Indian telecom operators have raised many issues connected with new regulations of the Telecom Regulatory Authority of India (TRAI) that will come into force from November 1. This new regulation entails the traceability of transactional and service messages from banks, e-commerce platforms, and other financial institutions exempted earlier. If, at any point, there is an interruption in the message being sent, that message will be filtered out.
The telecom players have said that many significant institutions (PEs) and telemarketers are not prepared to adhere to these rules; hence, the delivery of OTP and other essential messages may be hindered. The Cellular Operators Association of India (COAI) has reported this matter to the TRAI, i.e., the Telecom Regulatory Authority, and has pleaded for an extension to enforce the new regulation. Telecom operators, including Jio, Airtel, and Voda-Idea, are members of the COAI. TRAI has directed that telecom companies will not allow messages sent from PEs to the recipients that are not traceable.
As mentioned in the report, telecom operators have noted that telemarketers and PEs have not yet begun to implement the technical solutions required. In such a situation, messages containing OTP & other important info will not reach people.
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It is estimated that approximately 1.5 – 1.7 billion commercial messages are sent daily in India; it may take a long time for the message to be delivered or even arrive late due to such rules. Telecom operators suggested that the rules should be enforced in ‘logger mode’ from November 1 so that if wrong signals are sent out, these could be noted and appropriate action can be taken. The industry has vowed to pull back its ad volumes into the ‘blocking mode’ by December 1.
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