The Telecom Regulatory Authority of India (TRAI) has made it obligatory for the telcos to solely enable whitelisted content material to be despatched through SMS to prospects. This rule was introduced by the regulatory physique on August 20, 2024. The rule instructs all entry service suppliers to dam any SMS site visitors that comprises APKs, URLs, or OTT hyperlinks that haven’t already been whitelisted. This route is all set to come back into impact from October 1, 2024. The rule ought to have come into impact on September 1, nonetheless, the telcos and the enterprises requested extra time.
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The transfer is aimed toward decreasing spam and malicious communication to cellular shoppers in India. The regulatory physique has turn into fairly strict about spam communications and can also be asking the telcos to enhance the standard of companies. A lot just lately, Bharti Airtel mentioned that it’s implementing a spam-detection AI instrument on its community layer that can alert customers about any fraud or spam calls/messages that they obtain.
TRAI mentioned, “Up to now, over 3,000 registered senders have complied with this requirement by whitelisting greater than 70,000 hyperlinks. Senders who fail to whitelist their hyperlinks by the due date won’t be able to transmit any messages containing URL/APK/ OTT hyperlinks.”
Only some days are left earlier than October 1 arrives. The telecom operators can have no alternative however to dam any communication to the shoppers that is not whitelisted.
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“This initiative by TRAI is designed to safeguard shoppers from unsolicited messages containing malicious hyperlinks whereas fostering a clear and safe communication system. By complying with these new guidelines, each Entry Suppliers and registered senders may also help in making a extra dependable and protected messaging setting,” the regulatory physique mentioned.
