TRAI gives companies 2 weeks to verify templates for sending commercial SMS

In the latest attempt to cut down pesky calls and text messages, the Telecom Regulatory Authority of India (Trai) on Thursday granted two weeks to the principal entities (PEs) to verify headers and content templates for commercial SMS.

In a note, the regulatory body said, “PEs are required to get content templates registered with the access providers. Any commercial communication through SMS is subjected to scrubbing against the content template registered by PEs with the access provider and, if it fails, then such SMS is not allowed to be delivered to the consumer.”