Telcos, tech players join forces to counter pesky calls/SMS

Telecom operators, in collaboration with technology partners, are set to implement new solutions to curb pesky calls and text messages, building on the success of a blockchain-based solution that has significantly reduced unsolicited commercial communications (UCC) from SMS. Despite progress, UCC from voice calls remains a concern, prompting the industry to develop new models and allocate specific series for promotional, transactional, and service voice calls. The Cellular Operators Association of India (COAI), representing major telcos like Reliance Jio, Bharti Airtel, and Vodafone Idea, is actively working with the government and regulator on this issue. \r

Furthermore, the Telecom Regulatory Authority of India (Trai) has mandated a digital consent acquisition framework to ensure users' explicit consent for commercial communications. The COAI and its members are also part of a committee formed by the Department of Consumer Affairs to draft guidelines under the Consumer Protection Act, 2019, aiming to protect consumers from unregistered telemarketers and reduce UCC significantly.