The Telecom Regulatory Authority of India (TRAI) is taking significant measures to combat the misuse of messaging services, especially surrounding telemarketing practices. This crackdown aims to protect consumers from rampant spam calls and fraudulent messages.
Beginning September 1, 2024, all access service providers must refrain from sending messages containing URLs, OTT links, or callback numbers not on the whitelist. This strict regulation is enforced as part of TRAI's commitment to safeguarding consumer interests.
TRAI's directive also addresses the growing misuse of telemarketing resources. Following recent mandates, unregistered telemarketers will face disconnection of their telecom resources, and could be blacklisted for up to two years.
To improve oversight of telemarketing, the authority has mandated service providers transition any telemarketing calls starting with the 140 series to an online Distributed Ledger Technology (DLT) platform by September 30, 2024. This aims to amplify monitoring and control over telemarketing practices.
Effective from November 1, 2024, TRAI requires all messages exchanged between senders and recipients to have traceability. Any message with unclear or mismatched telemarketer chains will be rejected to bolster the reliability of communications.
TRAI has also laid down punitive measures against the misuse of messaging templates. Content templates registered under the incorrect category risk being blacklisted, and repeated offenses could result in service suspension for one month.
All headers and content templates on the DLT have to strictly adhere to TRAI's guidelines. For example, TRAI has specified no single content template can be associated with multiple headers, ensuring clarity and accountability.
To elucidate, headers serve as identifiers for businesses when they send commercial communications. They play a pivotal role by allowing entities to clarify their identity to subscribers.
TRAI has directed immediate suspension of all traffic from headers and content templates tied to any sender implicated in misuse. This suspension remains until the alleged misuse is verified.
Even with measures established, revoking traffic from senders will only occur post-legal action on their part against misuse claims. This provision is intended to encourage accountability among senders.
Delivery telemarketers also hold responsibility under these rules. They must quickly identify and advise the entities guilty of misuse within two business days, or face similar repercussions as per TRAI’s guidelines.
TRAI's recent strategies reflect their continuous push for creating a clean and secure messaging ecosystem within the telecom industry. This includes heightened protection for consumers and strict consequences for those who engage in fraudulent practices.
The overarching goal of these regulations is to diminish unsolicited spam calls and messages significantly. By mandatorily controlling how telemarketing is conducted, TRAI aims to restore consumer confidence.
With the authority's calculated moves, businesses engaging in legitimate marketing practices can expect clearer paths forward as enforcement against spammers tightens. Consumers, too, should feel more secure knowing strict action is being taken against unreliable telemarketers.
Gathering from the developments shared, it’s clear TRAI is not letting up on its mission. The telecom regulator is determined to transform the current messaging environment, aiming for increased safety and clarity for all users.
