20 August 2024

On August 20, 2024, the Telecom Regulatory Authority of India (TRAI) introduced new directives aimed at enhancing the regulation of messaging services and curbing misuse. Key measures include the requirement for telemarketing calls starting with the 140 series to be migrated to the online Distributed Ledger Technology (DLT) platform by September 30, 2024, and a ban on messages containing URLs, APKs, OTT links, or unapproved callback numbers from September 1, 2024. 

Starting November 1, 2024, all messages must be traceable, with those having undefined or incorrect telemarketer chains being rejected. Additionally, TRAI will blacklist content templates used improperly and impose a one-month service suspension for repeated violations. Headers and Content Templates must adhere to guidelines, with a single template not allowed to link to multiple headers. Immediate suspension of traffic will occur if misuse is detected, and Delivery-Telemarketers must report such misuse within two business days to avoid similar penalties.