Navigating TRAI’s New SMS Regulations: Ensuring Business Continuity through Proactive Measures

The Telecom Regulatory Authority of India (TRAI) has announced new SMS regulations set to take effect from October 1st, 2024. The directive requires all messages containing URLs, OTT links, APKs (Android application packages) or call-back numbers to be whitelisted or registered with telecom operators. Not doing so may result in delivery failures, causing a widely expected SMS outage. 

As a brand leveraging SMS to communicate with customers, you must be wondering how these changes will impact your communication strategies and what steps you need to take to ensure compliance and maintain seamless customer engagement. This blog is aimed at helping you understand the issue in detail and offer strategies that will ensure interruption-free message delivery for your customers.  But before delving into the solutions we have in store for you, let’s first understand why TRAI came up with these norms in the first place.

The Rationale behind TRAI’s move

The telecom regulator has been deeply concerned about the growing incidents of spam messages, phishing and fraudulent texts  that have been plaguing Indian consumers. These unsolicited communications not only create a nuisance but also pose significant security risks, potentially leading to financial fraud and data breaches. The new regulations are part of TRAI’s ongoing efforts to create a safer digital ecosystem for all users.

Some key factors that prompted this regulatory action include:

-Escalating consumer complaints about unwanted messages.

-The increasing sophistication of scammers using URLs and links to deceive recipients

-The need to protect vulnerable populations, such as the elderly, from falling victim to SMS-based scams

-The desire to improve the overall quality of SMS services for legitimate business communications

While the DND (Do-not-Disturb) registry has existed for a while, the regulator has been taking proactive steps for curbing spam in order to protect consumers. Less than a month ago, it ordered telecom service providers to enable traceability of all messages from November, among a series of measures.The latest move too is a step in the same direction. The challenge however is, the huge number of entities that need to do it, given that SMS is the most widely prevalent mode of customer communication today, not just for brands but also for the government and regulators.

SMS continues to be a cornerstone of customer communication, despite the rise of newer digital channels. The global enterprise  A2P (application-to-person) SMS market size was valued at $56.1 billion in 2023, and is projected to reach $111.6 Billion by 2032, growing at a CAGR of 7.8% from 2024 to 2032, according to a report from Allied Market Research. Its ubiquity and reliability make it an essential tool for businesses, government agencies, and organizations of all sizes. From transactional messages like order confirmations and appointment reminders to marketing campaigns and emergency alerts, SMS offers a direct and effective way to reach customers.

And therefore, for this channel to remain spam-free, businesses must adhere to the latest TRAI directive. But first and foremost, let’s understand some basic concepts at play:

What is Whitelisting?

Whitelisting is a process where a sender’s identity or message content is verified and approved by a telecom operator. This ensures that the sender is legitimate and the message is not spam or malicious. Once a sender is whitelisted, their messages are allowed to be delivered to subscribers without any restrictions.

We encourage all businesses to login to their telecom operator portal and whitelist all URLs, OTT links, APKs or call-back numbers they plan to use in their messaging templates. It’s worth noting here that only long URLs or main domain pages, WABA links, APK links, mobile numbers, landlines, toll-free numbers, and email addresses can be whitelisted for A2P messaging. Shortened URLs, such as bit.ly, are not being accepted. The whitelisting manuals are available with your SMS partner and the respective telecom operators and it takes less than 10 minutes to complete the process.

In addition to that, Gupshup is committed to helping our customers navigate these changes, ensuring your messaging strategies remain compliant and effective. Here is our strategic approach to support you through this transition.

Link-Free Messaging Transformation

One of the known changes in the new regulations is the scrutiny on SMS messages containing links. To comply, we will leverage our AI-powered tool equipped with a validation service to review and remove links in your SMS templates, auto-converting them to plain text. This proactive measure ensures that your key messages are delivered without interruption, maintaining fluid communication with your customers.

While this transition may initially seem challenging, it’s a vital step towards regulatory compliance. Our AI tool will seamlessly transform your messages, ensuring they still convey the necessary information effectively, thereby avoiding any potential delivery issues.

Automated Failover to WhatsApp and RCS

Future-proofing your business means preparing for all contingencies. As part of our commitment to ensure higher coverage, we introduced Auto Channel Failover in Gupshup Conversation Cloud. By introducing channels like WhatsApp and RCS, messages can be tried on the most appropriate channel first, and if it fails to deliver, it is automatically redirected to the next channel (for example, RCS to SMS or WhatsApp to SMS), ensuring higher delivery reach for your communications

Setting up these additional channels might sound complex, but we’re here to help. Our team will assist you in integrating WhatsApp and RCS into your communication strategy, offering a robust solution that ensures your messages are always delivered via the most effective channel.

In conclusion, as TRAI’s new SMS regulations come into effect, we understand the importance of adapting your business strategies to remain compliant and effective. Our multi-pronged approach—comprising Link-Free Messaging Transformation, White Glove Template Management, and Automated Failover to WhatsApp and RCS—aims to provide a comprehensive solution to navigate these changes smoothly.

We are committed to helping you through this transition and ensuring your messaging strategies remain uninterrupted and compliant. Should you have any questions or need further assistance on the latest SMS requirements, please do not hesitate to reach out. Together, we can ensure your business continues to thrive amidst changing regulations.

If you have any questions or need further assistance, please don’t hesitate to reach out to us at DLT@gupshup.io.  You can also attend our upcoming webinar on the proposed changes and get answers to concerns/questions pertaining these regulations. Register here

Stay compliant, stay connected..