US/CA US Flag +1 302 486 0000 AUS Australia Flag +61 2 5129 0955 UK UK Flag +44 7828 573520 WhatsApp WhatsApp Icon +44 7828 573520 Login/Signup
CRM Messaging Logo
Login to App
Book Demo

Blogs / Article

Voice transactional playbook: OTP for Travel in India — 2026

CRM Messaging · 6 min read · August 21, 2026

Voice transactional playbook: OTP for Travel in India — 2026

Introduction

In India's travel industry, One-Time Passwords (OTPs) play a crucial role in verifying user identities and facilitating transactions. Failed OTPs can lead to frustrated customers, lost bookings, and revenue losses. This playbook focuses on using Voice as a primary channel for OTP delivery in India, highlighting the benefits, compliance requirements, and best practices for implementing a successful transactional Voice program using Zoho CRM and CRM Messaging.

Why Voice fits transactional OTP in India

Voice remains a widely used and preferred channel for OTP delivery in India, especially for transactional traffic. With the proliferation of mobile devices and the increasing importance of security, Voice OTPs offer a more secure and reliable alternative to traditional SMS-based OTPs. Voice OTPs can be delivered to both mobile and landline phones, making them a more inclusive option for customers. By using Voice for OTP delivery, travel companies can reduce failed OTPs, improve customer satisfaction, and increase the overall efficiency of their transactional processes.

How the program works end-to-end in Zoho CRM + CRM Messaging

The Voice OTP program in Zoho CRM + CRM Messaging is designed to be seamless and efficient. When a customer initiates a transaction, the system triggers a Voice OTP request. The customer receives a Voice call with the OTP, which they can enter to complete the transaction. The OTP is generated and stored in the customer's contact field in Zoho CRM. The owner of the customer record is notified of the OTP request and can track the status in real-time. If the customer fails to enter the correct OTP, the system can be configured to send a follow-up Voice call or switch to an alternative channel.

Compliance notes for India

In India, VoIP services are regulated by the Telecom Regulatory Authority of India (TRAI). To ensure compliance with VoIP regulations, travel companies must register with the TRAI and obtain a Unique Identity Number (UIN). Companies must also adhere to the guidelines set by the Department of Telecommunications (DoT) for VoIP services. For transactional Voice traffic, companies must comply with regulations governing Bulk SMS and WhatsApp Business API. PSTN or VoIP services must be used for Voice OTP delivery, as WhatsApp Voice is not allowed for transactional traffic in India.

Cost and ROI considerations

The cost of implementing a Voice OTP program in India can vary depending on the volume of transactions and the chosen service provider. Companies should consider factors such as cost per call, delivery rates, and customer acquisition and retention to optimize their ROI. By reducing failed OTPs and improving customer satisfaction, companies can increase the likelihood of repeat business and improve their ROI.

Pros and cons of using Voice for OTP delivery in India

The benefits of using Voice for OTP delivery in India include higher security, wider reach, and improved customer satisfaction. However, there are also potential drawbacks, such as higher cost per call, dependence on telecom infrastructure, and potential for call drops or failed deliveries.

Field-tested best practices for implementing a Voice OTP program

To ensure the success of a Voice OTP program in India, consider the following best practices:

  • Use a reliable service provider with a high delivery rate
  • Implement a fallback mechanism for failed OTPs
  • Monitor and analyze delivery rates and customer feedback to optimize the program
  • Ensure compliance with VoIP regulations and guidelines

How CRM Messaging helps this IT / Operations use case on Zoho CRM

CRM Messaging is integrated with Zoho CRM, allowing for seamless automation of Voice OTP workflows. With CRM Messaging, IT/Operations teams can configure triggers for Voice OTP requests, assign owners to customer records, and track OTP requests in real-time.

What is the primary benefit of using Voice for OTP delivery in India?

The primary benefit of using Voice for OTP delivery in India is the higher security it offers compared to traditional SMS-based OTPs.

How do I ensure compliance with VoIP regulations in India?

To ensure compliance with VoIP regulations in India, register with the TRAI and obtain a Unique Identity Number (UIN), and adhere to the guidelines set by the DoT for VoIP services.

Can I use WhatsApp Voice for transactional traffic in India?

No, WhatsApp Voice is not allowed for transactional traffic in India.

How can I optimize the ROI of my Voice OTP program?

To optimize the ROI of your Voice OTP program, consider factors such as cost per call, delivery rates, customer acquisition, and retention.

What are the pros and cons of using Voice for OTP delivery in India?

The pros of using Voice for OTP delivery in India include higher security, wider reach, and improved customer satisfaction, while the cons include higher cost per call, dependence on telecom infrastructure, and potential for call drops or failed deliveries.

How does Voice OTP delivery improve customer satisfaction?

Voice OTP delivery can improve customer satisfaction by providing a more secure and reliable alternative to traditional SMS-based OTPs, reducing the likelihood of failed OTPs and improving the overall efficiency of transactional processes.

Conclusion

Implementing a Voice OTP program in India can be a complex process, but with the right guidance and tools, you can reduce failed OTPs, improve customer satisfaction, and increase the efficiency of your transactional processes. By following the best practices outlined in this playbook and using CRM Messaging with Zoho CRM, you can ensure a seamless and compliant Voice OTP program. To get started, visit our platform today.

India messaging often needs DLT registration and TRAI-aware workflows. For compliance and setup guidance tailored to your use case, reach out to a CRM Messaging expert.

Start messaging with CRM Messaging

SMS, WhatsApp, Email, and Voice — integrated with your CRM.

Start free trial