TRAI Regulation on Misuse of Telemarketing Message Templates

May 13, 2023

The Telecom Regulatory Authority of India (Trai) has recently issued a crucial directive to telecom operators to address the issue of misuse of telemarketing message templates under Telecom Commercial Communication Customer Preference Regulations, 2018 (TCCCPR-2018). This move aims to reduce pesky messages and enhance the overall communication experience for users.

Curbing Unsolicited Commercial Communication (UCC)

Unsolicited Commercial Communication (UCC) has been a major source of inconvenience to the public, impinging on individuals’ privacy. Recognizing the importance of combating this issue, Trai has taken various measures. The latest directive focuses on the misuse of telemarketing message templates, which often leads to the proliferation of pesky messages.

Directives for Headers and Content Templates

Trai’s directive primarily centers around making changes in the code of practices (CoPs) related to headers and content templates of telemarketing messages. It requires telecom operators to re-verify and rectify any issues within their existing systems. This step aims to ensure transparency, accuracy, and user-friendliness in telemarketing communications.

Concerns Regarding Message Titles and Headers

Trai has expressed concerns about the misuse of message titles or headers, which create confusion among message recipients. Look-alike message titles can be misleading and are sometimes exploited by unscrupulous entities for their own gain. By addressing this issue, Trai aims to improve the overall reliability and authenticity of telemarketing communications.

Re-Verification and Blocking of Headers

Telecom operators have received a directive to conduct a re-verification process for all registered headers on messaging platforms based on blockchain technology within a period of 30 days. This process will help ensure that the headers are legitimate and reduce the risk of misuse. Additionally, headers that remain unverified after the designated timeframe should be promptly blocked to maintain the integrity of the telemarketing system.

Temporary Deactivation of Unused Headers

To further optimize the usage of headers, Trai has set a requirement for temporary deactivation of unused headers. Headers that remain inactive for a continuous period of 30 days should be temporarily deactivated. This measure ensures efficient utilization of resources and prevents potential misuse.

Incorporating Quarterly Re-Verification Procedures

To maintain ongoing compliance and accuracy, Trai has instructed telecom operators to incorporate quarterly re-verification procedures for both headers and content templates. This periodic check ensures that the system remains up-to-date, adheres to regulatory requirements, and minimizes the risk of misuse.

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