The Telecom Regulatory Authority of India (TRAI)’s new SMS traceability mandate has gone live with minimal disruptions, ensuring the smooth delivery of critical commercial messages such as OTPs and service updates. Telecom operators reported that approximately 90% of businesses have complied with the new rules, with robust systems in place to handle the transition.

What the New Norms Mandate

As of December 11, all commercial messages sent by businesses, including banks, e-commerce platforms, and financial institutions, must be traceable. This means that the entire chain of telemarketers involved in transmitting a message must be clearly defined and registered with telecom operators. Messages with mismatched or undefined telemarketer chains will be blocked.

The new rules aim to combat spam and enhance transparency in commercial messaging, a sector that handles an estimated 1.5-1.7 billion messages daily in India.

Smooth Rollout with Minimal Rejections

TRAI officials confirmed that there have been no significant issues on the first day of implementation. "There have been no challenges on the first day. Precautions were taken to ensure customers don’t miss essential communication," said a TRAI official. "Minimal message rejections occurred, and telecom operators are ensuring a seamless service transition."

Telecom operators, represented by the Cellular Operators Association of India (COAI), have actively worked with 18,000 telemarketers and over 3 lakh principal entities (PEs) to implement the new norms.

Technical Upgrades by Telecom Operators

To ensure a smooth transition, telcos such as Reliance Jio, Bharti Airtel, and Vodafone Idea updated their systems well in advance. A technical rollout phase began on November 1, during which no messages were blocked despite mismatches or unregistered chains. This phase allowed operators and telemarketers to identify and rectify issues collaboratively.

"Starting December 11, blocking mode is fully operational. Any message with an undefined or mismatched telemarketer chain will be rejected," the COAI said.

Telcos also issued multiple warning notices to businesses and registered telemarketers to encourage compliance. Additionally, daily status updates are being provided to telemarketers and PEs, allowing for continuous adjustments to meet the new requirements.

Impact on Consumers and Businesses

The new mandate initially raised concerns about disruptions in delivering critical messages, such as one-time passwords (OTPs). However, TRAI assured that sufficient measures had been taken to prevent service gaps.

"The proactive engagement between telcos, businesses, and stakeholders has ensured minimal consumer inconvenience," the COAI added.

Looking Ahead

The implementation of SMS traceability marks a significant step toward curbing spam and ensuring accountability in commercial messaging. With businesses and telecom operators aligning with TRAI’s directives, the transition has been smoother than anticipated, setting the stage for improved consumer experience in the messaging ecosystem.