TRAI (Telecom Regulatory Authority of India) has implemented new initiatives aimed at mitigating spam calls and bolstering consumer protection. The updated regulations, which are part of the revised Telecom Commercial Communications Customer Preference Regulations (TCCCPR) of 2018, seek to address unsolicited commercial communications (UCC).

According to these regulations, TRAI has prohibited the use of standard 10-digit mobile numbers for commercial communications. Instead, a specific numbering system will be adopted: the ‘140' series will be allocated for promotional calls, while the newly introduced ‘1600' series will be designated for transactional and service-related communications.

These modifications come in response to increasing concerns regarding telemarketing practices that take advantage of telecom services. A consultation process, which commenced in August 2024, solicited feedback from the industry regarding potential regulatory deficiencies.

Key highlights of the new rules include:

• Stricter Measures against Unregistered Telemarketers: Penalties for repeat offenders have been made more severe. First-time violators will face a 15-day suspension of outgoing services, while persistent offenders will have their telecom resources disconnected for a year. Telecom operators also face financial penalties for not enforcing the new rules, with fines starting at ₹2 lakh and escalating for further violations.

• Consumer Complaint Process: TRAI has simplified the process for consumers to report spam calls and messages, allowing them to lodge complaints without needing to pre-register their communication preferences. The time frame for reporting spam has been extended to seven days, and telecom providers must resolve complaints within five days. New rules also require telecom companies to provide an ‘opt-out' option in promotional messages and display complaint registration options on their websites and apps.
• Message Header Standardisation: To help users identify the type of communication, TRAI is introducing standardised message headers for promotional, service, government, and transactional messages. 

Despite these measures, the Cellular Operators Association of India (COAI) has expressed concerns, stating that the penalties imposed on telecom service providers do not address the root cause of the issue. They suggest that telemarketers themselves should face more direct regulation.

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