The Telecom Regulatory Authority of India (TRAI) has taken a significant step to combat Unsolicited Commercial Communication (UCC) by directing all telecom operators to integrate artificial intelligence (AI) and machine learning (ML) technology into their systems. The objective is to identify and take action against senders of UCC who are not registered in accordance with regulations. TRAI has also urged access providers to comply with these directions and submit an updated report on the actions taken within 30 days.
UCC or spam calls and messages have long been a nuisance for mobile phone users. However, the newly launched Sanchar Saathi portal offers various methods and tools to report and register complaints about such unwanted communication. Users now have the means to fight back against this pervasive issue.
Additionally, popular app TrueCaller provides an SMS filtering feature for iPhone users. This feature enables the identification and filtering of unnecessary text messages, including the blocking of spam calls. TrueCaller empowers individuals to manage their incoming calls effectively and avoid the annoyance of spam calls.
To clarify the terminology, UCC refers to commercial communications sent by registered operators to customers without their consent or in disregard of their registered preferences. On the other hand, Unregistered Telemarketers (UTMs) are entities that employ ten-digit mobile numbers to send commercial communications without proper registration.
TRAI acknowledges that its efforts to curb pesky messages have successfully reduced complaints against Registered Telemarketers (RTMs). However, UCC from UTMs persists as a significant problem, causing inconvenience to the public. These unregistered entities often employ fraudulent links and telephone numbers to deceive customers into sharing critical information, resulting in financial loss.
While access service providers have implemented detection systems based on their suitability and feasibility, UTMs are continuously evolving new techniques to send unsolicited communications. Consequently, the current systems are not fully capable of effectively detecting UCCs.
In another move to address SMS scams, TRAI has issued a warning to Principal Entities (PEs), such as banks, financial institutions, insurance companies, and trading businesses. PEs must register their content templates to ensure that their commercial SMSes can be sent to consumers. Failure to comply with this registration requirement will result in the suspension of commercial SMS services.
With the deployment of AI and ML technology, coupled with enhanced reporting mechanisms and compliance measures, TRAI aims to protect mobile phone users from the menace of UCC and spam calls. This significant directive brings hope for a future with reduced unsolicited communication, empowering individuals to have better control over their mobile phone experience.
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