SMS reaches every customer you have, including the ones who never open email.
Gully Sales builds the SMS programme behind your campaigns: registered sender headers and templates, a consented and segmented list, messages written for 160 characters, and delivery reports that show what actually landed.
- Headers, templates and consent registered, so messages stop failing at the operator.
- One sending calendar, so a customer hears from you on purpose, not by accident.
- Delivery, clicks and replies reported per campaign, not just messages submitted.
Gully Sales Private Limited works with businesses across India on the marketing, sales and revenue systems behind their growth.
In one paragraph
What is SMS Marketing Services for Indian Businesses?
SMS marketing is the disciplined use of text messages to reach customers who have consented to hear from you. Gully Sales registers your sender headers and templates under India's DLT rules, cleans and segments the list, writes messages that work in 160 characters, sets the sending calendar, and reports delivery, clicks and replies for every campaign.
The problem
Your messages are going out, and many of them are not arriving.
You bought a bundle of SMS credits and someone sends a blast whenever there is an offer. The report says the messages were submitted. Nobody checks how many were actually delivered, how many went to numbers that block promotional traffic, or how many were refused because the text did not match a registered template. The same list gets the same message every time, so regular customers switch off and new ones never see the one message that mattered. It looks like a working channel because something is being sent.
You will recognise it as
- Your report shows messages submitted, and nobody has ever compared that with messages delivered.
- Campaigns fail at the operator because the content does not match the template registered on DLT.
- Every number on the list gets every message, whether they bought last week or five years ago.
- Promotional offers reach people who only ever wanted a delivery update, and complaints follow.
- Nobody can say which message produced an enquiry, because the link in it was never tracked.
- Messages in Kannada or Hindi cost more than expected, and nobody in the office knows why.
What it costs the business
- You pay for every message submitted, including the ones the operator refused, so part of the budget buys nothing at all.
- Customers stop reading your sender name, because it has only ever brought them offers they did not ask for.
- The channel gets blamed and dropped, when what failed was the registration, the list and the timing rather than SMS itself.
- Genuine service messages, such as a dispatch note or an appointment change, get lost among promotions, so the customer misses the one that mattered.
Why it persists. SMS looks simple, so it is handed to whoever has the vendor login. The complicated part is invisible: consent records, sender headers, content templates, link whitelisting, and the routes that decide whether a message counts as promotional or service. All of that sits with the telecom rules and the operators, not with the marketing team, and the failures come back as codes in a vendor report nobody reads. So the business keeps buying credits and keeps assuming the messages arrived.
If it stays unresolved. The list keeps decaying, the sender name keeps collecting complaints, and delivery quietly drops until SMS is written off as a channel that does not work here. Meanwhile the customers who genuinely wanted a reminder, a renewal notice or a dispatch update keep missing them, and your service team keeps answering questions the message should have answered.
What changes
Messages arrive, get read, and can be traced to what they produced.
In the first weeks
- Sender headers, content templates and consent records registered and matched, so messages stop being refused.
- A cleaned list, with duplicates, dead numbers and preference status separated out and dated.
- A message set written for the character limit, in the languages your customers actually read.
In how the work runs
- One sending calendar with frequency caps, so no customer receives three messages in a week from three teams.
- Promotional, transactional and service messages routed correctly and sent inside permitted hours.
- Reminders, renewals and follow-ups triggered by your own systems instead of by someone's memory.
In sales and marketing
- Cost per delivered message and cost per response visible, instead of cost per message submitted.
- Reminder, renewal and win-back messages tied to the orders, bookings and appointments that followed.
In what management can see
- One report per campaign: delivered, failed with the reason, clicked, replied and converted.
Over the longer term
- An SMS programme your own team can run from written rules, templates and a calendar.
- A sender name customers recognise, because it has only carried messages worth opening.
Gully Sales controls registration, list hygiene, segmentation, copy, sending rules, tracking and reporting. Whether a message produces an order depends on your offer, your pricing and how your team follows up. We commit to delivery you can verify and to honest numbers, never to a response figure.
Who it is for
Who SMS suits, and when it earns its place.
The businesses it suits
- Retailers, clinics, dealerships and service businesses with a customer list and something time-bound to say.
- Businesses whose customers rarely open email but always have a basic phone within reach.
- Companies already sending SMS through a vendor with no idea what share is being delivered.
- Businesses that must send dispatch, appointment, renewal and payment messages reliably and on time.
- Owners who want reminders and reactivation running automatically rather than when somebody remembers.
- Teams selling in smaller towns and rural markets where data connectivity is uneven.
What usually prompts the call
- You are about to buy an SMS bundle and nobody in the business has done DLT registration before.
- Delivery has dropped and your vendor's report is full of failure codes nobody has explained.
- Complaints and opt-outs rise after every campaign, and the list is shrinking.
- A renewal, service or appointment cycle depends on people remembering, and they do not.
- You are adding WhatsApp or email and want the channels to stop repeating each other.
What Gully Sales does
The work, component by component.
Consent and registration
We record how every number reached your list, when it was collected and what the person agreed to receive. Then we complete the registration side: entity, sender headers, consent templates and content templates on the DLT platform, along with whitelisting for any link or short URL you plan to send. Where consent cannot be evidenced, those numbers are quarantined rather than messaged.
- Why it matters:
- Under India's telecom rules an unregistered header or an unmatched template is refused by the operator, and you still pay for the attempt.
- You receive:
- Consent register plus a complete DLT registration pack: entity, headers, consent templates, content templates and whitelisted links.
- Business value:
- Messages leave your account and reach handsets, and you can show where the consent for each number came from.
List hygiene and segmentation
Your numbers are de-duplicated, checked for format and dead lines, and tagged with preference status so promotional traffic never goes where only service messages are permitted. We then cut the list into segments that mean something commercially: recent buyers, lapsed buyers, enquiry-stage contacts, service-due customers, high-value accounts and location groups.
- Why it matters:
- Sending everything to everyone is what makes a customer stop reading your sender name, and it is the quickest way to raise complaints.
- You receive:
- Cleaned list with status flags, plus segment definitions, the rule behind each one and its number count.
- Business value:
- Each message goes to people it can plausibly interest, so response rises while the volume you pay to send falls.
Message architecture
We define the message types your business needs and what each is for: service updates, transactional confirmations, reminders, offers, renewals, feedback requests and win-backs. Each type gets a route, a permitted audience, a frequency cap, an owner and a rule for what it may and may not say. This is where promotional traffic stops being mixed with the messages a customer depends on.
- Why it matters:
- Without an architecture every team sends what it likes, and the customer experiences your business as noise.
- You receive:
- Message architecture document: type, purpose, route, audience, cap, owner and sending window for each message.
- Business value:
- A customer hears from you on purpose, and your service messages keep arriving even for people who declined offers.
Journeys and triggers
We map the moments where a message is genuinely useful: an enquiry that went quiet, a contract nearing renewal, an appointment tomorrow, a service due, an order dispatched, a customer who has not returned in six months. Each gets a short sequence with the trigger, the timing, the stop condition and a path for what happens when somebody replies.
- Why it matters:
- Follow-up that depends on a person remembering is the first thing to fail in a busy week, and the loss is invisible.
- You receive:
- Journey maps for welcome, reminder, renewal, abandoned enquiry, feedback and win-back, with triggers and stop rules.
- Business value:
- Routine follow-up happens on its own, and your team spends its time on the replies rather than on the sending.
Templates and copy
Every message is written to the constraint rather than squeezed into it: 160 characters on a standard segment, and far fewer once a regional script is used, because those messages are encoded and counted differently. We write the sender name, the opening words that decide whether it is read, the single instruction, the tracked link and the opt-out, in the languages your customers use.
- Why it matters:
- Most SMS copy fails because it was written as a small email, so the useful part disappears past the first line.
- You receive:
- Template library by message type and language, written for the character limit and prepared for registration.
- Business value:
- The point of the message lands in the first line, and the cost per message stays predictable rather than doubling silently.
Automation and integration
Messages are connected to the systems that already know when to send them: your CRM, order or billing system, appointment book or website forms. We set the triggers, the delays, the quiet hours, the stop rules for when a customer replies or buys, and the record that writes back so a salesperson can see what the customer was sent.
- Why it matters:
- A message sent by hand from a spreadsheet is late, duplicated or forgotten entirely once the week gets busy.
- You receive:
- Automation configured in your vendor platform or CRM, with triggers, delays, quiet hours, stop rules and write-back.
- Business value:
- The right message goes at the right moment without anyone remembering, and sales can see the full history before calling.
Deliverability
We watch what happens after send: delivery against submission, failures grouped by cause, template mismatches, header problems, blocked routes, preference rejections and differences between operators. Each problem is traced to the specific registration, list or content fault behind it and fixed, rather than absorbed as a normal loss.
- Why it matters:
- Submitted is not delivered. A campaign can look complete in a dashboard while a large share of it never reached anyone.
- You receive:
- Deliverability review with failure codes explained in plain English and a checklist your team can run without us.
- Business value:
- You stop paying for messages that were never going to arrive, and you know which fault to fix first.
Reporting and optimisation
One report per campaign and one per month: delivered against submitted, failures by reason, clicks on tracked links, replies, calls, opt-outs, the orders or appointments that followed, and the cost of each. We test one thing at a time, whether that is the offer, the first line, the timing or the segment, and keep what worked as a written rule.
- Why it matters:
- Without tracked links and a signed baseline, SMS results are anecdotes and every review turns into an argument.
- You receive:
- Campaign and monthly reports covering delivery, response, conversion, opt-outs and cost, plus a running test log.
- Business value:
- Spend moves toward the segments and messages that respond, and the reasoning survives a change of staff.
What you will have at the end.
- Consent register: how each number was collected, when, for what, and where the record is held.
- DLT registration pack: entity, sender headers, consent templates, content templates and whitelisted links.
- Cleaned subscriber list with duplicates, dead numbers and preference status separated and dated.
- Segment definitions with the rule behind each one and the count of numbers in it.
- Message architecture: what each message type is for, its route, its cap and who may send it.
- Template library written to the character limit, in the languages your customers read.
- Journey maps for welcome, reminder, renewal, abandoned enquiry, feedback and win-back messages.
- Automation set up in your vendor platform or CRM, with triggers, delays, quiet hours and stop rules.
- Sending calendar with frequency caps and an escalation path for when two teams want the same week.
- Deliverability checklist and a failure-code guide your team can read without calling the vendor.
- One campaign report showing delivered, failed by reason, clicked, replied, converted and cost.
- An anonymised sample campaign extract and a ninety-day roadmap with owners and dates.
How it runs
The engagement, step by step.
- 1
Audit what is being sent
We look at your last few months of SMS: what was sent, to whom, through which vendor and route, how much was submitted against how much was delivered, what failed and why. We also check which registrations already exist, what consent can be evidenced, and where your customer numbers actually live today.
- You provide:
- Vendor login or reports, past campaign records, existing DLT registrations and the list as it stands today.
- We produce:
- An audit of delivery, registration status, list quality and spend, with the faults ranked in order.
- Done when:
- You can see, often for the first time, the gap between messages paid for and messages delivered.
- 2
Fix consent and registration
We assemble the consent record, quarantine numbers that cannot be evidenced, and complete or correct entity, header, consent-template and content-template registration on the DLT platform, including whitelisting the links you intend to send. Where a sender header is unsuitable, a new one is registered.
- You provide:
- Company documents for entity registration, approvals for new sender headers, and access to the vendor account.
- We produce:
- A completed registration pack and a consent register showing the source and date behind each segment.
- Done when:
- A test send on each route is delivered and matched correctly to its registered template.
- 3
Clean and segment the list
Duplicates, malformed numbers and long-dead lines are separated out. Preference status is applied so promotional traffic cannot reach numbers that permit only service messages. We then build segments from your own order, enquiry and service records rather than from guesswork about who the customer is.
- You provide:
- Customer, order, enquiry and service records in whatever form they exist, including CRM or billing exports.
- We produce:
- A cleaned, dated list with status flags and a set of segment definitions with counts against each.
- Done when:
- Sales and the owner agree that the segments describe customers they recognise.
- 4
Design the architecture and journeys
We agree the message types the business needs, the route and cap for each, and who may send them. Then we map the triggered journeys, covering reminders, renewals, dispatch notes, abandoned enquiries, feedback and win-backs, with timing, stop conditions and the path for replies.
- You provide:
- Time with the owner, sales, service and operations, plus your appointment, order and renewal cycles.
- We produce:
- The message architecture, the journey maps and a sending calendar with frequency caps.
- Done when:
- Every team that wants to send something knows which type it is and when it may go.
- 5
Write and register templates
Copy is written for each message type and language against the character limit, with the sender name, the first line, a single instruction, a tracked link and the opt-out. Templates then go for registration and are corrected until the content matches what the operator expects to receive.
- You provide:
- Brand and offer inputs, approval on copy, and review by someone who sells in each language.
- We produce:
- A registered template library by type and language, with a variant or two set aside for testing.
- Done when:
- Templates are approved and a live test message arrives on handsets across the major operators.
- 6
Automate, launch and watch delivery
Triggers, delays, quiet hours and stop rules are configured in your vendor platform or CRM and tested end to end. The first campaigns and journeys go live in a controlled order, and delivery is watched daily in the opening weeks so a failure code is caught in days rather than in a quarter.
- You provide:
- Access to the CRM or source system, a named person for approvals, and someone to handle replies and calls.
- We produce:
- Live journeys and campaigns, a daily delivery watch, and a failure-code guide written in plain English.
- Done when:
- Messages are delivering at a rate you have seen and signed off, with every failure explained.
- 7
Read delivery, tune the calendar and hand over
Each campaign is reported against the baseline: delivered, failed by reason, clicked, replied, converted and cost. One variable is tested at a time and whatever works is written into the rules. Then the whole programme, from templates and calendar to segments, journeys and checklist, is handed to your team with a walkthrough.
- You provide:
- Order, appointment or enquiry outcomes so response can be tied to what followed, and a person to take handover.
- We produce:
- Campaign and monthly reports, a test log, and the documented programme with a ninety-day roadmap.
- Done when:
- Your team runs a campaign end to end without us, and the numbers agree with the vendor's.
Ways to work with us
Start with compliance, or run the whole programme with us.
SMS compliance and setup
Consent register, entity and header registration, content templates, link whitelisting, list cleaning and a working test send on each route. Suited to a business about to start sending, or one whose messages are being refused.
Programme build
The full design and build: message architecture, segments, journeys, template library, automation, tracking and reporting, launched and then handed to your team with the rules written down.
Managed SMS programme
Gully Sales runs it with you month after month: the calendar, campaigns, copy, journeys, delivery watch, testing and one monthly report to the owner.
Deliverability repair
For businesses already sending, where delivery has dropped or complaints have risen. We trace the failures to registration, list or content faults and fix them without changing your vendor first.
Why Gully Sales
What you are actually choosing when you choose us.
We fix the registration before we write a single offer.
Headers, consent records and content templates decide whether a message exists at all. That work is done and tested first, so your copy is judged on its merits rather than on a route that was never going to deliver it.
Delivered is the number we report, not submitted.
Every report separates messages submitted from messages delivered, with failures grouped by cause. You see the difference on the first page, because that difference is usually where the money has been going.
Service messages are protected from promotional traffic.
Dispatch notes, appointment changes and payment confirmations are routed and capped separately, so a customer who wants nothing to do with offers still receives the message they depend on.
SMS is planned alongside your other channels, not against them.
We work across marketing, sales and revenue operations, so the message calendar, the WhatsApp thread, the email and the salesperson's call stop repeating each other in the same week.
Everything is written down so your own team can run it.
Templates, segment rules, journey maps, the sending calendar and the failure-code guide are handed over. The programme survives a staff change instead of leaving with whoever held the vendor login.
Where it applies
The same service, in different businesses.
Multi-store retail
- The situation:
- A regional apparel chain sends an offer blast before every festival to one list of forty thousand numbers. Footfall moves a little, complaints rise, and nobody separates the customers who bought last month from those who bought once, years ago.
- How it applies:
- Segments by store, recency and category; promotional messages capped per customer per month; a win-back journey for lapsed buyers; a tracked link per store.
- Likely benefit:
- Each store sees which of its own customers responded, and the offer stops reaching people who were never coming back.
Healthcare clinics
- The situation:
- A specialist clinic loses a share of its appointment slots to people who forget, and follow-up visits go unbooked. The front desk calls when it has time, which is rarely during the morning rush.
- How it applies:
- Appointment reminders and follow-up recalls triggered from the appointment book, sent on a service route, with a reply-to-reschedule path and quiet hours respected.
- Likely benefit:
- Reminders go out whether or not the front desk is free, and rescheduling happens before the slot is lost.
Automobile dealership and service
- The situation:
- Service reminders depend on an advisor working through a spreadsheet. Free-service dates and insurance renewals pass unnoticed, and customers drift to the garage down the road.
- How it applies:
- Service-due, warranty and renewal journeys triggered from the dealer system, with a whitelisted booking link and a stop rule the moment a booking is made.
- Likely benefit:
- Customers hear about a due date before it passes, and workshop bays fill from the existing customer base.
Education and coaching
- The situation:
- Admission enquiries go cold between the counselling call and the fee payment. Counsellors chase the loudest enquiries and quietly lose the rest, especially in the week before a deadline.
- How it applies:
- A short enquiry-stage sequence with deadline and document reminders, segmented by course and centre, stopping as soon as the fee is paid.
- Likely benefit:
- Quiet enquiries are followed as consistently as loud ones, and counsellors spend their day on replies.
Financial services
- The situation:
- A lending branch needs payment due dates, document requests and renewal notices to arrive reliably, but head office sends campaign offers to the same customers in the same week.
- How it applies:
- Transactional and service messages routed and capped separately from promotional traffic, with one shared calendar so head office and the branch stop overlapping.
- Likely benefit:
- Payment and document messages keep arriving, and the customer stops treating your sender name as an advertisement.
Manufacturing and distribution
- The situation:
- A building materials firm announces price revisions, stock availability and scheme changes to two hundred dealers through phone calls that take the team two days to complete.
- How it applies:
- A dealer segment on a service route with short, structured announcements, a reply path to the territory manager and a record written back to the CRM.
- Likely benefit:
- Every dealer hears the same thing on the same morning, and the sales team spends its day on the replies.
Questions buyers ask
Before you enquire, the answers you will want.
How will consent, frequency and channel fatigue be managed?
Every number carries a record of how and when it was collected and what the person agreed to receive. Numbers without that evidence are quarantined, not messaged. Promotional traffic is capped per customer per month and sent only inside permitted hours, while service messages run on a separate route. Opt-outs are honoured immediately and reviewed every week. If unsubscribes climb, we cut frequency before we cut the message.
Do we need DLT registration, and will you handle it?
Yes. In India, commercial SMS travels on registered infrastructure: your business entity, your sender headers, your consent templates and the exact content of each message must be registered, and any link you send has to be whitelisted first. We prepare and submit all of it, correct whatever comes back rejected, and test each route before a campaign goes live. You keep ownership of the registrations and the account.
What is the difference between promotional, transactional and service messages?
Promotional messages sell something, and cannot reach a customer who has opted out of marketing. Transactional messages confirm something the customer just did, such as a payment or an order. Service messages relate to an existing relationship, such as a dispatch note or an appointment change. Each travels on a different route with different permissions and timing rules, so we classify every message type before anything is sent. Mixing them is a common reason campaigns are refused.
Why are our current SMS campaigns failing at the operator?
Usually one of four reasons: the sender header is not registered or not linked to the template, the message text does not match the registered content template exactly, a link inside the message was never whitelisted, or the numbers sit on a preference list that blocks promotional traffic. Your vendor returns a code for each of these. We translate those codes into the specific fix and the person responsible for making it.
How long does the engagement take?
It depends on how much registration already exists, how clean your customer records are, how many message types and languages you need, and how quickly approvals and system access come through. Registration and list work come first, because nothing can be sent reliably without them. Journeys and campaigns follow once templates are approved. We put the schedule in the brief and say plainly which parts can start early and which must wait.
What inputs are required from us?
Your customer, order, enquiry and service records in whatever form they exist; your current SMS vendor login and past reports; company documents for entity registration; approval on sender names and copy; and someone who sells in each language to review the translations. Then time: sessions with the owner, sales, service and operations, plus a named person to approve templates and handle the replies that come back.
How is success measured?
Against a baseline you sign before we start. The first number is delivery: messages actually delivered against messages submitted, with failures grouped by cause. Then response, meaning clicks on tracked links, replies and calls per thousand delivered. Then qualified leads, cost per lead, pipeline created, conversion and the return on what the campaign cost. Opt-out rate sits alongside all of it, because response bought with fatigue is not worth having.
What is excluded from the scope?
We do not buy or supply mobile numbers, and we will not send to a purchased database. Message and vendor charges are paid by you directly to your provider rather than through us. We do not take responsibility for what your team promises in a reply. We do not give legal opinion on telecom regulation either; where a question needs one, we say so and you take proper advice.
4 more questions
Can you send messages in Kannada, Hindi or Tamil?
Yes, and because it changes the economics we plan for it. A message in a regional script is encoded differently and fits far fewer characters into a single segment than plain English, so a long message quietly becomes two or three and costs accordingly. We write to that limit, keep a shorter English version for segments that prefer it, and have someone who sells in that language review the wording before registration.
Should we be using SMS or WhatsApp?
Usually both, for different jobs. SMS reaches every handset without an app, an internet connection or a saved contact, which makes it dependable for reminders, alerts and time-bound notices. WhatsApp suits conversation, images and anything the customer will want to reply to at length. We define which message type belongs to which channel, so the same customer does not receive the same thing twice in one afternoon.
Can you get us a database of numbers to message?
No. We do not buy lists and will not send to numbers collected without consent, because it damages your sender name, raises complaints and puts your registrations at risk. If your own list is small, we work on collecting numbers properly instead: enquiry forms, billing and appointment records, in-store capture and website sign-ups, each with a consent record from the day it is taken.
Who owns the SMS account, the registrations and the data?
You do. The entity registration, sender headers, content templates, vendor account and customer data stay in your name and under your control throughout. We work inside your account rather than routing your messages through ours. At handover you receive the templates, segment rules, journey maps, calendar and reports, so the programme continues whether or not we stay involved.
Talk to us
Start with a free audit of your registration and your delivery rate.
The free audit is a working session, not a pitch. We look at what you have sent, what actually arrived, what your list is worth, and whether SMS is the right channel for the job at all.
- No obligation and no sales script
- A reply from someone who does the work
- Your details are never sold or shared