Crimp, yes.
A .38 Spl. takes a roll crimp, so, yes, you want to crimp this bullet. The groove you mention around the bullet is called a crimping cannelure, and, guess what, that's where the manufacturer of the bullet intended that you crimp it. It'll probably work just fine as such.
That said, if the resulting cartridge turns out to be too long for your purposes, I'd not hesitate to seat the bullet deeper, and crimp the case lightly around the bullet's shoulder.
Having said that, I must point out that seating a bullet deeper will increase the pressure generated by the powder in the case before the bullet starts to move, so you need to back off to the low starting point of yr load and work up. With that caveat, crimp away!
Hope you find a load that works great for you!