The Telecom Regulatory Authority of India (TRAI) has intensified its efforts to combat unsolicited communications, issuing new directives to telecom operators aimed at protecting consumers from fraudulent practices and curbing the misuse of messaging services. In a significant move, TRAI has announced that beginning September 1, 2024, telecom operators will no longer be allowed to transmit messages containing URLs, OTT links, or callback numbers unless they have been pre-approved, or "whitelisted," by the sender.
This measure is part of a broader strategy to crack down on spam and enhance the traceability of messages.
Fully Traceable Message Trail
From November 1, 2024, TRAI has mandated that the entire message trail — from the sender to the recipient — must be fully traceable. Any discrepancies in the telemarketer chain will result in the rejection of the message, as the regulator tightens its grip on unregistered telemarketers engaging in unsolicited promotional activities.
Last week, TRAI directed telecom operators to disconnect all services of unregistered telemarketers found guilty of making spam calls and to blacklist them for up to two years. The latest directives build on this, requiring telecom providers to migrate telemarketing calls currently using the 140 series to an online Distributed Ledger Technology (DLT) platform by September 30, 2024, to improve monitoring and control.
Strict Penalties
To further deter misuse, TRAI has implemented strict penalties for non-compliance. Content templates incorrectly registered will be blacklisted, and repeat offenders may face a one-month suspension of their services. Additionally, each message header and content template must adhere to the guidelines, and a single template cannot be linked to multiple headers.
Headers, which are assigned to business entities for commercial communications, help in identifying the sender. If any misuse of headers or content templates is detected, TRAI has ordered an immediate suspension of all associated traffic until the issue is resolved.
TRAI has also tasked delivery telemarketers with identifying and reporting entities responsible for any misuse within two business days. Failure to do so could result in penalties.
These measures are part of TRAI's ongoing efforts to create a secure messaging environment, safeguarding consumer interests and preventing fraudulent activities.