Telecom Operators Implement Technology to Block Pesky Messages in Compliance with TRAI Regulations

Telecom operators have implemented technology to block unwanted messages, according to the Cellular Operators Association of India (COAI). The Telecom Regulatory Authority of India (TRAI) had set a deadline of December 11 for telecom service providers to trace and block non-compliant messages. This move aims to provide relief from spam SMSes.

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In compliance with TRAI's directive from August 20, 2024, all commercial messages sent by Principal Entities (PEs) must be traceable. From December 11, 2024, messages without a defined telemarketer (TM) chain will be blocked. COAI Director General SP Kochhar stated this is a significant step towards safer communication.

Telecom Service Providers' Compliance

To adhere to TRAI's directives, COAI's member Telecom Service Providers (TSPs) have deployed necessary technical solutions. They are ready to implement the PE-TM binding process. This initiative is expected to enhance transparency and accountability in communication channels.

The regulator requires principal entities—businesses or organisations sending bulk SMSes—and their telemarketers to link with telecom operators' blockchain platforms. This helps identify PEs and their associated TMs, ensuring compliance with TRAI's rules.

Engagement with Telemarketers and Principal Entities

COAI members include private telecom operators like Reliance Jio, Bharti Airtel, and Vodafone Idea. These operators have engaged with about 18,000 telemarketers and over 300,000 PEs across various sectors such as BFSI, insurance, and government bodies.

Kochhar mentioned that over 90% of PEs have registered their chains successfully. This accounts for most commercial traffic. Starting December 11, 2024, any message with an undefined or mismatched telemarketer chain will be rejected as per TRAI's directives.

Impact on Subscribers

This method will hold accountable entities and telemarketers sending spam or promotional messages to subscribers who opted out via TRAI's Do Not Disturb list. The initiative aims to bring long-awaited relief from spam SMSes for subscribers.

The blocking mode will be fully operational from December 11, 2024. This ensures that only compliant messages reach subscribers, enhancing the overall communication experience.