MIL-OSI Asia-Pac: Unsolicited Commercial Communications (UCC)

Current Framework

• To stop unwanted sales calls and messages, TRAI has issued many regulations over the years. The latest regulations were issued in July 2018. These are called Telecom Commercial Communications Customer’s Preference Regulations (TCCCPR-2018). These regulations aim to control spam while making sure businesses can still promote their products.
• These Regulations set rules to be followed by a Business Entity before it sends commercial communications. Business Entity registers themselves with telecom service providers (TSPs) and gets Headers for them. Through the Header, you can recognize who is the Sender. Eg when you received a message with header SBICRD, u can know it is from SBI Credit Card company.
• In addition, these Regulations also provide a mechanism to the customers to choose which types of communications they want to block or receive. Eg a customer can choose to receive SMS only related to Financial Sector or Realty sector. Messages are delivered to the customers accordingly.
• As far as voice calls are concerned, a separate number series 140 has been allotted for making marketing calls. If u have opted to block commercial calls thru DND registration, you will not receive any calls from 140 series.

Impact of Regulations-

Measures taken under TCCCPR 2018 Regulatory provisions and subsequent Directions issued by TRAI have resulted in substantial reduction of SMS related complaints against Registered Telemarketers (RTMs). However, complaints regarding UCC calls from normal 10-digits mobile/ landline numbers are continuing.

TRAI’s Recent Efforts to Combat Spam Calls and SMS Abuse

The Telecom Regulatory Authority of India (TRAI) has taken significant strides to curb the menace of spam calls and prevent the misuse of SMS headers and content templates. These measures are aimed at safeguarding consumer interests and ensuring a clean and secure messaging ecosystem. Some of Key Actions Taken by TRAI to ensure it are:

• Stringent Measures Against Spam Calls: TRAI issued directives on August 13, 2024, mandating that any entity found to be making promotional voice calls in violation of regulations would face severe consequences. This includes disconnection of all telecom resources, blacklisting for up to two years, during which there will complete ban on acquisition of new telecom resources. After issuance of Direction, over 800 entities/individuals have been blacklisted, and more than 18 lakh Numbershave been disconnected as part of this exercise.
• Mandatory URL, APK, and OTT Link Whitelisting:It was observed that sometime malicious links are sent though the SMS.Through its Direction dated 20.08.2024, TRAI directed all the Access Providers that effective from 1st October 2024, all Access Service Providers will be prohibited from transmitting messages containing URLs, APKs and OTT links, which are not whitelisted by the Senders.In compliance with TRAI’s August 20, 2024, directive, Access Providers have implemented mandatory whitelisting of URLs, APKs, or OTT links in messages by sending Entities.Till date, more than 10,000 entities have whitelisted more than 2.75 lakh URLs.
• Migration for Telemarketing Calls to online DLT platform for better monitoring:A separate 140xxx series is allocated to Telemarketers (TMs) for making telemarketing calls. The assignment of 140 series and registration of telemarketers etc., till now, being done outside DLT platform by the Access Providers.TRAI, on 20^th August 2024, issued directions to all Access Providers to migrate telemarketing calls starting with 140 series to online DLT platform latest by 30th September 2024 for better monitoring and control.Telemarketing calls starting with the 140 series have been migrated to the DLT platform for improved monitoring and control.
• Blocking Unused Headers and Content Templates: It has been observed that there are many unused Headers and Content Templates which are prone to be misused by fraudulent elements. Complying with the Direction of TRAI for re-verification and blocking of Unused/ Unverified Headers/ Content Templates. Access Providers have blocked around 3.5 Lakh Headers and 12 Lakh Content Templates since Feb 2023.
• Expansion of Joint Committee of Regulators (JCoR):JCoRis a collaborative initiative by TRAI to study regulatory implications in the digital world and to collaboratively work on regulations. It consists of Members from TRAI, RBI, SEBI, Ministry of Consumer Affairs (MoCA), MHA and DoT. Recently, IRDAI, PFRDA and MeitY have also became members of JCoR.

Action in Pipeline

• Enhanced Message Traceability: As per TRAI Direction dated 20.08.2024, Access Providers are in the process of implementing technical solutions to ensure better message traceability. This involves mandating the Senders to define the complete chain of TMs through which messages travel before reaching the consumers. This would ensure that Heads and Content templates of the Senders are not misused by fraudulent elements.
• A separate series for Transactional and Service Calls– On the recommendations of TRAI, 160 series has been allocated by DoT exclusivelyfor making transactional and service voice calls. In the first stage, it has beenearmarked for all entities regulated by RBI, SEBI, IRDAI, and PFRDA. It will help in the easy identification of the calling entity and will prevent the duping of innocent citizen from the fraudsters. Based on discussion with RBI, SEBI, Banks, and TSPs. and a pilot study, different approaches are being examined for its implementation.
• On 28th August 2024, TRAI has issued a consultation paper seeking public comments on “Review of the Telecom Commercial Communications Customer Preference Regulations, 2018 (TCCCPR-2018)”. TRAI is seeking inputs on areas to strengthen the regulations, including stricter provisions against the Unregistered Telemarketers (UTMs) who harass the public through spam calls, improved complaint redressal mechanisms, more effective UCC detection systems, stronger financial disincentives for violation of regulatory provisions, and revised regulations for senders and telemarketers. The paper also explores the possibility of differential tariffs for voice calls and SMS todiscourage UCC. The Consultation Paper is available on TRAI website http://www.trai.gov.in.

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SB/DP/ARJ