TRAI directs service providers, ILD operators to restrict bulk SMSes

TRAI has come out with a direction to all service access providers and international long distance operators for blocking bulk international SMSes.

Not too long ago, the unsolicited SMS nuisance had forced the Telecom Regulatory Authority of India (TRAI) to block and limit SMSes by call centre and commercial units last year. As per the guidelines given in The Telecom Commercial Communications Customer Preference Regulations, 2010 which have been implemented from 27 September, 2011, the delivery of unsolicited commercial calls or SMSs have been barred to the customers if they are registered on the National Customer Preference Register (NCPR). The action was taken to relieve the consumers of the annoying number of messages they received from various sources but ignored the international angle.

After the regulation came into force, there were many incidents where promotional SMSs were being routed through servers located at international destinations, like Germany, Sweden, Nauru, Fiji, Cambodia, Bosnia, Albania, Grenada, UK, and many other locations, and were getting delivered to customers registered in NCPR.  Such SMSs come with alphanumeric headers or start with +91 or numbers with international codes.

Taking this into consideration, TRAI issued a direction to all the service access providers and international long distance operators and has made it mandatory for them to follow certain steps in order to keep up with the aim of the NCPR. The step has been taken in agreement with telemarketers, access service providers and International Long Distance (ILD) operators to take measures addressing the issue.

The steps issued restrict all international SMS with alphabet header or alphanumeric header or +91 as originating country code from being delivered through the network. Apart from black out days, any source or number from abroad should not deliver more than two hundred SMS per hour under a similar ‘signature’ through the network. Also, it has been made mandatory that only valid codes associated with the network of those entities with whom agreements have been signed by the access providers shall be allowed in the network.

Unlike earlier when people faced many problems with the regulation and the 100 SMS limit (which was later) extended to 200 per day per number by the TRAI, we hope that the steps taken this time are being well thought of in terms of consumer interest.

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