MSG91 is the practical choice for WordPress sites sending into India and the wider APAC region. Domestic routes, familiarity with the DLT registration regime, and pricing set for the local market rather than converted from dollars.
Why teams pick MSG91
- Strong domestic delivery in India, where global providers often route indirectly.
- Built around DLT registration, which is mandatory for commercial SMS to Indian numbers.
- Competitive local pricing at volume.
- OTP-focused tooling, useful given how much Indian e-commerce depends on phone verification.
What you need before connecting
- An MSG91 account with credit.
- Your Auth Key from the MSG91 dashboard.
- A registered Sender ID, typically six alphabetic characters for India.
- DLT registration for your entity and your message templates. This is a legal requirement in India, not a formality, and unregistered templates are rejected outright.
Connecting MSG91 to WordPress
- Open the WP SMS gateway settings and select MSG91.
- Enter your Auth Key.
- Set the registered Sender ID exactly as approved under DLT.
- Make sure the message template you send matches an approved DLT template, then send a test.
The most common failure here is a template mismatch: your WordPress message must correspond to the DLT-approved text, including variable placement. If messages are accepted but never delivered, check the template before you check anything else, then work through the troubleshooting guide.
What you can automate
- OTP verification at registration.
- OTP login for returning customers.
- Order and delivery updates for WooCommerce.
- Shipment tracking messages.
A note on regional rules
India is the clearest example of a wider pattern: sender registration is increasingly the norm rather than the exception. The US equivalent is covered in 10DLC registration. If you sell into both, budget time for both processes before launch, because neither is instant.
See all supported gateways or WP SMS pricing.
Quick facts
| Credentials needed | Auth Key |
|---|---|
| Mandatory in India | DLT entity and template registration |
| Sender ID | Six alphabetic characters, registered |
| Best for | India and wider APAC delivery |
| Watch out for | Template mismatches are rejected outright |
Common questions
What is DLT registration?
An Indian regulatory requirement covering both your business entity and every message template you send. It is a legal requirement, not a formality, and unregistered templates are rejected.
My messages are accepted but never delivered. Why?
Check the template first. Your WordPress message must correspond to a DLT-approved template, including where the variables sit.
Can I use MSG91 for markets outside India?
It reaches other destinations, but its advantage is domestic Indian routing. For other regions, compare against a provider strong in that market.
How long does DLT approval take?
Long enough that it should be started before you build. Budget for it in your launch timeline rather than discovering it at the end.