TRAI's new guidelines to combat surging scam calls & messages | Fusion - WeRIndia

In the face of an alarming surge in scam calls and messages, India is taking decisive steps to protect users from the onslaught of unwanted promotional communications.

With an average of 12 messages per day bombarding Indian users, the Telecom Regulatory Authority of India (TRAI) has introduced stringent guidelines to curb this growing concern.

To tackle the issue head-on, TRAI rolled out the Digital Consent Acquisition (DCA) program.

It requires cellular providers to obtain explicit consent from users before sending promotional materials.

Despite the initial directive on June 2, 2023, a few telecom operators failed to comply, leading to penalties of ₹1 crore.

In response to the lapses, TRAI has issued new guidelines mandating user consent on a per-agency basis.

Now, agencies seeking to send promotional content must obtain explicit permission from users through the telecom operator.

To enhance transparency, users will receive an SMS notification with a unique short code (starting with 127xxx) explaining the purpose and scope of the consent request, along with the identity of the requesting brand or agency.

Users can respond by granting or denying consent, with denied consent resulting in the telecom operator blocking the agency from contacting that user.

TRAI emphasizes user control by urging telecom operators to create an online portal for users to easily revoke previously granted consent.

The Digital Consent Acquisition process utilizes the Distributed Ledger Technology (DLT) Platform for scrubbing consent data as per the processes outlined in TCCCPR-2018.

These regulations aim to put users in control of their communication preferences and reduce unwanted spam.

However, TRAI clarifies that the DCA system will initially target spam SMS messages before expanding to include spam calls.

Effective immediately, telecom operators must promptly adhere to these guidelines, rendering any consent obtained before this notification invalid.

In a parallel move, TRAI has developed the TRAI DND 3.0 app to empower users in identifying and blocking spam calls and SMS.

Android users can download the app from the Google Play Store, providing a direct channel to report unwanted promotional messages.

TRAI will collaborate with relevant mobile carriers to swiftly address reported issues, reinforcing its commitment to combating the escalating threat of scam calls and messages.

Photo by Josh Withers on Unsplash (Free for commercial use)

Image Reference: https://unsplash.com/photos/a-person-holding-a-cell-phone-in-their-hand-k0ECW8A4wVU