Message template FAQ

Can a message template exceed 500 characters?

A message template cannot exceed 500 characters. For more information about message length and billing, see Message sending rules.

Industry restrictions for message templates

Different rules and industry restrictions apply to different template types. Before you submit a template for review, ensure your template complies with the Message template specifications.

Support for messages with links

Verification code message templates do not support links. Notification message templates and promotional message templates support links. However, starting from May 2025, messages that contain links, IP addresses, or contact information are highly likely to be blocked. Therefore, the review process for messages with links is stricter. See the following announcements:

• Notice on China Mobile's Plan to Implement "Traffic-Guiding Information" Interception and Control

• Notice on China Unicom's New "Template Filing" and "Traffic-Guiding Information Interception" Control Measures

• Announcement on Telecom Carriers' Prohibition of Links, IP Addresses, and Contact Information in SMS Content

Supported link types

Verification code message templates do not support links. The following link types are supported in notification message and promotional message templates. The link filing, content, and other requirements must comply with link usage rules.

• Supported: Fixed and complete website links, such as aliyun.com and alibabacloud.com.

• Supported: Combinations of a top-level domain or official website link and a variable, such as aliyun.com/${code}.

• Supported: Fixed short links, such as tb.cn and tb.cn/example.

• Not supported: Combinations of a short link and a variable, such as tb.cn/${code} and wxaurl.cn/${link_param}.

Message sending frequency limits

No. For more information, see Message sending frequency limits.

Enterprise certification for promotional messages

No. Promotional messages are available only to enterprise customers. For more information, see Usage notes.

Selecting a signature for a template

After your templates and signatures are approved, you can combine them as needed. The use case of the signature must match the message template type.

Rejection for relevance or third-party issues

This rejection means you may have submitted documents that are not relevant to the template content, or the content involves a third party without providing the necessary documentation. We recommend that you check the following:

• For templates that involve a third party (such as sending messages on behalf of a third party, using a third-party's name in the signature, or referencing a third party in the content), you must provide supporting documents and a letter of authorization. Submit these documents when you apply for qualifications.

• If your company provides technical support to build a message platform for a government or public institution, or if the message content involves their services, we recommend that you first apply for a relevant signature for that entity. Then, apply for a notification message template and provide a landline number for the entity for verification.

For more information about why a template might be rejected, see Suggestions for handling review rejections.

Using complimentary templates

Short Message Service provides complimentary templates to early adopters to help them test the service. You can use these templates to send test messages before your business goes live. Messages sent using these templates are billed at the standard rate.

Adding test signatures or templates

Applying for test signatures is no longer supported. If you need to learn about or test the service, use the Quick Start and Test feature in the Short Message Service console.

Traffic-guiding information

"Traffic-guiding information" refers to phone numbers, links, and diversion materials (supporting documents).

When the system detects that a template may contain content intended to guide traffic, you must provide specific details, such as the actual phone numbers or links.

Diversion materials

"Diversion materials" refers to supporting documents corresponding to phone numbers and links, such as business information or ICP filing screenshots.

Modifying a message template

• You can modify a template that has a Rejected status.

• You can withdraw a template that is Under Review, edit it, and then resubmit it.

• You cannot modify a template that is Approved. Instead, you can clone the template. The system automatically populates the template type, name, and other information.

For more information about how to add a template, see Add a message template.

Template modification and signature filing

No. The signature filing process validates the compliance of a signature and its corresponding qualifications, and is independent of the template type. Modifying or replacing a template does not affect a signature that has passed filing. The signature remains usable and its status does not change.

Template management and signature management are independent functional modules. Modifying a template does not trigger a change in the signature's status.

Sending messages with a deleted template

No. You cannot send messages using a template that has been deleted.

Different review outcomes for similar templates

• A single incorrect word or character in a message template can cause the review to fail. Carefully check whether the template content complies with the Message template specifications. Modify the template based on the rejection reason. For more information, see Suggestions for handling review rejections.

• If you have two similar message templates and one fails the review, check for differences between them. Links or prohibited words can cause a review to fail.

Longer review time for message templates

Message templates require checks for multiple factors, such as variable standards, link content, use cases, third-party authorization, and content compliance. Different template types also have different rules. As a result, the review process takes more time. For example:

• The template content is checked to determine whether the content or link scenarios involve a third party. If so, third-party authorization must be verified.

• Links are checked to ensure they are active and that the associated business content and industry are compliant.

• The business use case is verified. For services like apps, the business must be checked from multiple aspects to ensure compliance.

• Variable attributes are checked to ensure they are appropriate for the context of the template content.

Rejected verification code templates

• You must apply for a signature before applying for a message template.

• Check whether you have provided a reference to your business, such as an app or a link, in your application.

• If the template is for a login link, provide a test account in the scenario description for verification.

• Ensure your application includes a scenario that requires a verification code.

• If your product has not yet launched, you can use an existing verification code template or a complimentary one (available only to users with enterprise certification).

Different review outcomes for domestic and international templates

Carriers for Mainland China messages and international messages have different resources and service access rules. This can lead to different review outcomes. The final decision is at the discretion of the respective carrier.

Combined variables not supported

This error occurs when you place two variables adjacent to each other in a template.

By default, templates do not support combined variables. Remove one variable or add text to separate them. Correct example: "You are invited to the ${content} meeting at ${place} on ${time}. Please be on time." For more information about rejection reasons and solutions, see Suggestions for handling review rejections.

Variable length limits

For notification message templates applied for after January 10, 2018, variables are limited to 1 to 35 characters. For verification code message templates, variables are limited to 4 to 6 characters. For more information about variable specifications, see Notification message template specifications or Verification code message template specifications.

If a variable exceeds the length limit, you must upgrade to an enterprise customer. An Alibaba Cloud specialist will then review your new message template.

Incorrect variable attribute

Select a variable attribute that matches the variable's content. For more information, see Variable attribute specifications.

Affected templates by the unsubscribe method change

The new regulation applies only to promotional message templates for Mainland China.

Verification code, notification, and international message templates are not affected and do not require any changes.

Unsubscribing from promotional messages

Message recipients can unsubscribe from promotional messages by replying with R.

The message sender does not need to take any action. The Short Message Service channel will automatically block promotional messages with the same signature. You will not be charged for messages that fail because the recipient has unsubscribed.

Batch modification of unsubscribe methods

The new unsubscribe method has a different character count, which may affect billing. Therefore, Short Message Service does not automatically update template content. Prioritize updating the promotional message templates that are currently in use. For more details, see Promotional message template specifications.

Unsubscribe method for new templates

When you apply for a new promotional message template, we recommend using the latest dedicated unsubscribe text Reply R to unsubscribe. If you do not define unsubscribe text in the promotional message template, the system adds the latest dedicated unsubscribe text Reply R to unsubscribe to the end of the template by default. For more details about unsubscribing, see Promotional Message Template Specifications.

Modifying unsubscribe format for existing templates

Log on to the Short Message Service console. On the Template Management page, find the template you want to modify and click Clone.

In the Template Content section, modify the unsubscribe method. In the Scenario Description section, enter the template code of the previously approved promotional message template to expedite the review process. Then, resubmit the template for review.

Deadline for updating unsubscribe methods

Starting from November 30, 2023, Short Message Service only supports the standard unsubscribe text Reply R to unsubscribe in promotional message templates. Using other unsubscribe text may cause template submissions to be rejected or result in a high number of delivery failures. You must review and update the templates in your account before November 30. For more information, see [November 6, 2023] Notice on the Change of Unsubscribe Method for Promotional Messages in Mainland China.

Unsubscribing with 'T' or 'TD'

No. According to the latest regulations from the Ministry of Industry and Information Technology (MIIT), recipients can only unsubscribe from promotional messages by replying with R. Other methods are not supported.

Unsubscribing is handled on a per-signature basis. After a recipient unsubscribes, they will no longer receive promotional messages sent with that specific signature. For more details, see Promotional message template specifications.

Shared templates and signatures for different regions

You can use the same signature for both Mainland China messages and International/Hong Kong, Macao, and Taiwan messages, provided its use case is general-purpose. Message templates for Mainland China cannot be used for International/Hong Kong, Macao, and Taiwan messages, and vice versa.

Providing a URL in the scenario description

Providing a URL helps verify the business use case, which can speed up the template review process and ensure compliant use of Short Message Service. For more details on how to fill out the application, see Apply for a message template.

AI assistant: Supported industries

This feature is now officially available and available to most customers in whitelisted industries. When using this feature to generate content, there are no industry restrictions for verification code messages. For notification and promotional messages, it is available to all industries except for finance and gaming.

Rejected templates from the AI assistant

The AI assistant generates recommended templates by learning from the review standards for different types of message templates across various industries and continuously improves based on feedback. While templates generated by the AI assistant have a higher approval rate than manually created ones, approval is not guaranteed. Please adjust the template content based on the review results and suggestions.

Impact of links on filing and delivery

• High risk of interception: Carriers are highly likely to block message content that includes links (including short links), IP addresses, phone numbers, WeChat IDs, or other traffic-guiding information. This can happen even if the signature has completed filing.

• Recommendation for filing verification: When your signature is in the "Filed and Pending Verification" stage, use a plain text verification code or notification message without any traffic-guiding information for testing. This helps prevent content violations from interfering with the assessment of your filing status.

• Long-term compliance: The interception rate for messages containing links does not decrease after the signature filing is complete. Avoid using such content or be prepared for potential delivery failures.