Attention all Jio, Airtel and Vi users. The Telecom Regulatory Authority of India (TRAI) has announced the introduction of a new rule called Message Traceability. The new rule has been designed by TRAI to reduce the amount of spam messages that bombard users across India.

TRAI has announced that from today, any messages in which the number series prescribed by telemarketers has not been used will not be accepted. After this change, the traceability of the message will be good, and it will be easy to track and block fake links or fraudulent messages. Additionally, TRAI said Telcos must ensure the complete chain of messages is known before such messages reach consumers. In case traceability is not ensured, the messages will have to be blocked.

TRAI had initially planned to roll out this new policy change on December 1. However, the Apex Telecom authority had delayed the release of Message Traceability. The delay in release of the policy was due to the request of Jio, Airtel, Vi the service providers operating across India to prepare for the same. The original deadline was set for October 31, but it was extended to December 1 after requests from telecom companies.

What’s Message Traceability?

Message traceability refers to a mechanism enabling telecom companies to identify the source of bulk SMS traffic. This capability is crucial for curbing the spread of fraudulent messages. Since it allows authorities to pinpoint and act against the originators of such schemes. Evidently without traceability, detecting and prosecuting scammers becomes significantly more challenging.

What Are The Capabilities?

This new system makes sure that everyone involved in sending a message. This includes the person who sends it to the final delivery can be tracked. A clear chain of communication that outlines the roles of different parties, like telemarketers, has been set up as the message moves through the process before reaching the service provider.

Furthermore, any promotional messages or spam that aren’t registered will be blocked. This means users will now have a clearer way to identify ads and promotional messages. Around 27,000 organizations have already signed up for this registration, and the process is speeding up, says TRAI. Additionally, the new rule change will greatly improve communication safety and transparency.

Why Is Message Traceability Needed?

The challenge currently is that many scam messages and spam are difficult to trace back to their source. Therefore, this new technology aims to change that. By making it easier to trace where these messages come from, TRAI is hoping to protect people from fraud.

Individuals should note that it’s likely to be business as usual with minimal disruptions in getting commercial SMS’s like OTPs. However, TRAI has also addressed concerns that this new system might delay important messages used for banking and other services. Thereby, be reassured important messages will still arrive on time.

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