On October 1, 2024, We launched Smler to solve a problem we encountered at Bokimo. What started as a simple fix for SMS communications quickly turned into something much larger. In just 20 days, Smler surpassed 1 million clicks, generated 200K dynamic URLs, and gained 100+ signups 15 of whom are now paying clients.
This journey wasn’t planned, but it was necessary. Here’s the story behind Smler, the problem it solves, and why you might want to consider using it for your own business.
At Bokimo, we send SMS updates to customers ordering food from our partner restaurants. With TRAI’s new regulations rolled out on October 1, 2024, SMS messages had to include structured URLs with headers that identified the source of the message. Failing to comply would result in messages being blocked.
We looked for existing solutions shorteners like Bitly and Rebrandly but none supported the required header format. Building something in-house seemed like the only option. That’s when Smler was born a URL shortener specifically designed to meet TRAI’s new regulations.
The impact was immediate: Bokimo’s SMS messages were unblocked, and customers could once again access important information like order status and review links. But We quickly realized that if Bokimo had this issue, other businesses would too. So, we opened Smler to the public.
My first Reddit post about Smler received a lot of love from the developersIndia community. People offered feedback on pricing, and many suggested features like real-time click analytics. We took all this feedback to heart, refining the platform based on what users needed most.
Within 24 hours, Smler had 10 signups. By day 20, that number grew to 100+, with 15 users opting for a paid plan. Even more exciting was the platform’s usage 200K dynamic URLs generated and 1 million clicks tracked in just under three weeks.
But what makes Smler worth considering for businesses like yours?
One of the biggest challenges when managing SMS communications or any service requiring a URL shortener is securing a short domain. These domains are often expensive, with premium prices due to their high demand. Not only do you have to buy them, but you also need to manage renewals and ensure that they remain functional.
With Smler, you don't have to worry about purchasing and maintaining a short domain. We've already taken care of that. You can start shortening your URLs immediately using our domain (smler.in), without the upfront investment in purchasing a premium domain.
You might think, "Why not build this in-house?" While it’s possible, setting up a URL shortener API that complies with TRAI regulations could take up to two days, depending on your programming skills. However, the real challenge begins after you’ve set it up.
Maintaining the service involves ongoing monitoring, ensuring uptime, and handling any scaling issues. You need to make sure your URL shortening service doesn’t go down—especially if you’re using it for critical business communications like SMS links. If your service goes down, so does your communication with customers.
With Smler, you're part of a platform used by many other businesses. That means we handle the uptime and technical maintenance, so you don’t have to worry about things breaking or your links not working at crucial moments.
Smler was built specifically to comply with the new TRAI guidelines that require SMS links to have headers, making them traceable and ensuring accountability. If you’re in the business of sending SMS messages with dynamic URLs whether it’s for tracking, reviews, or order updates Smler ensures you remain compliant, avoiding blocked messages and potential fines.
One of the most powerful features we've added to Smler is the ability to track real-time click analytics. This allows you to see how well your links are performing, helping you optimize your campaigns based on user engagement. Are people clicking the links you’re sending them? Which campaigns are driving the most traffic? These insights are invaluable for businesses that rely on SMS marketing.
I’m incredibly thankful to the Reddit community for helping refine Smler. Without their feedback on pricing and suggestions for additional features, Smler wouldn’t be where it is today. The fact that we’ve crossed 1M clicks and 200K URLs generated so quickly speaks to the power of community-driven growth and listening to users.
There’s still so much more to come. We’re constantly working on new features to make Smler even more valuable to businesses across various industries.
If you’re a startup founder, business owner, or developer struggling with SMS compliance and URL shortening, give Smler a try. Whether you’re looking for a cost-effective way to manage dynamic URLs or need the peace of mind that your URLs are compliant and won’t get blocked, Smler is here to help.