New DLT Platform – TRAI Rules For BULK SMS 2021
Telecom Regulatory Authority of India (TRAI) has released The Telecom Commercial Communication Customer Preference Regulation (TCCCPR) 2018 to regulate Unsolicited Commercial Communication (UCC) and bring transparency in the unorganised SMS industry. TRAI has formulated the guidelines to enhance control, prevent any fraudulent practice and provide greater safety to the end customer.
As per the revised TRAI guidelines, the companies who want to communicate with their customers will now have to register themselves with Telecom Operators for sending SMS. The Businesses and Bulk SMS Service Providers will be accountable to telecom operators who will be directly accountable to TRAI. The system will be governed using Blockchain technology also known as Distributed Ledger Technology (DLT) and the whole panel entities will be interlinked with each other.
Commercial Communications Ecosystem
The roles and responsibilities of the five entities present in the Blockchain are:
Mobile Subscriber: Mobile subscriber is the customer who will receive the SMS. Mobile subscriber has been given the right to provide consent to receive a promotional text from any business, opt-out from receiving texts at any point of time, set preferences and register complains for receiving unwanted and spam messages.
Principal Entity: Principal Entity is the company or organisation who is sending SMS to its clients and customers. It can be an individual, sole proprietor, partnership firm, or any private/public or Government company who wishes to send SMS to their respective clients. As per the new TRAI DLT rules, it is mandatory for every entity to register with the Telecom Operators in the DLT platform.
Telemarketer: Telemarketer means the Bulk SMS Service Provider from which an individual or company purchases Bulk SMS to send to their customers. As per the updated TRAI rules, every telemarketer needs to register on the DLT platform to send messages on behalf of the Principal Entity(businesses).
Access Provider: Access Providers are the telecom Operators such as Vodafone, Ideal, Airtel, MTNL, BSNL,Jio who will be directly connected to TRAI and assist in the regulation process.
Regulator: TRAI, being the regulator has the role of establishing regulatory compliance by auditing and governing the operations to safeguard customers’ interest and prevent the occurrence of any fraudulent practices.