TRAI Issues New Directions to Combat Misuse of Messaging Services

These measures will enforce stricter controls on telemarketing and messaging operations to improve transparency and security within the telecommunications sector.

On August 19, 2024, the Telecom Regulatory Authority of India (TRAI) issued new directives aimed at enhancing the regulation of messaging services and protecting consumers from fraudulent practices. These measures will enforce stricter controls on telemarketing and messaging operations to improve transparency and security within the telecommunications sector.

Migration to DLT Platform:

Deadline: By September 30, 2024.

Requirement: All Access Service Providers must migrate telemarketing calls starting with the 140 series to the online Distributed Ledger Technology (DLT) platform for improved monitoring and control.

Restrictions on URLs and Links:

Effective Date: September 1, 2024.

Prohibition: Access Service Providers are prohibited from transmitting messages containing URLs, APKs, OTT links, or callback numbers that are not whitelisted by the Senders.

Message Traceability:

Effective Date: November 1, 2024.

Requirement: TRAI mandates that all messages from Senders to recipients must be traceable. Messages with undefined or mismatched telemarketer chains will be rejected.

Punitive Measures for Template Misuse:

Action: Content Templates registered under incorrect categories will be blacklisted. Repeated offenses will result in a one-month suspension of the Sender’s services.

Compliance with Guidelines:

Requirement: All Headers and Content Templates registered on the DLT platform must adhere to prescribed guidelines. A single Content Template cannot be linked to multiple Headers.

Handling Misuse:

Action: Immediate suspension of traffic from all Headers and Content Templates of a Sender if misuse is detected. Revocation of traffic will occur only after legal action is taken by the Sender against the misuse. Delivery-Telemarketers must report entities responsible for misuse within two business days, or face similar consequences.

Objectives of the New Directions

Enhanced Monitoring: By migrating telemarketing calls to the DLT platform, TRAI aims to improve oversight and prevent misuse.

Consumer Protection: Restricting unauthorized URLs and links helps safeguard consumers from fraudulent schemes.

Increased Transparency: Ensuring message traceability will help track the origin and authenticity of messages.

Accountability and Compliance: The punitive measures for misuse of content templates and headers aim to enforce compliance and deter fraudulent activities.

Stakeholders are encouraged to review the detailed directions available on the TRAI website (www.trai.gov.in) to ensure full compliance with the new regulations.

These measures reflect TRAI's ongoing commitment to creating a secure and reliable messaging ecosystem, thereby protecting consumer interests and preventing fraudulent practices in the telecommunications sector.