Telecom operators such as Airtel, Jio, and Vi across India will bring new rules that are aimed at enhancing message monitoring starting November 1, 2024. The Telecom Regulatory Authority of India (TRAI) has mandated message traceability to deal with frauds and scams that are rapidly rising in India. This also means that any SMS you receive will now be more closely monitored. The new system aims to make it easier for users to block fraudulent or unwanted calls and texts.
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However, while these new rules are designed to enhance security over cybercrime, many people are concerned about potential delays in receiving important messages. In addition to that, there is also a possibility that the system might disrupt the timely delivery of banking messages and OTPs, which could impact online transactions, which are time-sensitive.
TRAI has also instructed Airtel, Jio, and Vi to block promotional messages from organisations such as banks, e-commerce platforms, and financial institutions that don’t follow strict telemarketing guidelines to further reduce fraud. The main goal is to make it easier for users to identify and avoid scams by ensuring promotional messages follow a standardised format.
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Currently, an estimated 1.5 to 1.7 billion commercial messages surface in India daily, which also highlights the challenge ahead. Telecom operators have assured their readiness to meet the November 1 deadline, but the Cellular Operators Association of India (COAI)—representing major players like Jio, Airtel, and Vodafone-Idea—has requested a two-month extension. They believe this additional time is necessary to ensure a smoother rollout of the traceability system.
As the deadline approaches, telecom companies are gearing up to meet TRAI’s requirements, but with such a large volume of messages being sent daily, the transition will be significant.
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