After significant delays, the Indian government has implemented a critical directive to curb spam communication. Telecom operators have begun blocking messages that lack a defined or matching telemarketer chain, as mandated by the Telecom Regulatory Authority of India (TRAI). This initiative, effective from this week, aims to ensure spam-free communication for millions of users across the country.
Under TRAI’s directive issued on August 20, 2024, all commercial messages sent by Principal Entities (PEs) must now be traceable. Initial concerns about potential disruptions to bank OTPs and essential services appear to have been mitigated due to extensive preparatory work by telecom service providers (TSPs) and other stakeholders.
Lt Gen Dr. SP Kochhar, Director General of the Cellular Operators Association of India (COAI), highlighted the robust readiness of the telecom sector. He reported that over 90% of PEs, responsible for the majority of commercial traffic, have successfully registered their telemarketer chains.
“This preparation ensures readiness for the transition to full compliance. All member TSPs of COAI have deployed the necessary technical solutions and are technically ready to implement the PE-telemarketer (TM) binding process,” Kochhar stated.
To ensure a seamless transition and minimize disruption, TSPs initiated the PE-TM binding process in a logger mode starting November 1, 2024. This phase allowed for identifying and addressing failures in collaboration with PEs and telemarketers without blocking unregistered or mismatched traffic.
During this preparatory period, TSPs actively engaged with approximately 18,000 telemarketers and over 300,000 Principal Entities. These interactions included numerous meetings and webinars involving participants from diverse sectors, such as BFSI, insurance, and government bodies. The initiatives provided guidance on chain registration processes, hashing functions, and other operational requirements to ensure compliance.
“This initiative marks a transformative step in ensuring the traceability and security of commercial messages,” Kochhar emphasized. He added that it would protect consumers from fraudulent and unsolicited communication while fostering greater trust in communication networks.
The Indian government’s proactive measures represent a significant advancement in enhancing the security and reliability of the nation’s communication ecosystem, setting a benchmark for combating spam and fraudulent practices.
