SMS APIs remain the backbone of enterprise communication in India  not a legacy tool, but the channel that guarantees reach in every geography and on every handset. With over 450 million feature-phone users and TRAI-mandated compliance for all A2P traffic, no serious business can design a digital journey without SMS APIs. They don’t just deliver OTPs  they secure transactions, trigger updates, and anchor omnichannel orchestration when data connectivity is weak.

In fact, according to Statista, A2P (Application-to-Person) SMS marketing is projected to reach an estimated $78 billion worldwide by 2027. That’s a big number and one that indicates how powerful SMS has become for businesses across the globe.

However, the trouble with manually sending texts one by one is that it takes time and effort. That’s where an SMS API can help. It can assist your system to automatically send messages without any person doing it manually.

Let’s break down SMS APIs and how your business can start using one with TimesMobile.

What Is an SMS API?

An SMS API (Application Programming Interface) is a tool that links your system or program to a text messaging service so that your platform, website, or app can send and receive SMS messages automatically.

An SMS API is more than a code hook, it is a policy-driven bridge between enterprise systems and telecom operators. Applications connect to the API through REST endpoints with authentication keys, send requests in JSON or XML, and receive delivery receipts in real time. Each message call is checked against registered DLT templates and headers before release, ensuring compliance at scale. This is why enterprises treat SMS APIs as infrastructure, not a plugin.

For example, suppose you own a business that needs to send order updates or appointment reminders to hundreds of customers every day. Rather than sending these messages one by one, an SMS API can send them automatically, at the right time, and to the right people.

The workflow is precise: CRM or ERP triggers an event → API request reaches the Times Mobile platform → instant checks confirm consent and DLT compliance → the operator gateway routes the message → the handset receives it with delivery confirmation. Failover rules are built in — if delivery fails, the API retries or switches to another route. This disciplined chain ensures OTPs, fraud alerts, and transactional updates are always delivered on time.

With TimesMobile, this process becomes easy, fast, and reliable, with no manual work and no delays.

Why Your Business Should Use an SMS API?

As a business owner, communicating with your customers is essential. Whether you’re sending reminders, updates, or promotions, people want quick and clear messages while communicating via their phones.

An SMS API can help you with that. It makes messaging faster, easier, and more reliable. Here’s why you might want to use one for your business.

1. Send Messages Instantly – Even When You’re Not Around

Without the need for a manual process, an SMS API enables your system to send messages to users automatically when they need them. Like payment reminders, delivery updates, or a one-time password (OTP) can all be sent when you want, even during the night or weekends.

So while you are focusing on other areas of your business (or even off the clock), your customers will still be informed.

2. Keep Communication Going 24/7

We all know that phone calls and emails usually need someone to be present. But with an SMS API, you won’t have to be there. Once it’s set up, it runs by itself.You can rest at midnight or even on holiday; your system can send reminders, alerts, or time-sensitive deals. You never have to make any extra effort.

3. Avoid Mistakes and Save Time

Sending messages manually takes time and can be risky. You could accidentally enter the wrong number, forget to send a reminder, or misspell a word. With an SMS API, your system does all that. You can send thousands of messages quickly and accurately. It saves you time and helps you avoid the kind of small mistakes that can lead to unhappy customers.

4. Bring All Your Tools Together

If you are already using a CRM system, marketing software, or a helpdesk platform, you can connect it to your SMS API.

This means your communication becomes smooth and automatic. For example, when a customer makes an appointment, your system will send a confirmation text. If there was a delay in shipping, you would be able to automatically send a note to the customer.

This allows you to avoid switching between tools or doing things twice, it all works together.

5. Let Customers Text You Back

Communication shouldn’t be one-sided. People are naturally curious and do want to ask a question, respond, or provide some feedback when the conversation is going on. Did you know that 61% of consumers want the ability to text a business back?

With two-way messaging, your customers can respond to your messages. They might ask a question, complete a small survey, or simply say thank you. It feels more natural and promotes trust between your organization and the people you serve.

6. Make the Customer Experience Even Better

Customers remember the way you made them feel. People will value it if you are able to communicate with them at the right moment and offer a personal, helpful message.

Enterprises in India run on SMS APIs because they solve real problems at scale. Banks rely on them for OTPs, EMI reminders, and fraud alerts. E-commerce players push shipping updates and cart recovery nudges. Healthcare chains remind patients about appointments and prescriptions. Logistics providers update delivery status in real time. Education institutes notify students and parents of fees, exams, and schedules. Each of these journeys demands high throughput, secure templates, and clear reporting  all powered by SMS APIs.

With an SMS API, you can:

• Include the customer’s name in the messages.
• Send offers based on previous purchases or interests.
• Keep them updated in real time.
• Give immediate replies with auto-replies or chatbots.

When consumers feel heard, supported, and valued, they are far more likely to stick around.

Compliance is built into the DNA of SMS APIs in India. Every enterprise must register as a Principal Entity on the TRAI-mandated DLT system  secure headers and pre-approved templates are mandatory. Each outbound SMS attracts a ₹0.025 DLT scrubbing fee. Promotional traffic is restricted to 10am–9pm delivery windows, and DPDP 2023 requires consent capture and purpose binding for personal data. Times Mobile automates these checks so no non-compliant message leaves the system.

Why Choose Times Mobile’s SMS Gateway API?

At TimesMobile, best cpaas solutions provider india, we’re all about purpose-driven communication. We created our SMS Solutions platform for companies who need convenient, dependable and safe mass communications.

With TimesMobile’ SMS API, you get:

• Seamless integrations into your existing systems
• High delivery rates on mobile networks.
• Tools for personalizing and segmenting messages
• Fast, scalable, and cost-effective service.

Whether you’re delivering transactional alerts, promotional messages, or developing loyalty campaigns, TimesMobile’s SMS API can help you get your message across effectively.

India’s A2P SMS market continues to expand  billions of OTPs and alerts are processed monthly across banking, fintech, and ecommerce. Pricing sits in the ₹0.12–₹0.15 per SMS band, with DLT costs on top. WhatsApp Business messages run higher, typically ₹0.35–₹0.50 depending on category, while RCS pilots remain limited. The real calculation is not just cost per message  but cost per conversion. Enterprises that design journeys with strict consent, timely triggers, and clean failover consistently see lower cost per lead and higher ROI.

Final Thoughts

SMS APIs are not optional add-ons  they are the foundation of enterprise messaging in India. They deliver reach when apps fail, enforce compliance by design, and scale reliably from thousands to millions of events per day. The most successful enterprises use SMS APIs alongside WhatsApp and RCS  orchestrated from one layer  to guarantee speed, security, and customer trust. That is how messaging drives real business success at scale.

An SMS API is more than simply a technical tool; it’s a smart way to get in touch with customers quickly and easily. It allows companies to work more quickly, reduce errors, improve their customer service, and save costs. If you want to enhance your business communications and you’re ready to see results, now is the time to make the switch. Start with TimesMobile and start seeing how SMS can push your business ahead.

RCS transforms the default Messages app into a branded channel that guides customers from interest to action in a single thread. Rich cards display product visuals and pricing, carousels let users compare variants, and quick replies reduce typing effort. Suggested actions trigger the next step instantly — opening a map, adding to a calendar, calling support, or deep-linking into checkout. Every interaction creates an event log, giving product, growth, and CX teams full visibility into which creatives and calls-to-action drive conversions and close the loop.

At Times Mobile, we help businesses connect with customers in more modern, exciting, and interactive ways. RCS is one of the best tools available today to do just that. In this article, we’ll discuss what RCS is, how it’s different from SMS, and why it matters for your business.

RCS adds verified branding, rich cards, carousels, and tap-to-act buttons inside the native Messages app. SMS delivers unmatched reach and instant delivery over carrier rails. At Times Mobile, we design the stack so you use RCS for interactive journeys and fall back to SMS for universal coverage and regulated alerts. This comparison helps enterprises choose the right channel per use case not the noisiest one.

What Is SMS?

SMS is the most basic form of text messaging. It works on almost every phone and doesn’t need internet or Wi-Fi. That’s one of the reasons it has remained popular for so long.

With SMS:

• Messages are limited to 160 characters
• You can’t send pictures or videos (unless using MMS)
• There are no typing indicators or read receipts
• It sends messages through the mobile network, not the internet

Even in 2025, texting is still the most popular mobile activity, with 83% of people saying they text more than they use social media or email. So businesses continue to use SMS because it’s simple and reaches everyone.
However, SMS appears to be quite out of date these days. It is simple, short, and does not support contemporary features. This is where RCS comes in.

SMS remains the universal, carrier-grade channel for alerts, OTPs, and fail-safe delivery. It works with data off, in low-bandwidth zones, and on every handset available. For regulated updates and urgent notifications, SMS meets SLAs without friction. RCS adds rich, interactive journeys; SMS ensures delivery every time. The right messaging architecture accepts both realities and routes traffic accordingly.

What Is RCS Messaging?

RCS is a newer type of messaging that allows you to send more than just plain text. It works inside the phone’s regular messaging app, just like SMS, but it offers a lot more features.

Governance makes delivery reliable. Times Mobile applies naming standards, category mapping, and localization rules to every SMS and RCS template. Brand and legal reviews are built into the workflow instead of scattered email threads. RCS verification stays strong with consistent branding and low spam signals, while DLT-approved SMS headers and templates remain in sync with the actual outbound traffic. This structured governance prevents last-minute rejections and protects quality scores across all channels.

With RCS, you can:

• Send high-quality images, videos, and even audio
• Show typing indicators and read receipts
• Create group chats
• Add buttons for quick replies or actions
• Include your business name, logo, and a verified checkmark

At Times Mobile, we provide RCS messaging that enables businesses to stand out. This implies your messaging will be more interactive, media-rich, and engaging for your customers, rather than just simple text.

“Rich SMS” is not a standard. Marketers sometimes say “rich SMS” to describe plain SMS containing short links, Unicode, or previewed URLs. RCS is the actual standards-based rich channel with buttons, carousels, and verified branding rendered natively. Treat SMS as the reach rail and RCS as the rich interaction rail; orchestrate both from one policy.

For enterprises, RCS runs through RBM: a verified brand profile, logo and name in the header, rich cards/carousels, suggested replies/actions, and delivery/read/interaction events that flow to analytics. Times Mobile configures RBM so promotions, guided onboarding, support triage, and surveys run inside one thread no app install, no webview gymnastics with SMS failover baked in.

Why Should Businesses Use RCS?

Today’s customers want more from their conversations with brands. They want clear, helpful, and easy communication. That’s where Times Mobile comes in.

We help businesses use RCS to:

• Send eye-catching messages with images, videos, and carousels
• Add quick-reply buttons so customers can respond instantly
• Show your brand name and logo, making messages more trustworthy
• Track message performance, like who opened or clicked

When messages are more interactive, people are more likely to respond. In fact:

• A 2018 study by GSMA found that 74% of people said they would be more likely to engage with a brand through RCS.

RCS Business Messaging exposes a verified business profile with brand name and logo in the chat header. SMS communicates trust through registered sender IDs and DLT-approved templates. Times Mobile provisions both correctly, maintains template hygiene, and monitors quality so customers recognise the brand, engage confidently, and avoid phishing lookalikes.

When Should You Use RCS or SMS?

RCS and SMS reach their potential only when they sit on a clean integration spine. Times Mobile connects channels to CRM, CDP, helpdesk, and marketing automation through secure APIs and webhooks. Every message emits events sent, delivered, read (for RCS), action tapped, reply received, fallback triggered, opt-out processed. Those events feed the warehouse and BI, where journeys, cohorts, and experiments are measured with the same discipline you expect from product analytics.

Both SMS and RCS have their place. It depends on what you’re trying to do and who you’re trying to reach.

Use RCS if:

• You want to send media-rich messages (images, videos, carousels)
• You need features like read receipts or typing indicators
• Your customers have newer Android phones that support RCS
• You want a branded, interactive experience

Use SMS if:

• You need to reach everyone, including people with older phones
• You’re sending a short, urgent message
• You don’t need advanced features

With Times Mobile, you don’t have to choose just one. We help businesses combine SMS and RCS so you can send the right message in the right format every time.

Lead with RCS for users on supported Android/iOS builds use cards, lists, and quick actions to cut friction. If RCS is unsupported or undelivered within 120 seconds, send the equivalent SMS. For OTP or critical alerts, use 45 seconds, then escalate to Voice/IVR at 3 minutes if no delivery is recorded. Times Mobile logs sent, delivered, read, action-tapped, and fallback-triggered events to your BI so performance is provable.

SMS is the lowest unit-cost rail and delivers reliably even when data is off. RCS is priced slightly above SMS yet remains below WhatsApp for similar media workloads; higher CTR and read rates offset unit differences. We pace campaigns to channel throughput, keep quality scores healthy, and route long-tail reach to SMS so you scale volume without losing performance.

What Times Mobile Offers?

At Times Mobile, best cpaas solutions, we don’t believe in boring text messages. Our RCS service helps you turn everyday customer interactions into memorable, engaging conversations.

We help businesses:

• Build customer trust with verified business profiles
• Boost engagement and loyalty with rich content
• Stand out from other brands with eye-catching messages

With Times Mobile RCS messaging, your business can finally deliver messages that look and feel modern and that your customers will actually enjoy receiving.

Times Mobile links RCS and SMS through one CPaaS layer connected to CRM, CDP, Helpdesk, and Marketing Automation, while streaming events into the data warehouse or BI tools. We track every signal — sent, delivered, read (RCS), action tap, carousel view, reply, opt-out, and fallback triggers — then report on delivery rate, read rate, CTR, conversion, time-to-first-engagement, and cost per resolved intent. This makes channel selection an operational policy, not a matter of guesswork.

Final Thoughts

RCS is more than just a new kind of message; it’s the future of mobile communication. If you want your messages to get noticed, remembered, and acted on, RCS is the way to go.

RCS drives guided interactions; SMS guarantees reach. Enterprises need both. Times Mobile integrates channels into your systems of record, enforces consent and governance, and instruments every journey for measurable improvement. The outcome is simple: higher completion rates for the tasks that pay the bills, without sacrificing compliance or reliability.

Let Times Mobile help you upgrade your messaging. Whether you’re sending promotions, reminders, updates, or customer support, RCS can help you do it better.

Make every message count. Make conversations richer with Times Mobile.

In a digital world where every interaction counts, brands aiming to build stronger relationships with customers must communicate in personalised ways. Times Mobile has formed a strategic partnership with MoEngage, a top customer engagement platform that uses insights to drive engagement. Together, we are helping businesses reach their customers better through India’s two most impactful messaging channels: SMS and WhatsApp Business.

Why This Partnership Is Important

Many organizations confuse multichannel with omnichannel. Multichannel communication simply means being present across platforms, but each channel functions independently without sharing context. This often forces customers to repeat themselves or deal with inconsistent experiences. Omnichannel, on the other hand, unifies every touchpoint under a single customer identity. With Times Mobile and MoEngage, enterprises can orchestrate conversations where a customer who starts on WhatsApp, continues via SMS, and completes the journey over email still experiences a single, connected thread. This ability to synchronize identity, consent, and engagement across channels is what drives higher lifetime value and enterprise success.

• Key Elements of the Strategic Alliance

Recent industry research shows that consumers’ tastes are changing:

• Over 75% of Indian customers now prefer WhatsApp for business communication

• SMS remains highly effective with a 98% open rate within minutes of delivery

India’s business messaging landscape is shifting fast: RCS (Rich Communication Services) is emerging as a major value channel alongside WhatsApp. Enterprises are increasingly adopting RCS because it delivers rich media experiences, interactive elements, and higher engagement than plain SMS—while being cheaper than WhatsApp in many use cases. RCS messages in India are achieving delivery rates above 98% and read rates between 35-70%, with click-through rates often three to four times higher than SMS. As smartphone adoption increases, especially Android devices, RCS is positioned to capture a substantial share of message volumes from SMS during sales events like Black Friday and Cyber Monday. Indian businesses that integrate RCS alongside SMS and WhatsApp are already seeing stronger brand trust and better campaign performance.

With this partnership, businesses can send personalised, real-time campaigns that are more relevant, responsive, and impactful. Combining MoEngage’s intelligent engagement platform with Times Mobile’s secure, high-volume messaging infrastructure, you can elevate your marketing strategies.

• Benefits for Brands In Different Industries

Enterprises in India are already leveraging omnichannel strategies to solve industry-specific challenges. BFSI institutions use SMS and WhatsApp flows for loan approvals, EMI reminders, and fraud alerts while ensuring compliance with TRAI and RBI guidelines. Retail and eCommerce brands integrate personalized cart recovery and flash sale alerts through WhatsApp and RCS, driving faster conversions during peak shopping seasons. In travel and hospitality, real-time updates such as itinerary changes, boarding passes, and hotel check-in links are delivered across channels, ensuring zero disruption in the customer journey. Healthcare providers are also using omnichannel communication for appointment scheduling, lab report sharing, and telemedicine support. Each of these use cases highlights how Times Mobile and MoEngage help enterprises deliver reliable, contextual, and measurable customer experiences.

Slow replies cause 73% of users to abandon the other platforms, and as a result, brands across industries are adopting mobile-first engagement strategies. Here’s how it works:

● WhatsApp Catalogues, which are accessed over 40 million times a month, are an excellent way for retailers and e-commerce sites to showcase their products, promote sales, track orders, and recover abandoned carts.

● In healthcare, WhatsApp works great in providing appointment reminders and health updates, the two main reasons why 50% of users contact them.

● In the travel and hospitality sector, timing is everything. Brands can send travel deals or booking confirmations exactly when users are exploring destinations.

● For media and publishing, real-time content recommendations based on browsing behaviour can keep audiences engaged.

● For financial services, sending customised messages about deals or policy changes builds trust and improves users’ experience.

This move towards WhatsApp engagement results in higher customer satisfaction, stronger brand loyalty, and improved conversion rates. So, when are you changing your marketing plans?

Compliance and Data Privacy

Trust and compliance are the backbone of customer communication. In India, where the Digital Personal Data Protection (DPDP) Act and TRAI’s SMS regulations are reshaping enterprise outreach, businesses cannot afford non-compliance. Times Mobile ensures that every interaction  whether via WhatsApp templates, SMS campaigns, or RCS messages  adheres to regulatory requirements while safeguarding customer data. By embedding consent checks, DLT compliance, and template governance into the communication workflow, enterprises can scale their campaigns confidently without risking penalties or reputational damage.

WhatsApp is outperforming both email and SMS in open and click rates in multiple markets, including India. While traditional email and SMS often see open rates in the 20-25% range, WhatsApp messages routinely record open rates around 95-98%. Click-through or conversion metrics for WhatsApp are significantly higher some reports put them at 45-60% when message content is interactive, relevant, or includes rich media. These differences make WhatsApp automation not a luxury, but a necessity for brands looking to maximize engagement and ROI.

About TimesMobile

Times Mobile is one of India’s best CPaaS (Communication Platform as a Service) providers. It enables businesses to connect with their customers through SMS, RCS, and WhatsApp Business. As a part of the Times Internet ecosystem, it offers secure and scalable messaging solutions to over 150 brands. The infrastructure ensures real-time, enterprise-grade communication systems that businesses can rely on. Want to know more?
Tape here: www.timesmobile.in.

Times Mobile’s strategic collaboration with MoEngage has unlocked unique value for brands by combining localized scale with personalization intelligence. Times Mobile brings telco-grade deliverability, regulatory compliance (DLT, TRAI), and wide reach across SMS and WhatsApp. MoEngage contributes predictive AI, content recommendations, and omnichannel orchestration. Together, they empower brands to deploy hyper-personalized campaigns that send the right message via the right channel at the right time  whether through SMS for reach or WhatsApp or RCS for richer interaction  without sacrificing consistency or compliance. This joint capability is now an industry benchmark for customer communication in India.

About MoEngage

MoEngage’s platform goes beyond campaign automation. It enables connected content that dynamically personalizes every outbound message with customer-specific data, ensuring relevance at scale. For enterprises in India, this means sending offers that reflect local preferences, festive shopping behavior, or geo-targeted promotions. In addition, MoEngage supports RCS campaigns that allow businesses to deliver rich media messages such as product carousels, clickable buttons, and payment links  directly in the customer’s default messaging app. When combined with Times Mobile’s messaging infrastructure, these capabilities transform engagement from simple notifications into immersive experiences that drive conversions.

MoEngage is an insights-led customer engagement platform, trusted by more than 1,000 brands in 35+ countries. The platform delivers over 50 billion messages every month via push notifications, emails, RCS, SMS, in-app messages, web, and WhatsApp. Endorsed by Gartner, Forrester, and G2, it helps brands deliver highly personalised experiences on a large scale.
Learn more: www.moengage.com

One of the biggest advantages of omnichannel orchestration is the ability to measure results in real time. Times Mobile and MoEngage provide enterprises with dashboards that track open rates, click-through rates, conversion funnels, and even customer lifetime value across multiple channels. This unified view eliminates vanity metrics and enables decision-makers to see exactly which campaign, channel, or trigger is delivering ROI. For enterprises focused on efficiency and growth, these insights translate into smarter resource allocation and better campaign performance over time.

Conclusion

The future of enterprise communication in India is not about choosing between SMS, WhatsApp, RCS, or email. It is about orchestrating all these channels into one unified experience that respects customer context, consent, and convenience. Enterprises that adopt an omnichannel approach with Times Mobile and MoEngage are not just improving communication  they are building long-term customer trust, enhancing operational efficiency, and unlocking measurable business growth. In a market where customer expectations evolve rapidly, this unified strategy is no longer optional; it is the foundation of enterprise success.

What makes SMS so effective? It’s direct, quick, and boasts a high open rate, ensuring your message gets noticed. But with so many tools available, choosing the right one can feel overwhelming. That’s where this guide comes in—it’ll help you understand the key features to look for and why the right SMS tools can make all the difference in building stronger customer relationships and running successful campaigns.

In India, SMS remains the backbone for mission-critical alerts like OTPs and compliance notifications. It works on every device, without needing apps or internet, making it the most reliable channel. Even as WhatsApp and email grow, SMS continues to stand out for its universal reach and dependability.

Why SMS Communication Tools Matter for Your Business 

SMS marketing is still one of the best ways to reach and engage customers, with open rates soaring as high as 98%. Its beauty lies in its simplicity—messages are direct, easy to read, and far more likely to grab attention compared to other channels. Plus, it doesn’t rely on Wi-Fi or data, so your message reaches people no matter where they are or what they’re doing. Whether you’re sharing a flash sale, a quick update, or an important reminder, SMS lets you connect with your audience instantly and effectively. It’s a no-nonsense way to stay in touch and keep your customers engaged.

Choosing the right SMS communication tools can help you: 

• Boost customer engagement with real-time messaging. 

• Increase conversions through personalized marketing. 

• Enhance customer loyalty with timely and relevant offers. 

Understanding Your Business Needs

Before you choose an SMS communication tool, it’s important to take a step back and understand your business’s specific needs. This will help you pick the right tool that works best for your goals. Here are some things to think about:

Defining Your Objectives:

Start by asking yourself: What do you want to achieve with SMS communication? This will guide your decision-making.

• Do you want to send promotions or special offers to your customers? If so, look for tools that help you easily create and schedule promotional messages.
• Are you using SMS to send order updates or important alerts? In this case, you’ll need a tool that supports fast, automated transactional messages.
• Is customer support important? If you want to offer customer service through SMS, find tools that allow two-way communication, so customers can text back with questions or concerns.

By identifying your specific goals, you’ll be able to choose a tool that helps you achieve those objectives effectively.

Consider the Volume of Messages:

Think about how many messages you plan to send. The number of messages can help determine which tool is the best fit for your business.

• If you’re a small business and only need to send a handful of messages each week, you might not need a complex, expensive tool. Simple and affordable options will work well.
• If you’re a larger business with thousands of customers and need to send hundreds or thousands of messages regularly, you’ll need a more powerful tool that can handle bulk messaging and scale as your business grows.

So, consider whether the tool you choose can grow with your business as your message volume increases.

Target Audience:

Think about who your customers are, because the right SMS tool can depend on who you’re communicating with.

• Business-to-Business (B2B): If you’re communicating with other businesses, your messages might be more formal, and you may need tools that allow for detailed reporting, integration with CRM systems, and higher-level features.
• Business-to-Consumer (B2C): If you’re communicating with individual consumers, you may want a tool that makes it easy to send promotional messages, alerts, or customer surveys.

Also, consider your customers’ demographics, like their age or location. For example, if your customers are mostly younger, they might appreciate personalized, casual messages. If they are older, they might prefer clear and straightforward communications. Understanding these preferences will help you pick the right tone and style for your SMS messages.

Essential Features to Look for in SMS Communication Tools 

Bulk Messaging for Wide Reach 

To maximize the reach of your marketing services, choose SMS tools that support bulk messaging. This feature allows you to send promotional messages to thousands of contacts simultaneously, making it ideal for flash sales, event invitations, and company updates. 

Personalized Message Marketing 

Modern customers expect a personalized experience, and SMS is no exception. The right SMS communication tool should offer customizable templates and personalization features that allow you to address customers by name and tailor messages based on their preferences. Personalized SMS campaigns can significantly improve engagement and conversion rates. 

Automated Campaign Scheduling 

Automation is a game-changer for any message marketing strategy. With automated scheduling, you can set up SMS campaigns in advance, ensuring that messages are sent at optimal times without the need for manual intervention. Automated SMS campaigns are perfect for reminders, follow-ups, and drip marketing sequences.

Two-Way Messaging for Customer Interaction 

An effective SMS tool should support two-way messaging, enabling customers to reply directly to your messages. This feature is ideal for customer support, surveys, feedback collection, and interactive marketing campaigns. With two-way messaging, you can foster a more personal relationship with your customers, making them feel heard and valued. 

Analytics and Reporting for Informed Decisions 

Data is critical for refining your SMS marketing approach. Look for tools that provide in-depth analytics and reporting, including open rates, click-through rates, and response times. These insights allow you to evaluate the effectiveness of your campaigns and make data-driven adjustments to enhance performance. 

Modern SMS platforms need to do more than confirm delivery. With Times Mobile, enterprises can track delivery, opens, link click-throughs, response times, and even customer sentiment from two-way replies. Real-time dashboards and API webhooks connect SMS activity directly to ROI, from cost per lead to conversion value.

Compliance with Industry Regulations 

SMS marketing is subject to strict regulations, such as opt-in requirements and unsubscribe options. Ensure that your SMS communication tool adheres to industry standards, protecting your brand from potential legal issues and ensuring a seamless customer experience

Times Mobile’s SMS Solutions: Driving Engagement and Results 

At Times Mobile, the top CPaaS provider, we offer a suite of SMS communication tools that are built to meet the unique needs of modern businesses. Our SMS solutions include: 

• SMS Broadcast Solutions: Reach large audiences instantly with bulk messaging. Ideal for announcements, product launches, and promotions. 

• Automated SMS Campaigns: Schedule messages in advance and target your audience with precision. Perfect for reminders, seasonal offers, and loyalty programs. 

• Personalized SMS Tools: Engage customers with customized messages that increase conversions. Tailor your messages to individual preferences and behavior for higher engagement. 

Benefits of Choosing Times Mobile’s SMS Communication Tools 

Scalability 

Our SMS communication tools are built to scale, allowing you to reach a growing customer base without any limitations. Whether you need to send hundreds or thousands of messages, Times Mobile’s solutions make it easy. 

Advanced Personalization 

Personalization is at the core of our SMS solutions. With customizable templates, you can address customers by name, reference their purchase history, or suggest products based on past interactions. 

Real-Time Analytics 

Measure the effectiveness of your campaigns with real-time analytics. Track delivery rates, open rates, and customer responses, and use these insights to refine your SMS marketing strategy. 

Seamless Integration 

Times Mobile’s SMS tools integrate effortlessly with other marketing platforms, allowing you to run cohesive campaigns across SMS, email, and social media. Manage all your customer interactions in one place for maximum impact. 

24/7 Support 

Our dedicated support team is available round-the-clock to assist with any questions, technical issues, or campaign optimizations. With Times Mobile, you’re never alone on your SMS marketing journey. 

Use Cases for Times Mobile’s SMS Communication Tools 

Flash Sales and Promotions 

Use SMS to alert customers to limited-time offers. Instant messaging ensures that your promotions reach customers before they expire, boosting urgency and conversions. 

Appointment Reminders and Confirmations 

Reduce no-shows and missed appointments by sending automated SMS reminders. Customers can confirm their attendance with a quick reply, streamlining your booking process. 

Order Updates and Delivery Notifications 

Keep customers informed every step of the way by sending order updates via SMS. Real-time notifications enhance the customer experience and build trust in your brand. 

Customer Surveys and Feedback 

Collect valuable feedback with SMS surveys. Customers can respond with ease, allowing you to gather insights on your products and services to improve satisfaction. 

Why Choose Times Mobile for Your SMS Marketing Needs? 

Choosing the right SMS communication tools is essential for effective customer engagement, and Times Mobile is your partner in achieving just that. With our comprehensive solutions, you’ll be able to reach, engage, and convert customers at every touchpoint. From bulk messaging to personalized campaigns, we empower you with the tools you need to grow. 

The Future of SMS in an Omnichannel World

Even in 2025, SMS remains unmatched in India for reach, compliance, and reliability. WhatsApp Business, RCS, and email add richer interactivity, but they complement rather than replace SMS. The winning formula is orchestration: SMS for certainty, WhatsApp for engagement, Email for detail — all managed through one unified platform. Times Mobile makes this possible.

Conclusion: Elevate Your Customer Communication with the Right SMS Tools 

Effective customer communication is the cornerstone of business growth, and SMS communication tools are a proven way to make this happen. With Times Mobile, you will have access to a complete set of features designed to drive engagement, streamline operations, and elevate your brand. 

SMS communication is no longer just about sending messages.  It’s about delivering measurable business outcomes. With Times Mobile, enterprises gain scalable delivery, advanced analytics, and seamless omnichannel integration. SMS continues to drive growth when powered by compliance, intelligence, and personalization, and Times Mobile ensures you stay ahead in this evolving landscape.

Ready to enhance your SMS marketing strategy? Get started with Times Mobile’s SMS solutions today and transform the way you connect with your customers. 

Bulk SMS marketing is the practice of sending promotional or transactional text messages to thousands or even millions of people at once, through carrier-approved gateways. Unlike email or social ads, SMS is instant, direct, and universally accessible, making it the most reliable digital channel for customer engagement. At Times Mobile, bulk SMS marketing is engineered for scale that combines instant delivery, DLT-compliant messaging, personalization, and measurable ROI. This makes it a critical tool for enterprises that need both reach and reliability.

At Times Mobile, we offer tailored SMS communication tools designed to help businesses engage their audience, increase conversions, and grow their brand. In this guide, we’ll show you how you can maximize your reach using bulk SMS marketing, explore the features of SMS broadcast solutions, and leverage automated SMS campaigns to scale your business. 

What is Bulk SMS Marketing?

Bulk SMS Marketing is a strategy where businesses simultaneously send promotional or transactional text messages to a large group of people. These concise messages are delivered directly to customers’ mobile phones. Unlike spam, bulk SMS requires prior customer consent, ensuring messages reach an engaged audience. It’s widely used for alerts, offers, reminders, and updates, making it a direct and effective communication tool.

Types of Bulk SMS

Promotional SMS
Promotional SMS helps drive awareness and sales with offers, seasonal campaigns, and limited-time discounts. Retailers and e-commerce brands use it to promote flash sales, festival deals, and cart recovery reminders — all designed for instant visibility.

Transactional SMS
Transactional SMS handles critical, time-sensitive communication such as OTP delivery, account alerts, payment confirmations, and order tracking updates. These messages have higher delivery priority, ensuring customers receive essential updates without delay.

Bulk Voice SMS
Beyond text, businesses increasingly use bulk voice SMS  pre-recorded voice messages delivered at scale. This format is popular for political campaigns, rural outreach, and customer surveys where voice has higher impact than text.

Key Features of Bulk SMS Marketing

• High Open Rates: 98% of SMS messages are opened, compared to just 20% for emails. Most texts are read within 3 minutes of delivery, making it ideal for urgent updates.
• Instant Delivery: Messages reach phones within seconds, ensuring real-time communication. For example, flash sale alerts or appointment reminders can prompt immediate action
• Cost-Effective: It’s cheaper than email, social media ads, or direct mail. Businesses earn more compared to the amount spent on SMS campaigns due to high conversion rates.
• Wide Reach: With 7.8 billion mobile users globally (2025), SMS works even in areas with poor internet. This makes it accessible to diverse audiences.
• Personalization: Messages can include customer names, location-based offers, or tailored discounts. Personalized SMS boosts engagement by 35%
• Instant Delivery: Carrier-grade connections and DLT registration ensure messages reach customers within seconds.
• Automation: Recurring reminders, birthday offers, or EMI alerts can run without manual effort.
• Analytics: Real-time dashboards track delivery, click-throughs, and opt-outs.
• Regulatory Compliance: All campaigns adhere to TRAI and international guidelines, protecting brand reputation.

Why Bulk SMS Marketing Is Essential for Your Business 

No matter the size or industry, businesses need to communicate quickly and effectively with their customers. Bulk SMS marketing provides an immediate and cost-effective way to do this. With almost everyone owning a mobile device, SMS has the power to deliver messages instantly to a wide audience. 

By using bulk SMS marketing, you can: 

• Boost engagement: SMS messages are typically opened within minutes of delivery, making it a direct line to your customers. 

• Drive conversions: Whether you’re sending promotions, reminders, or product updates, SMS messages prompt quick action. 

• Improve customer retention: Keep your customers informed and engaged with personalized, timely messages. 

If you’re looking to stay connected with your audience and ensure your message gets across, bulk SMS marketing is the tool you need. 

Leverage SMS Broadcast Solutions for Maximum Impact 

Our SMS broadcast solutions are designed to simplify the process of sending messages to large groups of people. Whether you need to reach hundreds or thousands of customers, Times Mobile’s SMS broadcast tool can help you achieve this effortlessly. 

Here’s why SMS broadcast solutions are a game-changer for businesses: 

• Instant reach: Deliver messages to a large audience within seconds, ensuring time-sensitive information is delivered promptly. 

• Personalization: Customize your broadcasts with customer names or other details to increase engagement. 

• Cost-effective: Reach a large number of people at once without the high costs typically associated with traditional advertising. 

Imagine being able to notify thousands of customers about a flash sale, an event, or an urgent update with just one click. With our SMS broadcast solutions, you can engage your audience efficiently and effectively. 

Streamline Your Campaigns with Automated SMS Campaigns 

Manual processes can slow down your marketing efforts, especially when dealing with high volumes of messages. That’s where automated SMS campaigns come in. At Times Mobile, we provide automated SMS tools that allow businesses to schedule and send messages automatically, saving time while ensuring consistency. 

Benefits of automated SMS campaigns include: 

• Efficiency: Set up your campaigns once and let the system handle the rest, reducing the need for manual input. 

• Consistency: Ensure that messages are delivered on time, every time, without the risk of human error. 

• Targeted marketing: Segment your audience and send specific messages to the right group at the right time, increasing the likelihood of engagement. 

For example, you can set up a series of automated messages to welcome new customers, send order confirmations, or remind customers of upcoming events. This not only enhances the customer experience but also frees up your team to focus on more strategic tasks. 

The Power of Personalized SMS Communication Tools 

One-size-fits-all messaging is a thing of the past. Today’s customers expect personalized, relevant communication. Times Mobile’s SMS communication tools allow businesses to customize their messages, delivering the right information to the right people at the right time. 

By using our SMS communication tools, you can: 

• Tailor messages: Use customer data to personalize messages, such as including their name, purchase history, or preferences. 

• Improve engagement: Customers are more likely to respond to messages that are relevant to them. 

• Boost customer loyalty: When customers feel valued and heard, they’re more likely to stick with your brand. 

Imagine sending a birthday discount to your customers or a personalized product recommendation based on their past purchases. Our make it easy to keep your customers engaged and connected to your brand. 

Industry-Specific Use Cases for Bulk SMS Marketing

1. Retail and E-commerce

• Flash Sales & Limited-Time Offers: Promote time-sensitive discounts (e.g., 50% off for 24 hours).
• Order Updates & Shipping Notifications: Inform customers of order status and delivery details.
• Personalized Recommendations: Send tailored product suggestions based on customer preferences.

2. Healthcare

• Appointment Reminders: Reduce no-show rates by sending reminders (e.g., “Appointment with Dr. Smith tomorrow at 10 AM”).
• Health Tips & Updates: Send personalized health advice or vaccination reminders.
• Emergency Alerts & Notifications: Alert patients about health crises or clinic changes.

3. Education

• Class Schedules & Reminders: Notify students about upcoming classes, exams, and deadlines.
• Emergency Alerts: Inform about school closures, security issues, or urgent news.
• Event Promotions: Invite parents and students to meetings, fundraisers, etc.

4. Hospitality

• Booking Confirmations & Reminders: Send pre-arrival details like booking confirmations and check-in times.
• Promotions & Exclusive Offers: Share discounts for repeat bookings (e.g., “20% off your next stay”).
• Customer Service: Resolve issues during the stay via SMS to enhance satisfaction.

5. Real Estate

• New Property Listings: Send alerts for properties matching buyer preferences.
• Open House Invitations: Invite clients to open house events with all relevant details.
• Follow-Up Messages: Send post-viewing follow-ups to address questions and encourage purchases.

6. Travel & Tourism

• Flight and Hotel Updates: Notify travelers about flight statuses, cancellations, or gate changes.
• Booking Reminders & Special Offers: Remind customers about upcoming trips or limited-time travel deals.
• Tourist Alerts: Provide updates on weather, events, or itinerary changes.

7. Banking and Finance

• Transaction Alerts: Send notifications for account activity, such as withdrawals or purchases.
• Promotions on Loans & Credit Cards: Promote loan offers or credit card bonuses.
• Account Balance & Payment Reminders: Notify customers about payment due dates and account balances.

Why Choose Times Mobile for Your Bulk SMS Marketing Needs? 

At Times Mobile, we understand that every business is unique. That’s why we offer customizable solutions to fit your specific needs. Whether you’re looking to increase engagement, drive sales, or build stronger customer relationships, our bulk SMS marketing services are designed to help you achieve your goals. 

Here’s what sets us apart: 

• Reliable delivery: Our advanced infrastructure ensures that your messages are delivered quickly and accurately. 

• 24/7 support: We provide dedicated support to ensure your campaigns run smoothly, every time. 

• Scalable solutions: As your business grows, so can your SMS campaigns. Our platform is designed to handle high volumes with ease. 

• Data-driven insights: Track your campaign performance with real-time analytics, helping you make informed decisions and optimize your strategy. 

With Times Mobile, you’re not just sending messages—you’re building relationships, driving conversions, and growing your business. 

Ready to Maximize Your Reach with Bulk SMS Marketing? 

There’s no better time than now to start leveraging the power of bulk SMS marketing. Whether you’re sending promotional offers, reminders, or important updates, Times Mobile’s SMS communication tools are here to help you connect with your customers, drive engagement, and scale your business. 

Contact Timesmobile today to learn more about our SMS broadcast solutions and how automated SMS campaigns can take your business to the next level. 

Today’s digital-first businesses cannot afford authentication methods that frustrate customers or expose them to fraud. Traditional SMS OTPs, while familiar, have become a weak link in the security chain because of delays, delivery failures, SIM-swap frauds, and phishing exploits. For enterprises handling millions of logins and transactions every month, every failed OTP means a broken customer experience and potential revenue loss. OTP-less authentication has emerged as the necessary evolution in this landscape. It enables faster, more reliable, and secure verification while keeping user journeys friction-free. In India, where mobile-first adoption is driving e-commerce, banking, and fintech growth, enterprises are now making OTP-less solutions their default mode of authentication to combine compliance with customer trust.

Identity-related frauds in UPI alone led to ₹200 Crore of losses to account holders FY21. This is estimated to be ₹500 Crore in 2023 (estimated to be proportional to the growth of transactions). Further, the recovery rate of these losses stands at an abysmal 2-8% of the lost money. In FY23, the Indian banking system recorded 13,530 fraud cases. In May 2023, the Reserve Bank of India reported the highest incidence of fraud in digital payments.

SIM swap or SIM-jacking has been identified as one of the most prevalent frauds in India that exploits the inherent weakness of OTP via SMS. Recently, a news report on TOI quoted RBI Governor Shaktikanta Das urging regulated entities to adopt better alternatives to OTP via SMS for second-factor authentication. Recently, ICICI Bank was quoted in a news report on the Times of India identifying types of identity fraud faced by their consumers.

India’s market for authentication is at an inflection point. With over a billion mobile users and the rise of digital public infrastructure like UPI and Aadhaar-linked services, the volume of daily authentications is staggering. BFSI institutions are leading adoption, driven by RBI’s mandate for strong customer authentication and their own need to reduce fraud losses. E-commerce platforms are close behind, using OTP-less flows for login and cash-on-delivery confirmations. Healthcare and government services are also exploring these solutions to secure sensitive records and citizen-facing platforms. The momentum is clear  OTP-less authentication is not a futuristic concept but an urgent enterprise priority across sectors in India.

To address the above, Times Mobile recently announced a partnership with Sekura.id to bring an SMS OTP-less authentication method to India called SAFr Auth. This technology verifies mobile possession via SIM in real-time without the use of a username, password or OTP to deliver a superlative customer experience.

How SAFr Auth Works

OTP-less authentication replaces the dependency on SMS or email codes with modern mechanisms like device binding, push notifications, WhatsApp verified templates, and cryptographic tokens. Instead of waiting for a one-time password that could be delayed or intercepted, the user’s identity is validated directly against secure identifiers such as their registered device, their consented WhatsApp account, or biometric approval. This reduces points of failure and eliminates OTP forwarding or phishing loopholes. Unlike SMS OTP, where delivery depends on operator networks and DLT filtering, OTP-less delivers consistent performance with measurable audit trails, giving enterprises both security and efficiency at scale.

When using the traditional SMS based OTP, the user has to go through a 7 step process shown below to authenticate themselves –

In addition to being prone to customer abandonment, this also leaves the user open to SIM swap and phishing attacks. In contrast, SAFr Auth has a simple 3 step process shown below –

In addition, SAFr Auth also eliminates fraud via the following process –

SAFr Auth verifies that the mobile number provided on the app (MSISDN A) matches the one detected by the mobile operator (MSISDN B). It also analyses additional risk signals to thwart phishing attacks.

This server-based architecture based on OAuth 2.X protocol that integrates the enterprise (bank) server and mobile network operators enables SAFr Auth to eliminate 90% of the fraud associated with two-factor authentication methods like OTP SMS.

An effective OTP-less solution is more than a feature. It is an orchestration of APIs, consent flows, and analytics. When a user initiates an authentication request, the orchestration layer checks their identity against stored device credentials or initiates a WhatsApp verified message template for consent. Webhooks capture responses in real time, logging data points such as message delivery, read status, timestamp, and user confirmation. This information flows directly into the enterprise CRM or risk management system, where it is combined with fraud scoring models. The architecture ensures compliance with RBI guidelines while maintaining audit-ready trails that enterprises can present during regulatory checks. Such a structured approach transforms authentication into a seamless part of the customer journey rather than a disruptive checkpoint.

SAFr Auth has been successfully deployed in a number of banks. A leading tier-1 high street bank in UK reported significant reduction in fraud and a smoother customer onboarding process leading to a 35% improvement in account approvals and a 25% reduction in customer abandonment. Yet another tier-1 bank in UK reported significant reduction in SMS OTP passcode related social engineering and account takeovers.

Competitive Landscape & Comparisons

Many companies are now trying to replace the old SMS OTP system because it is slow, inconvenient, and easy for fraudsters to attack. While Times Mobile’s SAFr Auth is one solution.

Enterprises switching from SMS OTP to OTP-less authentication report a double impact: cost efficiency and risk reduction. At scale, SMS OTP costs can easily run into crores of rupees annually, with each authentication costing between ₹0.12 to ₹0.18. For an enterprise processing 1 million authentications a month, even a 20% drop in SMS traffic through OTP-less channels represents significant savings. More importantly, OTP-less prevents high-value fraud like SIM swaps and phishing, which can cause irreparable brand damage and regulatory penalties. The ROI is not just about cutting expenses; it is about preserving trust and ensuring that customers complete their journeys without friction, leading to higher lifetime value.

Traditional SMS OTP

• How it works: A 6-digit code is sent to the user’s phone by SMS.
• Pros: Simple to understand, works everywhere.
• Cons: Risky (codes can be stolen via phishing or SIM swap), slow, users get frustrated typing codes.

SAFr Auth (Times Mobile + Sekura.id)

• How it works: Verifies the mobile number directly with the mobile operator. No OTP required.
• Pros: Very secure, stops SIM swap and phishing fraud, only 3 steps instead of 7, seamless for users.
• Cons: Needs integration with telecom operators, may require fallback in areas with weak network coverage.

The next phase of OTP-less authentication in India will be shaped by AI, regulatory innovation, and platform convergence. Artificial intelligence is already being integrated into fraud detection, using behavioral analytics to identify abnormal login patterns and trigger stronger verification flows. With WhatsApp Payments and ONDC gaining traction, authentication and payments are converging into unified journeys. The Digital Personal Data Protection Act (DPDP) will further shape how enterprises store and process consent logs, making audit readiness and transparency non-negotiable. As enterprises plan for the future, OTP-less will not just remain a fraud-prevention tool but evolve into a cornerstone of digital trust.

Conclusion

OTP-less authentication is no longer an experiment; it is the foundation for secure, scalable, and customer-friendly digital experiences in India. SMS OTP, while familiar, has reached its limits in reliability and risk management. Enterprises that continue relying on outdated methods risk higher fraud losses, broken customer trust, and mounting compliance pressure. The way forward is clear: OTP-less authentication delivers speed, security, and confidence at enterprise scale. Businesses that embrace it today will be the ones that define digital trust in India’s mobile-first economy tomorrow.

WhatsApp, after its launch in 2009, has grown rapidly across the world. It’s grown at an average pace of 30.5% annually in India over the last 5 years. Despite this rapid rise of WhatsApp, SMS continues to be the largest channel for customer communications in India. SMS can reach every mobile number, while WhatsApp enables richer engagement and two-way conversations. For marketing and service, businesses should use WhatsApp first, with SMS as a backup when data is low or numbers are on DND. WhatsApp’s read receipts and buttons improve click-throughs, while SMS remains the fastest option for OTPs and urgent alerts. The right approach is not choosing one over the other, but using both in coordination.

This article seeks to re-iterate the reasons to strike a balance between SMS and WhatsApp for enterprise customer communications.

SMS vs WhatsApp: Core Features and Business Impact

Ubiquity

WhatsApp, first introduced in 2009, is now available in 60 languages across 180+ countries. It has over 2 billion users who spend roughly 195 minutes per week on the platform. To use this application, a user requires a basic smartphone.

SMS was first introduced in the early 1990s. It was designed to run on basic feature phones. As a result, with 5.1 billion users, it reaches almost 67% of the global population. While facing competition from the feature-rich WhatsApp and other similar messaging apps, SMS remains a requisite channel for business communication, especially to ensure inclusivity.

Times Mobile offers both WhatsApp for Business (WABA) and SMS platforms and accompanying APIs to enterprises to integrate these channels into their key business applications and processes.

Features

SMS is limited to 160 characters per message, whereas WhatsApp can deliver up to 4096 characters per message. SMS can only deliver text messages (although most SMS reading apps today recognize simple features such as a clickable URL). In contrast, a WhatsApp message can contain images, videos, carousels and interactive buttons in addition to text.

A2P SMS in India is limited to one-way communication. WhatsApp facilitates interactive, two-way communication. Times Mobile’s WhatsApp for Business platform enables two-way communication with chatbots as well as live agents in a seamless manner.

It’s also worth noting the evolution of SMS into RCS (Rich Communication Services), which bridges this gap. RCS adds app-like features to the Messages app on Android, such as rich cards, carousels, verified sender, and read receipts. In India, most private operators already support RCS, and Apple has started a small Jio-only pilot for iPhone, though wider iOS support is still limited. Our advice: test RCS with Android-heavy audiences where branding and rich replies matter, use SMS as a fallback, and keep WhatsApp for high-intent conversations and service.

As a forward-thinking partner, Times Mobile is equipped to guide businesses through this evolving landscape, ensuring your communication strategy is always ahead of the curve.

Branding

WhatsApp for Business lets companies present a fully branded storefront inside the chat list. An official profile shows the business name (instead of a phone number), a logo, catalog, description, and operating hours, and, once verified by Meta, the coveted green check mark that signals authenticity. Message templates can include imagery, video, emojis, and clickable buttons, so every interaction carries the brand’s visual identity and tone of voice.

Conventional SMS, by contrast, permits only an alphanumeric sender ID of up to 11 characters and plain-text content. There is no logo, brand colour, or verification badge, so messages often appear to arrive from an unfamiliar number. This limitation makes trust-building harder, lowers recall, and forces marketers to rely solely on copy to convey brand personality.

Times Mobile simplifies brand-safe messaging across both channels. It provisions verified business profiles on WhatsApp, designs media-rich templates that meet Meta’s guidelines, and integrates product catalogues so each outbound or conversational message reinforces the brand. For SMS, it helps configure consistent sender IDs and branded short-links, ensuring even text-only campaigns carry a clear, recognisable identity.

Personalization

WhatsApp Business makes it easy to send messages that feel personal. You can drop in each customer’s name, refer to their last order, or even mention their city, then add photos, videos, or quick-reply buttons so the chat feels like a one-to-one conversation. Automated flows can change what a person sees based on what they click or the stage they’re at. Whether it’s a welcome note, a “your package is on the way” update, or a gentle nudge to leave feedback.

SMS doesn’t offer the same flexibility. You can usually merge in a first name, maybe an order number, but that’s about it. Every text is plain and static, so customers can’t tap a button, browse a catalog, or see dynamic content. Because the experience is identical for everyone, it’s harder to make recipients feel the message was written just for them.

SMS is billed on a per-message basis and, in many markets, incurs higher tariffs for images, international delivery, or messages that exceed 160 characters (which are split and charged as multiples). Regulatory surcharges such as India’s DLT fees or U.S. carrier pass-through costs further add to the total. Because each outbound or inbound text triggers a separate charge, large-scale two-way campaigns can become expensive quickly.

Performance and Tracking

Enterprises want their customer communications to be read. Both SMS and WhatsApp perform well on message opens with 90% and 98% of messages being opened, respectively.

Enterprises also want their customer communications to be engaged with. Given the text-only nature of SMS, its click-through rate is anywhere between 1-6%. WhatsApp on the other hand, scores well here, with a click-through rate of around 40%. This is unsurprising since WhatsApp offers the ability to use media, whereas SMS is limited to static text.

Both offer the ability to track the delivery of the message. However, WhatsApp offers the ability to track read receipts as well, which SMS does not. WhatsApp also can track clicks. SMS doesn’t have a native click-tracking ability. Times Mobile, however, offers a comprehensive URL tracking capability for its A2P SMS solution. In addition, for enterprises using our click trackers, we also give a map of the enterprise’s audience against TIL’s audience segments.

For campaigns that demand clicks and replies, WhatsApp consistently outperforms SMS thanks to media, buttons, and list menus. We instrument UTMs and webhook events on WhatsApp and branded short-links on SMS, then unify reporting so your team evaluates delivery → read → click → conversion cleanly across channels.

Security Measures

WhatsApp emphasizes strong security with end-to-end encryption. Messages are scrambled on the sender’s device and can only be decrypted by the recipient’s device. In addition, WhatsApp offers features like two-step verification and screen lock to enhance security.

SMS lacks in-built encryption. Messages travel in plain text, making them vulnerable to interception by anyone with access to the network infrastructure. However, Times Mobile works with telecom operators that implement significant security measures to secure SMS.

SMS in India requires DLT registration of your Entity, Headers, and Templates as per TRAI rules, and any non-compliant messages get blocked. You must also respect DND and use transactional routes for critical alerts. WhatsApp needs explicit opt-in from users, captured through your web, app, IVR, or CTWA, and we maintain opt-out hygiene and template quality to protect sender trust. Under India’s DPDP Act, both SMS and WhatsApp need clear consent and purpose limitation.

Furthermore, at Times Mobile, we elevate this security baseline. As a SOC2-certified platform, we ensure that every interaction, whether on WhatsApp or SMS, is handled within a framework of rigorous security and data protection protocols, giving you and your customers complete peace of mind.

Commercials

SMS pricing in India is in the range of ₹0.12-0.15 per message, and WhatsApp for Business pricing today is in the range of ₹0.35-0.75 per 24-hour session, depending on the application (utility/service or marketing respectively).

WhatsApp Business (WABA) in India now follows per-message pricing: ₹0.78 for marketing, ₹0.11 for utility, ₹0.12 for domestic authentication, and ₹2.30 for international authentication (from an India WABA). Customer-initiated replies are free within 24 hours, and ads, QR codes, or website entry points give 72 hours of free conversations. High-volume utility and authentication messages also get tiered discounts.

SMS (domestic A2P) is still priced per message. At scale, enterprise rates are usually ₹0.14–₹0.20 for promotional and ₹0.12–₹0.16 for transactional, plus DLT charges of ₹0.025 per SMS and 18% GST. The final route rates depend on your message volume and compliance.

Conclusions

We recommend the following use cases based on the differences highlighted above –

• WhatsApp is well suited for customer support as it is a good two-way channel. Also, multiple demographics across languages in India are comfortable chatting on it. Times Mobile’s WhatsApp for Business Services can work with you to implement a full solution that integrates chatbots and live agents into an optimal support experience. 
• WhatsApp is also well suited for marketing applications given its rich messaging capabilities and high click-through rates. At the commercials and click-through rates illustrated above, the effective cost per click for SMS is around ₹5 whereas for WhatsApp it can be as low as ₹1.9.
• SMS is great for one-way notifications in which there is relatively less interactivity, e.g. delivering OTPs or transactional updates. Times Mobile’s SMS solution can ensure high delivery rates, open rates, and low latency.

Finding Your Perfect Mix

Ultimately, the most powerful strategy isn’t about choosing SMS or WhatsApp—it’s about leveraging the unique strengths of both. The right balance depends entirely on your audience, goals, and specific use cases.

Don’t navigate these choices alone. Contact us today for a personalized consultation. We’ll help you design a secure, cost-effective, and highly engaging communication strategy that drives results.