TRAI New Rule: Such messages will be automatically blocked, new rule has come into effect from October 1..

The Telecom Regulatory Authority of India (TRAI) has made a big decision in the interest of telecom customers. TRAI has decided to block unwanted and spam web links. TRAI has made such an arrangement that the web links coming into the message will be blocked automatically. TRAI has ordered the telecom companies to block all suspicious links automatically apart from OTT links and APK links sent in SMS.

Although TRAI had passed this order on 20 August itself, in which it was said that telecom companies should block all messages that contain non-verified links or APK links, now this order is being implemented.

To comply with this rule, registered SMS senders must whitelist their links on the respective provider portals. So far, more than 3,000 registered senders have whitelisted more than 70,000 links. Senders who do not whitelist their links before October 1, 2024 (the last date) will not be able to send messages containing URLs.

TRAI has advised businesses and entities that rely on SMS marketing or communications to immediately whitelist their URLs to avoid disruption in services. The move is expected to increase user confidence in SMS, especially in sectors such as banking and e-commerce.