Growth
How saas & startups messages customers
01Real scenarios
Signup or login OTP
A verification code that has to land in seconds during onboarding.
Trial-expiry reminder
A nudge before a free trial ends, with a direct upgrade link.
Usage or billing alert
A short, factual notice about an invoice or a usage threshold.
Re-engagement nudge
A message to a dormant user pointing at a new feature.
02Channel mix
| Moment | Channel | Why |
|---|---|---|
| Signup / login OTP | SMS, with Voice fallback | Needs to land in seconds regardless of network conditions. |
| Trial expiry | A direct upgrade link with a quick-reply performs better than email alone. | |
| Billing alert | SMS | Short and factual, with no dependency on the app being installed. |
| Re-engagement | Richer content for a nudge that has to earn attention. |
03Sector compliance notes
OTP and account-security messages must stay strictly transactional — routing them through a promotional-rate template to save cost is a common cause of failed delivery during signup spikes.
Re-engagement and product-update nudges are promotional and DND-scrubbed by default, even for a B2B product, unless the recipient is a verified existing customer on a service route.
DLT registration and TRAI rules apply only to Indian mobile numbers — international users fall outside their scope entirely.
Template variants should be registered ahead of a launch, since approval queues don't move faster because a release date is close.
04Template pack
Signup / login OTP
{{1}} is your verification code for {{2}}. Valid for {{3}} minutes.
Trial expiry
Hi {{1}}, your trial for {{2}} ends on {{3}}. Upgrade now: {{4}}
Billing alert
Your invoice of ₹{{1}} for {{2}} is due on {{3}}. Pay here: {{4}}
Re-engagement
{{1}}, we've added {{2}} to {{3}}. Come see what's new: {{4}}
05Integration notes
- Billing and subscription platforms such as Stripe, Razorpay and Chargebee
- Product-analytics tools, for trigger-based sends
- CRM and customer-success platforms
- In-app webhook events for real-time alerts
06Related solutions
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