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SMS template guidelines

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An SMS template is the exact text you send. You can choose from three template types: Captcha, notification message, and promotional message. Each template consists of template variables and template content. Follow both the content guidelines and variable guidelines.

Use recommended templates

If you are unsure how to write your template content, use one of the tools below. Templates created this way have a high approval rate.

  • image: Generate template content in one click based on your selected scenario and industry. You can edit the generated template or use it as-is.

    You can use this feature in the console. It is not available through the API.

  • image: View recommended template content. You can edit it or use it as-is.

Select a template type

Your SMS content must match the template type you select. The table below shows key differences among the three template types to help you choose.

Scenarios

  • Captcha: Use for registration, logon, and identity verification. Send an SMS that includes a verification code.

  • Notification message: Send routine notifications—such as order updates or logistics tracking—to registered users.

  • Promotional message: Send marketing content—such as promotions, business announcements, or member care—to registered users. Available only to enterprise users.

Content guidelines

  • Captcha:

    • The content must include at least one of these terms: “verification code”, “registration code”, “check code”, or “dynamic code” (also called “dynamic password”).

    • The content must clearly state at least one of the following: the platform name, the purpose, or the expiration time.

    • Do not include notification, marketing, advertising, or opt-out language. Do not include any contact information.

  • Notification message:

    • Do not send marketing or promotional content. Do not include “Reply R to unsubscribe”.

    • Do not send holiday greetings, birthday messages, or promotion announcements. Submit those as promotional messages instead.

  • Promotional message:

    • End the message with an opt-out instruction. Use the standard wording: “Reply R to unsubscribe”.

    • Do not send content for finance, gaming, or social networking industries.

    • Do not send marketing content to non-members. Do not send unsolicited messages. Include a member title in the template.

Variable guidelines

  • Captcha: Support one or two variables. Custom two-variable templates are not supported.

  • We recommend that template content uses no more than 3 variables. If a template uses more than 3 variables, future changes to carrier policies may cause template registration to fail.

Link guidelines

  • Captcha: Do not include links.

  • Notification message: Do not include marketing or promotional links.

The table above lists only the main differences among template types. For full details, see the Captcha guidelines, notification message guidelines, and promotional message guidelines.

Select an associated signature

The signature you associate when applying for a template is used only for review. When sending messages, you can combine any signature with any template.

Type

Associated signature

Limits

Maximum applications

Official Template

(General template)

When applying for a template, the associated signature must be a production signature.

No usage limits. However, throttling applies to message-sending frequency:

  • Captcha: 1 per minute, 5 per hour, and 10 per day (per signature and phone number). A single phone number may receive up to 40 Captcha messages per day from all senders.

  • Notification and promotional messages: 50 per day (per signature, template, and phone number).

For more details, see SMS sending frequency limits.

  • Short Message Service console: No limit on template applications.

  • Using the CreateSmsTemplate API: One Alibaba Cloud account can apply for up to 100 templates per calendar day. Wait at least 30 seconds between requests.

Gift templateimage

No application needed. Gift templates are automatically provided when you activate Short Message Service.

Enter template content

Enter the exact SMS text you want to send. Use ${variable_name} as a placeholder for variables. You can name variables freely, but the name must reflect the variable’s purpose.

  • If you do not use variables, every message sent from this template will be identical.

  • Variables let you personalize and differentiate message content.

  • Templates require review. Fully variable templates are not allowed.

image

For more guidance, see template content guidelines.

Describe your use case

Describe your business use case or provide a live URL. Also provide a complete SMS example with actual variable values filled in.

  • A detailed use case description helps reviewers understand your business scenario, which can speed up the review and increase the approval rate.

  • You can provide the parameter values for the variables and describe the use case and the reason for choosing a particular variable attribute in detail.

  • You can provide a link to your business website, a filed domain name, or a download link from an app market.

  • For login scenarios, you can provide a test account and password.

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