This is a story I don’t usually tell at client meetings. But it needs to be told, because I’ve since heard three other Noida founders go through almost the exact same thing.
Last Diwali, we ran a flash sale on our D2C skincare brand. We spent about ₹60,000 on Instagram ads leading up to it. The traffic hit our website at 6 PM sharp. Orders started coming in. People were at the checkout page, entering their card details — and then the OTP screen appeared.
Nothing happened. People waited. Ten seconds. Twenty. Thirty. Some refreshed the page, which knocked them out of the checkout flow entirely. In about 25 minutes of peak traffic, we estimate we lost somewhere between ₹2.5 and ₹3 lakh in abandoned orders. Our SMS provider at the time had our OTPs sitting in a queue behind thousands of promotional messages from other businesses.
We fixed this in January. I asked around in a few Noida startup WhatsApp groups and was pointed toward MetaReach Marketing. They run OTP SMS on dedicated SMPP routes — so your authentication messages don’t sit behind anyone else’s Diwali sale campaigns. The average delivery they quoted was 2 to 6 seconds. I tested it with 50 different numbers across Airtel, Jio, and Vi before signing up. Every single one landed under 5 seconds.
If you’re a Noida-based e-commerce business or a fintech product and you haven’t specifically checked what route your OTP SMS is running on — check. It might be costing you more than you realise. We’ve been using their service since February and I genuinely haven’t thought about OTP delivery since. Which is exactly where it belongs: in the background, invisible, working.
Full disclosure: I’m not affiliated with them. I just went through a painful experience and found a fix. If you want to check them out, their service page is here: MetaReach Marketing Bulk SMS Service in Noida. They also do promotional and transactional SMS, WhatsApp Business API, and a bunch of other stuff if you need a broader solution.
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