Notification message content specifications-Short Message Service(SMS)-阿里云帮助中心

Template specifications

When creating a notification message template, adhere to the following format and content requirements:

Category	Specification
Content requirements	The template must state the actual message content and reflect the sending scenario. The following content is prohibited: Notification messages must not contain marketing or promotional content and must not include `To unsubscribe, reply R`. We recommend that you remove any content related to unsubscription methods. Messages for member holidays, birthday greetings, or promotional events must be submitted as promotional messages. Specific contact methods are not supported. This includes non-enterprise official accounts, QQ numbers, QQ groups, WeChat groups, Douyin accounts, instructions to join groups, and mobile phone numbers. Signatures for "third-party use" cannot be used to apply for financial service message templates. If a notification message contains contact information, only official corporate customer service numbers, such as landlines, 400-series, or 95-series numbers, are permitted. A template can contain a maximum of two contact numbers. If the template content involves a third party, you must select the corresponding third-party qualification and signature when applying.
Formatting requirements	The template content must be between 1 and 500 characters long, including variables. Rules for calculating text message length The SMS signature is placed in `【】` before the template content. To avoid confusion, do not use `【】` anywhere in the template content. Do not use `[ ]` at the beginning or end of the template content. The template supports simplified Chinese characters, English letters, numbers, and standard symbols. Traditional Chinese characters and special symbols, such as `body# ""''[] m² • (1)★*->`, are not supported. Do not use typos, character variants, non-standard characters, obfuscating symbols, or unconventional expressions, such as using homophones to bypass filters.
Restricted business types	Content that is illegal, violates regulations, or infringes upon the rights of others is prohibited. Sending messages related to the following topics is prohibited: pornography; gambling; illegal drugs; party, government, or political affairs; betting (including score betting); lotteries; violence; threats or intimidation; smuggling; card and board games; adult products; selling personal information; contraband; in-person debt collection; crowdfunding; charitable donations; religion; superstition (such as fortune-telling, divination, or feng shui); stocks; private equity; crude oil futures; virtual currencies; seal engraving; counterfeit goods; tobacco and alcohol; invoice issuance; business registration services; document processing services; annual inspection services; bookkeeping services; soliciting users to join social media groups or add contacts (such as on QQ or WeChat); soliciting customer service contacts; requesting confirmation of receipt for goods; services related to telecom carriers (such as value-added services, carrier-branded stores, China Mobile, China Unicom, China Telecom, China Broadnet, specific mobile plans like King Cards, bulk messaging, or 4G/5G promotions); academic ghostwriting; click farming or task-based rewards; empty package logistics for faking transactions; digital collectibles; equipment rentals; legal rights protection or mediation services; trademark registration; study abroad or immigration services; loans; debt collection reminders; credit card limit increases; investment and wealth management; prize or lottery win notifications; lucky draws (including "one-dollar" or flash-sale style promotions); second-class e-commerce; Taobao commands; zero-cost purchases; cosmetic surgery or medical aesthetics; fur products; cashback or rebates; funeral services; soliciting positive reviews; point redemption or collection; vocational training; surveys; home renovation (including building materials and furniture); POS machines; in-home massage services; part-time jobs; app downloads or promotional links; promotions for games, dating apps, financial products (such as for banks, insurance, lending, or installments), exhibitions, recruitment, or school enrollment; data ranking services; customer acquisition or lead generation; SEO keyword optimization; third-party promotional services (for intellectual property, patents, or software copyrights); promotions for real estate, event bidding, or franchises; and user acquisition or re-engagement campaigns.

Note

Message template specifications are subject to change based on requirements from the Ministry of Industry and Information Technology (MIIT) and carriers. The review outcome is final.

Sample template content

Enter the content of the message that you want to send. Use ${variable_name} as a placeholder for variables. The variable name can be customized, but it must reflect the purpose of the variable.

Template content is subject to review. Therefore, full-variable templates are not supported and all templates must include fixed text.

Use cases	Example
Reset password	Hello, your password has been reset to `${password}`. Please log in and change it as soon as possible.
Review	Your `${mtname}` application was approved on `${submittime}`. This is a notification for your reference.
Redemption code/Delivery code/Pickup code	Your redemption request has been approved. Your redemption code is `${code}`. Do not share it with others! Dear `${name}`, your delivery code is: `${code}`. Do not disclose this code to anyone. Hello, please use pickup code `${code}` to collect your item at `${address}`. If you have any questions, please call `${phone}`.
Transaction order	You have a new order to process. Current status: `${status}`. Order summary: `${remark}`. Please process it promptly. You have a new `${product}` order. Please check it. Dear `${name}`, store `${store}` has a new delivery order. Please claim it! You have a new order. Recipient: `${consignee}`, contact number: `${number}`. Please check it promptly. Dear member, your order at `${name}` has been successfully submitted. We will ship it as soon as possible. Thank you for your support!

You can also view more sample templates in the console. Using these samples directly may increase your chance of approval.

Variable specifications

A single variable can be 1–35 characters long. The length limit varies by variable attribute.

If a variable exceeds its length limit, the message will fail to send.
Each variable can appear only once in a template.

Incorrect example: Your child ${name} has arrived at the ${name} location!

Correct example: Your queue number is ${num1}. There are ${num2} people ahead of you. Please wait to be called.
Concatenated or adjacent variables are not supported. They must be separated by descriptive text.

Incorrect example: ${code}${name}, ${time}, ${place}.

Correct example: Hello, please use pickup code ${code} to collect your item at ${address}. If you have any questions, please call ${phone}.
Full-variable templates are not supported. Descriptive text must be included to clarify the template's purpose.
Variables cannot contain URLs, IP addresses, official accounts, mini programs, apps, QR codes, QQ numbers, WeChat IDs, or mobile phone numbers. This information must be placed outside the variable.

If contact information (such as landlines, 400-series, or 95-series official corporate customer service numbers) is a variable, its value must be fixed. A maximum of two such numbers is supported.

Variable attribute specifications

Variable attributes have different length and character specifications. If a variable does not meet these specifications, the template will be rejected.

Variable attribute	Variable name	Variable specifications
Time	Custom. We recommend setting a name based on the date or time type. Examples: ${time}, ${date}, ${day}, ${year}, ${month}.	Must conform to standard system date/time formats. Dates must use the Gregorian calendar. Special symbols such as underscores are not supported. Date, for example: YYYYMMDD, YYYY-MM-DD, YYYY/MM/DD, or YYYYyearMMmonthDDday Time, for example: hh:mm:ss or hh:mm Date + time period, for example: morning, afternoon, evening Date + time combination, for example: YYYYMMDDhh:mm:ss Note Passing parameters in JSON array format is not supported.
Amount/Quantity	Custom. We recommend using a meaningful name. Example: ${money}.	Supports combinations of numbers and decimal points. Currency symbols such as ￥, $, yuan, and USD are not supported. Common quantity units such as 'pieces' or 'minutes' are not supported.
User Nickname	Custom. We recommend using the account name from a live website or app. Example: ${user_nick}.	Maximum length of 20 characters. Only English letters, numbers, and simplified Chinese are supported. Supports common half-width English characters, such as `()@#!$%^&*-_=+{}[];:<'>,./?"`. All full-width Chinese characters and spaces are not supported. Special characters and emoji are not supported. QQ numbers and WeChat IDs are not supported.
Personal Name	Custom. The legal name registered in household records. Example: ${name}.	Limited to 2–5 simplified Chinese characters. Note If an actual name exceeds this limit, you can select another suitable variable attribute based on the specifications and your use case. In the use case description, provide a complete message example for review.
Company/Organization Name	Custom. We recommend using the company or organization name registered with the Administration for Market Regulation. Example: ${unit_name}.	Maximum length of 20 characters. Only Chinese characters and Chinese parentheses are supported. English is not supported.
Address	Custom. We recommend using the location of a home, company, or other organization. Example: ${address}.	Only simplified Chinese, numbers, English letters, and common characters (standard keyboard characters) are supported. QQ numbers and WeChat IDs are not supported. Maximum length of 30 characters.
License Plate Number	Custom. We recommend using the license plate number for standard or common special-purpose vehicles. Examples: ${code}, ${license_plate_number}.	Abbreviation for a province, municipality, or autonomous region, or a military identifier (KA, WJ). Supports a combination of 4 to 6 digits, English letters, and 1 to 2 Chinese characters for <special vehicle identifiers (such as Police or Emergency)>. The total length cannot exceed 10 characters. English letters must be in uppercase. QQ numbers and WeChat IDs are not supported.
Tracking Number	Custom. We recommend using the order number for logistics or express delivery. Examples: ${code}, ${order}, ${tracking_number}. Note Select a suitable variable attribute based on the variable specifications and your use case. For example, for a JD.com tracking number like JDVC********7, you can select the Other Numbers attribute and provide a complete message example in the use case description**. Our reviewers will evaluate it.	Supports 8–16 digits. Supports a combination of 1–3 English letters and 5–16 digits. QQ numbers and WeChat IDs are not supported.
Pickup Code	Custom. A confirmation code used for retrieving temporarily stored items like packages. Examples: ${code}, ${order}, ${pick_up_code}.	Supports a combination of 4–8 digits, hyphens, and underscores.
Other Numbers	Custom. Examples: ${code}, ${order}, ${order_sn}, ${password}.	Supports a combination of numbers and letters, with a maximum length of 35 characters. Examples: verification code, password, order number. QQ numbers and WeChat IDs are not supported.
Phone Number	Custom. Examples: ${phone}, ${telephone}.	Standard landline numbers in Chinese mainland. Supports 5–13 digits and hyphens, with a maximum length of 15 characters. A template can contain a maximum of two phone numbers. The numbers can be in the variable or the fixed text, but not both. For example, you cannot use a phone number variable if the fixed text also contains a phone number. Fill in the number type and number fields according to your company's actual qualifications. Otherwise, the review will fail. Examples: 0571-82123***, 400-123-1234, 10086, 95679
URL parameter	A variable appended to a URL to access a specific web address. You must comply with the URL specifications. Note If the length limit does not meet your business needs, we recommend selecting the Other (such as name, account, and address) variable attribute. Provide a complete message example in the use case description and describe your use case in detail. Our reviewers will evaluate it comprehensively.	A template can contain a maximum of one URL. Variables cannot contain IP addresses or URLs. The variable can be up to 8 characters long, must start with a letter, and can contain letters and numbers. Only combinations of a domain name or official website URL and a variable are supported. Correct example: aliyun.com/${code} URLs consisting entirely of variables are not supported. QQ numbers and WeChat IDs are not supported. URLs that link to documents are not supported.
Email Address	Custom. Example: ${email_address}.	A standard email address for sending and receiving information, consisting of a username, the @ symbol, and a domain name. Must start with a letter or number, and supports combinations of English letters, numbers, and underscores. Must include the @ symbol. Limited to 7–30 characters in length.
Other (such as name, account, and address)	Custom. We recommend setting a meaningful variable name based on the variable type. Can be set to a company, product, address, name, content, account, member name, etc.	Note After selecting the Other (such as name, account, and address) variable attribute, we recommend providing a complete message example in the use case description. Include the parameter values for the variable, describe your use case in detail, and explain why you chose this attribute. Our reviewers will evaluate it comprehensively. If you have special requirements, include your contact information in the use case description. Test templates (templates associated with a test signature) do not support the 'Other' variable attribute. Not allowed for QQ numbers, WeChat IDs (official accounts), mobile phone numbers, websites, landline numbers, mini programs, apps, or URLs. Maximum length of 35 characters.

URL specifications

A template can contain a maximum of one URL. All URLs are reviewed to ensure they are legitimate, compliant, and relevant to the message content. URLs that link to illegal or non-compliant content will not be approved.

URL variable specifications: The URL you provide must be accessible for our review.

long URL	✅ Supported. Redirects are not allowed.	`aliyun.com`, `alibabacloud.com`
long URL + variable	✅ Supported. Redirects are not allowed.	`aliyun.com/${code}`
short URL + variable	❌ Not supported. It cannot be opened for review.	`tb.cn/${code}`, `wxaurl.cn/${link_param}`
short URL	✅ Supported. Up to one redirect is allowed.	`tb.cn`, `tb.cn/example`
Full variable	❌ Not supported. It cannot be opened for review.	`${code}`

URL content specifications: The content of the linked webpage must be compliant.
- Notification messages must not contain or include URLs for promotional or marketing purposes.
- The website URL must have a valid ICP filing and be publicly accessible.
- The website content must be consistent with the template content and must not involve illegal or non-compliant material.

Submit for review

Log on to the Template Management page in the console to request an SMS template.

Review time: After you submit an SMS template, the review is typically completed within 2 hours. For requests that involve government agencies or enterprises, you must provide a landline number for verification. Alibaba Cloud completes the review for these requests within two business days. If your template is not reviewed after several business days, check whether the landline number you provided is correct.

Review hours: 9:00 to 21:00, Monday to Sunday. Reviews are postponed during public holidays.

Note

You can activate the dedicated DingTalk group for Short Message Service to view SMS template review notifications and set up alert pushes.
You cannot modify a template after it is approved.

Common review failure reasons

The following table lists common reasons why notification message templates are rejected and provides suggested solutions.

Category	Rejection reason	Suggested solution
Vague or unverifiable content	The template does not reflect the business content and its meaning is unclear.	Provide a sample that uses your actual business content.
	The template's use case is unclear.	In the use case description, describe your business scenario or provide a URL to your online business (such as your app, official account, or mini program). Provide a complete message example with values for the variables.
	The specified app, official account, or mini program cannot be found in an app store.	In the use case description, provide a correct URL to your business in any app store. If your product is not yet live, you cannot apply for a template at this time.
	The business content is unclear. For example: Add us on WeChat to receive a gift.	Content that instructs users to join groups is not supported. Remove this content and resubmit. The specific business content must be reflected in the template text.
Non-compliant content or format	The notification message template includes unsubscription instructions.	Remove the unsubscription instructions and resubmit.
	The notification message template includes promotional content.	Remove the promotional content and resubmit, or apply for a promotional message template instead.
	The template contains: Typos. Character variants. Traditional Chinese characters. Special symbols. Brackets.	Suggestions: Correct any typos, character variants, or obfuscating symbols. Replace Traditional Chinese characters with simplified Chinese or English. Remove special characters, such as #, 『』, 「」, 〖〗, m², •, and ①. Use < >. Do not use the 【】 symbols anywhere in the template content or the [ ] symbols at the beginning or end of the template content, because the system interprets content enclosed in these brackets as a signature by default.
	The content is related to finance, dating, religion, games, etc.	For dating and gaming services, only verification code messages are supported. We recommend applying for a verification code template. Signatures for "third-party use" cannot be used to apply for message templates related to financial services. Content related to financial promotions and religion is prohibited.
	The content involves a third party.	If you are sending messages on behalf of a third party, you must submit their relevant business certificates and a letter of authorization. In the "Associated signature" field, select an existing signature that corresponds to these qualifications, or apply for a new signature with the required qualifications.
Non-compliant variables	The variable contains a URL, IP address, app name, WeChat official account, mini program, QR code, website, platform, or mobile phone number.	Place this content outside the variable. If a URL must be variable, use the format: domain name + variable, for example: aliyun.com/${code}.
	The variable content is vague.	We recommend rephrasing the content to clearly define the variable. For example: A meeting on ${content} will be held at ${place} on ${time}. Please attend on time.
	The variable format is incorrect.	Correct the format and resubmit. The variable specifications are as follows: A variable name cannot be empty. Multiple variables cannot be placed next to each other. The format for a variable is ${code}, with the $ symbol outside the curly braces { }. Variable names cannot be generic terms such as email, mobile, id, nick, site, or ip. A variable name must start with a letter and can contain only letters, numbers, and underscores. It cannot be purely numeric.
	The variable attribute is incorrect.	Select the appropriate variable attribute for your business scenario.
Incorrect template type	The selected template type does not match the actual requirement.	Select the appropriate template type (verification code, notification message, or promotional message) based on your business scenario. For details, see Use cases.
Non-compliant URL	The URL does not have an ICP filing.	Provide a URL that has an MIIT ICP filing.
	The short URL + variable format is non-compliant.	Use the format of a domain name or official website URL + variable. For example: aliyun.com/${code}.
	The URL involves a redirect.	Long URLs must not redirect. Short URLs can redirect only once.
	The template content includes a download URL or a beta testing URL.	Provide an alternative URL for verification, such as an app store URL.
	The template content includes a login URL, preventing verification of the business content.	Provide a test account in the use case description to allow for business verification. Anonymize any sensitive data.
	The URL is inaccessible.	Provide a publicly accessible URL.
	The linked page has insufficient content to determine the actual business.	Enrich the content and functionality of your service before you reapply.
	The IP address is not a private IP address within one of the following three ranges: Class A: 10.0.0.0 to 10.255.255.255. Class B: 172.16.0.0 to 172.31.255.255. Class C: 192.168.0.0 to 192.168.255.255.	Remove the IP address or replace it with a website that has an ICP filing.

Notification message template specifications