Telecom Providers Prepare to Eliminate Spam Telemarketer Messages Starting Wednesday
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New Delhi, Dec 11 (NationPress) Telecom providers are gearing up to begin blocking messages starting Wednesday that do not possess a defined or matching telemarketer chain, in accordance with the government’s directive aimed at guaranteeing spam-free communication for millions of users.
In compliance with the directive issued by the Telecom Regulatory Authority of India (TRAI) on August 20, 2024, all commercial messages sent by Principal Entities (PEs) must now be fully traceable.
This proactive initiative is anticipated to reduce disruption and consumer inconvenience, thanks to the extensive preparatory efforts made by telecom service providers (TSPs) and stakeholders.
According to Lt Gen Dr SP Kochhar, Director General of the Cellular Operators Association of India (COAI), over 90 percent of PEs, which represent the majority of commercial traffic, have successfully registered their chains.
“This thorough preparation guarantees readiness for the transition to full compliance. To adhere to TRAI directives, all member TSPs of COAI have effectively deployed the essential technical solutions and are technically prepared to implement the PE-telemarketer (TM) binding process,” Kochhar stated.
To ensure a smooth transition and to minimize any disruption to consumers, TSPs commenced the PE-TM binding in logger mode starting November 1, 2024.
During this phase, traffic was not blocked due to hash mismatches or unregistered chains, enabling TSPs to identify and rectify failures in coordination with Principal Entities and telemarketers.
Simultaneously, member TSPs actively collaborated with around 18,000 telemarketers (including delivery TMs) and over 300,000 Principal Entities.
“This engagement involved various meetings and numerous webinars with total participation in the thousands from diverse sectors including BFSI, insurance, and state and central government bodies, facilitating comprehensive awareness on the chain registration process, providing guidance on technical changes for hashing functions, and addressing other operational needs,” said the COAI DG.
These collective efforts signify a transformative step in ensuring the traceability and security of commercial messages.
“This initiative will not only protect consumers from fraudulent and unsolicited commercial messages but also bolster trust in the communication networks,” added Kochhar.
