Telecom regulator TRAI has directed all telcos to develop artificial intelligence and machine learning based systems to detect, identify and take action against senders of commercial messages. The new technology will identify messages that are not registered for commercial messaging, but send commercial messages. According to TRAI, such messages are also being sent from personal numbers which are not allowed.

Entities not registered with access providers and using 10-digit mobile numbers to send commercial messages, according to TRAI which has developed an artificial intelligence and machine learning-based UCC (Unsolicited Commercial Communication) detection system. Communication through messages or calls are called Unregistered Telemarketers (UTM).

However, according to reports, complaints against Registered Telemarketers (RTMs) have come down due to some measures taken by TRAI to curb harassing messages. UCC from Unregistered Telemarketers (UTM) is still ongoing. The Telecom Regulatory Authority of India (TRAI) has termed unwanted calls and messages as a major source of inconvenience to the public.

Only last month, TRAI issued a directive to prevent misuse of message template. TRAI has issued these directions under the Telecom Commercial Communication Customer Preference Regulations, 2018 (TCCCPR-2018). Even before this, on 16 February 2023, TRAI had issued instructions to prevent misuse of header and message template.

 

TRAI has directed the Telecom Service Provider to submit the compliance report of the above directive within 45 days. TRAI has directed all access providers that use of more than three variable parts in content shall be permitted only with proper justification and additional scrutiny. In its directive, TRAI has mandated that the access provider will have to set up a separate approval authority for such content template.