The Telecom Regulatory Authority of India (TRAI) has determined to go a little bit simple on choose entities for implementing its new SMS norms. For the unaware, the brand new norms direct enterprise entities to register their message templates and their content material (URLs, APK hyperlinks, and OTT hyperlinks) with the telcos earlier than sending them to the shoppers. The rule has come into impact from October 1, 2024. Any entity which hasn’t whitelisted its content material with the telcos won’t be able to ship SMS to the shoppers.
Learn Extra –Â TRAI Mandate to Solely Ship Whitelisted Content material on SMS Involves Impact on Oct 1
However this had put many legit firms in a really nervous place. TRAI has advised choose entities, notably banks, that the dynamic components of the URLs in business messages needn’t be whitelisted. The one want right here is to confirm the textual content’s static portion, mentioned an ET report. Banks had been frightened about their SMSes not going to the shoppers. This could put not solely banks but in addition the shoppers in a tough spot.
Many entities have already whitelisted their content material. However there are nonetheless many which can be but to do it. So there might be some disruptions. Nonetheless, TRAI had given loads of time to those entities to whitelist their content material. It is a essential step with respect to shopper security in India. Cyberfraud is a severe challenge in India and all of it begins from a easy cellphone name or an SMS with a malicious hyperlink.
Learn Extra –Â TRAI Believes VNOs Ought to Accomplice with A number of Telcos
Bharti Airtel additionally just lately got here up with its new answer the place it has applied an anti-spam AI layer on its community. Now the community itself will determine whether or not a name coming in is thru a suspected quantity or whether it is protected. Alternatively, customers can leverage the capabilities of Truecaller to assist themselves keep protected against spam calls.
