TRAI Update: TRAI's new rule regarding spam messages can create a big problem..

From September 1, the Telecom Regulatory Authority of India is implementing a new rule in the country regarding spam messages.

What is TRAI's new rule?
TRAI has instructed telecom companies to stop the service of such numbers, which are not whitelisted and are being used for messages with URLs, OTT links, and Android app location packages (APKs). Such numbers that are not registered with telecom companies are being cracked down. The new rule is coming into effect from the beginning of next month.

Let us tell you, this is not the first time that such instructions have been given by TRAI. Last year also instructions were given by TRAI. Despite this, the rules have not been fully implemented yet. This time it is believed that the new rule will be strictly implemented from September 1.

What will change with the new rule? Talking about the present time, telecom companies get their headers and templates registered. Companies do not get the content of any specific message registered. This means that there is no investigation regarding the content of the transmitted message. At the same time, from next month, telecom companies will need to prepare a mechanism with which the content of commercial messages can also be read. Those numbers which do not match the records will be blocked.

For whom has the deadline of 31 August been set
Under TRAI's rules, banks, financial institutions, and online platforms will have to register their templates and content to the operators by the deadline of 31 August. If this is not done by the stipulated date, then it is clear that having such content in the message will get the number blocked.

According to industry data, 1.5-1.7 billion commercial messages are sent to customers daily in India. That is, about 55 billion messages are sent to customers every month.

On the other hand, telecom companies want some more time from TRAI so that they can properly upgrade their platform. The regulator feels that companies have already been given enough time.

What does whitelisting mean?
Whitelisting will mean that companies that send messages to customers will have to give telecom companies all the information about the URL and call back number sent in the message content.

Telecom companies will then feed this information to their DLT platform (Distributed Laser Technology Platform). If this information matches, the message will be passed. If it does not happen, it will be blocked.

Trouble can arise for banks
TRAI says that the content of transactional messages in which call-back numbers are given to customers will also be checked. In such a situation, it will become even more important for banks to get the number whitelisted before the deadline. Banks often share callback numbers in debit-credit-related content with their customers.

What can happen next?
According to experts, such messages will shift to other platforms like WhatsApp, OTT platforms, and Google's Rich Communication Service after the new rules. Because, till now no rules have been made for these platforms.

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