Creating an SMS Campaign

This guide walks you through the complete process of creating a bulk SMS campaign on Exotel, from DLT template preparation to launching and monitoring your campaign.

Prerequisites

Before creating an SMS campaign, ensure you have:

An active Exotel account with API access enabled
Your API key and API token (available in Dashboard > Settings > API)
A registered DLT Entity ID (required for SMS in India)
At least one approved DLT template (with Template ID)
An approved Sender ID (alphabetical for transactional, numeric for promotional)
A contact list in CSV format or existing contact list SIDs

info

DLT (Distributed Ledger Technology) registration is mandatory for sending SMS in India. All SMS must use pre-approved templates registered with your DLT portal. For DLT setup details, see DLT Compliance.

Step 1: Register Your DLT Template

Before you can use a message in a campaign, it must be registered and approved on your DLT portal.

Template Registration Process

Log in to your DLT portal (Jio, Airtel, Vodafone-Idea, or BSNL)
Navigate to Templates > Add Template
Select the template type:
- Transactional -- OTPs, order updates, alerts (can be sent 24/7)
- Promotional -- Marketing offers, promotions (restricted to 9 AM -- 9 PM)
- Service Implicit -- Existing customer communications
- Service Explicit -- Communications with explicit consent
Enter your message content with variables marked as {#var#}
Submit for approval (typically takes 1-3 business days)

Template Example

DLT template:

Dear {#var#}, your order {#var#} has been shipped. Track at {#var#}. Thank you for shopping with {#var#}.

Exotel campaign message (using CSV column headers):

Dear @@first_name, your order @@order_id has been shipped. Track at @@tracking_url. Thank you for shopping with @@company_name.

For complete template management details, see SMS Campaign Templates.

Step 2: Prepare Your Contact List

CSV Format for SMS Campaigns

number,first_name,order_id,tracking_url,company_name
+919876543210,Rahul,ORD-2024-001,https://track.example.com/001,Acme Store
+919876543211,Priya,ORD-2024-002,https://track.example.com/002,Acme Store
+919876543212,Amit,ORD-2024-003,https://track.example.com/003,Acme Store

Column	Required	Description
`number`	Yes	Recipient phone number in E.164 format
Custom columns	For dynamic campaigns	Any columns referenced by `@@variable` in your message template

Upload the Contact List

curl -u '<api_key>:<api_token>' -X POST "https://api.exotel.com/v2/accounts/<account_sid>/contacts/csv-upload" \
  -F "list_name=Order_Shipment_Feb" \
  -F "file_name=@contacts.csv" \
  -F "type=static"

For dynamic (personalized) campaigns, set type=dynamic:

curl -u '<api_key>:<api_token>' -X POST "https://api.exotel.com/v2/accounts/<account_sid>/contacts/csv-upload" \
  -F "list_name=Personalized_Shipment_Feb" \
  -F "file_name=@contacts.csv" \
  -F "type=dynamic"

tip

Verify the upload is complete by checking the upload status endpoint before creating your campaign. See Contact List Management for detailed upload instructions.

Step 3: Configure Campaign Settings

Essential Parameters

Parameter	Required	Description
`lists`	Yes	Array of contact list SIDs
`sender_id`	Yes	Approved Sender ID (e.g., `EXOTL` for transactional)
`sms_type`	Yes	`trans` (transactional) or `promo` (promotional)
`dlt_entity_id`	Yes	Your DLT Entity ID
`dlt_template_id`	Yes	Approved DLT Template ID for this message
`body`	Yes	Message content matching the DLT template
`name`	No	Campaign name for identification
`campaign_type`	No	`static` (same message) or `dynamic` (personalized)

Sender ID Types

Type	Format	Example	Use Case
Alphabetical (6 chars)	Letters only	`EXOTL`	Transactional, service messages
Numeric	Numbers	`567890`	Promotional campaigns

warning

Your Sender ID must be registered with your DLT portal and approved before use. Using an unregistered Sender ID will cause all messages to fail delivery.

Static vs. Dynamic Campaigns

Static campaigns send the identical message to all recipients:

{
  "lists": ["list_sid_1", "list_sid_2"],
  "body": "Your subscription renewal is due. Please visit our website to renew. Thank you.",
  "campaign_type": "static"
}

Supports up to 5 contact lists
Maximum 1,00,000 contacts per list
All recipients receive the same message

Dynamic campaigns personalize the message for each recipient using CSV column values:

{
  "lists": ["list_sid_1"],
  "body": "Dear @@first_name, your order @@order_id has been shipped. Track at @@tracking_url.",
  "campaign_type": "dynamic"
}

Supports 1 contact list only
Maximum 5,00,000 contacts
Each recipient gets a personalized message

Step 4: Set the Schedule

Immediate Send

Omit the schedule object to send messages immediately:

{
  "lists": ["list_sid_1"],
  "body": "Your OTP is 123456. Valid for 5 minutes.",
  "sender_id": "EXOTL",
  "sms_type": "trans"
}

Scheduled Send

"schedule": {
  "send_at": "2024-02-15T10:00:00+05:30",
  "end_at": "2024-02-15T18:00:00+05:30"
}

Parameter	Format	Description
`send_at`	RFC 3339	When to start sending messages
`end_at`	RFC 3339	When to stop sending (remaining contacts are paused)

warning

SMS campaigns must have a minimum 10-minute lead time. The send_at time must be at least 10 minutes in the future from the time of campaign creation.

Scheduling Rules for SMS Types

SMS Type	Allowed Hours	Notes
Transactional	24/7	No time restrictions
Promotional	9:00 AM -- 9:00 PM IST	TRAI regulation; messages outside this window will be queued
Service Implicit	24/7	Subject to DLT category rules
Service Explicit	24/7	Subject to DLT category rules

Step 5: Configure Callbacks

Set up webhook URLs to receive delivery status updates:

"status_callback": "https://your-server.com/webhooks/sms-campaign-status",
"sms_status_callback": "https://your-server.com/webhooks/sms-delivery"

Callback	Fires When	Data Included
`sms_status_callback`	Each individual SMS delivery status changes	To number, delivery status, timestamp, SmsSid
`status_callback`	Campaign status changes (completed, paused)	Campaign stats, completion summary

Step 6: Launch the Campaign

Combine all settings into the API request:

curl -u '<api_key>:<api_token>' -X POST "https://api.exotel.com/v2/accounts/<account_sid>/sms-campaigns" \
  -H "Content-Type: application/json" \
  -d '{
    "lists": ["list_sid_1"],
    "sender_id": "EXOTL",
    "sms_type": "trans",
    "dlt_entity_id": "1234567890123456789",
    "dlt_template_id": "9876543210123456789",
    "body": "Dear @@first_name, your order @@order_id has been shipped. Track at @@tracking_url. Thank you for shopping with Acme Store.",
    "name": "Order Shipment Notifications Feb",
    "campaign_type": "dynamic",
    "schedule": {
      "send_at": "2024-02-15T10:00:00+05:30",
      "end_at": "2024-02-15T18:00:00+05:30"
    },
    "sms_status_callback": "https://your-server.com/webhooks/sms-delivery",
    "status_callback": "https://your-server.com/webhooks/sms-campaign-status"
  }'

Successful response:

{
  "response": [{
    "code": 200,
    "status": "success",
    "data": {
      "id": "sms_camp_xyz789",
      "name": "Order Shipment Notifications Feb",
      "status": "Created",
      "stats": {
        "total": 3000,
        "sent": 0,
        "delivered": 0,
        "failed": 0,
        "pending": 3000
      }
    }
  }]
}

API Reference: See the SMS Campaigns API for complete endpoint documentation.

Step 7: Monitor and Manage

Check Campaign Status

curl -u '<api_key>:<api_token>' "https://api.exotel.com/v2/accounts/<account_sid>/sms-campaigns/<campaign_id>"

Pause the Campaign

curl -u '<api_key>:<api_token>' -X PUT "https://api.exotel.com/v2/accounts/<account_sid>/sms-campaigns/<campaign_id>" \
  -H "Content-Type: application/json" \
  -d '{"action": "pause"}'

Resume a Paused Campaign

curl -u '<api_key>:<api_token>' -X PUT "https://api.exotel.com/v2/accounts/<account_sid>/sms-campaigns/<campaign_id>" \
  -H "Content-Type: application/json" \
  -d '{"action": "resume"}'

SMS Delivery Throughput

Setting	Default	Description
SMS capacity	300 SMS/minute	Default account throughput
Throttle mode	`auto`	Uses full account capacity
Custom throttle	Set via `throttle` parameter	Limit to specific SMS/minute rate

info

If you need higher throughput than 300 SMS/minute, contact Exotel support to increase your account capacity. Enterprise plans support up to several thousand SMS per minute.

Complete Configuration Reference

Parameter	Required	Default	Description
`lists`	Yes	--	Array of contact list SIDs
`sender_id`	Yes	--	Approved DLT Sender ID
`sms_type`	Yes	--	`trans` or `promo`
`dlt_entity_id`	Yes	--	DLT Entity ID
`dlt_template_id`	Yes	--	Approved DLT Template ID
`body`	Yes	--	Message content (must match DLT template)
`name`	No	Auto-generated	Campaign name
`campaign_type`	No	`static`	`static` or `dynamic`
`schedule`	No	Immediate	Schedule object with `send_at` and `end_at`
`sms_status_callback`	No	--	Per-SMS delivery webhook URL
`status_callback`	No	--	Campaign-level webhook URL
`throttle`	No	Account limit	SMS/minute rate

Troubleshooting

Issue	Cause	Solution
All SMS failing with DLT error	Template ID or Entity ID mismatch	Verify DLT credentials match your registered values
Message body rejected	Body does not match registered template	Ensure variables and static text match the DLT template exactly
Promotional SMS not delivered	Sent outside 9 AM -- 9 PM window	Schedule within allowed promotional hours
Low delivery rate	DND-registered recipients	Check DND filtering; consider transactional category if applicable
Campaign stuck in Created	Schedule `send_at` is in the future	Wait for the scheduled time or update the schedule
Dynamic variables showing raw text	Column header mismatch	Verify CSV column headers match `@@variable` names exactly

Next Steps

SMS Campaign Templates -- DLT template management and variable substitution
SMS Campaign Reports -- Track delivery status and analyze campaign performance
Contact List Management -- Prepare and optimize your contact lists
Best Practices -- Optimize timing, throughput, and content

Prerequisites​

Step 1: Register Your DLT Template​

Template Registration Process​

Template Example​

Step 2: Prepare Your Contact List​

CSV Format for SMS Campaigns​

Upload the Contact List​

Step 3: Configure Campaign Settings​

Essential Parameters​

Sender ID Types​

Static vs. Dynamic Campaigns​

Step 4: Set the Schedule​

Immediate Send​

Scheduled Send​

Scheduling Rules for SMS Types​

Step 5: Configure Callbacks​

Step 6: Launch the Campaign​

Step 7: Monitor and Manage​

Check Campaign Status​

Pause the Campaign​

Resume a Paused Campaign​

SMS Delivery Throughput​

Complete Configuration Reference​

Troubleshooting​

Next Steps​