I\'ve connected MSG91 to probably 80+ Shopify stores at this point. It\'s the one I recommend to most Indian merchants by default — not because it\'s the fanciest gateway, but because it\'s the cheapest reliable one and the setup doesn\'t take 3 days of back-and-forth with a sales rep. Their delivery is solid, the API works, support actually replies. Once you\'ve done it twice you can set up a new store in 15 minutes.
The first-time setup is longer mostly because of the DLT wait — you\'ll spend maybe 20 minutes on MSG91\'s end, then wait 24–72 hours for DLT approval before sending a live SMS. Below is the exact sequence I walk merchants through, including the three things people forget that cause delivery to silently fail on day one.
What you need before starting
- Active Shopify store (any plan)
- GST certificate OR Udyam certificate (for proprietorship)
- PAN card of business or proprietor
- Business email address
- 45 minutes (15 for MSG91 setup + 30 for DLT wait)
- Alintro account (install free)
The 10-step setup
Sign up at msg91.com
Use a business email. Skip the free credits promo unless you want marketing calls.
Complete KYC
Upload GST + PAN + incorporation/Udyam certificate. Auto-verified in 1–4 hours.
Register on DLT portal
MSG91's dashboard links to Jio TrueConnect. Register your Principal Entity — 24–72h wait.
Register a Sender ID
Six uppercase letters matching your brand (e.g. ACMEIN). Transactional + promotional = two separate Sender IDs.
Submit DLT templates
See our DLT template guide for copy-paste templates. Approval: 1–24h per template.
Get your MSG91 AUTH KEY
Dashboard → User profile → API keys. Copy the AUTH KEY (starts with random alphanumeric).
Map Template IDs in MSG91
MSG91 dashboard → SMS → DLT Templates. Link each approved DLT Template ID to a Template Name you'll reference later.
Paste AUTH KEY + Template IDs into Alintro
Alintro → Gateways → MSG91 → paste auth key, select Sender ID, map templates to Shopify events (order created, shipped, etc.).
Send test SMS
Alintro → Test SMS → enter your own 10-digit number. Should arrive within 5 seconds.
Enable live
Toggle "Live" in Alintro. From now on, every Shopify order fires the SMS automatically.
Where to find your AUTH KEY
MSG91 dashboard → click your profile (top-right) → "API keys" → copy the one labeled "Authentication Key". Don\'t confuse it with the "Integration Key" — that\'s for specific flows only.
What MSG91 costs (April 2026)
| Type | Price | Notes |
|---|---|---|
| Transactional SMS (GSM-7) | ₹0.18–0.20 | Per delivered SMS up to 160 chars |
| Transactional SMS (Unicode/Hindi) | ₹0.22–0.26 | Per delivered SMS up to 70 chars |
| Promotional SMS | ₹0.20–0.28 | 9am–9pm only, respects DND |
| OTP SMS | ₹0.15–0.18 | Dedicated OTP routes, fastest delivery |
| WhatsApp (via MSG91 BSP) | Meta rates + ~15% markup | Utility ₹0.13, Marketing ₹0.99 (Apr 2026) |
| Free credits on signup | ₹250 | Usable for testing |
Troubleshooting (the 6 most common issues)
SMS delivered but shows "Unknown" sender
DLT Sender ID approval pending. Transactional headers sometimes take 48–72h despite the portal showing "approved". Check with MSG91 support (they can expedite).
Error: "Template not registered"
The DLT Template ID you mapped in Alintro doesn't match what MSG91 has. Re-copy from MSG91 → DLT Templates section. Case-sensitive; avoid trailing whitespace.
Variable count mismatch error
Your template has 5 {#var#} placeholders but Alintro is sending 4 values (or 6). Check the mapping screen — the number of Shopify variables must equal the template variables.
SMS reaches Jio numbers but not Airtel/VI
Carrier-level block. Usually a header mismatch: your Principal Entity registered "ACME PVT LTD" but the header is "ACMEIN" — carriers re-verify on each send. Contact MSG91 support with the bounce report.
Delivery rate suddenly drops below 70%
Check DND status. If you've crossed Promotional SMS into a Transactional template (e.g. added "Sale" to an order confirmation), carriers flag it. Review template category.
First SMS worked, later ones fail
Wallet ran out. MSG91 pre-paid; top up via dashboard. No auto-recharge by default unless you enable it.
FAQs
How much does MSG91 cost per month?▼
Is MSG91 better than Gupshup for Shopify?▼
Can I use MSG91 without DLT registration?▼
How fast do MSG91 SMS arrive?▼
Does MSG91 work with international numbers?▼
What if MSG91 goes down?▼
Can I migrate from Twilio to MSG91 without losing templates?▼
Ready to connect MSG91?
Install Alintro on your Shopify store, paste your MSG91 AUTH KEY, and go live in 10 minutes.