The Telecom Regulatory Authority of India has asked banks and FIs to also whitelist their websites or links. This may help address the UCC (unsolicited commercial communication) issue. The telcos are also being approached to take steps to help reduce the growing cyber fraud.
Backgrounder. Nov 2020. In an effort to control promotional spam, SMS fraud, and unsolicited messaging, the Telephone Regulatory Authority of India (TRAI) had enforced new guidelines for SMS marketing. It had mandated the whitelisting of all SMS templates and registration of company’s entities, Sender IDs (Headers), and user consent in a centralized DLT portal provided by Indian mobile operators.
The TRAI DLT Regulations (India) had said:
- This is applicable for sending both Transactional and Promotional campaigns. Additionally, a third campaign type has been introduced by TRAI – Service (Implicit & Explicit). You can find more details on the respective DLT portals while whitelisting message templates.
- November 19, 2020, is the tentative deadline for registration. Failing to do so will cause mobile operators to cease delivering all your messages to their end-users.
- Additionally, TRAI also prohibits all kinds of SMS marketing between DND hours from 21:00 Hrs. to 10:00 Hrs. Bank/ Financial Transaction OTPs are the only exception that can be conveyed via SMS during these hours.
Emphasis on Customer Consent & Preferences. The new regulations grant complete control to your customers over multiple aspects (in addition to existing DND regulations). This includes:
- Opting-out of receiving SMSes from your brand.
- Opting-in to receiving promotional SMSes from your brand even if a user is registered in the national DND list.
- Specify a time window, in a day, for receiving promotional messages. (Messages sent outside this window will fail to get delivered due to DLT Scrubbing).