In a reminder to India Inc, the Telecom Regulatory Authority of India (TRAI) has issued a request to companies to come on board the consent-based mechanism for issuing promotional messages.
The TRAI has advised “urgent necessary steps” by banks, financial institutions, insurance companies, trading companies, business entities, and realtors, to onboard the Digital Consent Acquisition (DCA) system.
In June 2023, the TRAI issued directions on the DCA system, in an attempt to fight Unsolicited Commercial Communication. Under this regime, TRAI had directed telcos to not send any commercial message to subscribers without their consent.
As per DCA, companies seeking to share commercial communication would have to send a message to the subscriber seeking consent. The messages seeking consent would be preceded by the shortcode “127”.
Under DCA, the subscribers would have the facility to withdraw their consent from a specific company. The subscriber would also be given the option to opt out of any consent-seeking messages.
Under this scheme, the TRAI had hoped that only those companies whose messages have been verified would be enabled to send commercial messages.
In June, the TRAI had prescribed a deadline of September 30 for the onboarding of companies from the banking, finance, and insurance sectors. TRAI directions were provided for the onboarding of other companies by November 30.
TRAI has clarified that after the implementation of DCA, any consent given previously would be null and void. As per TRAI, under the regime, consent will have to be sought afresh before sending commercial messages to subscribers.
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