Trai rules fail to end pesky SMSes

Despite regulations by the Telecom Regulatory Authority of India (Trai) on digital advertisements, mobile phone subscribers are getting an increasing number bulk messages.

While some offer discount sales, others try to advertise weight loss gyms and yet others offer life insurance on deaths and accident early in the morning.

To cut down on the number of bulk messages, the telecom regulator had introduced the Do-Not-Disturb option which would protect a mobile phone subscriber from such spam.

The Trai had imposed a limit of 200 SMSes per day per SIM card in 2011 which was later reduced due to the increase of spamming in 2012. Later, the cost of sending more than 100 messages was increased, but this has not helped in controlling telemarketers.

A member of telecom advisory committee said, “Trai issues licences to telemarketing companies and whoever is registered should follow the regulations. But there are more unregistered telemarketers than those who are registered. That is where the problem lies.”

He said if an unregistered telemarketer was caught, Trai could only disable the SIM card used by the organisation. He said the content has to be monitored by the service provider. The senders will be held liable for the content.

Mr Harish Ganeshan, 28, a working professional from Hyderabad and a victim of bulk advertising, said, “The messages are irritating and I have to keep deleting them almost throughout the day. Sometimes you are waiting for an important message and this pops up.”