diff --git a/api/blueprints/common/otp/timed_otp.py b/api/blueprints/common/otp/timed_otp.py
index 54cf3a4..e0bb4f8 100644
--- a/api/blueprints/common/otp/timed_otp.py
+++ b/api/blueprints/common/otp/timed_otp.py
@@ -230,8 +230,17 @@ async def generate_otp(
     )
 
     # Format the message:
+    phone_no = regex.replace(
+        text = inbound_data.recipientNo,
+        pattern = r"[^\d]",
+        substitute_text = ""
+    )
+    if (
+            not phone_no.startswith("0") and
+            not phone_no.startswith("254")
+    ): phone_no = "0" + phone_no
     sms_message = SavvyBulkSMSKenyaMessage(
-        recipientNo = inbound_data.recipientNo,
+        recipientNo = phone_no,
         text = inbound_data.smsText.replace(inbound_data.smsReplace, str(otp_response.data))
     )