Commercial SMS disrupted following implementation of TRAI rules

8 Mar 2021

The implementation of the Telecom Regulatory Authority of India’s (TRAI’s) regulations on unsolicited commercial communications has caused disruptions to critical SMS services from banks, e-commerce companies and the government’s Aadhar (national identification card) authentication service, the Economic Times writes. The regulations are intended to prevent SMS fraud, and require telcos to verify SMS content with a registered template before delivering the message – a process also referred to as content scrubbing. Implementation of the rules has been delayed several times due to unreadiness in the industry, but was finally activated at 12am on 8 March. Telcos have challenged criticism of their content scrubbing system, arguing that the fault for the disruption lies with companies failing to comply with the TRAI’s regulatory standards.