Promotional SMSes to attract 5 paise levy

Written by fe Bureau | New Delhi | Updated: Oct 26 2011, 08:05am hrs
The Telecom Regulatory Authority of India (Trai) on Tuesday took a number of steps to further strengthen the regulation to check pesky calls and unsolicited commercial messages.

Accordingly, the regulator has now decided to levy a 5 paise termination charge on all promotional messages. This means that operators from whose network such messages are originating will now have to pay 5 paise per message to the operator on whose network the messages are terminating. This will check promotional messages being sent to mobile subscribers through certain websites.

Further, the Trai has also created two categories of messages - promotional and transactional. The regulations on unsolicited messages and termination charge will apply to promotional messages sent by registered telemarketers. For them, the cap of 100 SMSes per day per SIM is applicable. However, the termination charge will not apply to transactional messages - for instance, a bank sending messages to its customers. In this case there will not be any cap of 100 SMSes per day per SIM. For sending transactional messages an entity need not register itself as a telemarketer.