TRAI now mandates telecom operators deploy AI to block suspected spam calls and A2P communications. The move puts the onus on Airtel and Jio to identify billions of robo-calls and commercial messages, not just users. For companies relying on automated alerts, expect pricing changes or delivery delays.
How We Got Here
TRAI's DLT framework introduced in 2018 for SMS helped curb spam for a while, but automated calls and WhatsApp messages quickly filled the void. Despite existing 'Do Not Disturb' registries, users still face relentless unsolicited commercial communications (UCC) from registered and unregistered telemarketers.
The Numbers
- Telecom operators must establish a 'UCC detection centre' and use AI/ML to identify and block suspicious numbers.
- A 'Digital Consent Acquisition (DCA)' facility is now mandatory, allowing users to give or withdraw consent digitally.
- TRAI recommended commercial charges for Application-to-Person (A2P) voice calls, similar to existing A2P SMS rates.
- The rules introduce increasing financial disincentives for telcos and telemarketers, starting with a ₹10,000 fine for first-time UCC violations.
- Telcos are now required to terminate the numbering resources of entities found sending UCC after investigation.
What Happens Next
🇮🇳 Why This Matters for India
For founders building customer engagement platforms in Hyderabad or fintech products in Bangalore, these rules mean re-engineering consent flows and potentially higher operational costs for vital OTPs and delivery alerts.
The Take
The true burden of these rules falls on product managers in Bangalore and Mumbai building critical notification systems, not just spam callers. Expect initial false positives and higher A2P costs as telcos rush to implement these systems within the next 6 months.
Source:
Gadgets 360 ↗