- Tier‑based pricing : 0.15 ₹–0.35 ₹ per SMS, bulk discounts up to 50 % for 1 M+ messages.
- Feature matrix : Sender ID, scheduling, delivery reports, 2FA, and compliance.
- EdgeOS integration : Use Edgistify’s platform to route SMS through Dark Store Mesh, cutting latency and costs.
Introduction
In India, 70 % of online shoppers still prefer Cash‑on‑Delivery (COD), and 60 % of transactions in tier‑2 cities like Guwahati or Pune are confirmed via SMS. E‑commerce giants such as Flipkart and local players rely on SMS for order updates, OTPs, and promotional alerts. Yet, the cost of sending millions of messages can balloon if the pricing model isn’t optimized. This post dissects the current SMS API market in India, offering a data‑driven framework to choose the right vendor and harness Edgistify’s EdgeOS for cost‑efficient delivery.
The Pricing Landscape
1. Cost Per Message (CPM) – A Quick Reference
| Vendor | CPM (₹) | Minimum Monthly Volume | Notes |
|---|---|---|---|
| Twilio (International) | 0.30–0.35 | 1 000 | Higher due to USD conversion |
| MSG91 (Local) | 0.20–0.25 | 500 | Bulk discounts apply |
| RouteSMS (Local) | 0.15–0.20 | 1 000 | Best for high‑volume |
| Textlocal (Local) | 0.25–0.30 | 500 | Enterprise plans available |
| TeleTalk (Local) | 0.18–0.22 | 1 000 | Good for OTPs |
> *Key Insight:* Indian vendors typically offer lower CPMs (0.15–0.25 ₹) compared to international counterparts, but volume thresholds and feature sets differ.
2. Feature‑Based Pricing Matrix
| Feature | Free Tier | Standard | Premium |
|---|---|---|---|
| Sender ID (International) | ✔ | ✔ | ✔ |
| Two‑Factor Authentication | ✔ | ✔ | ✔ |
| Scheduled SMS | ✔ | ✔ | ✔ |
| Delivery Reports (DLR) | ❌ | ✔ | ✔ |
| API Rate Limiting | 10 msg/s | 100 msg/s | Unlimited |
| Compliance (Do‑Not‑Call) | ❌ | ✔ | ✔ |
| Dedicated Account Manager | ❌ | ✔ | ✔ |
> *Strategic Tip:* If your app requires real‑time OTPs, choose a vendor with a higher rate limit and DLR capability.
Problem‑Solution Matrix
| Problem | Root Cause | Solution |
|---|---|---|
| High cost at 1M+ messages | Lack of volume discounts | Negotiate enterprise contract (up to 50 % off) |
| Latency in Tier‑2 cities | Centralised routing | Deploy EdgeOS with Dark Store Mesh to localise traffic |
| Unreliable DLR | Vendor’s poor infrastructure | Use NDR Management to auto‑retry failed messages |
| Compliance gaps | Rapid regulatory changes | Opt for premium plan with built‑in compliance checks |
Edgistify Integration – The Strategic Edge
EdgeOS + SMS API
EdgeOS, Edgistify’s edge computing platform, can host a lightweight SMS gateway module. By running the SMS API on an edge node near a dark store (e.g., in Bangalore’s IT corridor or Guwahati’s emerging logistics hub), you reduce round‑trip latency, which is critical for time‑sensitive OTPs and status updates.
| Benefit | Impact |
|---|---|
| Lower latency | Faster OTP delivery → higher conversion |
| Reduced egress cost | Edge nodes use local carrier peering |
| Fault isolation | If a core node fails, edge node continues SMS routing |
Dark Store Mesh
The Dark Store Mesh aggregates inventory from multiple suppliers into a single fulfillment hub. Integrating SMS notifications into this mesh ensures real‑time updates for both customers and store staff. For example, when an order is picked, the system triggers an SMS “Order In‑Transit” via EdgeOS, guaranteeing delivery within 1 s in metro areas.
NDR Management
Non‑Delivery Reports (NDR) can cost businesses both money and trust. Edgistify’s NDR Management automatically flags failed deliveries, retries based on carrier response codes, and logs the outcome. This proactive handling reduces the need for manual intervention and keeps CPM low by avoiding duplicate sends.
Conclusion
SMS remains a cornerstone of Indian e‑commerce communication, especially for COD‑heavy, tier‑2 markets. By understanding CPM structures, feature matrices, and leveraging Edgistify’s EdgeOS, Dark Store Mesh, and NDR Management, businesses can reduce costs, improve reliability, and enhance customer experience. Select a vendor that aligns with your volume, compliance, and latency needs—and consider an edge‑centric deployment for the best ROI.