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Updated TRAI Rules For Bulk SMS
To prevent customers from unsolicited commercial communication TRAI has revised the rules for telemarketers and enterprises for bulk SMS service in India.
It has formulated guidelines to enhance control and prevent any fraudulent practice. It also gives greater safety for the end-customer.
The companies who want to send promotional or transactional messages to their customers will now have to register themselves with telecom operators.
They will be accountable to telecom operators who will be directly accountable to TRAI. The system is governed using blockchain technology known as DLT and the whole panel entities will be interlinked with each other. To help you understand the system it’s advised you learn about the commercial communication ecosystem. There are different types of entities involved in the process.
Commercial Communications Ecosystem
The roles and responsibilities of the five entities present in the Blockchain are:
It’s the organization who’s sending SMS to the customers. It could be an individual, partnership firm, or any private and government entity.
As per the updated TRAI rules every entity has to be registered with the telecom operators in the DLT platform.
The subscribers or end customer is the mobile subscriber who will receive the SMS. S(he) can provide consent to receive promotional SMS from any business.
The end customer can set preferences, register complaints, and unsubscribe at any time as per the TRAI rules.
Bulk SMS service providers are the ones who provide this service to organizations or companies.
Every service provider needs to be registered on the DLT platform to send messages on behalf of the principal entity.
These are the access providers who would be directly connected to TRAI and help in the regulation process. Example: Vodafone, Airtel, Idea, BSNL, etc.
Regulatory compliance is established by the regulator, i.e TRAI. It audits and governs the operations to safeguard customers’ interests and prevent fraudulent practices.
Read NOTIFICATION https://trai.gov.in/sites/default/files/Direction_19062020.pdf