CTA (Call-to-Action) Whitelisting Process for SMS: A Step-by-Step Guide

Introduction

In today’s digital communication landscape, SMS continues to be a powerful channel for customer engagement. However, with growing regulatory scrutiny and evolving user data protection laws, it's crucial to follow proper protocols — especially when embedding Call-to-Action (CTA) links in messages.
This guide outlines the CTA Whitelisting Process for SMS, specifically focusing on how to use Meritto’s NPFS shortener for trackable, compliant communication.

What is CTA Whitelisting?

CTA (Call-to-Action) whitelisting refers to registering and getting approval for shortened URLs used in SMS templates. This ensures:

• Only verified and pre-approved links are sent through telecom networks.
• Reduced risk of fraud.
• Higher deliverability and brand trust.

Before You Start: Key Guidelines

To use Meritto’s NPFS shortener ( https://npfs.in ) effectively in SMS:

• Shorten your website link using Meritto’s NPFS shortener to capture click rates.
• Use a variable (e.g., {#var#}) instead of a hardcoded link in your DLT SMS template.
• In Meritto’s Manage Communication Template, replace the variable with the actual URL. (Do not use bitly links or any other shortened URL)
• Whitelist the NPFS domain on the DLT portal under the Short URL section.

Steps to Whitelist CTA on the DLT Portal

1. Log in to the DLT Portal
   Use your credentials to log into your telecom provider’s DLT platform (e.g., Jio, Airtel, Vodafone Idea, etc.).
   
   
2. Navigate to CTA Whitelisting
   Go to the CTA Whitelisting section and locate the Short URL Whitelisting tab.
   
   
3. Submit Short URL for Approval
   Whitelist the static portion of the shortened URL for each SMS sender ID (header).
   Format Example: https://npfs.in/HEADER/
   
   Here, HEADER is your SMS sender ID (e.g., MERITT).
   
   Ensure the URL:
   • Begins with https://
   • Includes the correct header
   • Ends with a forward slash (/
     
     

     Whitelisting Protocol Details

     Parameter	Value
     Protocol	https
     URL	npfs.in
     Header	Header from which template will be sent

     ⚠️ Important: Only the base URL (https://npfs.in/HEADER/) must be whitelisted. The unique part (e.g., sample123) is appended dynamically during message sending.
     
     

4. Create DLT SMS Template
   When creating or modifying templates on the DLT portal:

   • Use variables instead of hardcoded URLs.
     Sample message:

     Dear {#var#}, your document is ready.
     Please click here to download: {#var#}
     📝 The second {#var#} will be replaced with your NPFS shortened URL (e.g., https://npfs.in/HEADER/sample123) when the message is triggered.

      

5. Update the Manage Communication Template (CRM)
   In Meritto’s CRM:

   • Go to the Manage Communication Template section.
     
     Replace {#var#} with the actual URL (URL should start from https://)
     Sample URL: https://www.meritto.com/

Additional Tips

• Test before bulk sending to validate SMS delivery.
• Do not use unapproved links — telecom operators will block them.
• Maintain a mapping of each Header ↔ Short URL combination for reference.

Sample Screenshots for Reference

Refer to the attached screenshots of the Vodafone DLT Portal interface to better understand the process:

(This process applies similarly across other telecom vendor platforms.)

By following these steps, you can seamlessly use SMS communications, ensuring full compliance with DLT guidelines while optimizing engagement through trackable CTAs.