaigns.

For example, if you have chosen to use MSG91 for sending Transactional campaigns, then we recommend that you indicate the same by naming the configuration something like:

  • MSG91 Transactional
  • MSG91 T Pipeline

Step 3: Add API Key

Navigate to your MSG91 dashboard to find your credentials, paste it in the configuration modal and click Add SSP.

Step 4: Add Country Code

Add the telephone country code of the location to which you'll be sending the SMSes. This must be the same as the country selected while setting up your MS91 account. (Detailed Read)


As per MSG91's Guidelines:

  • Use 91 if you're only sending messages to users in India.

  • Use 1 if you're only sending messages to users in the US.

  • Use 0 if you're sending messages to international users.

Step 5: Add Principal Entity ID

(Applicable only if you are sending messages to users located in India via domestic messaging pipeline. International messaging routes remain unaffected.)

  • As per TRAI's latest SMS Marketing regulations for India, you must be registered on a DLT portal as a business entity. Once registered, a unique Principle Entity ID (PE ID) will be assigned to you.

  • W.e.f from Nov 19, 2020, it is mandatory for all SSPs to pass a PE ID in the payload of each SMS message being sent to Indian phone numbers. We have partnered with MSG91 to make this a seamless process for you.

  • Simply add your PE ID during configuration - we will ensure that it is relayed to the SSP for each SMS sent to your users.

Step 6: Add WebEngage Webhook URL in MSG91 Dashboard (Highly Recommended)

Adding the WebEngage Webhook in MSG91 will enable us to receive delivery status notifications for each user. This includes campaign performance indicators like message delivered, failed, and queued.

Here's how you can go about it:

Step 6.1.: As shown below, you will find your MSG91 integration under the section, Your SMS Service Provider List.


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Step 6.2.: Click the overflow menu placed on the extreme right, click View Webhook URL, and copy it.

Step 6.3.: As highlighted below, navigate to API > Webhooks in your MSG91 dashboard, paste the WebEngage Webhook under the field, We post data (delivery report) in the below URL and save your settings.




You've now successfully integrated MSG91 with your WebEngage dashboard.

You can test the integration by creating a test SMS campaign and sending it to a group of internal users (aka your teammates).

A quick guide on Editing/ Deleting an integration.

Please feel free to drop in a few lines at [email protected] in case you have any further queries or feedback. We're always just an email away!