The regulator has written to key stakeholders across sectors informing them at length about the rules, and urging them to advise entities and organisations under their jurisdiction to "strictly comply with the new regulatory requirement without further delay". TRAI has also written to entities such as NIC, CDAC as well as all government organisations that are availing benefits of concessional SMSes. This is in addition to outreach to key central ministries, and chief secretaries of states on the issue.
TRAI has observed that some of the principal entities have not fulfilled the requirements as envisaged in Telecom Commercial Communications Customer Preference Regulations 2018 (TCCCPR). Even after that, if the principal entities don’t follow these rules, then telecom companies would be required to submit their names and this will be put on the TRAI website. Also, if they don’t follow the orders, they will not be allowed to send bulk messages.
TRAI has directed the telcos to implement the new SMS template, and it has been live since midnight of March 8, 2021. Earlier, the telecom industry was not ready for this change and therefore, it led to the delay in the implementation of the new SMS template. This comes in the backdrop of a lot of SMS frauds and to rap on the knuckle of SMS frauds, the telecom operators have been asked to check the header and the footer of every commercial SMS that originates from a registered source.
Clear directions were issued to the officials to take strict and tangible action to stop such activities immediately, the statement read. At the license service area level, Telecom Analytics for Fraud Management and Consumer Protection (TAFCOP) system will also be created. Prasad has directed the officials of the Department of Telecommunications (DoT) to conduct a meeting with telecom operators and telemarketers to apprise them of the seriousness of the issue and to ensure compliance with laid down rules and procedures in this regard.