The Telecom Regulatory Authority of India (TRAI) has taken a major step to curb spam and unsolicited commercial messages. TRAI issued a direction on June 2, 2023 for all telecom operators to implement a Digital Consent Acquisition (DCA) system. The goal is to create a unified platform for customers to register their consent digitally for receiving commercial messages.
Currently, consent is maintained by individual companies sending messages. Telecom operators have no way to verify if consent was properly obtained. Under the new DCA system, consent will be centralized and shared via a Distributed Ledger Technology platform.
A common short code 127XXX will be used for consent messages. These messages must clearly state the purpose, scope of consent, and company name. Only approved URLs, APKs, OTT links and callback numbers can be included. Consent confirmation messages must explain how to revoke consent. Telecom operators will also offer an SMS/online facility to register not wanting to receive any consent-seeking messages.
Importantly, existing consents obtained through other means will become invalid after DCA implementation. All companies must freshly obtain digital consent through the new system.
The DCA system provides a unified way for consumers to give, manage and revoke consent. It enables telecom operators to properly scrub messages against consent data. This should reduce spam and improve user control over commercial messages received.
Companies sending commercial messages must urgently update their systems to integrate with DCA per the mandated timeline. This major TRAI initiative promises to transform consent management and curb the menace of spam SMS and calls. It’s a win for both consumers and ethical businesses following proper consent procedures.