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Anti-Spam & Bulk Limits

Exotel enforces anti-spam measures to protect recipients, maintain telecom quality, and ensure compliance with TRAI regulations. This guide covers bulk limits, spam detection, penalties, and best practices to keep your account in good standing.

Account Rate Limits​

Exotel applies default rate limits to all accounts to prevent abuse and ensure platform stability:

Voice Call Limits​

LimitDefaultEnterprise
Outbound calls per minute60Custom (up to 500+)
Concurrent callsPlan-dependentCustom
API requests per minute200Custom
Campaign contacts (per campaign)5,000 (inline) / 1,00,000 (CSV)Custom

SMS Limits​

LimitDefaultEnterprise
SMS per minute300Custom (up to 5,000+)
API requests per minute200Custom
Campaign contacts1,00,000 (static) / 5,00,000 (dynamic)Custom

WhatsApp Limits​

LimitDefaultNotes
Messages per secondTier-basedIncreases with quality rating
Template messages per dayMeta-definedBased on business verification status
info

To increase your rate limits, contact your account manager or hello@exotel.com with your expected volumes and use case. Capacity increases are reviewed and approved based on account history and compliance record.

Spam Detection​

Exotel and telecom operators monitor for spam patterns. The following behaviors may trigger spam detection:

Voice Spam Indicators​

PatternRisk LevelDescription
High call volume to DND numbersHighIndicates list quality issues or intentional DND violation
Very short call duration (< 5 sec)MediumMay indicate robo-calling or flash calls
Extremely high retry rateMediumAggressive retries annoy recipients
Calls outside 9 AM -- 9 PM (promotional)HighRegulatory violation
High complaint rateHighRecipients reporting unsolicited calls
Consistent call drops after connectMediumMay indicate pre-recorded spam

SMS Spam Indicators​

PatternRisk LevelDescription
DLT template mismatch (high rate)HighIndicates incorrect or abusive template use
High DND rejection rateMediumList not properly scrubbed
Sending outside promotional hoursHighRegulatory violation
High undelivered rateMediumPoor list quality or invalid numbers
Content flagged by operatorHighMessage content violates operator policies

TRAI Penalties for Spam​

TRAI imposes escalating penalties for spam violations:

Violation LevelTriggerConsequence
Level 11-5 complaints in a monthWarning from operator
Level 26 complaints in a monthTemporary disconnection (up to 7 days)
Level 37+ complaints in a monthDisconnection for up to 2 years
Financial penaltyPer violationUp to INR 1,000 per complaint per day
warning

TRAI penalties apply to your business, not to Exotel. A single campaign that generates multiple complaints can quickly escalate to Level 2 or Level 3 consequences. Monitor your complaint rate closely and stop campaigns that generate complaints.

Exotel Account Compliance​

Account Health Indicators​

Exotel monitors account health and may take action based on the following:

MetricHealthyWarningAction Threshold
DND complaint rate< 0.1%0.1 -- 0.5%> 0.5%
SMS delivery rate> 92%80 -- 92%< 80%
Call connect rate> 30%15 -- 30%< 15%
DLT rejection rate< 5%5 -- 15%> 15%

Consequences of Non-Compliance​

SeverityAction
WarningEmail notification with compliance recommendations
Temporary restrictionReduced rate limits or campaign pausing
Account suspensionAccount access disabled pending investigation
Account terminationPermanent account closure for severe violations

Best Practices to Avoid Spam Flags​

Contact List Hygiene​

  1. Scrub against DND/NDNC registry before every campaign
  2. Remove invalid numbers (disconnected, out of format)
  3. Remove contacts who opted out of your communications
  4. Do not purchase contact lists from third parties
  5. Validate consent records for all promotional communications
  6. Regularly clean stale data (contacts not updated in 6+ months)

Campaign Configuration​

  1. Use correct campaign types (trans for transactional, promo for promotional)
  2. Schedule within allowed hours (9 AM -- 9 PM for promotional)
  3. Limit retry attempts to 2-3 maximum
  4. Use reasonable retry intervals (15+ minutes between attempts)
  5. Set appropriate throttle rates (do not max out capacity unnecessarily)
  6. Test with small batches first before full-scale campaigns

Message Content​

  1. Include your business identity in every message
  2. Provide opt-out instructions in promotional SMS
  3. Do not use misleading sender IDs or content
  4. Match DLT templates exactly for SMS campaigns
  5. Keep IVR greetings concise and professional
  6. State the call purpose within the first 5 seconds

Monitoring and Response​

  1. Monitor campaign reports for unusual failure patterns
  2. Track DND complaint rates in your dashboard
  3. Respond to complaints promptly (within 48 hours)
  4. Pause campaigns with high complaint rates immediately
  5. Review and adjust campaigns based on reporting data
  6. Maintain compliance documentation (consent records, opt-out logs)

Opt-Out Management​

SMS Opt-Out​

Include opt-out instructions in every promotional SMS:

Reply STOP to unsubscribe from future messages.

When a recipient replies STOP:

  1. Record the opt-out request with timestamp
  2. Remove the contact from all promotional lists within 7 days
  3. Do not send further promotional messages to this number
  4. Transactional messages (OTPs, order updates) may still be sent

Voice Call Opt-Out​

Provide opt-out during IVR flows:

Press 9 to be removed from our calling list.

Process opt-out requests the same way as SMS opt-outs.

Reporting Abuse​

If you receive spam through Exotel or notice abuse of the platform:

  • Email abuse@exotel.com with details
  • Include the sender's phone number, message content, and timestamp
  • Exotel investigates and takes appropriate action

Frequently Asked Questions​

Can I increase my rate limits for a specific campaign?​

Yes. Contact your account manager before the campaign with your expected volume, use case, and campaign timeline. Temporary capacity increases can be provisioned for specific campaigns.

What happens if my account is suspended for spam?​

Contact hello@exotel.com immediately. Provide compliance documentation (consent records, campaign details, corrective actions). Exotel reviews your case and may reinstate your account with conditions.

Are transactional messages subject to spam limits?​

Transactional messages have less restrictive limits but are still monitored. Abusing transactional routes for promotional content will result in penalties and potential account action.

How do I check my current complaint rate?​

Monitor your complaint rate in the Exotel dashboard under Analytics > Compliance or contact your account manager for a compliance report.