TRAI issues deadline for pesky calls

Telecom Regulatory Authority of India (Trai) has issued September 27, 2011 as the final deadline for the implementation of its directive against commercial calls. From the last week of September, mobile phone and landline users registered with the National Customer Preference Registry - a modified version of what was earlier called Do Not Call Registry - will not get any unwanted phone calls and text messages.

Trai had announced the new rules last year under which telemarketers, who call customers registered with Do Not Call, would face fines of 75,000 for the first violation and up to 2.5 lakh for the sixth offence, following which they would be blacklisted for two years. However, this has not been implemented yet.

But with the new deadline the problem seemingly will be tackled soon. Moreover since the inception of the earlier Trai Regulation on Unsolicited Commercial Communications (UCC), unwanted pesky calls and SMSes have substantially decreased. Telecom majors, like Bharti Airtel, exited the bulk SMS business in July last year.

However, UCC SMS still hangs as an area of concern with other service providers. So this time round, Trai and the industry stakeholders have worked together to implement a robust system that is designed to totally eliminate the problem of both voice and SMS UCC.

According to media reports India has over 850 million mobile and over 34 million fixed-line phone subscribers. Thus it is very important for the regualtory body to decide on some hardbound rules so as to offer the service providers with guidelines.

Last year, the regulator had announced recommendations to curb the menace of such calls and SMSes, but the guidelines could not be implemented in the absence of an identified number series, first in case of commercial calls coming from mobile networks and then for landline phones.

Now, "DoT (Department of Telecom) has provided '140' number series to be allocated to telemarketers. Access Providers (operators) have to make relevant provisions in their network before allocation of resources to telemarketers using '140' numbering series from both mobile and fixed line networks," Trai said.

As India, the second largest telecom market in the world, has taken the lead in designing a system unique in the world that includes two databases -- a 'Do Not Call' and a 'Do Call' registry with 7 preference categories for customers who would like to receive only select calls and SMSes.

At present, Trai has identified seven categories under the National Do Not Call Registry -- banking and financial products, real estate, education, health, consumer goods, automobiles, communication and entertainment, tourism and leisure.

So, as a customer this is what you have to do to stop those errant callers/telemarketers and SMSes:

You can register your number in NDNC registry by calling or sending SMS to toll-free number, 1909

The registration will come into effect within 45 days from the date of registration

A customer can also choose multiple preferences from categories of preference by sending SMS like "START 1,2² and so on, based on their preference.

Customers will also have the option to call 1909 and select category either through IVRS or by speaking to the customer care executive. | By Prabha Hegde [prabha(at)adgully.com]